A little boy has shared a photograph of his missing father on Instagram, calling for anyone who sees him to "DM me instantly or call the police".
The youngster from Cardiff posted a picture of his father, Dewi Holt, 47, saying he had gone missing near Ogmore beach.
South Wales Police searching for Mr Holt recovered his car, a blue Ford S-Max, at a car park in Ogmore By Sea near Bridgend on Saturday.
The car was found after a member of the public handed Mr Holt's car keys to an RNLI search team.
Police are appealing for the man who found the car keys in Ogmore By Sea to make contact.
Mr Holt went missing in the early hours of Saturday.
At the time of his disappearance, Mr Holt may have been wearing a brown fleece top and beige, chino-type trousers.
He may also be wearing a black eskimo style hat that ties up beneath the chin.
Police urged anyone who can help with the investigation to contact South Wales Police via 101, or call Crimestoppers anonymously on 0800 555 111.