White rum-based coconut liqueur Malibu has teamed up with Succession star Brian Cox on a new global campaign.

The campaign – which features the award-winning star rollerskating in a pink suit – kicks off in April in the US, with global rollouts hitting the UK, Canada, Netherlands, Poland, and Australia later this year.

While Cox is famous for his roles playing tough-as-nails characters, he embraces his sunnier side in a new Malibu campaign, which encourages work-life balance.

The campaign launches after a recent Malibu study found that Americans are working an average of 15 extra hours per week, totaling to nearly eight extra working days per year. To combat this, Malibu encourages the overworked masses to clock off and kick back with friends over a round of cocktails or whatever tastes good.

“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,” Cox said.

“But the reality is, we all need to disconnect if we want to enjoy what life has to offer. The ‘Do Whatever Tastes Good’ 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 the campaign’s first ad, Cox trades in his usual serious demeanour for a more playful, laid-back vibe. Sporting an uncharacteristically bright pink suit, at 5:01 pm sharp he roller skates out of the boardroom in pursuit of unwinding with a Malibu Piña Colada on the beach, blissfully enjoying his after-hours freedom.

“We understand that work is a meaningful part of life—it provides purpose, structure, and a way to contribute. But it’s overwork—not work—that’s wearing us down. At Malibu, we’re all about inviting people to unplug and enjoy life,” Malibu VP Marketing Craig van Niekerk said.

“Building on the positive, free-spirited energy of our first ‘Do Whatever Tastes Good’ campaign, our ‘Clock Off’ message feels more important than ever. In a world that rarely stops, we’re reminding everyone to slow down, prioritise joy, and make time for what truly matters. So, clock off on time, enjoy a Malibu Piña Colada, and keep that summer feeling going all year long.”

Watch the ad below: