You’ve probably all seen it by now: Scientists for Better PCR, an advertisement for BioRad’s 1000-series thermal cycler. Fabricated as a music video and available on YouTube, the song is a deft send-up of the 1985 classic “We Are The World” in which, for those of you too young to remember with excruciating clarity, luminaries such as Michael Jackson, Cyndi Lauper, Billy Joel and dozens of other stars got together to croon for Africa with such lines as “There’s a choice we’re making/we’re saving our own lives” and “We are the ones to make a brighter day, so let’s start giving”.

Gospel truth: Lab kit advert targets GenX
In contrast, the ‘scientists’ in the BioRad advert, sporting headphones and the occasional cowboy hat and sunglasses, take turns singing lines such as “There was a time when to amplify DNA/You had to grow tons and tons of tiny cells” and “It’s amazing what heating and cooling and heating can do”. Many of the actors in the video resemble the original ‘US for Africa’ performers, such as Bob Dylan, Kennie Rodgers and Diana Ross, but in an intriguing twist, a few of them have also been given a subtle scientist look as well, so subtle that I cannot quite put my finger on what they have done to their hair and clothing to suggest this.
Undoubtedly the funniest part of this song occurs in the chorus. We’re told that one of the virtues of PCR, besides detecting mutation, solving crimes and facilitating recombination, is “when you need to find out who the daddy is”, at which point the gospel backup vocals respond with “Who’s your daddy?”. Near the end, as the chorus is reaching epic stadium proportions of poptastic euphoria, a thermal cycler is thrust into the choir and passed hand to hand overhead until one of the singers passionately embraces and kisses the humble apparatus. At the end, the earnest American voiceover declares: “For all the scientists out there doing PCR, BioRed salutes you.” A scientist friend of mine confessed she actually got a tear in her eye at that point – although she then owned up to having consumed an entire bottle of Pinot Grigio just beforehand.
The link has been e-mailed to me over ten times from a broad geographical area, which means that it has gone about as viral as anything scientific is likely to get. (I mean, we can’t really compete with sneezing baby pandas or shockingly inarticulate American beauty queens.) And the tune is perniciously infectious: in the past few days I’ve caught myself humming it several times.
I have a deep admiration for this clever bit of marketing. Not only is it refreshing to see a biotech supply company leaving the safe territory of cheesy slogans and puns that we all know and cringe over. But they are intimately communing with the perfect demographic on this occasion. I mean, think about it: who is actually in the market for a brand-new thermal cycler? Certainly not an old-timer, whose lab would already be well kitted out. And not a post-doc or graduate student: these folks don’t hold the purse strings. No, it’s precisely my age group they’re targeting – scientists who are old enough to have just started their own lab, give or take a few years, and are in need of core equipment.
And just at the right age, too, to have been in super-formative mode when “We Are The World” first came out. Scientists tell us that memories laid down in late adolescence remain the freshest and most precious. For recognizing this weakness and exploiting it, I can only say, on behalf of scientists everywhere:
“BioRad, we salute you.”








