CSAA Insurance Group, a AAA insurer, has partnered with 1980s pop icon Rick Astley to launch a new national brand campaign that features a new version of the music video for Astley’s 1987 song “Never Gonna Give You Up.”
“Paying homage to my video for the AAA Insurance commercial — from the set to the wardrobe — has been an amazing trip down memory lane,” said Astley. “The song has been so good to me, and I’m thrilled to be working with another iconic brand that has certainly stood the test of time.”
CSAA said that “Rickified” QR codes are going up across the country this week, ready to unleash a familiar Rick Astley experience: the “Rickroll.” Scanning the codes will take you to YouTube, where you can view the brand-new music video. (The “Rickroll” is an Internet meme that redirects unsuspecting viewers to the original “Never Gonna Give You Up” music video when they click on a disguised hyperlink.)
“We are thrilled to partner with Rick Astley to not only revisit the joy of his video but amplify the incredible value that our customers receive with InsurAAAnce,” said Linda Goldstein, executive vice president, Customer Experience & Marketing, CSAA Insurance Group, in a statement. “And clearly, the indelible lyrics of ‘Never Gonna Give You Up’ are one of the best ways we can share that message.”
The campaign, a concept of Deloitte Digital, was brought to life in part through a commercial directed by Joseph Kahn, winner of multiple Grammys, MTV VMAs, Clios and Emmys.