A humorous look behind the scenes at Deutsche Bahn
The Deutsche Bahn (DB) has taken a clever step toward softening its often-criticized corporate image with its web series "Boah, Bahn! We’re all on the same train" . In ten short episodes, Anke Engelke steps into the role of train manager Tina, humorously highlighting the challenges of daily rail life—from spilled coffee and quirky announcements to encounters with passengers. The series is available on YouTube, TikTok , and other social media platforms, specifically targeting a young, digitally savvy audience.
Concept and Execution
Each episode lasts just a few minutes and shows Tina in various situations typical of everyday train life—from spilled coffee and quirky announcements to unexpected encounters with passengers. Through her sharp wit and self-deprecating humor, Engelkemanages to portray the challenges of daily rail life in an entertaining way. The series combines comedy with authentic insights, creating a connection between the audience and the often unglamorous day-to-day work on the train.
Each episode lasts only a few minutes, making them ideal for quick, mobile viewing on TikTok and similar platforms. The blend of comedy and authentic insights into daily rail life ensures that viewers not only laugh but also gain an understanding of the work that goes into train operations. By leveraging well-known influencers, DB successfully maximizes its reach on these platforms and engages younger target audiences.
Production: High-quality and authentic
As a film production company, what stands out immediately is the high-quality execution :
- Filming on real trains: The filming took place on actual DB trains, which gives the scenes a very authentic feel.
- Direction: Arne Feldhusen, an expert in comedy productions, ensures perfect timing, humor, and a cohesive narrative style.
- Camera & Lighting: Professional cameras and lighting guarantee cinematic image quality, even in narrow train corridors.
- Color Grading: The color grading enhances the humorous mood without losing the realistic look—warm, friendly, and engaging.
- Sound & Music: Precise sound design highlights slapstick moments and ensures a smooth narrative flow.
- Casting & Crew: In addition to Anke Engelke, numerous extras and influencers are involved, which increases both authenticity and reach.
The verdict from a film production perspective: DB has created a series produced to the highest technical and narrative standards. It combines professional film quality with social-media-friendly brevity.
Successful reach
The series gained significant attention in a very short time. Within one week, the campaign reached over 50 million people according to DB. This underscores the relevance and the audience's interest in the humorous portrayal of everyday life on the train.
Target audience engagement and platform strategy
The choice of platforms such as Instagram, TikTok, and YouTube shows that DB is specifically aiming to reach younger target groups. The short, humorous clips are ideal for mobile device usage and align with the consumption habits of the digital generation. By involving influencers and using a humorous approach, the series reaches not only train passengers but also a broader audience interested in entertaining content.
Sixt responds with a parody
Sixt, known for its sharp wit and real-time marketing,responded particularly quickly. Just a few days after the launch, the company released its own parody of the train series, in which a character resembling Anke Engelke leaves the train and gets into a car – accompanied by the message: "If the train isn't working out – just drive with us." The video was published on Sixt's social media channels, adopting both the look and the tone of the rail company's campaign.
From a marketing perspective, this is a clever move: Sixt leverages the high visibility of the DB campaign, humorously positions itself as an alternative, and demonstrates just how strong the rail company's communication impact is on the market.
Inspiration for other brands
Apart from Sixt, no other companies have released a direct parody or their own web series so far. Nevertheless, the campaign is being hailed in trade media as a landmark project: it shows that even large corporations can score points on social media with humorous, high-quality formats—and that corporate storytelling in a series format is no longer just for TV.
Industry experts expect that similar concepts will soon be adopted by other brands in the mobility and service sectors.
Takeaways for marketing & film production
- Humor + Authenticity: A combination of comedy and real-life insights increases likability.
- Platform-native execution: Short episodes are a perfect fit for TikTok, Instagram Reels & YouTube Shorts.
- High-quality production: Professional camera work, lighting, color grading and sound quality set the series apart from classic commercials.
- Influencer marketing: Familiar faces help reach the target audience and increase reach.
- Cultural resonance: When other brands jump on the bandwagon (like Sixt), it’s a sign that a campaign is resonating culturally.
Conclusion: A successful step into digital communication.
With "Boah, Bahn!", Deutsche Bahn has shown what modern brand communication can look like in 2025: entertaining, professional, and relatable all at once. The series is not just a marketing success, but also a cinematically impressive example of corporate entertainmentthat adapts perfectly to the mechanics of TikTok, Instagram, and YouTube.
The fact that companies like Sixt are picking up on the format demonstrates the campaign's cultural relevance. For Deutsche Bahn, this means they have struck a chord with this series—and simultaneously opened a new chapter for corporate video communication.