Scottish actor and Succession star Brian Cox, known for his portrayal of hot-headed characters, has teamed up with ASICS for their World Mental Health Day campaign. In this new role, Cox plays the “world’s scariest boss,” offering a sharp yet humorous reminder about the importance of movement for mental well-being.

Campaign Details: The 1-minute clip features Cox at his intimidating wooden desk, presenting data that highlights the dangers of sitting for prolonged periods—specifically, the negative impact it can have on mental health. Cox, in his signature authoritative style, encourages viewers to stand up and move around, all while sporting a formal blazer paired with pleated shorts and ASICS runners, blending his iconic stern persona with a playful twist.

Previous Collaborations: Cox has previously worked with brands like KITH and Michelob Ultra, showcasing his versatility and ability to engage with audiences across various industries. His collaboration with ASICS marks another creative partnership, emphasizing the actor’s growing influence in health and lifestyle campaigns.

This ASICS campaign for World Mental Health Day combines Cox’s commanding presence with an important message, aiming to inspire people to prioritize both physical activity and mental well-being in the workplace.