Milkybar is returning to ad breaks in a new campaign created by JWT.
However, the heroes, villains, humour and signature wild celebrations seen at the end of previous Milkybar ads are distinctly absent from this latest execution.
In a 30-second TV spot, the kid trots into a wild forest on horseback, wearing a cowboy hat with the tip pushed down in a manner that recalls Clint Eastwood.
There is no dialogue and the only sounds are animal noises and birdsong. In another departure from previous Milkybar ads, the kid no longer yells "The Milkybars are on me".
Instead, the voiceover intones: "Milkybar with all natural ingriedients."