John Boyega has called off his brand ambassadorial deal with Jo Malone following it’s decision to cut him from remake of the advert in China.
In a series of tweets shared via his Twitter page on Tuesday, September 15, 2020, the actor expressed displeasure over the brand’s decision to go ahead with a new advert without consulting him.
He tweeted;
“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,”
“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 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 Red heart.”
John Adedayo Bamidele Adegboyega was born 17 March 1992. He is a British actor and producer of Nigerian descent, the son of Abigail (née Aboderin), who works with disabled people, and Samson Adegboyega, a Pentecostal minister. His parents are both of Nigerian descent. His first acting role was as a leopard in a play while at Oliver Goldsmith Primary School.
While acting in another play there at the age of nine, he was noticed by Teresa Early, the artistic director of Theatre Peckham, a learning theatre for young people who live in south London. He spent his time there outside school hours between the ages of nine and 14. Boyega’s father wanted Boyega to become a minister like himself, but was nonetheless supportive of his theatrical interests.
He initially rose to prominence for his role as Moses in the sci-fi comedy film Attack the Block (2011) and later became best known for playing Finn in the Star Wars sequel trilogy films The Force Awakens (2015), The Last Jedi (2017), and The Rise of Skywalker (2019). His other credits include the drama film Imperial Dreams (2014), the historical drama film Detroit (2017), the science fiction film Pacific Rim: Uprising (2018), and four episodes of the television series 24: Live Another Day. He received the BAFTA Rising Star Award in 2016.
Boyega was chosen by Fionnuala Halligan of Screen International as one of the “UK Stars of Tomorrow 2011” and appeared alongside two other actors on the front cover of that magazine in its July 2011 edition. In March 2012, Boyega was cast in the film adaptation of Chimamanda Ngozi Adichie’s book Half of a Yellow Sun. On 29 April 2014, it was confirmed that Boyega had been cast as a lead character in Star Wars: The Force Awakens. It was later revealed Boyega would play Finn, a stormtrooper for the First Order, who leaves the military power after witnessing their cruelty in his first combat mission before joining the fight against them. The film was released on 18 December 2015. Both the film and Boyega’s performance received acclaim from both audiences and critics.
In 2017, Boyega starred in Detroit, Kathryn Bigelow’s film about the 1967 Detroit riots. The same year, he reprised his role as Finn in Star Wars: The Last Jedi.
In January 2016, Boyega formed his own production company, Upperroom Entertainment Limited. His company co-produced Pacific Rim: Uprising (2018), the sequel to the 2013 movie Pacific Rim, alongside Legendary Entertainment. Boyega also starred in the lead role of the film, Jake Pentecost. In 2019 John teased his new collaboration with Writer/Director Sebastian Thiel.
The two are in development of a series based on their childhood experiences, which Boyega will be producing
In the 2020 Powerlist, Boyega was listed in the Top 100 of the most influential people in the UK of African/African-Caribbean descent.
