Roots has announced actor, writer, and producer Seth Rogen as the face of its Holiday 2025 campaign. The partnership aligns the premium outdoor lifestyle brand with the Canadian-born Rogen, reaffirming the company's focus on homegrown talent.
The campaign, titled "Anything Roots," is set in a retro-themed atmosphere. Rogen stars as the "Roots Holiday Concierge," managing a customer call center to solve holiday gifting dilemmas. The concept aims to blend the brand's heritage with humor and a nostalgic feel.
"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. "This campaign is a tribute to the quirks, traditions, and nostalgia that make the holidays feel like home."
In the campaign, Rogen advises shoppers, "When it comes to holiday gift shopping, get them anything Roots – they'll be psyched."
The campaign was developed by Roots Image Director, Micah Cameron, in collaboration with Roots Creative Director Joey Gollish. It was directed by Josh Locy and photographed by Jacq Harriet.
As part of the initiative, Roots is launching a "Holiday Hotline" at 1-855-ANY-THNG (269-8464) and will feature interactive experiences in select Canadian stores. The campaign will roll out across out-of-home placements, social media, streaming platforms, and on roots.com.
