July 2006
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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".

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I was told that the media story release was a part of the campaign as a spoof but there was no actual intention to advertise on eggs. I don’t have first hand info.