‘Succession’ Star Brian Cox Is the New Face of Malibu Liqueur — Because Why Not?

(Photo: Malibu)

Best known for his domineering roles in “Succession,” “Braveheart” and “Deadwood,” Brian Cox may initially seem like the kind of guy who enjoys a well-aged scotch or perhaps a quality gin. Coconut-flavored rum liqueur? Not the first thing that leaps to mind.

Tongue firmly in cheek, Malibu has announced the Emmy Award-winning actor as the star of its new “Clock Off” campaign. Set in a sunny seaside city bustling with bright colors and crashing waves, Cox plays the role of a chronic relaxer that’s intentionally far removed from the kinds of villains he’s famous for on screen.

“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,” Cox said in a news release. “But the reality is, we all need to disconnect if we want to enjoy what life has to offer.”

In the video, Cox is seen holding court at a crowded business meeting as his watch ticks from 5:00 to 5:01. Clouds form into the shape of palm trees, and he’s off to the beach, rollerskating down the promenade without a care in the world. Piña colada in hand, Cox shouts “clock off” — a not-so-subtle nod to his alter ego Logan Roy’s curmudgeony catchphrase, “f-ck off.”

Cox told Rolling Stone that Malibu approached him with the idea, adding, “I saw the humor in it, given my character’s utter lack of work-life balance. And frankly, I’ll never turn down an opportunity to enjoy a drink on the beach.”

The Barbados-based liqueur brand is fully committed to the bit. In a press release, Malibu announced that the campaign aims to highlight the growing issue of “disguised overtime,” the kind of phrase you might hear in anti-work TikTok circles. According to a survey quoted by the brand, the average worker clocks in over 17 hours of unpaid overtime per month without realizing it. 71% of Americans reportedly feel pressured to work overtime; one in five say they feel overworked.

Originally launched in South Africa under the name Coco Rico, Malibu is made by blending triple-distilled white rum with coconut extract and sugar. It’s one of the most popular brands in its category, selling 4.4 million nine-liter cases worldwide in 2023.

“We understand that work is a meaningful part of life—it provides purpose, structure, and a way to contribute. But it’s overwork—not work—that’s wearing us down. At Malibu, we’re all about inviting people to unplug and enjoy life,” added Craig van Niekerk, Malibu VP of marketing.