Energy BBDO gets ‘Incredible’ with American Egg Board


Reviews are beginning
to pour in for
Disney / Pixar’s all-new
“Incredibles 2”
and the film looks to be…
an incredible hit!

As covered in “Reel Chicago,” the American Egg Board relaunched The Incredible Egg by re-framing the answer to the age-old question, “How do you like your eggs?” to showcase the infinite number of ways to enjoy them beyond breakfast. The work was the first from creative agency partner Energy BBDO.

Now, The Incredible Egg gets a little more incredible by teaming up with Disney/Pixar’s Incredibles 2 for a co-branded promotional spot running in advance of the feature film’s debut. The spot seamlessly, and humorously incorporates AEB’s “How Do You Like Your Eggs?” platform in a unique way that embraces the beloved Incredible family. Have a look:



In addition to TV and online video, the American Egg Board also created custom recipes for the film’s leading characters. Each character has a stylized portrait and recipe that showcases how they like their eggs, based on their personalities and/or super powers. For example, Mr. Incredible’s eggs would be clobbered. Elastigirl’s would be stretchy. Multiplied Deviled Eggs are the perfect fit for the unpredictable Jack-Jack.


You can see all the full portraits and recipes here and The Incredible Egg social media channels, including Facebook, Instagram and Pinterest.

In Incredibles 2, Helen (voice of Holly Hunter) is called on to lead a campaign to bring Supers back, while Bob (voice of Craig T. Nelson) navigates the day-to-day heroics of “normal” life at home with Violet (voice of Sarah Vowell), Dash (voice of Huck Milner) and baby Jack-Jack—whose superpowers are about to be discovered.

Their mission is derailed, however, when a new villain emerges with a brilliant and dangerous plot that threatens everything. But the Parrs don’t shy away from a challenge, especially with Frozone (voice of Samuel L. Jackson) by their side. That’s what makes this family so Incredible.

Directed by Brad Bird, Incredibles 2 stars Craig T. Nelson, Holly Hunter, Sarah Vowell, Huck Milner, Samuel L. Jackson, Bob Odenkirk, Catherine Keener, Jonathan Banks, Sophia Bush, and Isabella Rossellini.

Incredibles 2 opens June 15 in theaters everywhere.

Client: American Egg Board

Agency: Energy BBDO
   Chief Creative Officer: Andrés Ordóñez
   Executive Creative Director: Josh Gross
   Executive Creative Director: Pedro Pérez
   Creative Directors: Dan McCormak, Fernando Passos
   Art Directors: Nick Sesto, Hansel Quintela
   Copywriters: Mark Price, Colin O’Toole
   Lead Designer: Hung Vinh
   Junior Digital Designer: Erin Knott
   Client Service Director: Liz Gruszkievicz
   Account Supervisor: Abby Bridgeo
   Account Executive: Gabrielle Belavsky
   Project Manager: Gabrielle Granados
   Head of Integrated Production: John Pratt
   Executive Producer: Liz Miller-Gershfeld
   Producer: Shobin Matthew
   Director of Print Production: Mary Day
   Print Producer: Marissa Mandarino
   Studio Production: Tom Sustan
   Music Producer: Daniel Kuypers
   Music Composer: Andrew Oye
   Photographer: Kelly Allison

Contact Colin Costello at or follow him on Twitter @colincostello10.