It reminds me of Fallon's Travels Airport Piece (in Hartford, CT). Love the idea of responsive projection technology. Too bad any ad will be compared to the Fallon thing. Being first has it's advantages; even if a particular execution, while elegant, kind of lacks any insight.

PS - you can check out the official Fallon video about the Travelers ad (http://www.fallon.com/work-client/8-Travelers) just click right four times.