SEOUL: The all- electric Kia EV5 mid-sized SUV (sport utility vehicle) is featured in the Netflix film, "Wake Up Dead Man: A Knives Out Mystery".
Kia's aligns the EV5 with the third installment of Rian Johnson’s acclaimed Benoit Blanc murder mystery series, Wake Up Dead Man: A Knives Out Mystery, blending intrigue and humor as detective Benoit Blanc, played by Daniel Craig, unravels his most dangerous case yet.
The Kia and Netflix collaboration reinterprets the EV5’s ‘Home away from home’ concept within the suspenseful yet playful atmosphere of the murder mystery franchise.
Leveraging the SUV’s spacious and comfortable interior as a creative storytelling motif, the campaign cleverly mirrors the film’s locked-room mystery theme.
The teaser film connects with the official movie trailer, revealing the EV5 as a crime scene and introducing the protagonist to build anticipation.
The main film places the EV5 at the center of the Knives Out narrative, highlighting its unique features through an impossible crime storyline.
The investigation unfolds with the protagonist, police, and detective characters, spotlighting the EV5’s core attributes in a lighthearted, organic way.
By contrasting the film’s suspenseful tone with the SUV’s comfort and versatility, the campaign reinforces its appeal to adventurous, outdoor enthusiast, family-oriented customers.
This initiative builds on Kia’s previous collaboration with Netflix for Squid Game: Season 2, featuring the new Sportage.
With the EV5 campaign, Kia expands its Netflix partnership to a global audience, strategically focusing on key markets: Korea, Canada, the UK, Germany, Italy, and Spain.
