HOLLYWOOD star and Welsh acting icon Ioan Gruffudd has been cast as the face of University of South Wales’s new student recruitment advertisement.

The ‘cause and effect’ campaign sees the actor, most notable for his roles in the Fantastic Four and Hornblower movies, urging the audience to take destiny into their own hands and make the most of opportunities.

It urges potential students to come along to one of the University’s open days to find out how gaining a degree and benefiting from university experience can impact on what success they achieve in later life.

The University of South Wales was formed earlier this year following a merger between the University of Wales, Newport and the University of Glamorgan.

The advertisement will be aired in cinemas across the UK from tomorrow.

Mr Gruffudd said: “As a proud Welshman I am delighted to help the University of South Wales promote attendance to its Open Days.

“Both my parents were teachers so I was brought up knowing the value of education and the difference going on to university can make. And to come and do that in Wales – well, what could be better?”

Peter Crofts, Director of Recruitment and External Affairs, said: “We are thrilled to have an internationally renowned Welsh star like Ioan supporting our University.

“The cinema advertisement is truly engaging and I’m sure will capture the imagination of all who see it.”

The University is holding open days on Friday, September 13, Saturday, October 19 and Saturday, November 23. For further information visit www.southwales.ac.uk/opendays