In what is arguably the most Canadian collaboration of the year, actor, writer, and pottery enthusiast Seth Rogen has become the official face of the iconic Canadian brand Roots for their new holiday campaign. The partnership is a masterstroke of branding, flawlessly merging two of Canada’s most beloved exports in a campaign cleverly themed “From Tokes to Toques.”
What Does ‘From Tokes to Toques’ Mean?
For those unfamiliar with the Canadian lingo, the campaign’s title is a playful narrative of Rogen’s own public evolution.
- “Tokes” is a clear nod to Rogen’s celebrated association with cannabis culture, which he has successfully channelled into his home goods and lifestyle brand, Houseplant.
- A “Toque” is the quintessential Canadian winter hat (often called a beanie elsewhere). It’s the cosy crown that sits atop nearly every Canadian’s head from November to March.
This theme isn’t just a catchy phrase; it’s the story of a personality who has matured into a wholesome, craft-loving cultural figure without losing his signature affable charm—much like the Roots brand itself.
A Perfect Pairing: Why Rogen and Roots Make Sense
The Seth Rogen and Roots collaboration feels less like a transaction and more like a homecoming. Roots, founded in 1973, has always represented a rugged yet comfortable Canadian aesthetic—think log cabins, crackling fires, and high-quality, durable apparel.
In recent years, Rogen has become the human embodiment of this vibe. His widely publicized passion for ceramics and his laid-back, honest persona have repositioned him as a symbol of cosy creativity. He’s the global superstar who still seems most at home in his workshop or relaxing with friends, making him the perfect ambassador for a brand built on authenticity and comfort.
The Vibe: Pure, Unadulterated Canadiana
The campaign imagery delivers exactly what fans would hope for. We see Rogen, with his trademark laugh always close by, clad in plush Roots sweatpants, classic flannel shirts, and a variety of signature toques. He looks less like a Hollywood A-lister and more like your favourite cousin who just came in from the cold, ready to share a warm drink. It’s authentic, approachable, and deeply comforting—the very essence of the Roots brand.
Ultimately, the “From Tokes to Toques” campaign is a celebration of identity. It proves that one can evolve and embrace new passions while staying true to their roots (pun absolutely intended). As the holiday season approaches, the universal appeal of comfort, quality, and a good-natured sense of humour is something everyone can get behind, no matter where they are in the world.
