British/Nigerian Hollywood actor, John Boyega, recently took to Twitter to announce he was stepping down from his ambassadorial position at top British brand, Jo Malone.
The Star Wars actor in a Twitter thread revealed he made the decision to quit the role after the perfume company cut him from the Chinese version of an aftershave advert he helped create.
Boyega pointed out that their decision to replace his campaign without his consent or prior notice was wrong.
He explained on Twitter that the film celebrated his personal story, showcased his hometown, including his friends and featured his family.
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 the Fragrance Foundation Virtual awards 2020 for Best Media Campaign.
— John Boyega (@JohnBoyega) September 14, 2020
He continued: “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. “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.”
Boyega has been praised recently for speaking out in support of the Black Lives Matter movement following the killing of George Floyd while in police custody in the US.
A while ago, he stood at the forefront of those marching in support of the Black Lives Matter movement. The murder of 46-year-old Floyd caused a global uprising, demanding equal rights for all.
We learnt that John led the Black Lives Matter protest in London. It was an emotional march where John gave a moving speech, expressing the importance of the march, in which he battled to speak whilst trying to hold his tears back.
Boyega who owns a production company, UpperRoom Productions, will focus on non-English language films from West and East Africa.