Richard Dean Anderson as MacGyver in the ad for the Mercedes Citan (Photo : Daimler AG)
Mercedes has enlisted MacGyver in the European ad campaign of its forthcoming Citan van.
Richard Dean Anderson, who played the freakishly innovative spy on the 1980s American TV series, features in ads and commercials for the vehicle. He will also star in three MacGyver webisodes, to be available at the ad campaign's website beginning September 18, shortly after the Citan's debut at the IAA International Commercial Vehicle Show.
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In enlisting the TV hero, Mercedes is seeking to see some of his character's reputation for rugged cleverness reflected onto its product.
"[N]ow, alongside his ever-present Swiss army knife and duct tape, Richard Dean Anderson can also rely on the capable and trusty support of his vehicle," the company said in announcing the launch of the ad campaign. "As he embarks on a fresh round of MacGyver adventures, he knows he can count on his newest partner - the compact, manoeuvrable and versatile Citan."
Mercedes claims that the Citan's handling and chassis make it ideal for maneuvering tight city streets, while it also has a large carrying capacity and numerous storage compartments in the passenger cabin.
It is available in three lengths, including as a panel van. Buyers will have four engines to choose from - three diesels and a supercharged petrol (ahem, gasoline) offering.
Mercedes's Adaptive ESP electronic stability programme, which monitors the vehicle load status, is standard.
Mercedes also boasts that the Citan gets excellent fuel efficiency per kilometre.
Oh, that's another thing about the Citan - it won't be available in North America (in case you didn't get that from the engine choices).