British Airways has created what they call a first in the British advertising industry with a new digital billboard that aims to give drivers a bad case of wanderlust.

Debuted on a billboard along a busy road in Chiswick, a suburb that lies between London and Heathrow airport, the interactive ad directs drivers’ gaze skyward as a child points to an overhead plane and the screen shows its flight information. “Look, it’s flight BA475 from Barcelona,” it may read.

According to marketing website The Drum, the ad uses surveillance technology that tracks the aircraft to provide live flight information.

The strategy by ad agency Ogilvy 12th Floor is an attempt to remind customers “how magical flying can be” by using the waddling image of a small child, says The Drum.