Seth Rogen Stars as a “Holiday Concierge” in Campaign 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,…