The World Record Egg finally cracked -- literally and figuratively.
The Instagram account that dethroned Kylie Jenner as the most liked Instagram post last month teamed with Hulu for a Super Bowl ad that surprised many.
In the ad, the egg begins to “crack” under the pressure of social media.
“If you’re struggling too, talk to someone,” the egg tells followers. “We got this,” the ad continues.
Build up for the egg started Jan. 4 when @world_record_egg posted a photo of a brown egg with the caption: “Let’s set a world record together and get the most liked post on Instagram. Beating the current world record held by Kylie Jenner (18 million)! We got this.”
The account quickly had 2.8 million followers and set a record for the most liked post when it hit 2.8 million likes. A month later, the account has 9.8 million followers, and the original post has been liked more than 52 million times.
Then, on Feb. 2, it teased its nearly 10 million followers with a post showing it laced like a football with a few cracks in the egg’s shell.
The ad directs followers to the Talking Egg website, which contains more than 50 links to organizations across the world that people can contact if they are struggling with mental health.