The UK’s largest academic institution, The Open University, urges people to set their ambition free in a new advert, part of a campaign created by agency Havas and titled “Free Your Ambition”.

The spot, shot in reverse by renowned commercial director Ivan Bird, tells the stories of three people who decided at some point to start realizing their ambitions and did that by studying with The Open University. The video opens with a young man who achieved his dream of becoming a teacher and introduces himself as “Mr Richards” during his first class. Another protagonist is shown exiting an interview room and smiling, satisfied with how it went.

Their unique journeys are then traced back to the moment that inspired them to apply to The Open University, while the voiceover delivers the following message: “Ambition. It wants to change your world. It’s inspired so many to become so much more and will push you to be at your best. Feed it and make when you work, work for you and show life that you want to move things forward. Ready? Set your ambition free with The Open University”.

The campaign, that carries the tagline “Your Ambition, Our Mission, Set yours free,” runs across TV, cinema, radio, out of home and digital, and also includes a six-month marketing partnership with Sky Media, with 4 ads focusing on Open University students employed by Sky. Among them are Stuart Peddie, executive creative director at Havas helia, said “For our first brand campaign for The Open University – its first since 2016- we wanted to dramatise how its courses can turn ambitions of all shapes and sizes into tangible, aspirational opportunities that change lives for the better. That it was brought to life by someone with the pedigree of Ivan Bird is testament to not just the idea, but to the powerful force for good that is The Open University”.