Few things are as fun as Rickrolling someone, or even getting Rickrolled yourself. CSAA Insurance Group, in collaboration with Deloitte Digital, is planning to bring that legendary Internet experience to the Super Bowl. Using a surgical approach, CSAA Insurance Group is banking on the branded meme garnering national attention from regional ad buys.

This CSAA Insurance Group ad tackles so many of this year’s burning questions, including how brands are navigating through the exponential ad costs of the Big Game, as well as how brands are extending experiences beyond the traditional TV spot. 

Deloitte Digital used a regional play for CSAA Insurance Group in 2022 and found that local buys in key growth markets enabled the brand to be present during the Big Game at a fraction of the cost. To kick off the experience, CSAA Insurance Group will run a 30-second spot featuring a well-coiffed and intriguing QR code. When viewers scan it, they’ll be Rickrolled by a recreation of Never Going to Give You Up, featuring modern day Rick Astley. Turning 30-seconds on TV into a full one minute and 30-second long mobile experience.

The CSAA Insurance Group will air in Oklahoma City, Indianapolis, Tulsa, Philadelphia and Hartford & New Haven.