Here's one way to illustrate McLuhan's cryptic "media is the message":
CBS Egg promo: the medium carries the message; the message is only tangentially related to the media container.
Wilkinson Quattro Titanium promo (epromos, marketing alternatif): The medium lends its core properties (shape, color) to the message; the medium is part of the message.
Advertising on Eggs
CBS To Advertise on Eggs