It turns out the now infamous Instagram egg actually held an important message.
The page was set up at the start of January, and encouraged people to make its only photo the most-liked post on Instagram.
It smashed the previous record, held by Kylie Jenner, and at last count had more than 52 million likes.
The page also gathered up 10 million followers.
However, it still wasn't really clear who was behind it, or why they did it.
Last night, during the Super Bowl, the Instagram egg appeared in an ad for mental health awareness.
"Recently I've started to crack... the pressure of social media is getting to me", a message on the screen read.
As the Instagram egg breaks apart, the words "If you're struggling, talk to someone" appear.
The egg is then made whole again, with a link to Mental Health America's website.
We’d like to thank #TalkingEgg for shining a limelight on #mentalhealth tonight with an important message. Not everyone chooses to #fightintheopen for mental health, but you did for the 1 in 5 Americans living with a mental health condition. Thank you, #EggGang! pic.twitter.com/9KPlXG5re4
— Mental Health America (@MentalHealthAm) February 4, 2019