Weeks after becoming the most liked picture on Instagram, the World Record Egg has cracked open to reveal an important message about mental health.
Revealed post-Super Bowl on streaming service Hulu in a short one-minute video, the unassuming speckled egg — which has amassed more than 52 million likes in just under a month — spoke about the importance of seeking help when you are having a difficult time.
"Recently I've started to crack, the pressure of social media is getting to me," the egg said in the video.
"If you're struggling too, talk to someone. We got this."
The video finished with a link to mentalhealthamerica.net, a community-based non-profit "dedicated to addressing the needs of those living with mental illness", according to their website.
The original egg picture was posted to Instagram on January 5, calling on users to "set a world record together" by surpassing the then-leading photo of Kylie Jenner with her newborn baby.
In just 10 days the egg claimed the record with 23 million likes, attracting a viral following of people in the 'Egg Gang'.
Person behind the account reportedly from ad agency
The Hulu video was touted as a big post-Super Bowl reveal on the egg's Instagram page last week and many were worried that the egg would crack open to reveal an advertisement for a product or new television show.
On Twitter the initial reaction to the video was mostly one of pleasant surprise, although some were annoyed that the reveal wasn't something bigger.
Some people were expecting a confirmation of the person behind the viral egg account, a question which has attracted much speculation.
The egg account had tried to fool people about its identity, giving interviews under different egg-related pseudonyms and once telling BuzzFeed it was a chicken named Henrietta "from the British countryside".
Earlier on Monday before the Hulu video, BuzzFeed and Mashable both reported the name of the person thought to be behind the account — Chris Godfrey, who works for the advertising agency The&Partnership in London.
BuzzFeed claimed that they were able to identify Mr Godfrey through a review of early Twitter and Instagram posts pushing the campaign.
And in their article, Mashable claimed that they knew of his identity weeks ago but did not publish due to a request from Mr Godfrey to remain anonymous.
According to their website, The&Partnership agency is focused on providing innovative digital marking ideas and lists clients such as Lexus International, Kraft Heinz, Samsung and Netflix.
