Nissan Wants In on Super Bowl Weekend
While automakers like Volkswagen have begun rolling out their ads ahead of Super Bowl LX, Nissan has released a new campaign for the 2026 Rogue. The compact crossover is spotlighted through a playful concept featuring a fictional “dip seat,” pitched as a solution for hauling chips and dip on game day.
The press release doesn’t explicitly confirm that Nissan has a spot for the upcoming NFL championship game, though the Japanese marque appears to be capitalizing on the surrounding hype through a collaboration with Canadian chef and actor Matty Matheson, who stars in the FX series The Bear. In the campaign, Matheson loads his fictional dip seat – packed with chips – into the Rogue before race car driver and Gran Turismo actress Emelia Hartford takes the vehicle for a spin.
Making a Case for the Dip Seat
According to Nissan, the concept was intended to highlight how its engineering team designed the rear seats to help keep cargo secure. “With the 2026 Rogue, we set out to design an SUV that fits real life – families, adventures, errands, and yes, even gameday traditions,” said Nissan Chief Marketing Officer Allyson Witherspoon.
For the 2026 model year, the most notable update is the new Dark Armor trim, which gives the vehicle a more blacked-out styling package.
Meanwhile, its direct rival, the Toyota RAV4, is now an all-hybrid lineup for the MY2026. The RAV4 also has its own Super Bowl ad, which features the first-generation model – introduced in the U.S. in 1996 – and the latest version, powered by a 2.5-liter hybrid setup with electric motors, producing up to 236 horsepower in all-wheel-drive (AWD) form.
In comparison to the Rogue, the Nissan compact crossover tops at 201 horsepower from a 1.5-liter turbocharged three-cylinder engine.
Chips, Jokes, and a Free Rogue
However, the model is set to receive a plug-in hybrid variant later this year, meaning any added exposure Nissan can generate – such as this dip seat–themed campaign – may help build anticipation. It is worth noting, though, that the PHEV version will be a rebadged Mitsubishi Outlander, with a few styling tweaks to give it a Nissan identity.
In addition to Matheson’s jokes and Hartford's driving, the campaign offers the chance to win a 2026 Nissan Rogue Platinum AWD through the brand’s official website. The sweepstakes is open to eligible U.S. and Canadian residents, with entries accepted through February 12. Those who aren’t lucky enough to win can still pick up the Rogue starting at $29,090, excluding destination fees.
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