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Library/Campaign/CSAA Rickroll 2.0
Grade B20 sourcesHIS-00553

CSAA Rickroll 2.0

Campaign · 2022 · Niche

32Editable slideCertificate

Deloitte reported 2.2 billion earned-media impressions for an Astley insurance remake.

Original · CSAA Insurance Group / Rick Astley

Blevin

@BlevinTheCube_ · Aug 17, 2022

no way bruh

359.2K2.1K
Post · @BlevinTheCube_ on X

🔥 Araka Luto/新火ると 😈 Equilibria

@LutoAraka · Aug 18, 2022

Can't believe rickroll is back What a time to be alive

14517
Post · @LutoAraka on X
InsurAAAnce & Rick Astley Never Gonna Give You Up
CSAA Insurance Group, a AAA Insurer on YouTube
no way bruh
@BlevinTheCube_ on X
CSAA Insurance Group and Rick Astley Partner on Surprise Ad Campaign
CSAA Insurance Group via PR Newswire
Rick Astley rolls with it, remakes ‘Never Gonna Give You Up’ video at the Harvard Club for an ad campaign - The Boston Globe
The Boston Globe
PR Daily Awards Luncheon 2023
Ragan / PR Daily
#cliomusic #deloittedigital | CSAA Insurance Group
CSAA Insurance Group / LinkedIn
AAA Insurance: The Ultimate Rickroll - The Clios
The Clios
The Rick Rolls Again As Rick Astley Remakes ‘Never Gonna Give You Up’
Know Your Meme
Rick Astley recreates 'Never Gonna Give You Up' video
Absolute Radio / Rayo
Rick Astley Recreates 'Never Gonna Give You Up' Video for AAA Commercial
Nerdist
Remember When Rick Astley Recreated the "Never Gonna Give You Up" Video 35 Years After Its Release for an Insurance Company
American Songwriter

Spread Score

How it works
Reach58Contagion35Breadth30Velocity0Longevity1332

Numbers

Agency’s global earned-media impressions, lower bound
2.2B
Self-reported · Deloitte Digital
Peak date
Week of Aug 18, 2022
Aug 15 ’22 to Week of Aug 18, 2022
Platforms
5
Started on YouTube
Origin
Mixed
Finance

Mechanics

  • RevivalPrimary
  • Newsjacking
  • Creator relay
  • Platform jump
  • Press loop

How it spread

Trace the origin

CSAA released an Astley remake, then promoted it with QR codes in US markets. X reposts and YouTube comparison edits took it beyond CSAA’s channels. Deloitte reported policy growth, and the campaign later won Webby, Effie and Clio awards.

Dates use the stated precision; chart positions are date anchors.

Google searchesJun ’22AugSepFeb ’23JunOctFeb ’24AugApr ’25OctPeakYouTubeXOpen webPressTikTok
YouTubeXOpen webPressTikTok

11 more events on this chart

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Timeline (14)

  1. August 2022

    CSAA Insurance Group seed · Aug 15 ’22

    CSAA published its insurance ad remaking Rick Astley’s music video.[1][2]

    InsurAAAnce & Rick Astley Never Gonna Give You Up
    Open the first post ↗

  2. BlevinTheCube_ platform jump · Aug 17 ’22

    Blevin reposted the ad with the caption “no way bruh” at 02:24 UTC.[3]

    no way bruh

  3. hungrychad platform jump · Aug 17 ’22

    Hungrychad uploaded a side-by-side comparison of the original video and the insurance ad.[4]

Changelogupdated Oct 16 ’26
  1. 2026-10-16Added 2 numbers
  2. 2026-10-14Added: 14 events, 20 sources · Score 32 · Fact-check passed (33 claims)
Origin
Mixed
Sector
Finance
Region
US
Agency’s global earned-media impressions, lower bound
2.2B
Self-reported · Deloitte Digital
Evidence
Grade B

Spread the same way

Gap Linen Moves with Tyla and Jungle

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TikTok · 2024

53
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32B impressions

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Instagram · 2025

43
Official Unisom SleepTabs product packaging.

1.9B impressions

Billy Goes to the River

YouTube · 2026

41
A Cherokee hybrid ad in which a father and son freed Billy Bass before a bear and eagle attacked him.

800M impressions

New cases, every week

How the next thing spread, the week it does.

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Google searchesJun ’22AugSepFeb ’23JunOctFeb ’24AugApr ’25OctPeakYouTubeXOpen webPressTikTok
YouTubeXOpen webPressTikTok

11 more events on this chart

Join free to see them

  1. August 2022

    CSAA Insurance Group seed · Aug 15 ’22

    CSAA published its insurance ad remaking Rick Astley’s music video.[1][2]

    InsurAAAnce & Rick Astley Never Gonna Give You Up
    Open the first post ↗

  2. BlevinTheCube_ platform jump · Aug 17 ’22

    Blevin reposted the ad with the caption “no way bruh” at 02:24 UTC.[3]

    no way bruh

  3. hungrychad platform jump · Aug 17 ’22

    Hungrychad uploaded a side-by-side comparison of the original video and the insurance ad.[4]

  1. owner response · Aug 17 ’22

  2. peak · Week of Aug 18, 2022

Join free to see the other 11 events and the full chart. Free, on every case.

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Why it worked

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