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 thriveWhat 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, wellAnd 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)