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In news few people could have seen coming, Kia has partnered with the Netflix series Squid Game to create a mini-series promoting the facelifted 2025 Kia Sportage medium SUV.
While the Korean carmaker and Korean-created and produced TV show have a country of origin in common, that's where the similarities end.
And yet, Kia is launching a global Squid Game-themed campaign ahead of the hit show's second season premiering on December 26, 2024, complete with a YouTube mini-series and pop-up customer events in Seoul.
The first season of the Netflix horror series aired back in 2021 and followed contestants on a violent, life-or-death game show in which they attempt to survive creepy children's games to get themselves out of financial hardship.
The first instalment of Kia's promotional series landed on YouTube on November 22, starring a 'Pink Guard' – one of the faceless security personnel from the Netflix series– and the Kia Sportage, which was recently updated with new styling, safety and technology.
The series' synopsis reads: "A thrilling adventure unfolds as the Pink Guard, who is living a regimented life within a strict system, embarks on a journey with The New Sportage, breaking the restrictions and venturing into a new world."
At this point, the plot isn't entirely obvious, but Kia's series makes use of Squid Game's unnerving sound effects, gloomy lighting and unsettling visuals to great effect.
According to Kia, the goal was to "highlight the innovative and unique values of The New Sportage as an ‘Open Road SUV".
The facelifted 2025 Kia Sportage, which is already on sale in South Korea, is due in Australian showrooms by the middle of next year. To learn more, read our article on the updated Sportage here.
Meanwhile, the next instalment of Kia's creepy Squid Game series will air on YouTube in early December.
Susannah Guthrie has been a journalist for over a decade, covering everything from world news to fashion, entertainment, health and now cars. Having previously worked across titles like The New Daily, Elle, Harper's Bazaar, People Magazine and Cosmopolitan, Susannah now relishes testing family cars with the help of her husband and three-year-old son.
