This is just exciting!

IcWales: Ioan Gruffudd takes Burberry from Kate Moss---

IOAN GRUFFUDD has landed one of the most sought-after contracts in advertising.

The clean-living Welsh actor has been shooting a campaign for Burberry - just one month after the fashion house sensationally dropped Kate Moss for allegedly using illegal drugs.

It means the 32-year-old is likely to fast become one of the most familiar faces in the world, drawing on a lucrative contract which experts say could be worth millions.

Burberry, which recently revealed six-month global sales of £355m, is aiming for a change of image after the label let its stalwart supermodel Moss go after photographs of her appearing to snort cocaine at a recording studio were made public.

Advertising guru Robert Lloyd Griffiths says it's not just Gruffudd's good looks which have brought about his new five-to- seven-figure deal.

The marketing director at Leo Abse & Cohen in Cardiff said yesterday, "They would bring in someone like him for a bit of credibility and for the support from his fan base.

"If he's associated with being clean-cut, stylish, debonair, then people would make a link.

"People use a personality because they think that personality will best reflect the qualities of what's being sold and they complement the product.

"So they get someone who will be the best possible ambassador."

Burberry is also turning to the Welshman after reporting a slowdown.

This year's first-half trading report revealed a 3% rise in sales compared to a 14% surge last year.

This is thought to be due to a "soft" market in the UK, where it sells through stores such as Harrods, Harvey Nichols and Selfridges, as well as at its own boutiques.

The clothing company, known for its trademark beige, black, red and white check, yesterday refused to reveal details of any upcoming campaign, but Cardiff-born Gruffudd's British agent confirmed the promotion deal.

And Gruffudd was spotted on a street in Knightsbridge this week with Mummy actress Rachel Weisz and world-famous photographer Mario Testino.

Weisz, who once shared an agent with Fantastic Four's Gruffudd in Los Angeles, was drafted in as the campaign's female face after the loss of Moss.

The 34-year-old dark-haired actress even has some modelling experience, albeit from 20 years ago.

Gruffudd is fairly new to the world of modelling and product endorsement, although he has posed for American Express promotions.

But the Titanic and 101 Dalmations star enjoyed lending his face to the new campaign. It is believed to be for a new fragrance.

His British agent Christian Hodell said yesterday, "He respected the people involved in it - Rachel Weisz, Burberry and Mario Testino who did the photo-graphs."

Ioan does appear to have all the necessary qualities.

Mr Lloyd Griffiths said, "He has done things like Hornblower, some good family entertainment, and obviously he's a hit with the ladies.

"He's clean-cut, stylish, smart and scandal free. He's A-plus grade star and international and Hollywood."

So what's a Hollywood face worth these days?

"It could be from the tens to the hundreds of thousands to the millions. It depends what he has to do."

And of course there's the non-financial gain.

"He's linking in with an iconic brand which historically has been synonymous with style, excellence and quality," said Mr Lloyd Griffiths.

"Which is probably the sort of thing he would like to be associated with himself."

And perhaps Ioan can do for Burberry what Brad Pitt has done for Tag Heuer.

The watch company was this summer voted one of the coolest brands in Britain alongside Ducati, Apple and Asahi beer.

My favorite actor!!!