In the clip, which was later posted to the egg's account on Monday, the egg's shell cracks, due to all the social media "pressure," and suggests that if you're feeling similarly that you should talk to someone. It ultimately directs viewers to the site TalkingEgg.info, which hosts a list of mental health organizations and resources in countries across the world.
It was an unexpected twist in the saga of the World Famous Egg account, which experts believed could potentially fetch upwards of $10 million for its first branded post. However, the folks behind the Egg, who were unmasked as a London-based advertising professional and two friends in a New York Times story published Sunday morning, wanted to make sure they were able to spread a message of positivity.
“People have fallen in love with this egg, and Eugene the egg wants to continue to spread positive messages,” one of its creators told the Times in an interview. “We’ve had plenty of amazing offers and opportunities that have come on to the table. So many. We’ve not really been sharing details because we don’t think this is about us. This is about Eugene the egg and what the egg can do."
Reactions to the stunt were mostly positive on Twitter following its big "cracking" debut. It's also likely it will continue making similar reveals promoting different causes, though its creators are remaining mum on any details.
Kind of nice to know not every social media influencer out there is a greedy, fame-hungry monster.