Seán's chocolate ad is the best bar none

Sen Callery, who is studying for an MSc in creative advertising at Edinburgh Napier University, beat more than 5000 entrants in a competition to create a TV advert for Cadbury.

The 23-year-old, who lives in Slateford, made a one-minute video entitled Raising The Bar, in which a bar of Cadbury Dairy Milk is raised like a child from birth to the moment it leaves its parent's house.

Sen's parents Tony, 62, and Maria, 59, were enlisted to play the role of the chocolate bar's parents, with Sen himself making a cameo appearance.

He said: "It seemed kind of a novel idea to treat the bar as a child or to do the same things with the bar as you would a baby when bringing it up - feeding it vegetables and going to football games, stuff like that."

As part of Sen's prize for winning the competition, his advert was recently aired on television in Ireland. He also received 10,000 euros.

Sen plans to use his winnings to help him through university.

Sen, who was born in County Louth in Ireland, said: "I was over the moon to win the competition. It was a shock, but a very, very pleasant one.

"To find out I was in the final was in itself brilliant, but to then win the competition was absolutely amazing.

"It was the first time I'd ever made an ad and I only entered as a bit of practice for the course I was about to start. Needless to say, it's a great way to start off in advertising."

A panel of expert judges whittled down the 5311 entries to a shortlist of five and the eventual winner was chosen by public vote.

Sen added: "The whole voting process was very nerve-racking but it was definitely worth the nerves in the end. It was very strange seeing the advert on television, but it's a very nice memory to have."

Bobby Goldsboro's song Watching Scotty Grow also features in the advert.

Sen's creation will join Cadbury's list of famous adverts, which include Glass and a Half Full Productions such as Gorilla, Eyebrows and Trucks, as well as iconic creations including the Dairy Milk Caramel Bunny and Milk Tray Man.

Susie Henry, programme leader of Napier's creative advertising course, said: "I thought Sen's video was absolutely great. Although we're only in our first semester, he has proven to be a real creative thinker."

To watch Sen's advert, visit www.tv3.ie/cadburys.php