- Kia launches its global partnership campaign with Netflix film ‘Wake Up Dead Man: A Knives Out Mystery’, featuring the Kia EV5
- Creative film series highlights EV5’s authentic SUV design and its spacious, comfortable interior through a suspenseful, lighthearted storyline
- Campaign targets six key markets—Korea, Canada, and major European countries—aligning with EV5’s adventurous, family-oriented customers
Kia Corporation today announced the launch of its global partnership campaign with the Netflix film, Wake Up Dead Man: A Knives Out Mystery, featuring its fully electric mid-sized SUV, the Kia EV5.
Following the teaser released on December 4, Kia showcased the main creative film of the collaboration, ‘The Kia EV5 x Wake Up Dead Man: A Knives Out Mystery.’ The campaign aligns the EV5 with the highly anticipated 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.
Charles Ryu, Senior Vice President and Head of the Global Brand & CX Division at Kia, said:
“Through our partnership with the Netflix film, Wake Up Dead Man: A Knives Out Mystery, we aim to strengthen brand familiarity and deliver fresh, inspiring ways for customers to engage with Kia EV5. Much like the film’s protagonist, who relentlessly pursues clues with authenticity, Kia strives to become the leading EV brand—creating bold, innovative experiences that resonate with our customers.”
A Mystery Solved Inside the EV5
The 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.
- Teaser film: Connects with the official movie trailer, revealing the EV5 as a crime scene and introducing the protagonist to build anticipation.
- 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.
EV5 Features Spotlighted in the Collaboration Film
- Authentic SUV profile – Bold, confident design with well-balanced proportions, delivering true SUV presence in the C-SUV segment.
- Spacious interior – Purpose-built for family comfort and active lifestyles, offering versatile usability and the ‘Home away from home’ experience.
- Relaxation comfort seats (front row) – Provide fatigue-reducing rest mode for enhanced comfort during breaks.
- Sliding tray – Dual-purpose storage/table extended to the second row for added storage and usability.
- Second-row full flat folding seats – Enable complete flat mode for maximum cargo flexibility and outdoor activities.
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 U.K., Germany, Italy, and Spain.
The Knives Out franchise reinvents the classic whodunit with modern twists, sharp humor, and star-studded ensemble casts. Each film follows detective Benoit Blanc, played by Daniel Craig, as he unravels intricate mysteries filled with eccentric characters and unexpected turns. The films have earned global acclaim and multiple award recognitions, including Oscar and Golden Globe nominations, cementing its status as one of the most celebrated modern mystery franchises.
Watch the collaboration film on the Kia Worldwide YouTube channel and experience the EV5 in the Knives Out universe.
* Features, technology and claimed figures may differ depending on the market.
