A talented 13 year old boy from Usk has been chosen as the face of chocolate brand Milka.

Joe Hurst was selected from thousands of hopefuls to appear in a huge media, press campaign and TV commercial which will be shown across Europe.

Joe, who is no stranger to the limelight, has already appeared in a host of TV dramas and films including a role in the BBC's Casualty, period film Private Peaceful and the biopic 'Shirley' based on the life of Shirley Bassey. However he was really excited to appear in his first TV commercial.

Joe said: "I have done quite a lot of film work and really enjoy it, but this was my very first TV commercial. It is crazy to think my face and advert will be shown in over 40 different countries."

In the commercial, Joe is seen eating the chocolate bar in class with some school mates. "The best thing about this job was the chocolate, after the director said 'ok lets go again' I had to have a brand new bar of chocolate. It was tough work but someone had to do it," he added.

Joe regularly attends acting classes at the Mark Jermin Stage School every Friday evening at Fitzalan High School.

Mark Jermin, the stage school director and Joe's agent, said: "Joe is very talented, we sent him along for the audition and it was no surprise when he was offered the role from thousands that auditioned. He takes his acting very serious and we predict big things to come."

Proud mum Tracey Hurst said: "It's all a bit of a whirlwind, he enrolled at Mark Jermin Stage School two years ago and Mark saw something in him and he has not stopped.

"He really loves it and is more excited about being in an advert than some of the film and TV work he has done."