By now, you’re probably familiar with the world record-breaking Instagram egg. The same egg that has garnered over 10 million followers and 52 million likes casting Kylie Jenner’s social media presence in its shadow.
Said egg, dubbed “Eugene” by its creator and ad executive Chris Godfrey, made an appearance during this year’s Super Bowl with a message that surprised viewers in the best possible way.
ICYMI, there’s a stock photo of an egg (AKA @world_record_egg) that was created with the purpose of outranking social media record holder Kylie Jenner.
The egg quickly surpassed Jenner’s measly 18 million likes by snagging over 52 million of its own.
The egg’s account now holds a captive audience of over 10 million followers.
A social media account with this many followers is unsurprisingly valuable to advertisers. In the egg’s case, it’s worth up to $10 million.
So, it came as no surprise that the egg was said to make an appearance among the many highly sought after Super Bowl commercials this year.
In the weeks leading up to Super Bowl Sunday, the egg began to slowly crack and audiences speculated about what high-paying sponsor would burst forth.
On Sunday night, the egg finally cracked with a shockingly wholesome message that shone a light on mental health.
— Egg Gang 🌍 (@theinstagramegg) February 4, 2019
The egg group teamed up with Mental Health America to bring this important PSA to life.
We’d like to thank #TalkingEgg for shining a limelight on #mentalhealth tonight with an important message. Not everyone chooses to #fightintheopen for mental health, but you did for the 1 in 5 Americans living with a mental health condition. Thank you, #EggGang! 💚🥚 pic.twitter.com/9KPlXG5re4
— Mental Health America (@MentalHealthAm) February 4, 2019
And people loved it.
— Jeff Needles (@jsneedles) February 4, 2019
— Carolyn Lasky (@carolaskyn) February 4, 2019
Genius! Love it ❤ Shout out to #EggGang creators for the power of #TalkingEgg (#Eugene) and @hulu#MentalHealthAwareness
This is just the beginning.
More about the creators https://t.co/HINCloqLeO pic.twitter.com/ggrjDQcfuZ
— TanyaR (@tanyarofman) February 4, 2019
— Amy Righter (@amy_righter) February 4, 2019
Social media tools can be used for good or bad, but mostly we’ve learned they are powerful. #WeGotThis 🙌 Reducing the stigma of mental health 💚 responsible branding #EggGang @hulu #TalkingEgg #MentalHealthMatters https://t.co/6TCci65jny
— Heather Walker Janz (@HWJanz) February 4, 2019
The impact of the #TalkingEgg ad from @hulu last night cannot be understated and the genius in the way it was delivered so that parents and kids can relate and most importantly, discuss is remarkable. https://t.co/xn5FYbfPpM via @engadget
— Kevin O'Connell (@kwmo17) February 4, 2019
— TheBread.FYI (@FyiBread) February 4, 2019
Arguably the only redeeming moment from this year’s Super Bowl—thank you, egg.