Roots Taps Seth Rogen for Holiday Campaign
For its holiday campaign titled Anything Roots, the 52-year-old Canadian brand Roots, known for leather goods and sweatshirts, has chosen a notable Canadian personality: Seth Rogen. Rogen, the creator, writer, and star of the Emmy-winning show The Studio, plays Roots’s holiday concierge who offers gift advice.
The campaign, developed internally and guided by customer insights, responds to feedback highlighting that “anything from Roots is considered a great gift.” According to Roots CEO Meghan Roach, this insight came from surveys and social media. She added,
“Customers were coming to us and saying that anything from Roots is considered a great gift. We were initially surprised by that. It was fantastic to hear, and we thought it was really ownable.”
While Roots has collaborated with celebrities previously, Rogen is the most prominent figure featured in their holiday campaign to date. The campaign does not push particular products sharply but features Rogen wearing recognizable pieces like the Landscape Sweater.
Meghan Roach noted that Rogen aligns well with the brand’s mission and values, saying,
“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
Seth Rogen’s approachable and humorous persona perfectly matches Roots’s brand values in its holiday campaign emphasizing thoughtful gifting.