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The Cramer-Krasselt agency (part of the ICOM+IN ia global independent communications network) baked a perfect ad for Panera Bread (the chain of bakery–café quick casual restaurants in United States and Canada).
This ad used the well known « Rube Goldberg Machine » principle, already used 10 years ago for « The Cog », a very excting video advertising for Honda.
A definition from Wikipedia[blockquote source="Wikipedia"]A Rube Goldberg Machine is a deliberately over-engineered or overdone machine that performs a very simple task in a very complex fashion, usually including a chain reaction. The expression is named after American cartoonist and inventor Rube Goldberg (1883–1970).[/blockquote]
But the main difference in this ad for Panera Bread are the metaphoric points illustrated below
- The device built in a circle: a metaphor for Panera’s daily routine—it ends, and then begins anew the next morning. Also, the circle illustrate the cyclical nature of a day in the life of Panera
- Taking the longer road to making its food, and indulging in detours along the way
- The connection, in our mind, between the machine and bread illsutrate the handmade, or « artisanal, »
More than a fun to watch movie, the purpose of this ad was also to emphasize the CSR aspect of the company
For example, it uses harder-to-find ingredients like antibiotic-free chicken; it bakes fresh bread from fresh dough in every one of its bakery cafés; and it donates leftover food to charity.
A very smart way using « old » recipes to create new ads and to claim the USP of the brand : « One good choice leads to another »
The ad was awarded as the « Ad of the Day » !
The Panera Bread commercial
The making of
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