• by Teresa Buyikian , April 9, 2025

Having played an egocentric workaholic billionaire in HBO’s “Succession,” star Brian Cox sheds the bad boss image to encourage consumers to “Clock Off” and enjoy the summer in a new campaign for Malibu Rum.

Created by Wieden & Kennedy London, the global campaign was crafted to “encourage people to push back against overwork culture and clock off on time this summer.”

The :30 spot stars Cox, sitting in a boardroom meeting appearing, well, bored. He glances at his Malibu Rum watch reading 5:01 P.M., then outside at a cloud in the shape of Malibu Rum’s signature palm tree. Cox then sheds his typically stern demeanor, rising to reveal a bright salmon colored suit, and proceeds to stumble awkwardly out of the meeting, as he is also wearing roller skates. Cut to a shots of Cox blissfully roller skating along a beach boardwalk. The ad wraps with Cox sitting on the beach in Malibu (actually filmed at the real Malibu Beach outside Los Angeles), enjoying a Malibu Pina Colada.

"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," says Cox in a release.“In some roles I was consumed by work, control, and power, and never knew when to clock off. But … we all need to disconnect if we want to enjoy what life has to offer. The ‘Clock off’ campaign by Malibu is about reminding people that their free time is sacred and should be enjoyed, and this is a message I support.”

According to a recent global survey by Malibu Rum of over 13,000 workers, 84% stated they have “felt the pressure to work overtime.” The U.S. ranked the highest of countries surveyed, with the average worker clocking 60 hours of overtime per month, the U.K. came in second with 40 hours, and Germany third with slightly less, with 31 hours of overtime.

W+K also tapped corporate satire influencers @_businesscasualty and @christianmaldonado who have cameos in the spot, and who will also promote the campaign via their social platforms.

The campaign launched this week in the U.S. and will roll out worldwide in the coming weeks via social media, online video, connected TV and YouTube, along with OOH, display, and streaming radio.