Cadbury is on TV screens tonight as part of a £4m campaign to modernise Milk Tray. Thirteen years on from when the Milk Tray Man last appeared on TV, the new advert stars actor James Coombes, who originally played the role back in 1987, as he reveals that the search is on for the next Milk Tray Man.

Hortense Foult Rothenburger, senior brand manager at Mondelez International said: “Since it first launched in 1915, Cadbury Milk Tray has always been the way to treat the woman you love. However, this sentiment has changed over time and with that so must our hero, who now needs to be thoughtful as well as adventurous. Our modern Milk Tray Man will know the importance of being caring and considerate, and how delivering a delicious box of chocolates can bring a smile whenever the occasion. Our search for a modern-day leading character is open to anyone that considers themselves to be thoughtful yet daring, and we can’t wait to find this someone – the next Milk Tray Man.”

The advert is set within a quintessentially British secret spy headquarters, the commercial opens with our 80’s hero in his iconic black polo neck, watching a montage of action scenes from the historic ads. Coombes then reveals a secret passage, featuring framed stills of the adrenalin fuelled moments from his heyday that celebrate the different ways the famous box of chocolates have been delivered. All except for the last frame, empty apart from the iconic silhouette of the Milk Tray Man. A briefcase waits adjacent to it – ready to be picked up by the next worthy pair of hands.

The ads crescendo comes when Coombes announces that the search is now on for his replacement:

“The search is on. New Milk Tray Man, step forward!”

Coombes then goes onto make a dramatic exit, leaping from the window only to be seen disappearing into the horizon as he dangles beneath a helicopter – the office ready for his successor.

This integrated campaign will be supported by Golin, Elvis, PHD, Gravity Road and RPM, who will handle activation across cinema, social media, PR, content films, in-store and out of home to drive brand and product re-appraisal. The return of this iconic hero is part of a modern day makeover specially given to this gift-worthy box of chocolates, which celebrates its 100th birthday this year. Complete with newly designed packaging that is as beautiful as a gift wrapped present, Cadbury Milk Tray now also features three new chocolate flavours.