Brian Cox stars for Malibu
Pernod Ricard-owned Malibu has called on Succession actor Brian Cox to front its latest campaign, which encourages work-life balance.
Scottish actor Cox is seen in the advert reminding consumers to ‘clock off’ work this summer, ideally with a Malibu Piña Colada.
The advert sees Cox dressed in a bright pink suit, rollerskating out of a chaotic boardroom meeting (at precisely 5.01pm) to hit the beach for a Malibu Piña Colada and enjoy his after-work freedom.
The playful nature of the advert presents a more laidback and cheery side to the actor than seen in his often serious-leaning roles, such as the character he won a Golden Globe for playing in Succession, media mogul Logan Roy.
The idea for the campaign came from a survey carried out by Malibu, which revealed Americans are working an average of 15 extra hours per week, totalling nearly eight extra working days per year.
The brand noted this ‘disguised overtime’ as a growing issue, with 71% of Americans feeling pressured to work after hours and one in five feeling overworked.
Through the advert, the brand hopes to encourage overworked masses to ‘clock off and kick back with friends over a round of delectable cocktails or whatever tastes good’.
Cox said: “Contrary to the characters I play, I’m all about celebrating the enjoyment of life and taking time off for the people and things that matter. In some roles, I was consumed by work, control, and power, and never knew when to clock off.
“But the reality is, we all need to disconnect if we want to enjoy what life has to offer. The ‘Do Whatever Tastes Good’ campaign by Malibu is about reminding people that their free time is sacred and should be enjoyed, and this is a message I support.”
Malibu was named the world’s second-biggest-selling liqueur brand. in The Brand Champions 2024.
In past campaigns, the rum-based coconut liqueur has teamed up with former Olympic Gold medal-winning diver Tom Daley on two occasions – for summer and winter.
Craig van Niekerk, Malibu’s vice president of marketing, added: “We understand that work is a meaningful part of life – it provides purpose, structure, and a way to contribute. But it’s overwork – not work – that’s wearing us down.
“Building on the positive, free-spirited energy of our first ‘Do Whatever Tastes Good’ campaign, our ‘Clock Off’ message feels more important than ever. In a world that rarely stops, we’re reminding everyone to slow down, prioritise joy, and make time for what truly matters. So, clock off on time, enjoy a Malibu Piña Colada, and keep that summer feeling going all year long.”
Eatch the first advert from the Clock Off campaign with Brian Cox:
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