This “dream machine” for Russian airline S7 is quite impressive. It let’s you virtually travel to your destination by the power of the mind. The contestants have to keep focusing on the mental image of their favourite destination to navigate the plane towards it. We are guessing that the EEG brainwave headset only monitors focus, not so much the image – otherwise it would be truly advanced science. But it makes very compelling advertising, which is what matters, of course.

Similarly compelling to the previous commercial for S7, about kids talking about their dream destination.

Created by Wieden+Kennedy and digitally produced by Tellart.