The mystery behind the egg that dethroned Kylie Jenner to become the most-liked post on Instagram has been solved.
The image, it turns out, was a project created by three British advertisement executives, who teamed with Hulu for a 30-second public-service announcement promoting mental-health awareness.
The world record egg from Instagram teased a big reveal on Friday following the Super Bowl, to debut exclusively on Hulu. In the teaser, the egg literally cracks and collapses, due to the stress of being Instagram famous, reported Variety.
It then directs users to talkingegg.info, a site with links to mental-health organisations around the world.
"Recently I've started to crack. 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. We got this."
Variety further reported, 'Eugene' the egg was created by London-based advertisement executive Chris Godfrey, who was curious to see if a picture of an egg could become a social-media star. He went on to work with C.J. Brown and Alissa Khan-Whelan, to maintain the account, the trio told the New York Times.
Eugene now has more than 10 million followers, and the original January 4 post now has over 52 million likes.