Brian Cox Stars in Malibu's "Clock Off" Campaign

Brian Cox Champions Work-Life Balance in Malibu's "Clock Off" Campaign

Malibu Rum has partnered with actor Brian Cox for its latest "Do Whatever Tastes Good" campaign iteration, titled "Clock Off." The campaign encourages consumers to prioritize relaxation and personal time during the summer months.

The campaign's message resonates with the finding that U.S. consumers work an average of 15 hours of unpaid overtime per week. "Clock Off" humorously addresses this issue, showcasing Cox, known for his serious roles like Logan Roy in "Succession," embracing leisure in a vibrant pink suit. He dramatically "clocks off" at 5:01 p.m., leaving his colleagues in astonishment.

Cox Ditches the Boardroom for the Beach

A minute-long ad depicts Cox abandoning a tense boardroom meeting to roller skate along a boardwalk, even ignoring a work call by dropping his phone into a water pitcher. This lighthearted approach aims to promote Malibu's rum-based coconut liquor during the peak summer season.

The "Clock Off" tagline cleverly alludes to Logan Roy's famous catchphrases, adding another layer of humor for fans of Cox's work. This isn't Cox's first foray into advertising; he's also the voice of McDonald's and has previously starred in DirecTV commercials.

Malibu's campaign draws on research revealing that 71% of U.S. consumers feel pressured to work overtime, and one in five feel overworked. The research, conducted by One Poll, surveyed 13,000 adults across several countries, including the U.S., U.K., and France.

This focus on burnout aligns with recent marketing trends. Other brands, like Kit Kat with its "Break Brothers" campaign, are also emphasizing the importance of downtime in today's fast-paced world.

The "Clock Off" campaign marks a continuation of Malibu's "Do Whatever Tastes Good" brand positioning, first introduced three years ago. This latest effort aims to connect with consumers seeking a balance between work and personal life, especially during the summer.

This campaign comes as Pernod Ricard, Malibu's parent company, navigates a challenging market. The company reported a 9% decline in U.S. sales in fiscal year 2024, partly attributed to the ongoing U.S.-China trade war.