British Airways’ Adorable New Ads Point Out Planes Passing Overhead

British Airways unveiled an adorable new marketing campaign this week in an effort to remind customers about the magical side of flying.

Digital billboards are placed on the sides of a highway and equipped with surveillance technology to know when a plane is approaching. The display then switches to a small girl that points out the plane passing overhead.

The boards also show the flight number of plane, the destination that it is arriving from, and other details including that route’s lowest fare or the weather in the origin destination.

After the plane has passes, the billboard returns to an ordinary airline ad. UK travelers can currently see the billboards in Piccadilly and Chiswick.

The concept was conceived and executed by Ogilvy 12th Floor, a group created by OgilvyOne to handle British Airway’s digital and direct marketing.