A glimpse is all you need in Uncommon’s new ads for British Airways.

A series of out-of-home ads—BA’s specialty in recent years—show off the airline’s Club World (business class) in-flight offering by barely showing it at all. We get just a sliver view of the passengers enjoying the privacy—feet kicked up, enjoying a glass of wine or a meal, napping in solitude.

The photos were shot by Christopher Anderson, who also shot the famous “Windows” campaign.

The white space elsewhere in the ads conveys the ultimate luxury, repudiating the need in most advertising, and everywhere else in culture, to always fill things to the brim.

The campaign will be live on outdoor board throughout England until the end of August, and print ads are also in the mix.

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