Now, most of you probably give little thought to scientific product advertising. I know I don’t, and I’m a scientist. Typically, the ads for instruments and reagents are pretty simple – usually a picture of the product, maybe with someone (or a diverse group of someones) in lab coat(s) smiling out at you.
That’s why this ad from Roche-Applied Biosystems is probably the most confounding ad I’ve ever come across.
You have to like:
“Little cells. Resting on your plates. Tell me how you feel down there inside…”
“…below your beds are tiny electrodes, measuring impedance of ionic environments. Your presence will affect the ionic environments… leading to the increase electrode impedance so that we can study your local behavior IN REAL TIME!”
For many (one probably pretty obvious) reasons, I never really identified with 80s hair-bands, but using the faux power-ballad staple to sell an instrument for 21st century quality cell-based assays… well, that’s a bit of a head-scratcher.
Also – this seems like a lot of trouble and money to go for an instrument ad. I mean, a clever ad isn’t going to make me shell out for an instrument (which can cost as much as a car). If this is what they’re spending on advertising, no wonder they had enough to buy Genentech!
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