Kevin Bacon Humorously Promotes Eggs Again, This Time by Singing With His Brother

Grey’s latest campaign for the American Egg Board

Last year, the American Egg Board belatedly recognized that the best complement for eggs is bacon (actor Kevin Bacon, that is).

But just as two heads (or in this case, eggs) are better than one, two Bacon brothers complete the meal in the newest Grey New York campaign for the American Egg Board. 

Bacon has long maintained a side career as one-half of the folk-rock duo The Bacon Brothers along with his brother Michael. In "Wake Up to Eggs with the Bacon Brothers," the two show up at awkward moments in unsuspecting people's homes and sing the praises of eggs—with mixed results.

"People really got a kick out of last year's campaign, and this year, we wanted to make it a Bacon Brothers effort," said Kevin Bacon. "Who better to continue waking people up to eggs than the duo who knows and likes eggs best?"

Grey's 2015 effort for the board won a Cannes Lions in the PR category and, more importantly, boosted egg sales across the country.

American Egg Board svp Kevin Burkum predicts similar results for its follow-up. "The star power of Kevin and Michael Bacon helps bring the incredible egg back to our musical roots," he said, adding, "This year marks the 40th anniversary of the American Egg Board, and with the long legacy and popularity of 'The Incredible, Edible Egg' jingle, we believe this new campaign featuring the Bacon Brothers will be a hit."

In addition to the video, which will run in 15- and 30-second spots on broadcast TV, the campaign includes egg-based recipes and factoids on as well as print ads, digital placements and content on Facebook, Twitter, Pinterest and Instagram to coincide with the annual spike in egg sales around Easter.

"It's an unexpected and clever way to promote the incredible, edible egg," Kevin Bacon said, "and have a little fun with our name in the process." 


Client: American Egg Board

Title: "Wake Up To Eggs with the Bacon Brothers"

Agency:  Grey New York

Chief Creative Officer: Andreas Dahlqvist

Creative Directors: Ari Halper (Executive Creative Director), Steve Krauss (Executive Creative Director), Brad Mancuso (Group Creative Director), Brian Platt (Group Creative Director), Samira Ansari (Group Creative Director), Susan LaScala Wood (Creative Director)

Art Director: Krish Karunanidhi

Copywriter: Gordon Grout

Project Manager: Jasmine Magana

Account: Xavi de Borja (SVP, Account Director), Casey Potash (VP, Account Director), Ally Morrow (Assistant Account Executive)

Activation & PR: Amy Tunick (President), Michelle Overall (SVP, Talent, Licensing & Casting)

Agency Producer: Donna Stokes

Production Company (location): Moxie Pictures (LA)

Director: Martin Granger

Director of Photography: Alar Kivilo

Editor (person & company): Alex Cohan / Vision Post

Sound Design (person & company): Dante Desole & Matt Baker / Vision Post

Agency Music Producer: Zach Pollakoff

Music Production Company: Butter (NYC)

Principal Talent: Kevin Bacon, Michael Bacon, Al Thompson, Sheria Irving, Michelle Merrick, Teo Rappolsson, Frank Deal, Alex Hernandez, Samuel Smith

Agency Art Buyer: Sarah Guidotti

Photographer: David Johnson

Colorist: Chris Ryan