In 2017, the airline Eurowings started the new year with a broad-based and integrated campaign. The airline presented itself in its usual humorous way and did not take itself too seriously.

At the heart of the communication was a commercial about a notorious grumbler when traveling who could never be pleased.

The commercial takes the customer from one Eurowings dream destination to the next. In large images, the customer saw what the destinations had to offer: great beaches, breathtaking nature and lots of culture. But even in the most beautiful places in the world, the grumbler can't get out of his skin. He always finds something to complain about when there is obviously nothing to complain about - even the azure blue sea water is too wet for him. And the tomato juice on the Eurowings plane is far too red. With this commercial, Eurowings took typical clichés and packaged them humorously in a campaign.