John Boyega leaves Joe Malone after being replaced in Chinese advertising

The 28-year-old Boyega himself made the Chinese film, but was replaced by actor Liu Harron for the Chinese version, a decision the “Star Wars” actor said was “wrong” in a Twitter The thread Announced his resignation on Monday.

Boyega wrote, “His decision to change his campaign in China using his concepts and without a local brand ambassador to me without my consent or prior notice was wrong,” adding that the film had given his personal story and his family Celebrated friend.

“Although many brands use different types of global and local ambassadors, rejecting someone’s culture in a way that I can’t do anything like that,” he said.

The original version, titled “London Gent”, shows Boyke passing through Peckham, a neighborhood in London, where he grew up, rides a white horse with a young man on a bicycle and dances at a party.

Joe Malone, owned by beauty group Estée Lauder, said last year that everyone in the commercial was hand-picked by the actor. “The scent triggers powerful memories. And for John, the most powerful memories always bring him home,” the company said when the commercial was released.

Joe Malone used similar visual elements in an advertisement featuring Liu.

John Boyega called Disney out for marketing a black character, only to eventually push him aside
“John Boyega is an incredible talent, artist and person and we are proud to have him as part of our Jo Malone London.” wrote The company on Twitter following Boyega’s statement. “We respect John’s decision and we wish him all the best.”

Estée Lauder did not immediately respond to requests for further comment.

On Saturday, a statement from The Hollywood Reporter, Joe Malone London, said the Chinese market version of the commercial was at fault.

Joe Malone London said, “We apologize if there was a mistake in the local execution of the John Boyega campaign.” “John is a tremendous artist with great personal vision and direction. The concept of the film was based on John’s personal experiences and should not be repeated.”

Boyega also made headlines earlier in September for calling on Disney to treat his “Star Wars” character, Finn.

Finn, a former Stormtrooper, played a pivotal role in the first film of the franchise’s latest iteration, but then became a background character as the following films focused more on Ray and Kyo Ren played by Daisy Ridley and Adam Driver.

& # 39;  Now is the time & # 39;  Emotional John Boyega addresses protesters at London Black Lives Matter rally
In an interview with GQ UK, he said, “What I would say to Disney that he didn’t bring up a black character is a lot more important in the franchise than him.

CNN has contacted Disney for comment.

Boyega has been an important voice in recent Black Lives Matter protests, making an emotional speech at a demonstration in London in June.

While marching in solidarity with protesters in the United States, he told thousands of people that it was time to demand racial equality.

“Black life always matters,” Boyge said at the rally. “We’ve always been important. We always mean something. We’ve always succeeded regardless. And now is the time. I’m not waiting. I’m not waiting.”


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