LAST week Yallingup surfer Jay Davies could have walked down the main street of Margaret River as anonymously as the next person.
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But after a stunning series of upset victories at the 2015 Drug Aware Margaret River Pro, the 28-year-old West Aussie is now a household name.
It is not hard to see why Davies is such a hot commodity.
His carefree laugh, beaming smile and the ease with which he handles his new found fame all endear himself to you.
WATCH: Jay Davies' incredible week at the Margaret River Pro.
The past week must have felt like a dream he never wanted to wake up from.
On Tuesday, he beat home an impressive field of West Australians to earn a wildcard into round one of the Pro.
For most surfers, this would be a just reward for years of hard work and anything else would be a surprising bonus.
On Wedneday, the first day of competiton Davies found himself in an all-Australian heat against Matt Wilkinson and surfing legend Mick Fanning.
A solid 7.50 on his second wave was enough to see Davies finish second, in front of Wilkinson who struggled to adapt to the conditions.
This set up a Thursday round two match-up with reigning world champion Gabriel Medina.
Anyone that suggested Davies had a shot at knocking off Medina was laughed at.
But when the two returned to shore, no-one was laughing.
Both surfers scored 6.67 on their first wave before Davies dropped into a barrel and rode it out the other side for a 8.50.
Doubling the score of the reigning world-champ silenced the critics and set up a round three rematch with Mick Fanning, a three time world champion who last month won the Rip Curl Pro at Bells Beach.
The average person would have been feeling totally overwhelmed by this point but not Davies, a super cool customer.
Taking to the box on Friday, Davies was put on the backfoot as Fanning scored a 8.57 on his first wave compared to the local's 7.33.
Fanning held a 5.33 to take his score to 13.90 but the hometown hero wasn't finished yet.
A daring freefall and a skillful barrel ride saw him score a massive 9.50 and strike off another great name from the scoreboard.
"That was so fun... I just really had to forget about all the other heats that I pulled back and just put my head down," he said.
"It was like, the steepest take off - I just wanted to give it everything I had.
"I thought I was going to come off, but I was lucky enough to hold on."
Hold on he did.
Saturday dawned with Davies name making international headlines and being chanted by the crowd.
Hitting the water early in the morning it took a little while for Davies to get going, placing third in his heat behind Nat Young and Sebastian Zietz.
Surely this was the sign that the pressure had got too much and the competition too tough?
Nope.
Surfing for his spot in the competition in the first heat of round five, Davies stuck a 9.10 and an 8.00 to take a third opponent out of the competition in Frenchman Jeremy Flores who fought for a higher scoring wave right up until the last second.
The dream run finally came to an end on Saturday afternoon when Hawaiian John John Florence won the first quarterfinal but one glance at the crowd told you everything you needed to know.
Davies has handled himself with class through what will surely go down as the greatest week of his life.
The roar of the crowd seemed to warm the local boy from the inside and his hand was sure to be aching from the hundreds of signatures he gladly gave.
While in a few days a champion will be crowned and the world championship tour will move onto another exotic location, it will be a long time before Jay Davies has to pay for a beer in Margaret River.
