Movies and viral marketing

A business-to-business company Eppendorf has sparked considerable praise with their viral marketing campaign in the form of a pop band style video. It has achieved fulsome praise indeed and yet somehow it didn’t work for me. Worse I couldn’t make much sense of it first time around or feel inspired to pass it on to a viral network. Not being in the particular sector of the industrial market or familiar with the brand probably didn’t help either. Maybe it is a generation thing, or maybe it was the band. Humorous movies such as Hamlet cigars with the short clip ending with their famous music as a cigar is lit made me laugh, but a song about a product sung as a ballad was puzzling.