Jo Malone London casts brand ‘Gent’ John Boyega in nostalgic campaign

By Becky Bargh | Published: 10-Oct-2019

The short film, A London Gent, shows Boyega reliving memories across London, triggered by scents from Jo Malone London’s range

Jo Malone London has released its new campaign video starring its first ‘Gent’ John Boyega.

The short film, dubbed A London Gent, features the London-born star revisiting memories of his past and stars member of his family, triggered by scents from Jo Malone London’s candle collections.

Shot close to his family home in Peckham, south London, the Star Wars actor also chose his close friends to feature in the video.

But according to Boyega, London is the star of the video.

He said: “The story lies in the magic, the opportunity and the undeniable spirit found all over London.

“There is raw talent, energy and inspiration on every corner and it certainly affected me, my view on life and my approach to work.”

Boyega was tapped by the brand as its first-ever male ambassador in July this year.

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