Serena Williams

As a growing number of stars go plant-based, tennis legend Serena Williams, Nightcrawler actor Jake Gyllenhaal and Curb Your Enthusiasm's JB Smoove team ...

The new Just Egg campaign will run on TV in major US markets including New York City, Los Angeles and Chicago and will include connected TV and social placements. Smoove explains that the plant-based protein found in Just Egg is ideal for staying in “superstar shape” after doing “underwater jiu-jitsu, or something like that.” Viewers glimpse through the window to peep a man dressed in armor holding a sword, a trainer setting up a trampoline and another man bearing a blowtorch. Gyllenhaal and Williams join a growing roster of celebrities who are trying out plant-based diets or full-on proselytizing about them. Nope!” exclaims Smoove. “Her eggs are made from plants — cause she has nutritionists, scientists, trainers and,” panning to a mad scientist-looking character, “whatever this guy does — very interesting — curating her protein intake so she stays fueled for superhuman performance.” They have personal chefs, on-site nutritionists, personal trainers and a wealth of knowledge and resources that regular old folks simply don’t have. Launched today, a new campaign called ‘Really Good Eggs,’ developed in partnership with Just Egg’s agency of record Mythology, features two spots that invert the trope that celebrities are just like us.