Mysterious, well-liked egg's Instagram account is all about mental health

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On Super Bowl Sunday, a year after Kylie Jenner's birth announcement, the intention of the egg post was finally cracked with a game-time ad on Hulu. The pressure of social media is getting to me, the egg says in the spot, which also was posted on its Instagram account Monday.

"If you're struggling too, talk to someone", the video continues. The spot aired on Hulu following the Super Bowl on February 3, according to TechCrunch. Beating the current world record held by Kylie Jenner (18 million)!

The record holder for the most liked image on Instagram is now using the popularity for good.

The post could be tied to Hulu's recent Super Bowl commercial efforts: Variety pointed out that Hulu purchased a 30-second ad for Super Bowl LIII.

It all started with the photo of a chicken's egg, posted to Instagram account world_record_egg on January 4, 2019.

Mental Health America thanked the "Talking Egg" for spreading awareness on the important topic.

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However the number of people who streamed the game on a computer or mobile device was up 20 percent, to 7.5 million, bringing total viewership on all platforms to 100.7 million, CBS said.

The Super Bowl egg.

A VaynerMedia executive told The Atlantic that "being the first brand to crack out of the egg is worth at least $10 million".

The video shows the egg starting to crack, which is followed by the words, "recently I've started to crack". The Instagram version of the clip links to TalkingEgg.info, which lists worldwide mental health resources by country.

Before the start of the weekend it posted a new egg image with more cracks, and now with the addition of football laces, which made the egg look like a football. "An egg is an egg, it's universal".

The site links out to a load of mental health helplines and charities, such as Mind and Calm, for the UK. But Godfrey made a bold choice: to use the egg's popularity to help put a spotlight on almost a dozen organizations that encourage mental health awareness. When the account managed to do so, he enlisted friends C.J. Brown and Alissa Khan-Whelan, who helped him run the account.

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