Rick Astley is reprising the classic 1987 music video that has provided fodder for more than a decade’s worth of memes as part of a new campaign for insurance brand American Automobile Association (AAA) and its affiliate California State Automobile Association (CSAA).
The British singer appeared in a new 35th anniversary version of the “Never Gonna Give You Up” video that features back-up dancers clad in AAA uniforms and backdrops branded with the roadside insurer’s logo. In a play on the famous bait-and-switch internet prank based around the song known as Rickrolling, the brand and the agency behind the campaign, Deloitte Digital, will spread the video through QR codes and shortened links scattered across billboards, outdoor digital displays, TV commercials and even in skywriting.
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