Instagram's record breaking egg uses fame for good

Egg Gang Instagram  USA Today

Egg Gang Instagram USA Today

Since the egg has such an audience now, the creator, 29-year-old Chris Godfrey, chose to use its fame for good since teaming with Hulu for a mental health ad that aired during the Super Bowl. "The pressure of social media is getting to me".

As pieces of the broken shell began to fall away, the advertisement urged, "If you're struggling too, talk to someone".

The team told The NYT that they weren't keen on sharing more about the causes they will support beyond mental health, and they also kept mum on how much money they earned from the Super Bowl stunt.

Do you remember the world record-beating egg that recently took over Instagram?

"The wait is over All will be revealed this Sunday following the Super Bowl Watch it first, only on Hulu", the caption read.

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Remember that egg that beat Kylie Jenner out of the top spot for the most-liked Instagram post of all time? So far, the picture has racked up more than four million likes on Instagram.

On Jan. 13, the anonymous egg broke Instagram's record for likes, and at this writing has almost 52 million. The video ends by pointing people in the direction of non-profit organisation Mental Health America, which shared its thanks to the colloquially named Egg Gang for the help.

In the weeks leading up to the Super Bowl, the egg's sudden fame made it a golden money-making opportunity. The post had almost 4.9 million likes. "An egg is an egg, it's universal".

The New York Times reported that "Margaret Johnson, chief creative officer of the agency Goodby Silverstein & Partners, only became aware of the egg account after realizing that her 12-year-old son had liked the image". While it's unclear whether this was the plan from the beginning or if Hulu jumped on the phenomenon after its viral success, the egg is now campaigning for mental health.

The egg, known as Eugene, has now cracked after "feeling the pressure" of all the attention it's received.

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