Agency: Deloitte Digital
Perhaps the most impressive act of brand stuntery came to us by the unlikely hands of CSAA Insurance Group. The provider of services such as AAA auto and home insurance united boy band stars of decades past to form the ultimate musical act to send teens squealing—well, ‘90s teens who are now adults. Boys No More is comprised of Joey Fatone from NSYNC, Nick Lachey from 98 Degrees, Joey McIntyre of New Kids On The Block and Wanya Morris of Boyz II Men.
And yes, the band is creating actual music. “Make It Right,” a tune about correcting the many grievances that one might seek insurance for, is a spot-on tune that perfectly emulates the boy band era and is actually very listenable. The jam was written, produced, recorded, arranged and mixed by Heavy Duty Projects and the accompanying music video (brimming with matching outfits and synchronized dancing) was made by Calmatic, the director of Lil Nas X’s “Old Town Road” music video.
The campaign also took replicable choreography and a karaoke version to social media, and the band’s tour bus went on a North American tour last month. Here’s hoping Boys No More drops a follow-up hit (or at least puts the first on Spotify).