John Boyega revisits his London childhood in nostalgic ad for Joe Malone
The 'Star Wars' actor is an ambassador for the Estee Lauder brand
Oct 11, 2019
"Star Wars" actor John Boyega became an ambassador for Estee Lauder-owned fragrance brand Jo Malone earlier this year, and now he's both directing and starring in an ad for the brand, styled as a dapper "London gent."
In the film, British-Nigerian Boyega goes back in time to his South London childhood, and imagines himself pushing a toy brick cart, romping through an adventure playground and walking through the streets of Peckham, where he grew up. All the scenes were shot on location in Peckham and Boyega personally picked everyone who appears in the film. There are also some scenes shot in his real-life home, which appears liberally sprinkled with Jo Malone candles.
It's a marked departure for the brand, which has previously been associated more with cashmere-wafting ladies who lunch.