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.”