Eat Just, Inc., a company that applies cutting-edge science and technology on a mission to create healthier, more sustainable foods, launched a new ad campaign today. Building on the brand’s honest, straightforward tone from previous campaigns, the new “Really Good Eggs” blitz features tennis star Serena Williams and actor Jake Gyllenhaal, both investors in the brand, eating JUST Egg as part of their healthier lifestyles. Actor JB Smoove reprises his role as cheeky narrator in this new series of ads, poking fun at celebrity perks like personal trainers and nutritionists while pointing out that everyone can eat tasty, cholesterol-free eggs from plants just like the world’s most famous people.

Williams, known for her powerful style of tennis that has earned her 23 grand slam victories, is depicted at home in her kitchen, surrounded by a team of experts calibrating every moment of her day, including preparing her perfectly plated JUST Egg breakfast sandwich.

Movie star Gyllenhaal is scrambling a pan of JUST Egg after finishing a new, trendy workout that only celebrities know about. Both spots humorously contrast the absurd lengths celebrities go for their high-performance lifestyles with the ease and deliciousness of JUST Egg’s plant-based eggs, which, in addition to being free from cholesterol, have 69% less saturated fat than a chicken egg, and contain 5 to 7 grams of plant-based protein per serving (depending on the JUST Egg product).

“I’ll let you in on a secret: I don’t actually have a scientist in my kitchen. It’s not that exciting in there. But I do have JUST Egg,” said Serena Williams, referencing a humorous scene in the ad she appears in. “I eat to live, so JUST Egg helps me feel and perform better. But it’s also delicious – I don’t think my family can even taste the difference between JUST Egg and chicken eggs. I’m also all-in on the mission: how can we make healthy, sustainable options accessible to everyone? JUST Egg is making a real difference, and I’m proud to partner with them and be a shareholder in the company.”

“I’m excited to be partnering with JUST Egg,” commented Jake Gyllenhaal. “I’m eating more plant-based for my health, and JUST Egg makes it easy and delicious. I also recognize the impact our food system has on our planet, so JUST Egg’s mission is important to me. And, honestly, who can turn down being narrated by JB Smoove?”

Watch the JUST Egg ad spot starring Jake Gyllenhaal below: