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Egg is promoting its new motor insurance service, which promises to beat any renewal quote and freeze premiums for 24 months, with a TV ad breaking on October 7. It uses the same concept as Egg's previous 'Brilliant Industries' advertising, where ludicrous ideas for consumers to deal with money are juxtaposed with Egg's offer of a sensible alternative. In this case, it offers a solution to high premiums by suggesting that consumers could travel in a pod that attaches to the top of someone else's car. The strapline is 'What's in it for me?', which is central to Egg's focus on customer service. The TV ad forms part of a £3m campaign that also includes national press. Creative is by Mother and media by Mediacom.