All in the Family

First there was this:

Then this happened:

Lest you wonder, their father is Scottish oil tycoon Sir Bill Gammell, founder of Cairn Energy.

To quote one observer:

What I see is immensely privileged people taking out billboards in the public realm to make family in-jokes to each other: humble-braggy, self-heroising, LinkedIn-fodder in-jokes about how successful they all are.