It all started with the photo of a chicken's egg, posted to Instagram account world_record_egg on January 4, 2019. So far, the picture has racked up more than four million likes on Instagram. In four posts, small cracks began to appear on the egg, with a final announcement on leading up to the Super Bowl. "The pressure of social media is getting to me". And shortly after the egg secured its world record, it began to tease some sort of big reveal - eventually promising a Super Bowl Sunday payoff.
Turns out the most-liked picture on Instagram - a humble speckled egg (feature image)- is actually an advertisement about mental health.
Visit the South African Depression and Anxiety Group (SADAG) for any mental health support and / or resources.
Most on social media applauded the wholesome video and the campaign to spread mental health awareness.
The video showed the egg (complete with a little face and everything) and said: "I'm the world record egg (you may have heard of me)". The egg gave interviews under various egg-related pseudonyms but we didn't know the name of the human who thought the whole thing up.
Messi goal vs Valencia: Messi equalizes with incredible strike
The draw presented Atletico Madrid, playing on Sunday, the chance to close the gap at the top to three points. Messi goal vs Valencia: Lionel Messi pulled things at level on the 64th minute with a brilliant strike .
Kylie Jenner Laughs Off Pregnancy Speculation Again After Cryptic Post
Kylie shared a photo of her cuddling boyfriend Travis Scott after the pair celebrated their daughter Stormi's first birthday . Now, nearly a year later, Kylie Jenner posted a photo that has fans wondering if she truly has ANOTHER baby on the way .
Adam Levine likened to an 'awkward stripper' during Super Bowl performance
Maroon 5 performed a number of their hits during the set, including Sugar , Harder To Breathe and She Will Be Loved . The rest of the performance went downhill like Scott's body did.
It's followed by the words "If you're struggling, talk to someone". The Instagram version of the clip links to TalkingEgg.info, which lists worldwide mental health resources by country.
It then advertised the contact details for Mental Health America.
And it's a 29-year-old advertising exec from London named Chris Godfrey, the New York Times reports.
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. "An egg is an egg, it's universal", Godfrey said.
A message posted alongside the broken egg advises people to seek help if they feel the same way.