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The campaign introduces the strapline: "What's in it for me?", which aims to reflect that Egg's consumer focus is at the heart of all its product and service offerings.

The integrated campaign will include three 40-second TV ads and will be supported by a multi-media push, including a heavyweight national magazine schedule incorporating Elle, Esquire, Maxim and FHM.

Supporting ambient activity for the campaign, which is planned and bought by MediaCom, will include postcards, magazine inserts, beer mats, sandwich bags, bar posters and tube cards.

The campaign introduces a fictitious company called "Brilliant Industries", and juxtaposes its ludicrous inventions for dealing with money with Egg's simpler and more realistic alternatives.

One TV spot introduces Brilliant Industries' "Fake Identity Kit

and "La La La, I'm Not Listening

tools, designed to help ignore growing debts.

These "brilliant

products are then followed by Egg's alternative suggestion of the Egg Card. A second spot features "Magnetic Money Boots", the ultimate device to walk to wealth.

Nick Cross, the chief marketing officer for Egg, said: "This is a strong and compelling advertising campaign with our products at the heart of each execution. Mother has managed to retain the Egg sense of humour in the advertising, while communicating the strength of our consumer proposition."