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., Oga. 17, 2022 /PRNewswire/ — CSAA Insurance Group has teamed up with a British legend of the 1980s Rick Astley launching a new campaign in 17 US markets. For the first time in 35 years, Astley and AAA’s top insurance agent released a new version of his beloved 1987 single “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 sets to the costumes – has been an amazing trip down memory lane,” said Astley. “The music has been great for me, and I’m excited to be working with another brand that’s been doing well.”

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 code

This week, “Rickified” QR codes are making their way across the country, ready to reveal what you know. Rick Astley scene: “Rickroll.” Anyone in your target market will be able to scan the codes to watch a 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 the popularity 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 delighted to partner with them Rick Astley not only to relive the excitement of his movie, but also to enhance the incredible value our customers receive with InsurAAnce,” he said. Linda Goldstein, vice president, Customer Experience & Marketing, CSAA Insurance Group. “And clearly, the endless chorus of ‘I’ll never leave you’ is one of the best ways to get that message across.”

The campaign, the brainchild of Deloitte Digital, was revived in part through marketing efforts led by Joseph Kahn, winner of multiple 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 well-known and beloved brand meets a well-known and loved artist. ‘I will never let you down’ is the promise that InsurAAnce makes to its customers: A well-known reliability that will not let you down or leave you,” he said. Jones Klahl and Milton Correa, heads of Creative for Brand and Advertising at Deloitte Digital. “We wanted to communicate this 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 honors the way internet culture and memes have evolved. Rick Astley his.”

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 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 home casualty insurance companies. 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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CSAA Insurance Group | 3055 Oak Road, Walnut Creek CA 94597 | www.csaa-insurance.aaa.com

Media Contact: Liam CollopyEVP, Stanton PR, [email protected] / 415-517-9760

SOURCE CSAA Insurance Group