The 80s hero famously dodged sharks and jumped from planes to deliver a box of chocolate to the lady he loved – with no regard for his personal safety, of course.
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As times have changed since the original ad aired in 1968, the new recruit – whether a man or a woman – must combine a sense of adventure and daring with an understanding that ‘gestures of romance, friendship and even kindness can take many forms’.
The Mondelez-owned brand is seeking a “thoughtful yet daring” replacement for the action hero, who first appeared on screens in 1967, but who has not been on TV since 2000.
Milk Tray, the 100-year-old chocolate-box brand created by Cadbury, is celebrating its centenary by bringing back its iconic mascot, the death-defying delivery man. Only this time, it could also be the Milk Tray Woman.
The ad features Coombes watching a montage of scenes from previous Milk Tray Man ads before announcing: “The search is on”.
In a new TV advert, audiences will see James Coombes, one of the original Milk Tray Men, call for wannabe candidates to step up to the mark and apply. “With an application process that’s open to all, we’re confident we’ll find a modern-day hero”.
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Anyone over 18 can register their interest – or nominate an adventurous, dashing friend – at a special Cadbury website.
