Brian Cox Says ‘F*ck the Fruit’ in Asics Mental Health Campaign

In “The Desk Break,” created by agency Golin, Cox portrays a mean boss, a personality similar to his Succession character. For the Asics spot, he says that the “deadliest thing in the office” isn’t him but our desks.

“Look at you. Trading your own mental health for free fruit and a Wellness Wednesday… fuck the fruit!” he says, mocking companies’ poor attempts at prioritizing mental health.