CSAA Insurance Group and Rick Astley Partner on Surprise Ad Campaign –

AAA insures ’80s icon to make new video for “I’ll Never Leave You”

WALNUT CREEK, Calif.–(BUSINESS WIRE)–CSAA Insurance Group has partnered with 1980s British legend Rick Astley to launch a new brand campaign in 17 US markets. For the first time in 35 years, Astley and the top AAA insurance company released a new version of his beloved song from his 1987 hit “I Won’t Let You Go.” The new video pays homage to the original while spreading the good news of InsurAAnce – insurance that doesn’t give you a chance!

“Homage to my movie for the AAA Insurance commercial – from the wardrobe – has been an amazing trip down memory lane,” said Astley. “I’m really excited about this song, and I’m excited to be working with another iconic brand that’s been around forever.”

It’s a partnership that makes sense, as CSAA Insurance Group continues 100 years of providing unbeatable support and assistance to customers in times of crisis. There’s no better way to celebrate this occasion than with the world’s cutest meme.

“Rickified” QR codes

This week, “Rickified” QR codes are going up all over the country, ready to unleash what Rick Astley knows: “Rickroll.” Anyone in a particular target market will be able to scan the codes to watch the new music video for themselves. “Rickroll” is one of those internet memes that amuse internet users as a lighthearted joke. When they receive a hidden hyperlink, readers proudly click on it, expecting an unrelated topic, and instead they are sent to the music video “I won’t leave you”. As a testament to how popular the meme has spread over the past 15 years, “I’ll Never Leave You” has garnered over 1.2 billion views on YouTube and nearly 600 million streams on Spotify.

“We are excited to partner with Rick Astley to not only relive the excitement of his video, but also to expand the incredible value our customers receive with InsurAAance,” said Linda Goldstein, senior vice president, Customer Experience & Marketing, CSAA Insurance Group. And obviously, the endless chorus of ‘I’ll never leave you’ is one of the best ways to preach that message.”

The campaign, a Deloitte Digital concept, came to life in a different way through an ad directed by Joseph Kahn, winner of several Grammys, MTV VMAs, Clios, and Emmys. Deloitte Digital’s extensive expertise in the insurance industry, as well as its deep capabilities in design, data and technology, allow it to take a creative approach to marketing and launch new platforms for all clients.

“A famous and loved thing meets an artist and a loved one. ‘I will not leave you’ is the promise that InsurAAnce makes to its customers: A known reliability that will not disappoint you or leave you,” said Mr. Jones Krahl and Milton Correa, heads of Creative for Brand and Advertising at Deloitte Digital. . “We wanted to communicate in a memorable way not only by recreating the iconic video after 35 years (featuring Rick himself!), but also using it in a way that pays homage to the way internet culture and memes made Rick Astley his own. .”

About CSAA Insurance Group

CSAA Insurance Group, AAA Insurance, provides auto, homeowners and other insurance options to AAA Members through AAA affiliates in 23 states and the District of Columbia. Founded in 1914, the company has been rated “A” or better by AM Best for more than 90 years, and is one of the top property insurance companies in the United States, according to the National Association of Insurance Commissioners. The company has been repeatedly named one of America’s 50 most community-minded companies by Points of Light. More information is available at and on social media (Facebook, Twitter, LinkedIn).

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Liam Collopy, EVP, Stanton PR, Lcollopy@stantonprm.com / 415-517-9760