For TV’s New Season Lineup, Check Inside Your Refrigerator?

In September, the television network CBS plans to start using a new place to advertise its television lineup: your breakfast.

CBS’s copywriters are referring to the medium as “egg-vertising,” hinting at the wordplay they have in store. Some of their planned slogans: “CSI” (“Crack the Case on CBS”); “The Amazing Race” (“Scramble to Win on CBS”); and “Shark” (“Hard-Boiled Drama.”).

Variations on the ad for its lineup of comedy shows include “Shelling Out Laughs,” “Funny Side Up” and “Leave the Yolks to Us.”

Right before an egg is packaged, laser light is applied to the shell, giving it the etching. George Schweitzer, president of the CBS marketing group said. The best thing about the egg concept was its intrusiveness. “You can’t avoid it,” he said.

I don’t know about you, but I find this concept totally eggsasperating!