Taking to his Twitter page, John Boyega expressed his disappointment in Jo Malone London for disrespecting him as its ambassador by cutting his ad campaign off from the Chinese Market.
"I have decided to step down as Jo Malone's global ambassador. When I joined the brand as their first male global ambassador last year, I created the short film we used to launch the campaign. It won tje Fragrance Foundation Virtual Awards 2020 for Best Media Campaign," Boyega tweeted.
According to him, he said that he was the one who created the original version of the short film used for the advert campaign. He's angry at Jo Malone for using his campaign concept in China without his consent or notice; for this reason, he stepped down as the ambassador of the Fragrance company.
"Their decision to replace my campaign in China by using my concepts and substituting a local brand ambassador for me, without either my consent or prior notice, was wrong. The film celebrated my personal story - showcasing my hometown, including my friends and featuring my family.
"While many brands understandably use a variety of global and local ambassadors, dismissively trading out one's culture this way isn't something I can condone.
"It's back to back but I assure you this will be dealt with swiftly. I don't have time for nonsense. We press on and strong. Stay blessed people," he tweeted.
The management of Jo Malone has broken its silence in a tweet and the tweet reads, "John Boyega is an incredible talent, artist and person and we were proud to have him as part of our Jo Malone London family. We respect John's decision and we wish him all the best."
(WATCH) The advert campaign that made John angry:
Brands usually use different personalities to create ads in order to penetrate different markets & cultures in various countries but re-shooting John's creative idea without his consent is criminal.
— Kelechi (@the_Kelechi) September 15, 2020
Take a look;
original ad - left.. Reshot ad - right.pic.twitter.com/kqtQzBB316
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