Thinking Outside the Box for Milk Tray

After 13 long years, last Friday (9 October) marked the return of an iconic advertising character to UK screens, as confectionery giant Cadbury launched its search for a brand new Milk Tray Man.

Kicking off with this new spot via Fallon London and Acne London, the campaign calls on members of the public to apply for a chance to don the iconic black polo-neck.

Below, ECD Nick Bell and director Tomas Skoging tells shots why the next Milk Tray Man could actually be a woman and why orange truffle is top of the chocs.

Nick Bell, ECD at Fallon 

Can you tell us a bit about the brief from Cadbury? Why was now the right time to bring the Milk Tray Man character back?

The Milk Tray Man has been off our screens for 13 years. He is being brought back to coincide with the 100th anniversary of the brand. 

And how did you come up with the idea of finding the new Milk Tray Man through applications from the public? 

We didn't want just to make an ad. We needed to find a new Milk Tray Man anyway and this way we truly involve the whole nation in the brand and create a fantastic, newsworthy, PR-able story at the same time. 

The spot references all the daring things the character has done in past commercials through oil paintings – it must have been fun to go trawling through the archives..? 

Fun - and important. We of course looked at all the historic and iconic ads to understand the character and the story and we had an embarrassment of riches in terms of which images to feature. 

Was there ever any question of changing the tagline ‘All because the lady loves..?’ 

The brief was open and invited us to challenge the line but we always felt we'd have to have a very good reason to do so. After all, the lady really does still love Milk Tray! 

There’s been talk of having a female Bond in the future – could the new Milk Tray Man be a woman? 

Come on Bond, keep up! We've been discussing the possibility of a Milk Tray Woman from the start so absolutely he could be she. 

Who do you think would make the perfect modern-day Milk Tray Man/woman? 

We're open but we'll know him or her when we see them. 

What’s your favourite Milk Tray flavour?   

Orange Truffle, every time.

Tomas Skoging, director and founder, Acne Productions

What was your reaction on first seeing the script? Were you a fan of the original Milk Tray ads?

I love the old campaigns. As a film maker it is a boyish dream come true to play around with these type of adventures. 

How did you go about creating the Bond-esque feel of the spot?

It’s a bit like how Daniel Craig revitalized James Bond. You treat the concept, the character, his environment and the comedy in a sophisticated, elegant and modern way. You embrace and respect the legacy but you don’t look back at how it was done [before], [because] then it’ll just be an over-played cheesy piece of retro advertising. 

What was it like working with actor James Coombes? Did he find it easy to slip back into the role?

It was a pleasure. Working with skilled and experienced actors, like James, makes the life as a director simple. As soon he slipped into the black polo-neck I didn’t have to do much. He is the Milk Tray Man. Thanks James! 

And where did you find the iconic black polo-neck this time?

Acne Studios - after all, I raised Acne from the very beginning. So, take a walk to 13 Dover Street, London, and dress up if you want to look sharp when you apply for the job as the new hero. 

Where did the shoot take place? Can you tell us a bit about the locations and the helicopter exit?

It was shot up in Wrotham Park. We just wanted James to hand over the job in a true Milk Tray Man way, by leaving the black briefcase behind and jumping out of the window. It was very funny. I hope he lives happily ever after, wherever that helicopter took him.

What were the most challenging aspects of the shoot?

I can’t say we had to mentally fight anything besides the usual time and money aspect. As soon as we all had agreed on how to take James and the concept up to date, it was a very smooth ride. 

And the most rewarding?

Well, I’m not sure we have seen the reward in its full pride yet. It’ll be exciting to see who the new hero is and where the new adventures will take us!

For your chance to become the new Milk Tray Man - or woman - apply here.