Video uses boy band to sell lab equipment

epmotion.jpg

Constantine says: How do you market a machine that automates using a pipette (an instrument used to transport a measured volume of liquid)? Romance, of course. Eppendorf is pushing its new epMotion machine with a video of a boy-band group of lab types singing a boy-band type of love song about how you deserve to have your pipetting done by a machine.

Pipetting all those well-plates, baby, sends your thumbs into overdrive
And spending long nights in the lab makes it hard for your love to thrive

What you need is automation, girl, something easy as 1 2 3
So put down that pipette, honey, I got something that will set you free And it’s called epMotion (whisper: ‘cause you deserve something really great)
Girl you need epMotion (whisper: yeah girl it’s time to automate)
It’s got to be epMotion (whisper: no more pipetting late at night)
Only for you epMotion (whisper: girl this time we got it right)

DNA
RNA
Proteins
Cell Cultures
Less reagents
Faster workflow
Saves you money
Well, well, well

And it’s called epMotion (whisper: ‘cause you deserve something really great)
Girl you need epMotion (whisper: yeah girl it’s time to automate)
It’s got to be epMotion (whisper: no more pipetting late at night)
Only for you epMotion (whisper: girl this time we got it right)

epMotion music video

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  1. …There’s some irony about a bunch of pencil-dicks in a boy band pimping for a pipette machine.

  2. BWAAAAA HAHAHAHAHAHAHAHA!

    Skep @2: The PCR song is awesome. Kary Mullis’ “Dancing Naked in the Mind Field” is a good read.

  3. I thought that was great. It really brought back those days of yore when I should have been out listening to boy bands (ok, maybe that never would have happened), but instead spent the evenings pipetting radiolabled DNA into little gel wells. Come, rescue me from the lab, young dorky guys! (Though, I’ll admit, despite the hand cramps, there was something very satisfying about a perfectly filled well. I’m that geeky.)

  4. Jeez…sorry about the double post. Loved the biorad video too…”when you need to find out who the daddy is”

  5. (Hey girl,
    I got something really important to give you,
    so just sit down and listen…)

    First ya put the pipette in the box…

    (this has to be where they got the idea)

  6. This reminds me of the time I worked for a small production company. They would do the entertainment and staging for pharmaceutical sales meetings and drug rollouts, mostly. So my boss would get together with writers and a composer and studio musicians and come up with songs about new antibiotics that had just gotten FDA approval.

    I used to bring the cassette tapes home and play them for my boyfriend after a couple of bong hits. Good times.

  7. Very amusing:) Alas, I’m too broke for that stuff. It’s a Mohr pipette and a pipette pump for me.

  8. also check out this brilliant tribute to to the element Americium:

    Different group of people behind the video, but this is a bit funnier.

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