• by Tanya Gazdik , 3 hours ago

Nissan is launching a Super-Bowl-adjacent social media-only effort featuring chef, actor and dip enthusiast Matty Matheson, who stars on the TV series "The Bear."

The high-energy creative speaks to anyone who has ever struggled to transport their seven-layer dip masterpiece to a Super Bowl party. 

The real star of the creative is “Nissan Dip Seat,” a humorous fictional concept that showcases the Rogue’s thoughtful interior engineering — and offers a tongue-in-cheek solution for transporting the estimated 8–12 million pounds of dip Americans enjoy during the Big Game.

The campaign celebrates game-day traditions with humor while highlighting how the Rogue is engineered around human needs, says Allyson Witherspoon, Chief Marketing Officer, Nissan U.S.

Mattheson's inclusion adds authenticity, and he also brings comedic timing, she says.

“He also brings a cultural relevance right now that I think is really interesting,” Witherspoon tells Marketing Daily. “He kind of matched the spirit of the campaign, because it is about how do you show a feature, but in a way that has some humor to it, in a way that's going to be relevant for the audience and for the moment.”

Central to the campaign is one of Rogue’s functional advantages: the ability to securely position a child seat using latch anchors in any rear-row seating location — including the middle. Building on that, the campaign introduces the fictional “Dip Seat,” a car seat-style carrier mock-up designed specifically for protecting snacks on the go.

Matheson, a Canadian cult hero, isn’t the only celebrity featured. The creative also features a cameo from racecar driver and actress Emelia Hartford, whose scene was filmed driving on Apple Valley Speedway in Apple Valley, California.  Matheson, who has a new shot on Netflix called “Just a Dash,” was shot in Chicago, where he is filming the next season of “The Bear.” 

“That’s seven-layer safety right there,” Matty jokes in the film, while clicking the Dip Seat into the Rogue’s back middle seat – highlighting how the Rogue’s thoughtful rear seat engineering helps keep precious cargo secure. “No more scraping ground beef and beans out of the car carpet for this guy!”

The Nissan Dip Seat social media campaign, created in collaboration with creative agency TBWA\Chiat\Day New York, debuts today across Nissan’s social channels, including Meta, Instagram, TikTok, YouTube.

Additional short-form content will roll out throughout the Big Game weekend.

“There will be a little bit that's going to be on Reddit,” Witherspoon says. “We're also working on cross-collaboration with a few other brands” who will be “in the dip seats. So more to come on that.”

Nissan hasn’t purchased a broadcast spot in the Super Bowl since 2022, when it was launching the Nissan Ariya and Z and the Big Game’s timing made sense, she says. 

“Our big product news is going to be toward the end of this year,” Witherspoon says. “So we did not get into the Super Bowl, but we wanted to do this as a way to still be a part of the conversation, and do it in a way that's entertaining, in a way that's going to be fun and kind of uniquely Nissan.”