Rum brand Malibu is encouraging people to push back against overwork culture and clock-off on time this summer with a new campaign film starring Hollywood stalwart Brian Cox.
Developed in partnership with Wieden+Kennedy’s London branch, the work follows on from last year’s ‘Don’t Drink and Drive’ ad starring Team GB Olympian Tom Daley.
Set to Len’s 1999 hit ‘Steal My Sunshine’, the new film sees Cox shake off the shackles of a tiresome board meeting in favour of seaside roller skating.
“In a world where working yourself into the ground is a badge of honour, we wanted to remind people that, well, that’s stupid,” said Freddy Taylor and Philippa Beaumont, Wieden+Kennedy London creative directors.
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“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).”
Directed by Tim Heidecker and produced by Prettybird, the spot will run across social media, online video, connected TV, and YouTube, supported by out-of-home, display and streaming radio executions.
Cox added: “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.”
