Rita Ora is ‘quietly DROPPED from EE and Apple ad campaign’ after flouting lockdown and quarantine


Rita Ora has reportedly been axed as the face of the latest EE and Apple campaign.

The singer, 30, starred in the augmented-reality ad to celebrate the launch of the Apple 12 Pro in November, but hit the headlines shortly after when she was caught flouting strict COVID-19 rules twice.

It’s now said that she has been ‘quietly dropped’ from the campaign, with the brands scrapping the big-bucks ad concept altogether. 

‘Dropped!’ Rita Ora has reportedly been axed as the face of the latest EE and Apple campaign

A source has told The Mirror: ‘EE took the lockdown breach very seriously and didn’t want to be seen to be endorsing her actions by having her as the face of their brand.’

MailOnline has approached Rita’s reps, and EE, for comment. 

The advert saw Rita dancing and singing to her single Let You Love Me among London’s picturesque skyscrapers, clad in an eye-catching gold jumpsuit. as an ‘AR avatar’.

She said when the campaign was unveiled: ‘It was a lot of fun being part of something which really pushed the boundaries of live performance.

Axed? The singer, 30, starred in the augmented-reality ad to celebrate the launch of the Apple 12 Pro in November, but hit the headlines shortly after when she was caught flouting strict COVID-19 rules twice

Axed? The singer, 30, starred in the augmented-reality ad to celebrate the launch of the Apple 12 Pro in November, but hit the headlines shortly after when she was caught flouting strict COVID-19 rules twice

Not-so-golden girl: The advert saw Rita dancing and singing to her single Let You Love Me among London's picturesque skyscrapers, clad in an eye-catching gold jumpsuit. as an 'AR avatar'

Not-so-golden girl: The advert saw Rita dancing and singing to her single Let You Love Me among London’s picturesque skyscrapers, clad in an eye-catching gold jumpsuit. as an ‘AR avatar’

‘Registering the movements of my hands, body and face, was cool, but seeing myself as an AR avatar, dancing around live, totally blew my mind. My first-ever 5G-powered AR performance was so incredible, and it looks phenomenal!’

But attention soon turned to her rule-flouting in November, when she was caught flying privately to Egypt and not quarantining afterwards, and throwing an illegal bash for her 30th birthday when gatherings were banned.

The Mail On Sunday revealed that prior to her birthday the singer flew by private jet to Cairo on November 21 to perform at the five-star W Hotel.

She returned the next day and under Government quarantine rules should have self-isolated for 14 days.

A source has told The Mirror: 'EE took the lockdown breach very seriously and didn¿t want to be seen to be endorsing her actions by having her as the face of their brand'

A source has told The Mirror: ‘EE took the lockdown breach very seriously and didn’t want to be seen to be endorsing her actions by having her as the face of their brand’

Caught red handed: Attention turned to her rule-flouting in November, when she was caught flying privately to Egypt and not quarantining afterwards, and throwing an illegal bash for her 30th birthday when gatherings were banned [pictured on her birthday]

Caught red handed: Attention turned to her rule-flouting in November, when she was caught flying privately to Egypt and not quarantining afterwards, and throwing an illegal bash for her 30th birthday when gatherings were banned [pictured on her birthday]

Instead of this, she threw a birthday party on November 28 at the exclusive Casa Cruz restaurant in Notting Hill, West London.

For this she apologised with the following statement: ‘Hello all, I attended a small gathering with some friends to celebrate my 30th birthday. 

‘It was a spur of the moment decision made with the misguided view that we were coming out of lockdown and this would be OK… I’m deeply sorry for breaking the rules and in turn understand that this puts people at risk.

‘This was a serious and inexcusable error of judgement. Given the restrictions, I realise how irresponsible these actions were and I take full responsibility.

‘I feel particularly embarrassed knowing first-hand how hard people have worked to combat this terrible illness and being fully aware of the sacrifices that people and businesses have made to help keep us all safe. Even though this won’t make it right, I want to sincerely apologise.’

I will never let you down? The Mail On Sunday revealed that prior to her birthday the singer flew by private jet to Cairo on November 21 to perform at the five-star W Hotel

I will never let you down? The Mail On Sunday revealed that prior to her birthday the singer flew by private jet to Cairo on November 21 to perform at the five-star W Hotel 

She paid a hefty £10k fine for breaching these protocols, having been reported to the police, who investigated the restaurant, which, to any passers-by, looked to be closed up.

She was then forced into another grovelling apology when her other coronavirus rule breach was unearthed, having jetting to and from Egypt.

Of this, she said: ‘I recently flew to Egypt to perform at a corporate event for a private company, where my travel party followed protocol and presented negative Covid tests upon entry, as required by Egyptian authorities.

‘Upon my return to Britain, I should have followed Government advice and isolated myself for the required period. As you know, I didn’t follow Government advice and… I apologise again, unreservedly.

‘While I realise the apologetic words of a pop star might not carry much weight, especially one who has broken the rules like I have, I do realise some might seek to follow my example. 

Outta here: It's said Rita fled the country for the remainder of 2020, jetting to Bulgaria to film a new music video and staying abroad for the rest of the year [pictured in 2018]

Outta here: It’s said Rita fled the country for the remainder of 2020, jetting to Bulgaria to film a new music video and staying abroad for the rest of the year [pictured in 2018]

‘My message to them is simple: please don’t. The guilt and shame I’ve carried this week for my mistake aren’t worth it. Instead, continue to listen to the Government advice and the voices of the heroes of the NHS and take the required precautions.’

She added: ‘I hope to one day make it up to the public who have given me so much support over the years and, in particular, make it up to the heroes of the NHS…

‘In the meantime, I will be donating my fee from Egypt to charity. Be better than I have been and learn from my mistakes so you don’t have to learn the hard way yourselves.’

A spokesman for the star, estimated to be worth £10 million, said she and her team had all subsequently tested negative for coronavirus. 

It’s said she then fled the country for the remainder of 2020, jetting to Bulgaria to film a new music video and staying abroad for the rest of the year.

Awkward: Rita was further humiliated when an interview she did prior to her birthday was released [pictured in 2019]

Awkward: Rita was further humiliated when an interview she did prior to her birthday was released [pictured in 2019]

A source told The Sun in December: ‘Rita has beaten herself up about her mistakes but has thrown herself back into work to take her mind off things.

‘She spent most of this year working on her music and is now hoping to return with new tracks in early 2021, with the video to one single being filmed at the moment in ­Bulgaria.

‘She doesn’t want to be in ­London right now so has booked a relaxing holiday over Christmas and New Year in the hope she can start afresh in January. Taking some time out to reflect on everything that has happened is very important to her right now.’

Rita was further humiliated when an interview she did prior to her birthday was then published.

Egg on her face: The article included a string of quotes from the pop star about how she was 'being patient' and keeping her 30th a low-key affair [pictured on November 23]

Egg on her face: The article included a string of quotes from the pop star about how she was ‘being patient’ and keeping her 30th a low-key affair [pictured on November 23]

The chat took place in early November, in which she said of her lockdown experience: 'I'm being patient - getting through it like everyone!'

The chat took place in early November, in which she said of her lockdown experience: ‘I’m being patient – getting through it like everyone!’

She declared she was having a quiet 30th birthday in an article released on December 6 by Sunday Times Magazine, claiming she was only celebrating with her parents due to lockdown.

The article included a string of quotes from the pop star about how she was ‘being patient like everyone’.

The chat took place in early November, in which she said of her lockdown experience: ‘I’m being patient – getting through it like everyone.’

She went on to divulge her apparent birthday plans, saying: ‘It’s going to literally be just my parents and me.

‘I’m actually looking forward to it. To just hanging out with my parents. Is that weird?’

I'm sorry: Rita offered an apology on social media and said she felt 'particularly embarrassed'

I’m sorry: Rita offered an apology on social media and said she felt ‘particularly embarrassed’ 

Known as a fan of the social scene and partying, she then remarked: ‘My reputation’s going to go down the drain but [my parents are] my favourite people to hang out with.’

On the night of her would-be-clandestine birthday bash, police were called to the party and gave a statement to MailOnline, saying: ‘Police were called at 21:10hrs on Saturday, 28 November to reports of a potential breach of Covid regulations at a commercial premises in Clarendon Road, W11.

‘Officers attended and carried out enquiries at the scene. They found no record of any offence being committed.’

Notting Hill restaurant Casa Cruz is named after Chilean-born Juan Santa Cruz, who resigned as restaurateur in February. Nicholas Fallows, who is listed as the sole director of Casa Cruz London Ltd, insisted he was unaware of the event.

Make your mind up: Rita launched a coronavirus range of clothing saying 'stop the spread' in 2020

Make your mind up: Rita launched a coronavirus range of clothing saying ‘stop the spread’ in 2020

Doing her bit: Rita's mother Vera returned to the NHS frontline amid the COVID-19 pandemic in March. The healthcare professional is a psychiatrist and former GP

Doing her bit: Rita’s mother Vera returned to the NHS frontline amid the COVID-19 pandemic in March. The healthcare professional is a psychiatrist and former GP

In pictures obtained by The Sun, Cara and Poppy Delevingne as well as TOWIE star Vas Morgan, 31, and Rita’s sister Elena, 32, were seen at the venue.

Rita was also spotted leaving the building while wearing a slinky wrap skirt and black face mask. 

A source told the publication: ‘Rita and her sister came to the restaurant first, all dolled up and clearly looking forward to a good night.

‘There were a number of guests, all dressed up very glamorously, and everyone entered the building through the back, with security watching the front to make sure no one else went in. It went on until the early hours.’ 

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