Encouraging Brits to get outside and enjoy the summer, Malibu has teamed up with Brian Cox in a new campaign that says no to overworking.

Created by Wieden+Kennedy London the spot sees Cox take on a new role. Instead of the tyrannical boss he has found fame in playing, this charismatic boss rips up the rule book and clocks off as soon as 5.01 rolls around.

Based on the insight that 84% of workers state they have felt the pressure to work overtime, the campaign leverages research from Malibu that uncovers the need for a push back against overworking culture. Malibu’s survey of 13,000 adults found that over three quarters (79%) of workers across the UK, US, France, Germany, Greece, Italy and Spain regularly work overtime, logging an average of 2 working days (16 hours) per week. While in the US, the average worker clocks in a staggering 60 hours overtime per month.

Known as a drink of summer, Malibu is using its latest campaign to promote the need for relaxation. The campaign uses humour to encourage workers to down tools, switch off their laptops and go enjoy Malibu outside in the sunshine.

A hero film shows Cox, who has often been cast as a tyrant who glorifies overwork culture, heads down in a busy boardroom. As his co-workers are animatedly engaging in a meeting, Cox is looking at his watch. 

As soon as it ticks over to one minute past five, Cox is out of there. He skates off on roller skates down a beachside boulevard and heads for a Piña Colada. Dropping his phone into a jug of cocktail, his messages to workers: ‘Clock off!’

The colourful, upbeat spot was developed by Wieden and Kennedy London, directed by Tim Heidecker and produced by PRETTYBIRD.

Speaking on his role in the campaign, Brian Cox said: "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. In some roles I was consumed by work, control, and power, and never knew when to clock off. But the reality is, 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.”

Freddy Taylor and Philippa Beaumont, Creative Directors, Wieden+Kennedy London, added: “In a world where working yourself into the ground is a badge of honour, we wanted to remind people that, well - that’s stupid. Enter Malibu, a brand best known for piña coladas on the beach, and Brian Cox like you’ve never seen him, with a very important message; Put down the phone, set the O.O.O. and CLOCK OFF (even if you only have 15 mins).”

The campaign also features corporate satire influencers @_businesscasualty and @christianmaldonado, who will spread the ‘clock off’ message on their own social channels.

The film and accompanying cuts will run widely and globally on social media, online video, connected TV, and YouTube - with OOH, Display, and Streaming Radio also being utilised in the campaign. Some media placements will be strategically placed at 5pm, reminding workers to clock off when they need it most. 

In a culture that makes overworking a badge of honor but leaves people feeling frazzled, Malibu’s message of the importance of fun and relaxation will resonate with workers. With summer on the way, Malibu empowers its audience to spend time enjoying the things they love.