It's amazing what a bit of smoke and camera trickery can do these days - we've all seen illusionist Derren Brown do things which make you gasp in awe.
But, slight of hand is not normally what you'd expect from one of the UK's tour operating giants in its latest brand advertising campaign.
Roll forward Thomson's much anticipated Dreamliner, which is to be delivered in May 2013, and the £5.5 million advertising campaign launched two weeks ago based around the aircraft.
But wait, there's a clue there - to be delivered in May 2013 - because it seems the ad has been put together without the 787.
The clever people at the Moving Picture Company (well, a team of about 13 made up of 3D and visual effects specialists) had to 'create the Dreamliner from scratch' using models and footage from an airshow.
Listen carefully when you get to 1 min 22 secs of this 'behind the scenes' video:
The end result is good but trickery (or, 'unique computer work') is definitely at play especially when you consider the campaign aims to show how holidays used to be and how they will be in the future with the new plane.