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.— John Boyega (@JohnBoyega) September 14, 2020
John Boyega starred in an advert for Jo Malone London. According to THR, John Boyega conceived and directed the first film — wasn’t made aware of the new commercial’s production, and only found out after it was put on Twitter.
While many brands understandably use a variety of global and local ambassadors , dismissively trading out one’s culture this way is not something I can condone.— John Boyega (@JohnBoyega) September 14, 2020
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side by side comparison of elements they took from John's advert
Crazy racism from Jo Malone. Not only did they replace @JohnBoyega, they ripped off his creative ideas and reshot his original film virtually shot-for-shot for the Chinese market.— Phantom Power (@PhantomPower14) September 14, 2020
Edit: Original left - Racist right. pic.twitter.com/AgHd9B4q7E
source, source 2