×
You will be redirected back to your article in seconds

Instagram’s World Record Egg Mystery Cracked, Hulu Pays for Mental-Health PSA

The talking egg that dethroned Kylie Jenner with the most-liked post on Instagram was a project created by three British ad execs — who teamed with Hulu for a 30-second public-service announcement promoting mental-health awareness.

The Instagram World Record Egg on Friday teased a big reveal a following the Super Bowl, to debut exclusively on Hulu. In the spot, which hit Hulu’s service at 8 p.m. PT Sunday, the egg literally cracks and collapses, ostensibly due to the stress of being Instagram-famous — and then directs users to talkingegg.info, a site with links to mental-health orgs around the world.

“Recently I’ve started to crack. The pressure of social media is getting to me,” the egg says in the spot, which also was posted on its Instagram account Monday. “If you’re struggling too, talk to someone. We got this.”

The egg, dubbed “Eugene,” was created by London-based ad exec Chris Godfrey, who was curious to see if a picture of an egg could become a social-media star. He then worked with two friends in the biz, C.J. Brown and Alissa Khan-Whelan, to maintain the account, the trio told the New York Times. Eugene now has more than 10 million followers, and the original Jan. 4 post now has over 52 million likes.

How much Hulu paid the World Record Egg team wasn’t revealed; the three proprietors of the account told the Times they’re more interested in promoting positive social messages than cashing in on the egg’s fame. Hulu’s deal with the World Record Egg creators was brokered by Nick Tran, a former Samsung exec who joined Hulu last year as VP of brand and culture marketing, per the NYT report.

During CBS’s Super Bowl LIII broadcast, Hulu also debuted the trailer for “The Handmaid’s Tale” season 3.

Popular on Variety

More Digital

  • "The Stockholm Syndrome" - Pictured: Rajesh

    Inside the Blockbuster $600 Million 'Big Bang Theory' Streaming Deal With HBO Max

    As one of TV’s most popular shows of the past 20 years, “The Big Bang Theory” was sure to command a huge price when the streaming rights were finally shopped in a red-hot market for iconic comedies with large libraries. But “Big Bang Theory” wasn’t shopped widely on the open market before the streaming pact [...]

  • Mark Zuckerberg Facebook

    Mark Zuckerberg Can Be Overruled by Facebook's New Oversight Board on Content Decisions

    Mark Zuckerberg, chairman and CEO of Facebook, can’t be ousted by investors — he owns a controlling interest in the company’s voting shares. But according to the social giant, the new Oversight Board — colloquially called Facebook’s “Supreme Court” — that it is setting up to adjudicate appeals about whether to leave up or take [...]

  • YouTube - Google UK Offices

    Google Launches Ability to Find Key Moments in YouTube Videos via Search

    Google has introduced a new way to find exact moments in YouTube videos through its search engine, with initial partners including CBS Sports. According to Google, search results now will provide links to key moments within the video — if, that is, YouTube content creators have provided the necessary timestamp information to Google. “You’ll be [...]

  • Spotify logo is presented on a

    Spotify VP Paul Vogel Talks Subscription Prices, Label Licenses, Podcasts

    The annual Goldman Sachs Communacopia Conference gives representatives from major companies the opportunity to present to the investment community, and Paul Vogel, Spotify’s VP and head of financial planning & analysis, treasury and investor relations, spoke on the streaming giant’s behalf on Tuesday morning. While many of his comments were statements frequently heard in the [...]

  • Directv Now

    AT&T Sued for Allegedly Creating Bogus DirecTV Now Accounts

    A group of investors sued AT&T, alleging the telco artificially inflated subscriber counts for its DirecTV Now streaming service — including by creating fake accounts. In the federal class-action lawsuit, the plaintiffs allege that AT&T wanted to make DirecTV Now seem more successful than it actually was as another way to rationalize its $85 billion [...]

  • Streaming Battle: Disney, Apple and More

    The Battle for Eyeballs Makes for an Action-Packed Streaming Arena (Column)

    It came as no surprise last week that Disney CEO Bob Iger had resigned from the Apple board since the two companies are poised to launch competing subscription streaming services in less than two months. But Iger’s departure (announced the same day that Apple revealed its Nov. 1 launch date and $5-a-month price point) underscores [...]

  • AVOD streaming video OTT users -

    Fast-Growing Asia Video Market Awaits Arrival of Disney Plus and Apple

    Asia’s over-the-top video streaming market is growing so strongly that there is currently room for a wide variety of business models. Local companies have many of the most compelling success stories, but the global players have found plenty to chew on too, and competition is expected to increase with Disney and Apple launches starting from [...]

More From Our Brands

Access exclusive content