Developed by Wieden+Kennedy London, this hero film in the Malibu “Clock Off” campaign stars Brian Cox, leveraging his past acting roles as a tyrant who glorifies overwork culture.
We see Cox at the head of a busy boardroom table. As his watch ticks over into one minute past 5pm, he realizes he is pointlessly overworking and is inspired to clock off–rollerskating down a sun-soaked beachside boulevard and heading to the sands for a Malibu Piña Colada. “Clock off!”, he declares to the over-workers of the world.
The “Clock Off” film was directed by Tim Heidecker via production house PRETTYBIRD.
Of the campaign, Cox commented, “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.”
In a joint statement, W+K London creative directors Freddy Taylor and Philippa Beaumont shared, “In a world where working yourself into the ground is a badge of honor, 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).”
