Actor Brian Cox, best known for portraying high-powered executives on screen, is turning his focus to work-life balance in a new campaign with Malibu aimed at drawing attention to the growing culture of overwork in the United States.
The campaign, titled Clock Off, is part of Malibu’s ongoing “Do Whatever Tastes Good” series. It launches alongside new survey results showing that Americans are logging an average of 15 extra hours of work per week—equal to nearly eight additional days of unpaid labor per year.
For employers, that trend may signal concerns around burnout, employee disengagement, and the erosion of personal time.
‘Clocking off’ becomes a campaign message
In the campaign’s lead ad, Cox trades in his usual stern demeanor for a more relaxed tone, roller-skating out of a corporate boardroom at 5:01 p.m. while dressed in a pink suit and sipping a piña colada.
“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,” Cox said in a statement. “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 campaign underscores a shift in tone from Malibu, a brand better known for its beach-party aesthetic. Craig van Niekerk, vice president of marketing, said the new message is about encouraging people to slow down and reclaim personal time.
“We understand that work is a meaningful part of life—it provides purpose, structure, and a way to contribute,” van Niekerk said. “But it’s overwork—not work—that’s wearing us down.”
Survey reveals ‘disguised overtime’ trend
The brand commissioned a study that found the average American juggles 28 lines of communication after hours each week, adding up to more than 17 hours of unpaid overtime per month. More than 70% of respondents said they felt pressure to work beyond their scheduled hours, while one in five reported feeling overworked.
The findings may be of particular interest to HR professionals and people managers as organizations grapple with growing demands for flexible schedules, mental health support, and policies that protect employee time outside of work.
Malibu’s campaign arrives as companies continue to experiment with strategies like four-day workweeks and mandated disconnection policies to curb burnout.
While the campaign features the brand’s signature cocktails, the underlying message is about time—specifically, when to stop working.
“Clock off on time, enjoy a Malibu Piña Colada, and keep that summer feeling going all year long,” van Niekerk said.
