Malibu's new global campaign encourages office workers to ‘clock off’

Malibu has launched a global campaign encouraging people to resist overwork culture and finish work on time during the summer months.

"Clock off", created by Wieden & Kennedy London, is fronted by actor Brian Cox.

It kicks off from April 8 on Malibu's global YouTube channel, with further rollouts planned across Europe and other markets.

The campaign’s hero film features Cox in a boardroom role. As the clock passes 5pm, he realises he’s still at work and leaves to roller-skate along a beach, declaring “Clock off!”

Influencers including Business Casualty and Christian Maldonado also appear in the campaign.

The 55-second film was directed by Tim Heidecker through Prettybird.

The campaign will run across social media, connected TV, YouTube, display, streaming radio, and out-of-home placements—some of which will go live specifically at 5pm on April 8 to coincide with the end of the workday.

It was based on a survey of 13,000 adults across the UK, the US, France, Germany, Greece, Italy, and Spain. It found 79% of workers regularly work overtime, logging an average of 16 extra hours a week. The US had the highest levels of unpaid overtime at 60 hours a month, followed by the UK at 40 hours and Germany at 31.

Freddy Taylor and Philippa Beaumont, the creative directors who worked on the campaign at Wieden & Kennedy London said, “In a world where working yourself into the ground is a badge of honour, 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 out-of-office. and clock off (even if you only have 15 mins).”

Cox added, "The reality is, we all need to disconnect if we want to enjoy what life has to offer. The campaign by Malibu is about reminding people that their free time is sacred and should be enjoyed, and this is a message I support.”