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Bio-Rad Commercial Wins Telly Award

 :: Posted by American Biotechnologist on 06-17-2014

Bio-Rad Laboratories received a Silver Telly Award, the highest honor, in the category Branded Content, Commercials, for its commercial “Bio-Rad iScript Supermix vs. Brand X”. The 35th Annual Telly Awards were announced today. Bio-Rad’s winning commercial compared its iScript™ Reverse Transcription Supermix for RT-qPCR to a product from a leading competitor. This year there were nearly 12,000 entries for Telly Awards from all 50 states and numerous countries. This is the second Silver Telly Award Bio-Rad has won in two years.

The “Bio-Rad iScript Supermix vs. Brand X” commercial was inspired by the many infomercials shown throughout the day and night on TV. Bio-Rad wanted to do something out of the ordinary that would capture the audience’s attention and differentiate its iScript Supermix product line from that of a leading competitor.

“Winning the Silver Telly Award made it clear that our infomercial resonated with viewers,” said Paul Streng, Bio-Rad senior product manager, Gene Expression Division, Life Science Group. “We wanted to do something different that would highlight the benefits of our product in a way in which people could relate. We had a lot of fun with the video. It’s rewarding to get this recognition.”

“The Telly Awards has a mission to honor the very best in film and video,” said Linda Day, executive director of the Telly Awards. “Bio-Rad’s accomplishment illustrates their creativity, skill, and dedication to their craft and serves as a testament to great film and video production.”

The Telly Awards was founded in 1978 and honors outstanding local, regional, and cable TV commercials and programs, the finest video and film productions, and notable online commercials, video, and films. Winners represent the best work of advertising agencies, production companies, television stations, cable operators, and corporate video departments around the world.

The product featured in the video, Bio-Rad’s iScript Reverse Transcription Supermix for RT-qPCR, is a simple and sensitive first-strand cDNA synthesis kit for gene expression analysis. The supermix reduces chances of error with a one-tube setup and cuts bench time in half.

To learn more about the Telly Awards, visit www.tellyawards.com.

To view Bio-Rad’s winning video, visit http://bit.ly/iScriptCommercial.

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