What day is it?! Wednesday? Hump Day? Or something else eggtirely?
The American Egg Board wants to rebrand the middle day of the workweek as "Weggsday," so it scrambled Energy BBDO and music company Squeak E Clean to create a cutesy animation with a jokey/yolk-y jingle to fry the punny name into our minds.
Hit it, singing egg! (But not too hard, or you'll crack.)
"Weggsday, Weggsday, Weggsday!
Take Hump Day to the next level.
Weggsday, Weggsday, Weggsday!
Have them scrambled, sunny-side or deviled."
That was … egg-pic! (Hey, a double pun. A rotten one, though.)
Suddenly, Taco Tuesday flat out sucks. And as for Molasses Monday, well, we just made that up. (Though Mondays do feel sloooow sometimes.)
Produced under the broader "How Do You Like Your Eggs?" platform, the work, teased today across digital and social, breaks in earnest (get it?) on June 3. That's also National Egg Day, and of course it's a Wednesday, too.
Edits of the promo clip will roll next week over Vevo-affiliated platforms like YouTube, Apple TV, Roku and FireTV, appearing before videos from artists such as Khalid, Carrie Underwood and Harry Styles. Fresh content will drop every Wednesday, with users invited to eggschange recipes and such with the #Weggsday hashtag.
That all sounds … egg-streme!
"In 2019, egg consumption reached its highest level in decades. So, naturally, eggs deserve their own day of the week," says client vp of marketing Liz Gruszkievicz. "The fun, positive and uplifting tone of the campaign also comes at a time when we might need a little bit of levity in our lives."
American Egg Board, "WEGGSDAY"
Client: American Egg Board
Product: Incredible Egg
Agency: Energy BBDO
Co-Chief Creative Officer: Pedro Pérez, Josh Gross
Creative Directors: Jon Leachman, Dan McCormack
Art Director: Chris George
Art Director: Daniel Pujol
Copywriters: Matt Kane
Head of Integrated Production: John Pratt
Senior Producers: Jeff Davis, Sean Dunleavy
Executive Director of Music: Daniel Kuypers
Client Service Director: Anna Bleers
Account Supervisor: Matt Doscher
Account Executive: Anna Axley
Strategy Directors: Shannon Smiley, Molly Marshall, Jemilly Castro
Production, Visual Effects, and Audio Company: Flare Chicago
Executive Producer of Post: Jenny McDonald
Associate Design Producer: Allison Hemingway
Editor: Kelly Stone
Senior Motion Designer: Viktoryia Kryvanos
Animator: Michael Hanks
Audio Engineer: Steven Aguilar
Music Company: Squeak E Clean
Media Agency: Starcom
PR Company: Ketchum