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Chris Mooney is a visiting associate in the Center for Collaborative History at Princeton University and the author of three books, The Republican War on Science, Storm World, and Unscientific America.

Sheril Kirshenbaum is a marine biologist and author at Duke University. Sometimes she's a classicist, radio jock, or congressional staffer. Never sure what's next, she continues to enjoy the journey. For more information, visit her website.

Girl, It's Time To Automate

Category: Women in Science
Posted on: July 14, 2008 8:20 AM, by Sheril R. Kirshenbaum

Real ad for epMotion: An automated pipetting system.

Yes folks, biotech is targeting women in science. Readers can, uh, form their own opinions of Eppendorf's approach...

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Comments

wow...just, wow.

Posted by: Ginny | July 14, 2008 8:47 AM

Uh, wow. That was weird and probably ineffective for selling equipment.

Posted by: David Lee | July 14, 2008 8:57 AM

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

Posted by: scicurious | July 14, 2008 9:14 AM

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!

Posted by: LabMouse | July 14, 2008 9:35 AM

Can we look forward to a B-side along the lines of "Gel in a Box"?

Posted by: Dr. Free-Ride | July 14, 2008 12:06 PM

...
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...
.

Posted by: ...tom... | July 15, 2008 10:23 PM

THAT WAS AWESOME SHERIL. I like the disturbingly excited blond dude.

Posted by: Samia | July 18, 2008 1:06 AM

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