Seth Rogen Is Your Holiday Concierge (Anything Roots, Honestly)

Roots just wrapped the cheeriest holiday campaign yet—and yes, it stars Seth Rogen playing the world’s most earnest gift-giving concierge. Titled “Anything Roots,” the spot leans into retro holiday vibes, cozy sweaters, and Canadian humour as Rogen fields frantic calls from last-minute shoppers and dispenses perfectly on-brand advice—part dad joke, part genuine charm. As he quips in the campaign, “When it comes to holiday gift shopping, get them anything Roots—they’ll be psyched.”

Think heritage leather, maple-leaf spirit, and those endlessly comfy sweats elevated for gifting season. Shot with warm, nostalgic production design, the campaign celebrates Roots’ 50+ year legacy while keeping things fresh and funny. It’s a reminder that the best gifts are both useful and sentimental—your cousin will actually wear that hoodie, promise.

Want help picking the perfect present? Roots even launched a Holiday Hotline—call 1-855-ANY-THNG (269-8464)—or pop into select stores for an interactive in-person experience. The campaign will roll out across social, OOH, streaming platforms, and in Roots shops nationwide, with Seth’s curated looks available online and in-store now.

If you’re hunting for holiday inspo that’s cozy, classic, and just a little bit cheeky, Roots x Seth Rogen is serving the seasonal wardrobe—and the laughs—to match. Shop the campaign picks online and consider your gift list officially handled. —Noa Nichol