Eggvertising

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 Monday night lineup of comedy shows include “Shelling Out Laughs,” “Funny Side Up” and “Leave the Yolks to Us.” Read more
I think it's such a great potential, but I don't see a relevance of eggs to TV station or TV shows. They could've forced a connection by saying something like "Start your day with CBS".