Roots taps Seth Rogen for holiday campaign

Roots Taps Seth Rogen for Holiday Campaign

For its holiday campaign, titled Anything Roots, the Canadian brand Roots selected Seth Rogen, a well-known Canadian actor, writer, and creator of the Emmy-winning show The Studio. Founded 52 years ago, Roots is renowned for its leather goods and cozy sweats.

In the campaign, Rogen plays the role of Roots’s holiday concierge, offering gift advice. The campaign, developed internally, was inspired by customer feedback. “Customers were coming to us and saying that anything from Roots is considered a great gift,” explained Roots CEO Meghan Roach, noting insights gathered from surveys and social media.

“We were initially surprised by that. It was fantastic to hear, and we thought it was really ownable.”

Roots has previously collaborated with celebrities, but Rogen represents the highest-profile figure ever featured in its holiday campaign. While the focus isn't on specific products, Rogen is shown wearing signature items such as the brand’s Landscape Sweater.

Roach emphasized Rogen's alignment with the brand’s values: “He’s so approachable, from a personality perspective, and he’s so engaging. A lot of the content [he creates is] light, funny and approachable, and I think that reflects a lot of what Roots is, too.”

Summary: Roots leverages Seth Rogen’s relatable and humorous persona for its holiday campaign, reinforcing its reputation as a go-to gift brand rooted in customer insights.

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