Brian Cox Is Actually Chill In Malibu Rum's Rallying Cry to 'Clock Off'

With an 'ironic twist,' the Succession star conveys an anti-workaholic mindset in Wieden+Kennedy London ad.

Logan Roy never said, "Clock off!," but Brian Cox does in a new campaign for Malibu rum-based coconut liqueur from W+K London.

Can Brian Cox convince hard working people to clock off?

Malibu has launched a global campaign encouraging people to resist overwork culture and finish work on time during the summer months.

Cox states, "The reality is, we all need to disconnect if we want to enjoy what life has to offer. The 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 | Brian Cox Clocks Off (feat. the track ‘Steal My Sunshine’ by Len)

The campaign drops under the ongoing 'Do Whatever Tastes Good' marketing banner, with the Pernod Ricard-owned brand continuing to tout its year-round vacation mindset. With music carving out a prominent place, the team used the recognizable hit 'Steal My Sunshine' from alt rock band Len for 'Brian Cox Clocks Off.'

Malibu and W+K London used the consumer insight that Americans are overworked as a basis for the new ad’s creative concept.