Roots announced actor, writer and producer Seth Rogen as the face of its Holiday 2025 campaign. Dubbed “Anything Roots,” the campaign brings Roots humor and heart to life in a delightfully nostalgic way. Set in a warm atmosphere that plays into retro aesthetics, Rogen stars as the Roots 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.
“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 Roots Holiday Concierge, Rogen says in the campaign, “When it comes to holiday gift shopping, get them anything Roots—they’ll be psyched.”
Known as a trusted destination for thoughtful gift-giving, Roots continues to celebrate the spirit of the season through pieces that are made to last and memories to be shared.
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.
The Roots x Seth Rogen Holiday 2025 campaign will roll out across out-of-home placements, social media platforms, streaming platforms—including Netflix, Prime Video and Spotify—Roots retail stores and on roots.com.
