Lauren Smith | Copywriter


ad writer, music seeker, dog owner, picture taker, dance lover. always looking for more things to love.

Nissan | Kidzilla Commercial

:60s TV

A little boy has a rambunctious time destroying his toy car collection – with dog-chewing, toilet drops and hammers – and only the Nissan Altima survives. Just like in the real world. All to the tune of “Devil in Disguise” by Elvis.

This commercial is part of Nissan’s new “Innovation for All” campaign – highlighting that Nissan is taking the best automotive innovations in the world and making them available to the most people. The campaign is narrated by Robert Downey Jr., created by TBWA\Chiat\Day and produced with Nissan pride for all.


Art Director: Lindsey Montague
Copywriter: Lauren Smith
Creative Directors: Chris Adams & Margaret Keene

Kidzilla: Justin May!

Director: Antoine Bardou-Jacquet
Post: The Mill, Los Angeles
Song: Elvis “Devil in Disguise”
Sound Design: Stimmung

This spot is part of a massive undertaking to revamp Nissan’s creative work and therefore the brand. To quote Rob Schwartz: “This is the culmination of nearly a year’s worth of plotting, inventing, presenting, persuading, testing, kvetching, re-inventing, re-presenting, cajoling, producing, praying, editing, re-editing, finishing and now, alas, broadcasting.” Let’s hope it’s followed by more work and better work. It was – and is – a great thing to be a part of.


“The normal person falls in love, or reads Spinoza, and these two experiences have nothing to do with each other, or with the noise of the typewriter or the smell of cooking; in the mind of the poet, these experiences are always forming new wholes.”
- T.S. Eliot

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