The Rick Rolls Again As Rick Astley Remakes Never Gonna Give You Up

Rick Astley, the '80s crooner behind the legendary song "Never Gonna Give You Up" that turned into perhaps the most famous bait-and-switch meme in history (the Rickroll), has recreated his masterpiece for an American Automotive Association (AAA) Insurance commercial. Naturally, this new version has once again caused a resurgence in the immortal meme classic.

no way bruh pic.twitter.com/T1wSoWLF7p

— Blev #WETGUFFSUPREMACY #givegeometrikabluestyle (@BlevinTheCube_) August 17, 2022

In the ad, the insurance company promises that it will never “give you up,” “let you down” or “desert you” as an older Astley recreates specific shots of his famous music video. After being uploaded just three days ago, the viral video seems to be winning over some new customers already.

I have a AAAnews</a> membership, but not insurance.<br><br>AAA - never have I felt more tempted to change my insurance (that I&#39;ve had since the 90s). Solid Gen X piece. Pay <a href="https://twitter.com/rickastley?ref_src=twsrc%5Etfw">rickastley all the money and give your marketing team a nice bear hug.

⭐️⭐️⭐️⭐️Best commercial reverse Rickroll. https://t.co/VCuWtRp6DG

— Tiffany Bond (I) for Congress (ME02)🦞🇺🇸 (@TiffanyBond) August 18, 2022

The new video also features some modern references. A Zoom room screen shows the three versions of Astley in the video (striped polo Rick, trenchcoat Rick, denim Rick) all in a meeting together, and at the end of the recreated video, Astley looks confusedly at his smartphone and asks, “Is this still a thing?”

Damn Rick Astley looks good for his age!😍❤️ https://t.co/eFiKxbq6cO

— Peter Morley (@morethanmySLE) August 18, 2022

The online response to the viral marketing attempt was, overall, highly positive. Many praised Astley for the wit and fan service displayed in the new YouTube video as it continued to spread on social media this week.

This is the music video version of a Dad joke, and I’m totally on board.
Well played @rickastley https://t.co/EKqlmhYPZU

— Adrian Fontes (@Adrian_Fontes) August 18, 2022

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

— 🔥 Araka Luto/新火ると 😈@PRISM Project 2nd gen (@LutoAraka) August 18, 2022

The advertisement is part of a larger campaign, which has placed drawings of Astley’s head with a QR code over his face on various billboards around the country. Once scanned, the QR codes lead to the new YouTube music video of the song as an insurance ad.

The insurance campaign (called “Rickroll America”) is run by Deloitte Digital, the digital consulting and advertising branch of Deloitte. Along with the controversial McKinsey & Company, Deloitte is one of the top management consulting firms in the world.

This is about as close as establishment capitalism has ever gotten to fully embracing and monetizing meme culture.