It looks like the mystery behind the first trend of 2019- the egg that dethroned Kylie Jenner to become the most-liked post on Instagram has been cracked.
The image, as it turns out, was a project created by three British advertisement executives, who teamed with Hulu for a 30-second public-service announcement promoting mental-health awareness.
The world record egg from Instagram teased a big reveal on Friday, February 1, following a Super Bowl, to debut exclusively on Hulu. In the teaser, the egg literally cracks and collapses, due to the stress of being Instagram famous, reported Variety.
It then directs users to talkingegg.info, a site with links to mental-health organisations around the world.
”Recently I have started to crack. The pressure of social media is getting to me”, the egg says in the spot, which also was posted on it’s an Instagram account on Monday, February 4. ”If you are struggling too, talk to someone. We got this”.
View this post on Instagram
Variety further reported, ‘Eugene’ the egg was created by London-based advertisement executive Chris Godfrey, who was curious to see if a picture of an egg could become a social media star. He went on to work with C J Brown and Alissa Khan- Whelan, to maintain the account. Eugene now has more than 10 million followers, and the original January 4 post now has over 52 million likes.