Brian Cox Hits the Beach for Malibu Rum

We all need to 'Clock Off' sometimes

Brian Cox really skates in this Malibu Rum ad. Not in every shot. Not the flashy stuff. That’s what stunt doubles are for.

But Wieden+Kennedy London engaged a movement coordinator and fitted the acclaimed actor with a special rig, allowing him to do moves he felt comfortable with.

Below, Bri’s all about summer. He’s merrily rolling around Barcelona, soaking up rays and telling the grim, gray working world to “Clock Off!” already.

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Go, Brian—with “Steal My Sunshine” by Len as your war song! Your cuddly-crusty self-awareness makes any commercial worth watching.

Looks like he skated clear back to a Miami Vice episode circa 1985. Which is the point, as the brand seeks to merge retro kitsch with modern flair, per W+K creative directors Philippa Beaumont and Freddy Taylor.

Prettybird’s Tim Heidecker—of “Michael CeraVe” fame!—directs with a bright sense of fun—sold, of course, by Cox playing against type with admirable whimsy.

“In some roles I was consumed by work, control, and power and never knew when to clock off,” Brian says in press materials. “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.”

The global push launches today across YouTube, OOH, CTV and elsewhere.