Magazine article Marketing

Egg Debuts 'Speaking Sock' Ads

Magazine article Marketing

Egg Debuts 'Speaking Sock' Ads

Article excerpt

Egg is to launch a pounds 7m campaign, replacing its 'Brilliant Industries' creative treatment with ads in which a speaking sock tells consumers to demand value.

The financial services brand will launch the integrated marketing campaign today (Thursday), using the strapline 'What's in it for me?'

The campaign includes five television ads by Mother that show consumers in everyday situations buying substandard products and services, with their 'inner voice' represented by the sock.

One ad is set in a football club, where a young man pays over the odds for last year's football shirt and buys a burger, which is cold and limp.

He does nothing about the poor deal and is confronted by his hand wearing a white sports sock, calling him a 'doormat' and asking him to demand, 'What's in it for me?'

The strapline, which has been used in the 'Brilliant Industries' campaign since its launch last April, has been brought to the fore of Egg's marketing and will appear in all communications. …

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