Joseph Kahn Rickrolls America

AAA Insurance – Rickroll America

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Agency Deloitte Digital/Los Angeles
Production Company Supply & Demand
Director Joseph Kahn

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Credits

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Agency Deloitte Digital/Los Angeles
Production Company Supply & Demand
Director Joseph Kahn
Colorist Dave Hussey
Color Company 3/Los Angeles
Editing Cosmo Street/Los Angeles
Editor Chancler Haynes
VFX/Finishing ODD (Office of Development & Design)

Creative Director Gary Breslin
Executive Producer Matthew Turke
VFX Aaron Baker
2D Animation Brian Sensebe
Matte Painter Tim Matney
Talent Rick Astley

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A sprightly 35 years from its original release, Rick Astley's Never Gonna Give You Up is still earworming its way around the internet, much to the bait-and-switch delight of many an errant clicker.

Capitalising on this era-defining anniversary, Deloitte Digital has chosen to recreate the classic vid with its original, remarkably age-defiant star in a fun new spot for AAA Insurance.

Nailing the costume, set dressing and, most importantly, the moves, Supply & Demand director Joseph Kahn takes a break from winning Grammys and Emmys to create an entertaining homage that is worth a roll.

Delightfully, the campaign launches with unbranded ads popping up across the country in the form of mysterious and quirky QR codes and URLs. Those who follow the QR code will be led to the re-creation, in true Rickroll fashion.

"Paying homage to my video for the AAA Insurance commercial - from the set to the wardrobe - has been an amazing trip down memory lane," said Astley. "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."