We're no stranger to digital billboards -- Engadget made its own big-screen debut in Times Square back in 2011 -- but British Airways' latest endeavor is unlike any we've seen before. According to The Drum, the new advertisement, installed front and center at London's Piccadilly Circus, uses "custom-built surveillance technology" to track incoming BA aircraft, prompting the screen to display a child pointing directly at the plane as it passes overhead. The adjacent text offers up the flight number and its origin or destination, along with a custom message, such as the lowest fare for that route or the current weather where that plane is headed. The airline's new #lookup campaign is marketing at its best -- see for yourself in the video after the break.