Luke Myers is a 14-year-old world champion plastic cup stacker now starring in the American Egg Board’s new advertising campaign created by WPP Group’s Grey in New York. The work touts the physical and mental health benefits of the “Incredible Egg” with 15-second spots introducing “Incredible People.”
Myers, who was discovered on YouTube, claims to be capable of “moving my mind and my hands at world-record speed” in a voiceover as the commercial captures his 6.25-second performance at a stacking competition.
“I’m Luke Myers and if you want to be incredible, eat incredible,” he tells viewers from the next shot in which he’s seated inside a ’60s-style egg chair, a branding device that the agency plans to use in other promotional elements in the campaign.
“We’re using this egg device as a pedestal to put real people on and tell real interesting stories,” said Ari Halper, svp, creative director and copywriter on the campaign.
A second commercial stars a 27-year-old stuntwoman named Luci Romberg who scales rooftops as she demonstrates her skills as a free runner.
“They are real people who benefit from the energy they get, body and mind, from eggs,” said Steve Krauss, evp, creative director and art director. “It’s a classic testimonial and classic demo that is wrapped in a branding device that is relevant and modern. At least that was the intent.”
As part of the new ad push, the American Egg Board’s Web site showcases additional “incredible” stories, invites visitors to share their own tales and offers cooking tips and games that test memory and agility skills.
The American Egg Board spent $14 million in U.S. media from January to November last year (not including Internet expenditures), according to Nielsen Monitor-Plus.