What do you get when Succession’s steely patriarch ditches the boardroom for beach vibes, pink suits, and roller skates?
A surprisingly joyful reminder to unplug.

In Malibu’s latest campaign, Brian Cox swaps alpha-male authority for leisure-fuelled liberation. The ad opens with the stern, corporate tone we know him for, until he hits the beach, ditches the tie, and literally rolls into a new headspace. It’s surreal. It’s sunny. And it’s spot on.

Directed by Tim Heidecker, the campaign blends cheeky escapism with a serious message: work-life balance is broken.
According to a global survey commissioned by the brand, 79% of workers regularly work beyond hours across the UK, US, and Europe. But instead of delivering that insight with doom and gloom, Malibu flips the script, proving you can say something real and have a little fun doing it.

Timed to switch on across touchpoints around 5pm (Malibu hour, if you will), this isn’t just a feel-good ad, it’s a cultural clock-out signal.

Insight:
The best work-life balance messages? They don’t lecture, they liberate.
Malibu gets that people don’t just want permission to log off, they need to feel good doing it.