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The ICOM+IN Cramer-Krasselt agency baked a Rube Goldberg for Panera Bread

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

  1. 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
  2. Taking the longer road to making its food, and indulging in detours along the way
  3. 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

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