Brian Cox Talks Malibu Rum Campaign Ad, New Projects

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It’s past 5:01 p.m., and Brian Cox is rollerskating down the beach in a suit. With Len’s “Steal My Sunshine” playing in the background, the award-winning Succession star is blowing off work for some time in the sun, as part of a new ad with rum brand Malibu — a shocking scene for fans who know him best as the man who played Logan Roy in HBO’s hit family boardroom drama.

“When Malibu approached me with the campaign,” says Cox, “I saw the humor in it, given my character’s utter lack of work-life balance. And frankly, I’ll never turn down an opportunity to enjoy a drink on the beach.”

Being part of the new Malibu ad gave Cox the opportunity to show another side of himself that fans might not expect. “I know people think I’m grumpy all the time, but I do love making people laugh,” Cox tells Rolling Stone. “Entertainment’s about enjoyment, and working on something light and funny was refreshing. What resonated with me in this campaign was the chance to remind people to break free from overwork and just enjoy life.”

Malibu enlisted Cox’s help for its “Do Whatever Tastes Good” campaign to drive home the message that your work-life balance is, well, off-balance. Malibu even conducted its own study and says that “Americans are working an average of 15 extra hours per week, totaling to nearly eight extra working days per year,” according to a release. In other words, let’s not forget to make some time for happy hour, too.

Similar to his Succession character’s iconic quote, Cox signs off with “clock off” in the clip after 5:01 p.m. — something Cox says that none of his previous characters would approve of.

“But that’s the point of these characters, isn’t it?” Cox says. “They all had their reasons for pushing beyond the limits and neglecting their own balance. It made for some interesting roles, but I don’t think we should be looking to them for life advice. If you’re not careful, work can take over everything.”

While the Malibu campaign makes sure to prioritize not overworking, Cox still has a packed schedule ahead. He says he’s currently working on directing his first movie called Glenrothan, “my love letter to Scotland — look out for it this year,” Cox tells us. Beyond his directorial debut, Cox says he’s “got some theater and TV projects in the works, like 007’s Road to a Million on Amazon Prime and The Score at the Theatre Royal Haymarket in London.”