Kia Corporation today announced the launch of its global collaboration campaign with the Netflix film “Daggers in the Back: From the Dead”which is introducing its mid-size electric SUV, the Kia EV5.
After the teaser released on December 4th, Kia revealed the main creative part of the collaboration: Daggers in the Back: From the Dead. The campaign connects the EV5 with the long-awaited third installment of Rian Johnson’s acclaimed crime and mystery series. Daggers in the Back: From the DeadIn which intrigue and humor mix as Detective Benoit Blanc, played by Daniel Craig, solves his most dangerous case yet.
Charles Ryu, Senior Vice President and Head of Global Brand and Customer Experience Division at Kia, said: “Through our collaboration with the Netflix film Backstabbing: From the Dead, we want to build brand awareness and offer customers new and inspiring ways to interact with the Kia EV5. Like the film’s protagonist, who follows the trail tirelessly and determinedly, Kia strives to become the leading electric vehicle brand, creating bold and innovative experiences that connect our customers.».
A mystery inside the EV5 solvedThe collaboration reimagines the EV5’s “home away from home” concept in the fun, exciting atmosphere of the crime franchise. The campaign uses the SUV’s spacious and comfortable interior as a creative motif to tell the story, cleverly reflecting the film’s mystery theme of locked rooms.
- Movie trailer: follows on from the film’s official trailer, revealing the EV5 as a crime scene and introducing the protagonist to create suspense
- main film– Places the EV5 at the center of the Puñales por la Espalda narrative, with a particular focus on its unique characteristics through an impossible crime plot.
The investigation takes place with the protagonist, the police and the detectives, highlighting the main qualities of the EV5 in a relaxed and natural way. By contrasting the thriller tone of the film with the comfort and versatility of the SUV, the campaign reinforces its appeal to adventurous, outdoor-loving and family-oriented customers.
EV5 features highlighted in collaborative film
- Authentic SUV profile– Bold and confident design with balanced proportions, offering a true SUV presence in the C-SUV segment
- spacious interior– Designed specifically for family comfort and active lifestyles, it offers versatility and a home-from-home feel
- Relaxing and comfortable seats (front row)– Provide a fatigue-reducing sleep mode for more comfort during breaks
- movable tray– Dual function storage/table that extends to the second row to provide additional storage and ease of use
- Fully foldable second row seats– Allow a completely flat configuration for maximum charging flexibility and outdoor activities
This initiative builds on Kia’s previous collaboration with Netflix The Squid Game: Season 2in which the new Sportage was presented. With the EV5 campaign, Kia expands its partnership with Netflix to a global audience and strategically focuses on key markets: Korea, Canada, Spain, the UK, Germany and Italy.
The franchise Daggers from behind reinvents the classic crime story with modern twists, sharp humor and an all-star cast. Each film follows Detective Benoit Blanc, played by Daniel Craig, as he uncovers complicated mysteries filled with eccentric characters and unexpected twists. The films have received worldwide acclaim and numerous awards, including Oscar and Golden Globe nominations, cementing their status as one of the most acclaimed modern mystery franchises.