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← Back to IdeasDeutsche Bahn and Ogilvy let Olympians and train passengers dream of gold.
Frankfurt, 19. January 2026 – What do Kati Wilhelm, Sven Hannawald, Markus Wasmeier, Gerd Schönfelder, Martina Ertl, Viktoria Rebensburg and André Lange have in common? They are all successful Olympians for Germany. And why are these medal winners from past Games sitting together on the ICE train? They are showing us that the dream of gold can soon come true again. Not just for top athletes, but for everyone. Provided they have a trial BahnCard Gold.
From 6 to 22 February, more than 90 German athletes will once again have the chance to win gold in 116 competitions over 17 days of competition. From bobsleigh to biathlon, from ski jumping to alpine skiing, we will be cheering them on from our screens. And Deutsche Bahn is also taking advantage of this. Thomas Kemper, Head of Market Communications for DB Fernverkehr, explains: “All customers who have a trial BahnCard Gold in their pocket on the days when Germany wins Olympic gold will be able to travel free of charge on Deutsche Bahn’s long-distance services throughout Germany the following day. Travelling by train in February can therefore be a real bargain.”
With its new BahnCard commercial, Deutsche Bahn is also opening a new chapter in AI-generated film productions. While the sports celebrities performed in front of the camera in a classic real-life film shoot on the ICE train, all other film sequences and sports scenes for the commercial were generated entirely by AI. Director Felix Urbauer and the film production team at Territory, together with the AI specialists at Ernst, brought Ogilvy’s film idea to life.
“With Google Veo 3.1, we were able to refine the film idea and illustrate it very well on our WPP Open platform, already in the concept phase. Our partners Territory and Ernst then realised the concept in a highly professional manner with powerful images,” says Roland Stauber, Managing Partner at Ogilvy Frankfurt. “The use of AI in both the concept and implementation phases has already become mandatory and ensures efficiency in many areas of work. This also applies to the creation of the many different performance and image assets for the campaign,” Roland Stauber continues.
In addition to the TV campaign, there will also be a digital rollout in many formats. In particular, the short bumper formats featuring the Olympians will be used in the performance approach in online video and social media, turning the Olympic stars of previous Winter Games into ambassadors for the trial BahnCard Gold.
Vimeo-Link: https://vimeo.com/1155026371?share=copy&fl=sv&fe=ci
The creators
Deutsche Bahn
Dr. Thomas Kemper, Head Market Communikations, DB Fernverkehr
Lydia Hagedorn, Marketing Manager, DB Fernverkehr
Julia Gutsche, Marketing Manager, DB Fernverkehr
Khaled El-Hussein, Marketing Manager International Routes, DB Fernverkehr
Peter Krämer, Campaign Management, Deutsche Bahn AG
Ogilvy
Creation: Laura Hofmann, Simon Oppmann; Consulting: Pauline Fuchs, Roland Stauber; Production: Tina Rentsch
Director: Felix Urban
Film Production: Territory; Ernst
Media: Carat
Ogilvy Germany press office
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Phone: 0172 6878986 | presse@ogilvy.com | LinkedIn: Ogilvy Germany