Seth Rogen Stars as ‘Holiday Concierge’ for Canadian Brand Roots

After going Hollywood on the Emmy-winning series The Studio, Seth Rogen has gone back to his Canadian roots — literally.

The multi-hyphenate, who collected armfuls of Emmys in September, has signed on as the face of Roots this holiday season, playing a holiday concierge in the brand’s “Anything Roots” campaign. In a retro-themed setting, Rogen is 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.” He does so by doling out heartfelt advice “wrapped in signature Roots spirit,” per the brand. As he states in the campaign, “When it comes to holiday gift shopping, get them anything Roots — they’ll be psyched.”

“Seth Rogen embodies many of the traits associated with Roots: warmth, creativity, wittiness, authenticity and a deep sense of community,” Roots chief marketing officer Leslie Golts said in a statement. “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 vision for the holiday 2025 campaign — set to roll out across out-of-home placements, social media platforms and streaming platforms like Netflix, Prime Video and Spotify, in addition to Roots locations — is credited to Roots image director Micah Cameron in collaboration with Roots creative director Joey Gollish. Josh Locy directed the campaign with photography by Jacq Harriet. The team also included producers Chelsea Pictures and Cartel, with support from the Roots marketing in-house teams.

It’s not Rogen’s only holiday campaign this year. He was tapped by Skip, Canada’s homegrown delivery network, to front its Skip to the Good Part campaign to help tout a retail and brand expansion.