John Boyega sends powerful message after quitting brand over racist ad

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John Boyega sends powerful message after quitting brand over racist ad

John Boyega has taken a powerful stand after British fragrance company Jo Malone cut him out of a version of an advertisement he directed and starred in. 

The Star Wars actor has since stepped down from his role as global ambassador for the brand, calling the incident “not something I can condone.”

Boyega came up with the concept for the ad, a short film titled “A London Gent,” which showed him hanging out with friends and family in Peckham, London, where he grew up. 

The advert that was broadcast in China, however, was completely reshot and instead featured Chinese actor Liu Haoran. The format and concept of the ad remained largely the same, but any reference to Boyega was erased. Crucially, the Chinese version of the advert did not feature any Black people — a decision that smacks of racism while also stripping the short film of its original personal significance.  Read more…

More about Uk, Brands, Racism, John Boyega, and Culture




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