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Fireman Patrick McBride, the winner of a nationwide competition to become the Milk Tray Man, lands on screens this weekend.

McBride stars in a TV ad set in the Altai Mountains over the Mongolian-Manchurian steppe.

All the components we expect in a Milk Tray ad are here – the dramatic theme music, exotic location, James Bond-style hero and, of course, the classic line: "And all because the lady loves Cadbury Milk Tray."