‘Succession’ actor Brian Cox revisits beloved role in new campaign

Scottish actor Brian Cox has re-embodied his iconic TV role, but this time, it’s for a much deeper cause.

Brian Cox is still telling people to “f**k off”. Only this time, it’s for a good cause.

The Scottish actor, who starred in all four seasons of HBO’s award-winning drama Succession, has revisited his character – the formidable media mogul Logan Roy – for a public service announcement style ASICS campaign in line with World Mental Health Day, urging people in Roy’s signature brutish voice to take “desk breaks” at work.

The clever ad coincides with findings from a new global study commissioned by the sportswear retailer, which included Australians, showing workers’ mental states began to decline after just two hours of sitting at the computer, while stress levels increased by 18 per cent after four hours.

“Hello workers. Another long day at the office? Boss being a meanie? Too bad. Shut up. Listen. I’ve got some important news,” Cox, 78, delivers from behind a desk.

“It turns out I’m not the deadliest thing in the office, this is,” he says, pointing to the desk.

Brian Cox is getting behind the mental health movement. Picture: ASICS

Cox encourages office workers to take 15-minute stints away from their desks during work hours, with the study – involving 26,000 participants – showing just 15 minutes of movement can reverse the effects of burnout.

Landing the beloved actor, and giving diehard Succession fans a small taste of what they’ve been missing after the show ended in May last year, was no doubt a marketing team’s dream.

But there’s also a deeply personal reason why Cox wanted to loan his voice to the message.

“My mother [Mary Ann] suffered terribly with mental health issues,” he tells news.com.au via email. “As a young boy witnessing her struggles, well that has stayed with me.

“The treatment in those days was so brutal and frightening both for her as a patient and for us as a family to witness.

“Anything that can prevent or improve the welfare of someone going through any sort of crisis, well, we need to spread the word.”

Cox, a classically trained Shakespearean actor, has been working consistently since the early 60s.

And he’s more in-demand than ever post-Succession. Most recently, Cox has been working on his directorial debut Glenrothan, which has been in production in Scotland. He also stars in the film.

It’s been “a learning curve”, he admits, and “tougher” than expected.

As a result, Cox says he hasn’t had time to return to New York over the US summer, where he lives with his wife of 22 years Nicole Ansari and their two sons Orson and Torin.

Suffice to say, he’s struggled without the balance.

“I miss my boys so much. Zoom is fine but there is nothing like a father son hug. I’m really looking forward to seeing them soon.

Family time is definitely a happy time,” he says.

“Long days on set can be tough, not just for the actors but crew, wardrobe, catering. I am mindful to try and pace myself as much as possible.

“I have diabetes, so it is important for me to watch out for any signs. I try to eat well and grab any bits of downtime when I’m not needed, and mentally just remove myself for a short while.”

As for if he misses Succession, the globally beloved phenomenon which won 19 prime time Emmys over its five-year run, he does as much as the rest of us.

Succession wrapped with its fourth and final season in 2023. Picture: Frederic J. Brown / AFP

When asked if he was pondering what retirement may look like one day, Cox says his work on the show was proof there shouldn’t be a set age society puts people out to pasture.

“If we were all forced to retire at a set age we would be missing out on what is for some people, their best years,” he says.

“Look at me for example. Logan Roy was a gift that came to me after what would have been seen as my retirement years. Lots of actors, and I am sure other people in other professions, do outstanding work when they are older.”

Just don’t forget to take desk breaks.

The experiment, overseen by Dr Brendon Stubbs from King’s College London, found mental states improved by 22.5 per cent after people incorporated light movement into their day.

Further, results showed daily 15-minute breaks for just one week lowered stress levels by 14.7 per cent, and increased productivity by 33.2 per cent.

Originally published as ‘Succession’ actor Brian Cox revisits beloved role in new campaign