84% of workers state they have felt the pressure to work overtime. Brian Cox and Malibu push back against overworking culture, in the brand’s latest summer campaign with Wieden+Kennedy London.
Today, Malibu launches Clock Off, a global campaign with Brian Cox encouraging people to push back against overwork culture and clock off on time this summer, to enjoy the people and things they love.
The campaign is inspired by a Malibu survey of 13,000 adults revealing well over three quarters (79%) of workers across the UK, US, France, Germany, Greece, Italy and Spain regularly work overtime, logging an average of 2 working days (16 hours) per week. Looking at who tops the table, the US ranked the highest with the average worker clocking a staggering 60 hours overtime per month, UK came in second with 40 hours and Germany was slightly less with 31 hours per month.
Malibu, long associated with holidays and relaxation, uses the campaign as a timely reminder for people to abandon overwork culture and relax more. Empowering them to down tools, switch off screens, and shut laptops on time.
The survey revealed the average worker sends and takes work-related messages and calls over 28 times per week outside of work hours, unintentionally racking up more than two full days of unpaid overtime every month. And, over one in three Brits (41%) admit to working while on annual leave as they struggle to clock off from work.
Developed by Wieden+Kennedy London, the campaign comes to life through a hero film with Cox leaning on his past castings as a tyrant who glorifies overwork culture; directed by Tim Heidecker and produced by PRETTYBIRD.
Cox heads a table in a busy boardroom, and as his watch ticks over into one minute past 5pm, he realises 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.
Corporate satire influencers @_businesscasualty and @christianmaldonado also feature in the film, and join the campaign for social launches including their own channels. Meanwhile, Greer Cohen reprises her viral role as a waitress for the video.
The film and other accompanying cuts will run widely and globally on social media, online video, connected TV, and YouTube – with OOH, Display, and Streaming Radio also being utilised in the campaign. Some media placements will be strategically placed at 5pm, reminding workers to clock off exactly when they need it most. It launches first in the US from April 8th, before rollout across Europe and select other locations shortly after.
The project is the latest in a series of Summer campaigns from Malibu and Wieden+Kennedy London aiming to elevate summer from a season to a mindset.
Brian 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.”
Freddy Taylor and Philippa Beaumont, Creative Directors, Wieden+Kennedy London, comment: “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 O.O.O. and CLOCK OFF (even if you only have 15 mins).”
The hero campaign film launches on Malibu’s YouTube channel from 9am BST.
Source: Wieden+Kennedy London
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