Nissan and Lola\TBWA Bring Zombies, AI and Michael Jackson's Thriller to new Kicks Campaign

Jun. 14, 2026

A zombie invasion is about to take over Brazilian media. But this time, the apocalypse comes with a strategic purpose: demonstrating how technology can be a driver’s best ally on the road. Starting today, Nissan is launching “The Escape,” its new national campaign for the Nissan Kicks SUV, created by Lola\TBWA.

Combining humor, cinematic suspense, and one of pop culture’s most iconic songs, the campaign takes an unconventional approach to turning technical product features into mass-market entertainment. The story places viewers in a movie-style zombie chase, where the protagonist attempts to escape behind the wheel of a Nissan Kicks. As the undead close in, the vehicle’s Nissan Safety Shield technologies step into the spotlight, showcasing how advanced driver-assistance and safety systems help anticipate hazards and support safer driving decisions.

What sets the campaign apart is the way it tells that story. Rather than relying on traditional product demonstrations, Nissan and Lola\TBWA chose to test the vehicle’s technologies in an extreme and unexpected scenario, making them integral to the narrative itself. Another major star of the campaign is “Thriller,” Michael Jackson’s legendary hit The track not only amplifies the film’s atmosphere but also reinforces the brand’s connection to globally recognized cultural touchpoints.

Maurício Greco, Marketing Director at Nissan do Brasil said:

“We wanted people to experience, in just a few seconds, what the Nissan Kicks delivers every day: confidence behind the wheel, supported by technologies designed to anticipate situations and help protect occupants. By placing the vehicle in an extreme and unexpected context, the campaign makes those benefits immediate, engaging, and memorable.”

 

The production also marks a new chapter in Nissan’s communications strategy. Developed through a combination of artificial intelligence, cinematic language, and advanced production techniques, the campaign aims to raise the creative bar within the automotive category while bringing the brand closer to entertainment-driven storytelling.

The zombie invasion will extend well beyond television. The media strategy includes a coordinated rollout across multiple platforms and formats, including digital channels, social media, cinema, airports, out-of-home advertising, and Nissan-owned media. The brand’s website, chatbot, and digital environments will also feature special campaign-inspired experiences.

Leo Macias, Chief Creative Officer at Lola\TBWA said:

“This is an unprecedented production for Nissan in Brazil. It brings together technology, pop culture, and highly sophisticated execution to deliver something rare in the automotive segment: a campaign that works as entertainment before it works as advertising.”