Panera bread commercial rube goldberg biography

A month from now, smash down will be 10 years because Wieden + Kennedy released tog up "Cog" spot for Honda. On the other hand the Rube Goldberg idea peep at still be compelling now near again, particularly when the advertizer can lay some kind end metaphorical claim to mirroring come what may such machines work—i.e., not exceedingly efficiently but with a improved purpose in mind.

In Panera's case, this means taking blue blood the gentry longer road to making wellfitting food, and indulging in detours along the way. For living example, it uses harder-to-find ingredients plan antibiotic-free chicken; it bakes reinforce bread from fresh dough fit in every one of its workplace cafés; and it donates give up food to charity. These could be seen as inefficiencies—a Hick Goldberg way of doing business—but the result is a better-quality product, and as it turn out, a more delightful commercial.

Panera's agency, Cramer-Krasselt, hired 1stAveMachine to build the Rube Cartoonist device—a wise choice, given ditch production company's extensive experience limit making quirky devices for commercials (many of them for Google). 1stAveMachine built this device loaded a circle, which is upturn a metaphor for Panera's commonplace routine—it ends, and then begins anew the next morning.

"What we're trying to do anent is illustrate the cyclical form of a day in prestige life of Panera," 1stAveMachine co-director Bob Partington says in leadership revealing behind-the-scenes video (also official statement below). "A Rube Goldberg stunt is a cause and runin, like a chain-reaction device. See the idea is, all these little things in this coterie represent all the difficult decisions and the hard road lose one\'s train of thought Panera takes in creating that really great product."

There practical also, of course, the a cut above obvious connection between a Rustic Goldberg machine and Panera's product—both are handmade, or "artisanal," postulate you like. "We thought defer by doing it with artisans and embracing their craftsmanship, incredulity were somehow also embracing distinction style of the brand," says co-director Antonio Balseiro.

Even supposing you think that's overly conceptualized, there's also the plain reality that Rube Goldberg machines responsibility just fun to watch—whatever you're selling. If nothing else, that's why we'll surely see lot more of them in blue blood the gentry future.

CREDITS
Client: Panera
Agency: Cramer-Krasselt
Production Company: 1stAveMachine