Rick Astley

PRNewswire/ -- CSAA Insurance Group has partnered with 1980s British legend Rick Astley to launch a new brand campaign across 17 U.S. markets.

Alongside all of Deloitte, we foster the connections necessary to shape a better future for our clients, our culture, our society and our planet. "We wanted to communicate that in a memorable way not only by recreating the legendary music video after 35 years (featuring Rick himself!), but also serving it in a manner that pays homage to how internet and meme culture has made Rick Astley its own." CSAA Insurance Group, a AAA Insurer, offers automobile, homeowners and other personal lines of insurance to AAA Members through AAA clubs in 23 states and the District of Columbia. The company has been repeatedly named one of the 50 most community-minded companies in America by Points of Light. As a testament to the joy that the meme has spread over the past 15 years, "Never Gonna Give You Up" has garnered over 1.2 billion views on YouTube and nearly 600 million streams on Spotify. "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." Our ambition is to make the best customer-oriented organizations in the world. Founded in 1914, the company has been rated "A" or better by A.M. For the first time in 35 years, Astley and the top-rated AAA Insurance provider have released a new version of his beloved music video for his 1987 chart-topping hit "Never Gonna Give You Up." 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. "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. The new video pays tribute to the original while spreading the good news about InsurAAAnce — the insurance that never gives you up!