The NYTimes today reports that CBS is planning on advertising their new shows on eggs across the country. They've contracted with a company that laser-etches the CBS logo, as well as a bad pun with the show info onto the shell before packaging and shipping to your local supermarket.

George Schweitzer, president of the CBS marketing group, said he was hoping to generate some laughter in American kitchens. "We've gone through every possible sad takeoff on shelling and scrambling and frying," he said, adding, "It's a great way to reach people in an unexpected form."

Newspapers, magazines and Web sites are so crowded with ads for entertainment programming that CBS was ready to try something different, Mr. Schweitzer said. The best thing about the egg concept was its intrusiveness.

"You can't avoid it," he said.

They love the intrusiveness? Why the hell do I want their ad on an egg? I understand ads in newspapers - they help offset the price of the printing, materials, etc, so that my local paper doesn't cost five bucks. Ads are the price you pay for a cheap paper. But on the eggs? Do I get a quarter back for every ad-laden egg I buy? And where will they stop at this?

Besides, it's really easy to avoid these ads. Find your local farmers' market. Go to the egg lady (or egg man) there. Buy a dozen eggs from her. Chances are, the eggs will be fresher and taste better, the chickens will be treated better, and you won't have to deal with some corporation's BS ad campaign. If this one fails, it might keep them from trying to do it again.