For the international launch of the new Citan – a compact MPV from Mercedes-Benz

– we were asked to create a campaign that generates as much awareness as possible

around the Citan among europe’s handymen. We brought back a people’s hero, the

role model of every handyman: MacGyver. We used the digital space to initiate a

credible revival of the 90’s cult figure and continued writting the MacGyver story,

incl. three new episodes with Richard Dean Anderson. Our idea for the Citan: two

decades after his career as a secret agent Mac now runs his own handyman business

„Mac’s Pro Repair“.