Just days before the biggest sporting event of the year, Hulu and the Instagram account of “world_record_egg” teased a secret collaboration that would be revealed Sunday after Super Bowl LIII.
However, it turns out that the business wasn’t related to a new series for subscribers to binge, or anything Super Bowl-related. Instead, Hulu used the attention to remind spectators that mental health is essential: revealing a PSA about the meaning of “talk to someone” for those fighting with the “pressure of social media.”
The cryptic message referencing Hulu appeared on the Instagram account of “world_record_egg” on Friday. That story rose in popularity earlier this month after it urged fans to double-tap an image of an egg, to beat out Kylie Jenner for the most-liked post ever on the program.
The post reached 52 million favorites, holding the record for Instagram’s most-liked image. Then, two weeks ago, the secret account began posting several other photos showing the egg breaking.
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.
According to a caption, the ad would be revealed Sunday after the Super Bowl. Early that morning Hulu took to their Instagram to respond to their followers on Instagram who guessed on what the announcement might be and led spectators to view the egg crack on Hulu at 11 pm ET.
At that point, viewers were able to watch a 30-second PSA commercial featuring the egg.
“Recently, I’ve started to crack,” said the egg, which cracked completely. “The pressure of social media is getting to me. If you’re struggling too, talk to someone.”
Which panned over to the animated cracked egg-who smiled. “We got this,” the PSA read.
Mentalhealthamerica.net was the headline with “#TalkingEgg” and Egg Gang, which had previously been posted on the Instagram image. Mental Health America thanked Hulu and the Egg saying, “We were thrilled that [the] world record egg used its big reveal to shine a light on mental health,” a spokesperson told Vox. “Whether you’re an egg or a person, it’s important to speak up about your mental health — and get help if you need it.”
Hulu’s rivals, like Amazon Studios, made an episode of new series Hanna, open to subscribers for a short time. Netflix, meanwhile, didn’t drop new content today as it did after last year’s Super Bowl, though it did have an ad in the Big Game for a nature documentary. Also, HBO partnered with Bud Light for an announcement in the game to tease the last season of Game of Thrones.
An article which studied the effects social media has on youth claims, “Teenagers spoke about the pressure they felt to make themselves available 24/7, and the resulting anxiety if they did not respond immediately to texts or posts. Teens are so emotionally invested in social media that a fifth of secondary school pupils will wake up at night and log on, just to make sure they don’t miss out.”
The video closes with a link to the Mental Health America website.
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