the new Citan is a 3 part web series filmed to promote the
Mercedes-Benz Citan van.
Aimed primarily at the German market the series was
filmed over 6 days in Johannesburg, South Africa during July 2012,
and sees Richard Dean Anderson reprise his role as a
now-retired MacGyver running his home repairs business with his
daughter, Caitlyn, when a Saturday job to repair a buildings air
conditioning turns into a mission to stop criminals selling top
secret military equipment.
The first introduction of the
series was via a promotional trailer on Aug. 14, 2012 with the
Mercedes-Benz Vans YouTube channel running a "MacGyver take
over" and was
followed by a behind the scenes segment on Sept 7 along with
exclusive sneak previews, movie poster advertising and TV
commercials all leading up to the first
episode's release on Sept 18 on it's own website which contained
a unique "Easter egg" - a link to the website of 'Mac's Pro
Repairs', from where people who called the promoted number would
receive a signed movie poster.
Other promotions included
the first test drivers of the new van at sales yards receiving a Swiss Army Knife signed by RDA along with posters, DVD copies
of the web series and Mercedes-Benz branded chewing gum.
The series had made automobile headlines around the world within
days of it's release and has generated over 800,000 Google hits
and 6 million page impressions and was meet with mostly good reviews from fans happy
to see RDA reprising his role and renewing speculation about RDA
being able to do a movie or more episodes. Criticisms focused
mostly around non-canon elements such as MacGyver's old boss Don
and the "agency" as well as the introduction of a daughter,
although these were minor quips.
As with all new MacGyver projects, the commercials had to be vetted and approved by MacGyver creator and owner, Lee David Zlotoff, to ensure appropriate use of the character. From there a photo shoot was done in February with the commercials being filmed in South Africa in early July 2012.
Markenfilm GmbH & Co. KG
Daimler AG/ Mercedes-Benz Vans
Lukas Lindemann Rosinski
Arno Lindemann , Bernhard Lukas
Cornelius Roenz, Hanna Duin,
Damian Kuczmierczyk, David
Hansmeyer, Dennis Mensching