The National Dairy Council (NDC) is inviting children to audition for a new advertising campaign launching this autumn.

The campaign will appear on all major platforms including television, streaming, radio, digital and social channels, and outdoor billboards.

The role is for the character of ‘Seání’, a boy, aged between seven and 12 years, who comes from a dairy farm and is an expert on all things farming. No acting experience is required.

The casting team is looking for “personality first and foremost; children who are naturally confident, curious, and comfortable simply being themselves on camera”.

NDC CEO Emma Walls said: “Our new campaign launches in September and will celebrate Ireland’s pasture-based farming and highlight the National Dairy Council’s Guarantee in a memorable way.

“We want to find the very best person for the role, whatever their background, and the auditions are open to all boys in the age range.”

Since authenticity is key, Walls said that children from farming backgrounds may have an advantage when it comes to the final decision.

While boys are sought for this phase of the campaign, Walls said that girls will have their chance too, in other shoots.

How to apply

Parents or guardians are invited to submit an application on behalf of boys aged from seven to 12, by July 21, 2026.

Applications should include a recent photograph, a short audition video introducing the child, and their basic details. 

The audition video should be approximately one to two minutes in length and can be filmed on a mobile phone. It should show the child in a full-length frame, speaking directly to the camera.

Parents and guardians are asked to keep the video simple and unedited, allowing the child's “natural personality to shine through”.

In the video, the child should introduce themselves by sharing their name, age, the county they are from, and what they enjoy doing during the summer.

Children selected for the next stage of the casting process must be available to attend auditions, rehearsals, fittings and filming in Dublin during August, accompanied by a parent or guardian.

Final casting decisions will be made by the production team in consultation with the director and casting director.

Full audition requirements, key dates, and details on how to submit an application are available on the NDC website.