--- title: Reflecting (ha-ha) on a fascinating new campaign description: Reflecting (ha-ha) on a fascinating new campaign image: https://blog.olsonzaltman.com/hubfs/Imported_Blog_Media/British-Airways-Reflections-Hero_99age672.png --- [Skip to content](https://blog.olsonzaltman.com/reflecting-ha-ha-on-a-fascinating-new-campaign#main-content) [![Olson Zaltman logo](https://blog.olsonzaltman.com/hubfs/OZ%20yellow.svg)Homepage](https://olsonzaltman.com) - [Industry Gap](https://olsonzaltman.com/industry-gap/) - [Capabilities](https://olsonzaltman.com/capabilities/) - [Our Work](https://olsonzaltman.com/our-work/) - [News And Resources](https://olsonzaltman.com/news-and-resources/) - [News](https://olsonzaltman.com/news/) - [Blog](https://blog.olsonzaltman.com/) - [Articles And Books](https://olsonzaltman.com/articles-and-books/) - [In The Press](https://olsonzaltman.com/in-the-press/) - [Work With Us](https://olsonzaltman.com/work-with-us/) - [Contact Us](https://olsonzaltman.com/work-with-us/) - [Careers and Internships](https://olsonzaltman.com/careers-and-internships/) - [The Team](https://olsonzaltman.com/the-team/) [Contact Us](https://olsonzaltman.com/work-with-us/) - [Industry Gap](https://olsonzaltman.com/industry-gap/) - [Capabilities](https://olsonzaltman.com/capabilities/) - [Our Work](https://olsonzaltman.com/our-work/) - [News And Resources](https://olsonzaltman.com/news-and-resources/) - [News](https://olsonzaltman.com/news/) - [Blog](https://blog.olsonzaltman.com/) - [Articles And Books](https://olsonzaltman.com/articles-and-books/) - [In The Press](https://olsonzaltman.com/in-the-press/) - [Work With Us](https://olsonzaltman.com/work-with-us/) - [Contact Us](https://olsonzaltman.com/work-with-us/) - [Careers and Internships](https://olsonzaltman.com/careers-and-internships/) - [The Team](https://olsonzaltman.com/the-team/) [Contact Us](https://olsonzaltman.com/work-with-us/) ![](https://blog.olsonzaltman.com/hs-fs/hubfs/Imported_Blog_Media/British-Airways-Reflections-Hero_99age672.png?width=1850&height=1042&name=British-Airways-Reflections-Hero_99age672.png) Z-Files # Reflecting (ha-ha) on a fascinating new campaign ![James Forr](https://7528315.fs1.hubspotusercontent-na1.net/hub/7528315/hubfs/raw_assets/public/mV0_d-cms-elevate-theme_hubspot/elevate/images/avatar-placeholder.jpg?width=48&height=48&name=avatar-placeholder.jpg) James Forr February 18, 2026 Reflecting (ha-ha) on a fascinating new campaign 1:20 From a friend of the OZ family, [**Nancy Cox**](https://www.linkedin.com/article/edit/7429892108028735488/#), comes this examination of [**a new OOH (out-of-home) campaign from British Airways**](https://www.famouscampaigns.com/2025/10/british-airways-latest-campaign-hides-its-logo-in-plain-sight/) called *Reflections*. Like most memorable OOH campaigns, this one is visually simple but thought-provoking. You can't help but co-create the meaning, which is what makes it so enchanting and potentially so impactful for the brand. Each ad is a photo taken from the perspective of a window seat, looking down on an iconic landscape. The featured locales include New York City, London, the Bahamas, Iceland, Marrakesh, and more. In the foreground you see the British Airways logo in reverse against the shiny airplane engine. It almost looks AI-generated, [**but apparently it isn't.**](https://lbbonline.com/news/British-Airways-Reflections-Air-Travel) Pilots, engineers, photographers, and the ad agency's creative team collaborated to figure out which planes to use, and which times of day and angles would work best to capture the perfect shot. In a new column called "Q&A-gency," [**Esomar**](https://www.linkedin.com/article/edit/7429892108028735488/#) [**speaks with Curtis Weir**](https://researchworld.com/hot-topics/q-a-gency-curtis-weir), OOH Group Director at Publicis Media UK.  He lauds the campaign, saying, "It feels intriguing and slightly strange. In a feed it feels personal. In public, it becomes a shared moment."  In other words, it makes you think. In private, you get lost in the scene. When you are with others, it almost compels you to say, "Hey, look at that! That's interesting." ## Share this post [mailto:https%3A%2F%2Fblog.olsonzaltman.com%2Freflecting-ha-ha-on-a-fascinating-new-campaign](mailto:https%3A%2F%2Fblog.olsonzaltman.com%2Freflecting-ha-ha-on-a-fascinating-new-campaign) ## Keep reading ### [![](https://blog.olsonzaltman.com/hs-fs/hubfs/specsavers.png?width=2560&height=1308&name=specsavers.png) Z-Files The genius of Specsavers](https://blog.olsonzaltman.com/the-genius-of-specsavers) ### [![](https://blog.olsonzaltman.com/hs-fs/hubfs/c5975de9-9ca8-4887-ac12-86f477a1fe64.jpeg?width=2048&height=1365&name=c5975de9-9ca8-4887-ac12-86f477a1fe64.jpeg) Z-Files Can't look away](https://blog.olsonzaltman.com/cant-look-away) [![Olson Zaltman](https://blog.olsonzaltman.com/hubfs/OZ%20yellow.svg "Olson Zaltman")](https://www.olsonzaltman.com/)        Sign Up For Our Newsletter ### Get Social [LinkedIn](https://www.linkedin.com/company/olson-zaltman-associates)    [Instagram](https://www.instagram.com/olsonzaltman/)    [Email](mailto:lzaltman@olsonzaltman.com) If You're Facing A Decision Where The Stakes Are Too High And You Can't Risk Being Wrong, We Should Talk. [Lzaltman@Olsonzaltman.Com](mailto:lzaltman@olsonzaltman.com) 412.288.9790 EXT.101 Six PPG Place, Suite 610 Pittsburgh, PA 15222 --- [Privacy Policy](https://www.olsonzaltman.com/privacypolicy) · Legal · © 2026. All rights reserved. ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "James Forr", "url" : "https://blog.olsonzaltman.com/author/jforr" }, "dateModified" : "2026-09-09T12:21:57.318Z", "datePublished" : "2026-02-18T14:25:07.000Z", "headline" : "Reflecting (ha-ha) on a fascinating new campaign", "image" : [ "https://blog.olsonzaltman.com/hubfs/Imported_Blog_Media/British-Airways-Reflections-Hero_99age672.png" ], "mainEntityOfPage" : { "@id" : "https://blog.olsonzaltman.com/reflecting-ha-ha-on-a-fascinating-new-campaign", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://blog.olsonzaltman.com/hubfs/OZA_Logo_blk.png" }, "name" : "Olson Zaltman" } } ```