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Spike Jonze, director of the film Being John Malkovich and pop promos for the likes of The Beastie Boys and Fatboy Slim, is the brain behind the four adverts. The short ads feature the relationship between a customer and a representative of Egg, with the customer being told (at every possible opportunity) just how much Egg loves him.

Meanwhile, the revised website is hoped to launch at the beginning of October, the same time the new adverts will be aired on television, and is said to feature easier navigation and short application forms. The company, owned by the Prudential, is also keen to diversify the products it offers to its 1.1 million customers.

Tony Williams at Egg said, "I think one day we will be able to cater to everybody's needs through the site."