Cadbury and has unveiled a new campaign in the UK that launches a nationwide search to find the next Milk Tray Man, Kicking off with a brand new ad, out of Fallon London and directed by Tomas Skoging of Acne, viewers will be treated to the return of one of the iconic Milk Tray Men, a figure known to all in Britain, calling for the nation’s most thoughtful individuals to step up to the mark and apply online at www.newmilktrayman.com for a chance to take this coveted role.
Thirteen years on since the Milk Tray Man last appeared on British TV screens, he’s back. The new advert stars actor James Coombes, who originally played the role of the Milk Tray Man in 1987.
Set within a quintessentially British secret spy headquarters, the commercial opens with the 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...
Credits:
Creative Agency: Fallon
Executive Creative Director: Nick Bell
Producer: Sarah Browell
Production Company: Acne
Director: Tomas Skoging
DOP: Christian Haag
Post Production: Electric Theatre Collective