Perfume company Jo Malone apologizes to Star Wars actor John Boyega after he turned him away from the commercial he directed for them and used an all non-black cast for the version shown in China
- Perfume company Jo Malone apologized to black British star John Boyega
- They cut it out of an ad when it was remade for the Chinese market
- Jo Malone has now apologized to Mr. Boyega and said it was a "mistake" to repeat his personal experience with another actor
Perfume company Jo Malone has apologized to black British star John Boyega for cutting him out of an ad when it was remade for the Chinese market.
The Star Wars actor came up with the idea for the original commercial, which shows how he enjoys time with friends and family where he grew up in Peckham, south London.
Boyega, 28, also directed the promotion of the scented candle brand, London Gent, based on his personal experiences.
But in China, the advertising was rewritten without black actors.
Jo Malone has apologized to British black star John Boyega for cutting him out of an ad when it was remade for the Chinese market
Boyega in his Jo Malone ad. In the Chinese version he was replaced by the actor Liu Hoaran
Instead, the Chinese actor Liu Hoaran plays the lead role of Mr. Boyega.
Jo Malone has now apologized to Mr Boyega and said it was a "mistake" to repeat his personal experience with another actor.
The company said in a statement: “We deeply apologize for the mistake we made in running the John Boyega campaign locally.
& # 39; John is a great artist with great personal vision and direction. The concept for the film was based on John's personal experience and should not have been repeated. & # 39;
Boyega's commercial, which he directed and appeared in, showed him on a white horse
When the ad hit screens in China, a local actor replaced the Star Wars actor
All black cast members were replaced when the ad was rewritten and redone for the Chinese audience
Liu Hoaran looked at a bottle of perfume in the Chinese version of the advertisement that John Boyega originally designed for the brand
The company said that while it "took immediate action" and removed the local version of the campaign, "we recognize that it was painful and that a crime was caused".
It added: & # 39; We respect John and support our partners and fans worldwide. We take this misstep very seriously and work together as a brand to make better progress. & # 39;
Mr. Boyega, a global ambassador for Jo Malone, knew nothing about the recast of Chinese advertising and only found out about it on Twitter, according to the Hollywood Reporter.
Boyega, 28, also directed the promotion of the scented candle brand, London Gent, which was based on his personal experiences
The actor previously said of the ad, “There are several people in this video who either gave me a place to stay in LA when I didn't have one, or who have been consistent in our friendship for years.
"It's about getting rid of the concept of getting back to your roots or getting back to them, but more about the roots that exist with this new side of my life."
It was previously minimized in Chinese marketing material. In 2015, the Chinese poster for the new Star Wars film showed a much smaller version of his character Finn compared to the original.
The actor recently spoke about the racism he experienced after taking on the Star Wars role.
Regarding a social media campaign to boycott the films because of his casting, he said, “I am the only actor who has had a unique experience with this franchise because of his race. That makes you mad at a process like this that. & # 39;