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Jake Gyllenhaal and Serena Williams Are ‘Really Good Eggs’ in Plant-Based Brand JUST Egg's Campaign

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Agency Mythology teams up with Anonymous Content director Tim Godsall on series of humorous spots

Jake Gyllenhaal and Serena Williams Are ‘Really Good Eggs’ in Plant-Based Brand JUST Egg's Campaign

Celebrities, they’re just like us! Just kidding, they’re plant-based. That’s because they have chefs, nutritionists, gurus — you name it. Why are so many celebrities backing the plant-based movement? They have access to the kind of health knowledge many of us don’t. JUST Egg and Mythology wanted to take an honest approach to celebrity advertising, by showing stars in their truest breakfast moments, and embracing their surreal lives. You don’t have a cardiologist on call to tell you what to eat for breakfast but you can have those eggs from plants!

In a humorous new campaign called 'Really Good Eggs', superstars Jake Gyllenhaal and Serena Williams enjoy a JUST Egg breakfast as brand ambassador J.B. Smoove lets us in on their out of the ordinary lives, and their extraordinary eggs, from plants. 

To create the campaign, which taps into the same creative sense of humor the brand’s become known for, JUST Egg partnered with its agency of record, Mythology and Anonymous Content director Tim Godsall.

Living Like an A-Lister

During the 30-second Gyllenhaal spot, the Academy Award-nominated actor is seen refueling from a workout we’ve never heard of, with some JUST Egg. Through the window, a man in armor is holding a sword, plus a blowtorch and trampoline. It’s time for yet another grueling stunt training/workout that only a megastar would do. 

In the Williams spot, the tennis star prepares to eat a JUST Egg breakfast, and we see staffers buzzing around making calls, typing on computers, and watching her closely. Smoove’s voiceover notes that it’s no surprise the GOAT’s eggs are from plants when she’s got such a robust health team. 

Benefiting Your Health, the Planet—and Your Abs

The campaign also features billboards with eye-catching yellow branding, oversized food images, and slogans like: “Celebrities…they’re just like us! Kidding. They’re plant-based.” and “Packed with plant protein, if you’re into muscles. Really good, if you’re into food.”

“Eggs are one of the most common foods on the planet, spanning cultures, cuisines, and yes, even the diets of superstars,” said Tom Rossmeissl, head of global marketing at Eat Just. “Jake Gyllenhaal and Serena Williams recognize the benefits plant-based eggs can have on their own health and on the planet, and we’re happy to have partnered with them and Mythology for this fun, informative new campaign.”

“We worked off the insight that there are a lot of celebrities now dabbling in plant-based foods”, said Mythology Creative Director Kim Haxton. “And most of them are into it because they take care of their health in a way most of us don’t - and they likely have  teams of people to make sure they do. This is our playful attempt to heighten that, and lift the curtain on the real, and good reasons so many stars are plant based.”

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Client: JUST Egg

Founder/CEO: Josh Tetrick

VP, Head of Global Marketing: Tom Rossmeissl

VP, Head of Global Brand: Jordan Viola

Director, Brand Partnerships: Amy Nnaji

Agency: Mythology

Founder, ECD: Anthony Sperduti

Creative Director: Audrey Attal

Creative Director: Kim Haxton

Copywriter: Katie Tiambeng

Art Director: Brian Lim

Executive Producer: Andy Wilcox

Assistant Producer: Joe Fuller

Head of Studio: Manuel Abreu

Account Lead: L Parker Barnum

Account Director: Shreena Patel


Production: The Bees and Honey, Nathan Foulger

Photographer: Bobby Doherty

Food Stylist: Michelle Gatton

Food Stylist: Heather Greene

Retouching: Dave Herr

Production Company: Anonymous Content

Executive Producer: SueEllen Clair

Director: Tim Godsall

Director of Photography: Bryan Newman

Line Producer : Brady Vant Hull

Editorial: Arcade Edit

Editor: Geoff Hounsell

Editor: Will Hasell

Partner, Executive Producer: Fanny Cruz

Senior Post Producer: Andrew Cravotta

Color: Co3 - Sofie Friis Borup

Sound: Screaming Penguin - Rob Fielack

Genres: Comedy

Categories: Food, Vegetarian / Vegan

Anonymous Content, Tue, 24 May 2022 08:53:17 GMT