British Airways has launched new digital billboards aimed at reigniting in adults the wonder that flying once held.

British Airways has launched new digital billboards aimed at reigniting in adults the wonder that flying once held.

To return people to that child-like state of amazement and curiosity, the displays feature a kid standing up, running across the screen, and pointing at an actual plane at the exact moment it flies overhead.

The screen also shows real-time information about the flight, including departure points, destination temperatures and the lowest fares available on similar routes.

According to the head of marketing for British Airways this is the first advertising of its kind in the UK.

She said, “We all know from conversations with friends and family that we wonder where the planes are going and dream of an amazing holiday or warm destination. The clever technology allows this advert to engage people there and then and answer that question for them.”

The ads were developed by Ogilvy Group UK and getting the kid to jump up and point to the plane, as well as knowing exactly which flight it is, was made possible by custom surveillance technology.

They are currently on display in London’s Piccadilly Circus and Chiswick.