Remember that egg that became Instagram’s most-liked post? It used its recently acquired fame to shed light on mental health and the pressures of social media.
The account now has 10 million followers — its record photo has more than 52 million likes — and it put that audience to use with a 30-second video that aired on Hulu around the Super Bowl. The account had teased a major reveal in recent weeks, and it proved to be the short spot with Hulu that promotes mental health awareness, particularly around the context of using social media.
“Recently I’ve started to crack… the pressure of social media is getting to me,” the video reads as the egg’s shell begins to crack before breaking into pieces.
“If you’re struggling too, talk to someone,” the egg says before it is resurrected with a full shell once again.
The video closes with a link to the Mental Health America website.
The video received praise from Mental Health America and many others on Twitter, but plenty of its Instagram followers expected more or don’t have a Hulu account, according to comments.
At the same time, the creators of the account — three advertising executives in South London — revealed background on the project, the egg is called “Eugene,” in an interview with The New York Times.
The trio — Chris Godfrey, Alissa Khan-Whelan and C.J. Brown — explained that they had been approached by Hulu, which had paid to develop the video which aims to take advantage of the hype and online chatter around the Super Bowl to raise its message. Given that the account is followed by a large number of children, as its creators acknowledged in the interview, a positive message like this rather than a commercial sell-out is a pleasant surprise, particularly when it is estimated that brand deals could fetch $10 million.
Hulu is the first to get a crack at the egg, but it remains to be seen if its appeal to brands will endure and whether its future messaging and partners will also be health-related.