The new Milk Tray Man is no stranger to daring feats and dangerous maneuvers given his day-job.
Patrick McBride, who was picked from more than 20,000 hopefuls for the new versions of the famous ads, is a firefighter.
The 39-year-old will be taking on the role of the enigmatic figure who undertakes daring escapades to deliver a box of chocolates to the lady he loves.
The Liverpudlian husband and father, who has combined modelling and TV ad work with his career as a firefighter, said his wife is thrilled for him and he thinks "she'll be pleased she's married to the Milk Tray Man".
The original ad aired in 1968, but the company were looking for a more thoughtful and sensitive character than the original, who would often be seen leaving the box of chocolate's in a lady's bedroom.
"It's an iconic advertising campaign and figure" he told Good Morning Britain.
To land the role the firefighter wore his full firefighting kit for the London audition and swung a bystander into a fireman's lift.
On the reaction from his colleagues at Cheshire Fire and Rescue Service, he said he'd expect "some playful banter" and "maybe the odd poster up".