The Milkybar Kid is strong and tough... and looking a bit older these days in the Nestlé brand's latest TV ad.

The Ungrow Up campaign started this week in support of the new adult-targeted Milkybar Raisin & Biscuit bar, launched last month. The ad shows clips of adults attempting to sing the original Milkybar Kid song, decked out in his familiar blue-rimmed glasses and cowboy hat.