The work breaks this Friday and uses a series of scams to highlight the unscrupulous people in the world who dupe consumers into handing over their money.
In one spot two men are shown on a farm cutting up pieces of turf. It becomes apparent that they are creating bogus pieces of Wembley turf, which they have been selling to unsuspecting customers.
In another execution a woman is explaining a pyramid scheme called the Fellowship of Life. She tells her audience how she persuades consumers to send her money and then never makes any for them. A third ad shows a garage owner preying on his customers' ignorance to overcharge them.
All of the ads end with the strapline "If you don't look after your money who will?".
Jerry Toher, marketing director at , said: "Egg's latest campaign moves the brand on from its previous, slightly quirky style of advertising and while the ads still have an element of humour in them they are making a serious point. Egg believes that customers are best place to look after their own money. We therefore provide products and innovative tools that enable people to do this."
The ad was created by Ben Mooge and Rosanna Bardales from Mother, and directed by Brett Morgan, who also directed the feature film 'The Kid Stays in the Picture'.
Andy Bellass, a strategist at Mother, said: "The strategic and creative challenge for this campaign was to reflect the growing maturity of Egg while still positioning it on the side of the consumer. With this campaign we actively encourage the consumer to realise that they should take responsibility for their own money."
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .