Brian Cox Urges Work-Life Balance in New Malibu Ad

Brian Cox Clocks Out with Malibu Rum, Encouraging Work-Life Balance

Malibu Rum has partnered with actor Brian Cox for the next phase of its "Do Whatever Tastes Good" campaign, now called "Clock Off." This new iteration encourages consumers to prioritize their well-being and take time for themselves, especially during the warmer months.

The campaign's message resonates with research showing that U.S. consumers work an average of 15 hours of unpaid overtime per week. "Clock Off" aims to address this issue with humor, featuring Cox, known for his serious roles like Logan Roy in "Succession," in a vibrant pink suit, dramatically punching out at 5:01 p.m.

The "Clock Off" Campaign: A Humorous Take on a Serious Issue

A minute-long ad depicts Cox in a boardroom, surrounded by arguing colleagues. As his Malibu-branded watch strikes 5:01, he escapes on roller skates, leaving his bewildered colleagues behind. He then enjoys his newfound freedom, ignoring a work call and dropping his phone into a water pitcher. Cox closes the ad by uttering the campaign's name, a playful nod to Logan Roy's famous catchphrase.

The ad also features Greer Cohen, known for her role in Charli XCX's "360" music video.

This campaign comes three years after Malibu, owned by Pernod Ricard, introduced its "Do Whatever Tastes Good" brand positioning.

Malibu Addresses Burnout in Latest Marketing Effort

Malibu's campaign draws attention to the widespread feeling of being overworked. Research shows that 71% of U.S. consumers feel pressured to work overtime, and one in five feel overworked. The average worker engages in 17 hours of unpaid overtime monthly through after-hours communication. This data comes from a survey of 13,000 adults across several countries, including the U.S.

This isn't Malibu's first foray into creating a unique brand world. Their "Welcome to Malibu" campaign established a vibrant, accepting environment. Other brands, like Kit Kat with its "Break Brothers" campaign, are also focusing on the importance of downtime in today's busy world.

This campaign comes at a time when Pernod Ricard has seen declining sales in the U.S. and faces potential losses due to the ongoing U.S.-China trade war.