Brian Cox hangs up his power suit for a Piña Colada in latest Malibu campaign

The Succession star embraces his softer side to front a fun Malibu ad urging Americans to 'clock off' and take their after-work hours seriously. Malibu has enlisted Succession actor Brian Cox - known for playing one of TV’s most relentless workaholics - for a campaign encouraging the opposite: leaving work on time and making space for play. Best known as the formidable Logan Roy, Cox swaps steely boardroom intensity for laid-back summer vibes in the latest instalment of Malibu’s Do Whatever Tastes Good campaign, called Clock Off. In a sharply contrasting turn, the actor is shown roller skating out of the office at 5:01pm in a bright pink suit to enjoy a Malibu Piña Colada on the beach. The campaign highlights growing concerns about overwork in the US, where a Malibu-commissioned survey found that workers are putting in an average of 15 unpaid extra hours a week—equivalent to nearly eight extra working days per year. A majority (71%) of Americans reported feeling pressured to work overtime, with one in five feeling outright overworked. “In some roles I was consumed by work, control and power, and never knew when to clock off,” Cox said. “But the reality is, we all need to disconnect if we want to enjoy what life has to offer.”

Campaigning for balance

Cox’s appearance builds on Malibu’s repositioning in recent years as a brand advocating for spontaneity, fun and freedom from routine. Last year, Olympic diver Tom Daley fronted a Malibu campaign promoting “joyful spontaneity” and encouraging people to embrace their playful side, whether that meant diving into a pool fully clothed or mixing up a cocktail midweek.

Now, Malibu is pivoting that message towards workplace culture, aiming to help consumers reclaim their personal time. The new campaign video presents a colourful escape from ‘disguised overtime’, with Cox acting as an unlikely advocate for balance and lightness.

“We understand that work is a meaningful part of life,” said Craig van Niekerk, Malibu’s VP of Marketing. “But it’s overwork—not work—that’s wearing us down. 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.”

Malibu’s evolving image

Owned by Pernod Ricard, Malibu has long associated itself with easygoing beach culture. But recent campaigns signal a wider lifestyle push - moving from simply flavour-driven messaging to cultural commentary around how we use our time.

It’s an approach that seems to be working: in 2023, the brand was the top-selling white rum-based coconut spirit globally, with over 4 million cases sold annually across more than 140 countries.

With Cox now steering the narrative, Malibu’s message is clear - sometimes, clocking off on time is the most powerful move of all.