Last month, an egg became the most-liked photo on Instagram ever-in just nine days, to boot. 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.
The first shows the egg in a full form, then the rest show the egg with cracks developing in it, until the final and latest picture that shows the egg with the laces of an American football on it, suggesting that all would be revealed after the conclusion of Super Bowl LIII this evening.
The "Egg Gang" partnered up with Hulu and delivered an important message about mental health on social media. Not just that, in the video, one can hear the Egg saying, "Recently I've started to crack".
Then, starting January 18, the egg slowly began to crack over a series of new Instagram posts, which culminated in a partially cracked egg dressed up with football lacing.
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"Egg-cellent" marketing? Maybe. Fans will have to wait until tomorrow to see what Instagram's most-liked egg and Hulu have in store for Super Bowl Sunday.
And it's a 29-year-old advertising exec from London named Chris Godfrey, the New York Times reports.
It's followed by the words "If you're struggling, talk to someone".
The egg took full advantage of so many social media neuroses, including the obsession with and disdain for the Kardashian-Jenners, an astounding appreciation for the absurd, and the veil of anonymity and thus mystery that the internet can provide.
According to Godfrey, who works for The & Partnership, the idea started with him wondering if something as simple as an egg - whose name happens to be Eugene - could upend Jenner's Instagram world record.