Colleagues and family say it's out of character for Gavin Smith, a 20th Century Fox distribution executive who was reported missing last week, to be off the grid.
"My dad's a responsible adult," said son Evan Smith. "He's a good guy and he would never skip out on me and my brothers and he would never skip out on work."
The search continued for the father of three Monday.
"He never picked up his 16-year-old son to take him to school on Wednesday morning, so that is a big red flag for us," said Tara Addeo, Smith's sister.
The 57-year-old was last seen between 9 p.m. and 10 p.m. on May 1 leaving a friend's house in the Oak Park area. He left in a black 2000 Mercedes-Benz 420E with license plate No. 6EKT044.
Although the vehicle is a model 420E, the number on the back has been changed to E500, according to deputies. The car has padded storage racks on the roof and tinted windows.
"He has three sons; he has a wife," said Evan Smith. "We all need him and I'm not going to stop until I find him, so please help me find him."
Smith (pictured, below) reportedly worked for Twentieth Century Fox for 18 years.
"We are very concerned about Gavin and we are actively doing what we can to assist the Los Angeles Sheriff's Department in their search for him," Chris Aronson, EVP of Twentieth Century Fox movie distribution, told Deadline Hollywood.
Smith was a member of UCLA's 1975 national championship men's basketball team, the last title won by legendary Bruin head coach John Wooden.
Smith's son, Evan Smith, was a forward on this past season's USC men's basketball team.
"Please help me find my dad Gavin Smith," Evan Smith wrote on his Twitter account. "More people looking the better."
Smith was described as a white man, about 6 feet 6 inches tall, weighing 210 pounds. He has grey hair with blond highlights, green eyes and a goatee, according to deputies.
Anyone with information was asked to contact detectives at 323-890-5500 or 800-222-8477.