Seth Rogen Stars in Roots’ 2025 Holiday Campaign, “Anything Roots”
Canadian actor brings humour, nostalgia, and charm to the brand’s latest holiday celebration
TORONTO — Roots, Canada’s iconic premium outdoor lifestyle brand, has tapped actor, writer, and producer Seth Rogen as the face of its Holiday 2025 campaign, “Anything Roots.” Known for his sharp wit and unmistakable Canadian charm, Rogen embodies the humour, heritage, and heart that define Roots — a brand synonymous with comfort, authenticity, and quality craftsmanship for more than 50 years.
The campaign, which officially launched this week, positions Rogen as the Roots Holiday Concierge, a lighthearted role that sees him juggling a series of holiday calls from shoppers in need of last-minute gift inspiration. With his signature humour and warmth, Rogen guides panicked customers toward one simple solution — “get them anything Roots.”
“Seth Rogen embodies many of the traits associated with Roots: warmth, creativity, wittiness, authenticity and a deep sense of community,” said Leslie Golts, Chief Marketing Officer of Roots. “For over 50 years, we have celebrated people who stay true to themselves and their roots. This campaign is a tribute to the quirks, traditions, and nostalgia that make the holidays feel like home.”
The “Anything Roots” campaign, shot with retro-inspired visuals, celebrates the joyful chaos of the holidays — from frantic shopping moments to the heartfelt connections that make the season special. Fans can experience the campaign across Roots’ social media, streaming platforms, and in-store displays nationwide.
A Nostalgic Yet Modern Holiday Experience
The campaign was developed under the creative direction of Micah Cameron and Joey Gollish, directed by Josh Locy, photographed by Jacq Harriet, and produced by Chelsea Pictures and Cartel. It brings together a vintage aesthetic with modern storytelling, capturing what Roots calls “the beauty of staying connected across borders, generations, and traditions.”
In a fun twist, fans can call the Roots Holiday Hotline at 1-855-ANY-THNG (269-8464) for a personalized “concierge” experience, or visit select Roots stores for interactive in-person events.
Shop Seth Rogen’s Roots Holiday Looks
Pieces featured in the campaign — including signature Roots sweats, cozy knits, and classic leather goods — are available now in stores and online at roots.com. A curated holiday gift guide inspired by Rogen’s looks rounds out the launch.
About Roots
Founded in 1973, Roots has grown from a small cabin in northern Canada to an internationally recognized lifestyle brand. With over 100 retail stores across Canada and more than 100 partner-operated stores in Asia, Roots continues to represent timeless Canadian craftsmanship, nature-inspired design, and everyday comfort.
For more information, visit roots.com or follow Roots on Instagram (@roots) and TikTok (@roots).
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