Hulu teams with world record Instagram egg on a mental health ad

World Record Egg Super Bowl Commercial

After the account broke the record for the most amount of likes on an Instagram photo, it started posting photos of the egg slowly cracking.

It's been revealed that the picture of an egg - which is Instagram's most liked photo ever - is part of a mental health awareness campaign. "If you're struggling, too, please talk to someone". After it suggests talking to someone when stressed, the egg reforms without cracks and smiles. Beating the current world record held by Kylie Jenner (18 million)! "We got this", read the caption.

The egg, which has gathered more than 52 million likes on Instagram since January 4, was initially posted in an attempt to garner more hearts than Kylie Jenner's first baby photo, which has 18 million likes. So far, the picture has racked up more than four million likes on Instagram.

Oh - and in case you're wondering why they chose an egg of all things?

Since the egg went viral, two questions have been on everyone's minds: what does the egg mean and who created it?

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"Recently I've started to crack", the video states.

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". If you're feeling the pressure, visit talkingegg.info to find out more.

Chris Godfrey, a London-based advertising employee at The & Partnership, was also unmasked as the egg's creator.

The site links out to a load of mental health helplines and charities, such as Mind and Calm, for the UK. "An egg is an egg, it's universal", Godfrey said.

"An egg has no gender, race or religion, Godfrey told The Times. This is about Eugene the egg and what the egg can do". It was not a branded sponsorship, nor a new TV series announcement, but the egg's big reveal was a simple message about mental health.

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