It’s been 14 years since the first Incredibles movie came out, and the long-awaited sequel is wasting no time on brand integration, partnering up with the American Egg Board for a relaunch of ‘The Incredible Egg’ featuring some of the animated characters.
Disney Pixar’s Incredibles 2 opens in US theaters on June 15 and the animated gang is jumping on board by stating how they like their eggs done. Last fall the American Egg Board relaunched The Incredible Egg by reframing the answer to the question, “How do you like your eggs?” To showcase the infinite number of ways to enjoy them beyond breakfast, the Incredibles family weighs in with a short film from creative agency partner Energy BBDO.
The co-branded promotional spot running in advance of the feature film’s debut seamlessly incorporates the platform in a unique way that embraces the family. Mr. Incredible asks baby Jack-Jack how he would like his eggs, and since the baby can’t talk, the family tries to interpret his cooings. When he and brother Dash guess wrong, sister Violet sees – after Jack-Jack turns into a purple devil-like creature – that he wants them “deviled, obviously.”
The ad then promotes a website from the American Egg Board that features custom recipes for all 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, Dash’s would be Runny, Violet’s would be Invisible, and, of course, Multiplied Deviled Eggs are the perfect fit for the unpredictable Jack-Jack.
In addition to TV and online video, the multi-dimensional campaign for The Incredible Egg will be featured on social media channels, including Facebook, Instagram and Pinterest.