28th September 2020
Doing the right thing
Last week, in an act of courage, Star Wars actor, 28-year old John Boyega did the right thing.
The British actor stepped down from his role as a global ambassador for the luxury goods brand, Jo Malone, exposing a sore reputational issue. But he stepped up in the estimation of many, including myself, for living up to his values.
In a nutshell, Boyega had directed and starred in a successful short film advert which scooped an award. However, without prior consent, the film was re-made starring a Chinese actor for the China market. (Anyone who hasn’t learned about this controversy as yet, just has to Google it).
The advert hits it’s objective. It’s aspirational, intimate and personal, making you ‘feel’ something and definitely appeals to minority groups. As I watched it, I felt compelled. In just 1:10 minutes, the autobiographical storyline, the visual creative elements and soundtrack takes you on a fantastical journey. As a viewer, you get a sense of something beyond what you see and hear. There is an elegance, joy, a gritty edge and magic that bind this fantasy together, inviting the viewer to enter John’s subconscious mind through his pupil.
Integrity matters. And I think this is what makes John Boyega’s Jo Malone advert so special. Not only does it have depth and meaning in the content, but John’s courageous action to step down are speaking to his values.
Both offer a stark contrast with the lack of integrity of Jo Malone. Having demonstrated forward-thinking and broken through the cultural stereotype of the ‘black male’, they back-tracked deciding it wasn’t appropriate to have a minority be a global brand ambassador in a region that demanded a majority.
I wonder what would have happened if:
John had decided to remain silent at this injustice?
Or kept the status quo?
Or if his advert as a black actor were exported to China?
Would consumers, both present and future of Jo Malone, have been aware of this issue?
With poignancy, knowing what we know now, the lyrics of the original advert subtly reinforce Boyega’s course of action – he’s ‘done his best, so everything’s alright inside.’
In the end, having strong moral values can mean a win-win. It may not feel like it at the time, but I believe it’s the most empowering thing that a person of colour can do: take action based on strong moral values.