When normal eggs are not un oeuf

When J.B. Smoove introduces you to Wayne, who had a big night out and just wants a "bomb-ass egg sandwich;” Jane, who is “up too f***ing early” making eggs for toddler Tommy; and Kelly, who “after years of swiping right on human garbage” is smitten with the man of her dreams who happens to be vegan, you listen.

So forms the basis for this hugely entertaining and effective campaign from creative studio Mythology (with marketing company Known handling the media), tasked with the challenge of making JUST Egg's plant-based alternative not only a fair substitute but an active improvement.

Star of Anonymous Content director Tim Godsall's show is Curb Your Enthusiasm alumni Smoove, who delivers the honest and enjoyably angry dialogue with aplomb - well-placed beeps only adding to the comedy.