British Airways says it's trying to bring some of the magic back to flying with its new 'look up' digital marketing campaign.
The promotion, created by Ogilvy 12th Floor, is currently on digital billboards in London's Piccadilly Circus and Chiswick which change when a BA plane flies over.
Ogilvy developed 'surveillance technology' to interact with the aircraft overhead so that the display changes to reveal a child pointing upwards and details such as flight number and origin of the flight above.
Other messages could include temperature at the origin city or lowest fares available to that destination.
Let's hope not too many drivers in the area are inspired to look up.
This latest campaign from the airline, which it says is the first of its kind, comes on top of the 'Discover Yourope' video promotion unveiled recently.
Ogilvy has been the mastermind behind many of British Airway's recent digital initiatives including Perfect Days back in 2011 and its Visit Mum campaign earlier this year.