Sanyo Scientific needed a trade advertisement for their biomedical incubators that would be geared towards researchers involved in genetic engineering. For a “lab hardware” audience, we wanted to create an engaging piece that would stand out in trade publications and elicit a more personal response. Our solution was an ad comparing Sanyo's incubators to the "original natural incubator." While the ad admits that incubator technology is not new, it introduces a new generation of infared sensor technology that gives Sanyo incubators greater reliability and longevity.