I think that this is one of the funniest things I've seen in a long time. Clearly this is just a parody of a 90's Boy-Band - I don't think the intent is to specifically target women (though since women make up just over 50% of life scientists, that would be OK too).
In terms of selling equipment - it may work. Eppendorf is known for pipettes, but not for automation -this will surely increase the awareness of this product among scientists - some of who may be in the market for an automated pipette!
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As a veteran CLS in a hospital clinical laboratory that is perhaps 8:1 female top to bottom (including the vast majority of those making equipment purchasing decisions) yeah, perhaps the female 'target' is correct for my workplace. And many other clinical laboratories.
That said, I doubt that many will be swayed by the 'science' of this ad. Perhaps a 'meem' to make the connection in the future, as has already been suggested.
wow...just, wow.
Uh, wow. That was weird and probably ineffective for selling equipment.
Does anyone think that the guy in the front going "it's time to automate" is supposed to be that geeky?
I personally just think it's funny, but it is probably the kind of thing that will stick a brand name into someone's head pretty successfully.
Have you see the PCR ad? http://www.youtube.com/watch?v=x5yPkxCLads&feature=related
I think that this is one of the funniest things I've seen in a long time. Clearly this is just a parody of a 90's Boy-Band - I don't think the intent is to specifically target women (though since women make up just over 50% of life scientists, that would be OK too).
In terms of selling equipment - it may work. Eppendorf is known for pipettes, but not for automation -this will surely increase the awareness of this product among scientists - some of who may be in the market for an automated pipette!
Can we look forward to a B-side along the lines of "Gel in a Box"?
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As a veteran CLS in a hospital clinical laboratory that is perhaps 8:1 female top to bottom (including the vast majority of those making equipment purchasing decisions) yeah, perhaps the female 'target' is correct for my workplace. And many other clinical laboratories.
That said, I doubt that many will be swayed by the 'science' of this ad. Perhaps a 'meem' to make the connection in the future, as has already been suggested.
Cute, harmless fluff to my mind.
...tom...
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THAT WAS AWESOME SHERIL. I like the disturbingly excited blond dude.