Rick Astley is back with a rick-rolling insurance ad

CSAA Insurance Group has partnered with 1980s British legend Rick Astley to launch a new brand campaign in the U.S

Astley has released a new version of his beloved music video for his 1987 chart-topping hit “Never Gonna Give You Up.”

This week, “Rickified” QR codes are going up across the country, primed to unleash a familiar Rick Astley experience: the “Rickroll.”

Anybody in one of the target markets can scan the codes to experience the brand-new music video themselves.

The “Rickroll” is one of the original internet memes that delighted internet users as a lighthearted prank. When receiving a disguised hyperlink, unassuming readers would click on it, expecting an unrelated topic, and instead get redirected to the “Never Gonna Give You Up” music video.

“Never Gonna Give You Up” has garnered over 1.2 billion views on YouTube and nearly 600 million streams on Spotify.

The new video pays tribute to the original while spreading the good news about InsurAAAnce — the insurance that never gives you up!

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