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← Back to IdeasDeutsche Bahn and Ogilvy Use AI to Create Magical Moments
Frankfurt, May 18, 2026 – Deutsche Bahn today launches an innovative campaign featuring five films created entirely using "Veo," Google's generative video AI model. Ogilvy worked in close collaboration with Google and DB's tourism partners to produce fascinating visuals that bring the magic of extraordinary experiences to life inside the ICE. The campaign is available across a range of digital channels starting today.
City breaks and day trips today stand for more than just relaxation — they represent inspiration, experience, and new perspectives. This is precisely where Deutsche Bahn's travel inspiration campaigns come in, now taking a deliberate step further. With attractive offers, DB invites travelers to discover exciting destinations across Germany and Europe by ICE. The journey — and the anticipation — begins on board the ICE. And for the first time, it also begins with the creative possibilities of state-of-the-art artificial intelligence. The question: what happens when a powerful generative AI tool like "Veo" is used consistently throughout an advertising campaign of this kind?
Dr. Thomas Kemper, Head of Marketing Communications at DB Fernverkehr, explains: "For us, AI is an engine of innovation. We use its creative freedom to develop new and fascinating forms of communication for Deutsche Bahn. It's not about technology for technology's sake, but about staging travel experiences, aspirations, and brand imagery in an entirely new way."
For Laura Hofmann, Sara Steiner, and Peter Römmelt — the creative team at Ogilvy — AI represents a new turning point and a wonderful opportunity to unleash their creativity. Peter Römmelt elaborates: "The core of strong creative work remains unchanged, of course: everything starts with an idea that electrifies. Without a great idea, there's no great campaign. The difference: the obstacles that typically come with traditional film production simply didn't exist in this project. We were able to give our imagination complete freedom and develop truly fantastic worlds."
Working alongside the award-winning directing duo Kronck, the team created five captivating commercials that bring magic into Deutsche Bahn's ICE trains — surprising viewers and delivering visuals never seen before. This is essential in an environment where attention is fiercely contested.
Florian Völlmeke, Creative Lead at Google, is highly pleased with the outcome: "The level of aesthetics, realism, and cinematic technique is exceptional."
Close collaboration was a decisive factor, as Roland Stauber, Managing Director of Ogilvy Frankfurt, emphasizes: "Technology is only ever as good as the people who guide it. A fantastic team at film production company 27 Kilometer, at Ogilvy, and at DB achieved results in a short period of time that we can be truly proud of."
The magical films for Deutsche Bahn's inspiration campaign are available from May 18 on YouTube, streaming platforms, social media, digital OOH screens, as well as in DB travel centers and lounges. (Fair warning: the visuals may be addictive, and an impromptu train ticket purchase cannot be ruled out.)
YouTube-Link „Bremen“: https://youtu.be/vSRPPL-upW8
YouTube -Link „Cirque du Soleil ALIZÉ“: https://youtu.be/C9A_Ku0zce8
YouTube -Link „Europa-Park“: https://youtu.be/hNFK788AFmg
YouTube -Link „Frankfurt“: https://youtu.be/nuG_gdm0kSk
YouTube -Link „Starlight Express“: https://youtu.be/MLidbGxhydc
The makers
Deutsche Bahn
Dr. Thomas Kemper, Leiter Marktkommunikation DB Fernverkehr
Kristell von Lautz-Gast, Senior Marketing Managerin DB Fernverkehr
Frank Hirschfeld, Kampagnenmanagement, Media und Social Media Deutsche Bahn
Ogilvy
Account: Pauline Fuchs, Roland Stauber; Creation: Laura Hofmann, Peter Römmelt, Sara Steiner; Production: Tanja Frohwerk, Tina Rentzsch
Direction: KRONCK; Jessica Benzing, Maximilian Gerlach
Film production: 27 Kilometer, Hamburg; Producer: Sam Cody, Ralf Erthle, Kim Schrade
Music: 2WEI
Google
Florian Völlmeke, Creative Lead, Creative Works
Tourism Partners: Starlight Express; Cirque du Soleil ALIZÉ; Europa-Park Erlebnis-Resort; Tourismus Frankfurt am Main; Wirtschaftsförderung Bremen
Press office Ogilvy Germany
Ogilvy GmbH, Darmstädter Landstraße 112, 60598 Frankfurt
Phone: +49 172 6878986 | presse@ogilvy.com | LinkedIn: Ogilvy Germany