 Roots, the iconic premium outdoor lifestyle brand known for its heritage leather, quality sweats, and unmistakable maple leaf spirit, has introduced actor, writer, and producer Seth Rogen as the face of its Holiday 2025 campaign.
With over five decades of rich heritage, the retailer said it continues to bridge legacy and modern culture. Partnering with Rogen reaffirms the brand’s commitment to celebrating talent that embodies humour, authenticity and homegrown pride.
Dubbed, “Anything Roots,” the campaign brings humour and heart to life in a delightfully nostalgic way. Set in a warm atmosphere that plays into retro aesthetics, Rogen stars as the Holiday Concierge, challenged to keep up with a slew of customer calls to solve every gifting dilemma with wit and just the right amount of Canadian charm. From frantic last-minute shoppers to confused siblings, Rogen doles out hilarious, heartfelt advice wrapped in signature Roots spirit, explained the retailer.
“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.”
Featured as the Holiday Concierge, Rogen says in the campaign, “When it comes to holiday gift shopping, get them anything Roots – they’ll be psyched.”
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Brought to life through the vision of Roots Image Director, Micah Cameron in collaboration with Roots Creative Director Joey Gollish, the campaign was directed by Josh Locy, photographed by Jacq Harriet, and produced by Chelsea Pictures and Cartel with support from the Roots marketing in-house teams. Rooted in heritage but designed for today, Anything Roots captures the joyful chaos of the holidays and the beauty of staying connected across borders, generations, and traditions, said the company.
For the ‘why didn’t I think of that?’ gift idea, fans are encouraged to call the Holiday Hotline at 1-855-ANY-THNG (269-8464), or by visiting select locations in Canada for an interactive experience.
The retailer was established in 1973 and has over 100 corporate retail stores in Canada, two stores in the United States, and an eCommerce platform.
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