Panera Bread [www.panerabread.com] shows you how a truly fresh bread is made. It is an art altogether, says Mike Powell, vice president of Fresh Dough Operations.
In their latest commercial, the Rube Goldberg machine was use as the concept, depicting the art of making a fresh loaf of bread. The mechanisms were exquisitely made by hand and the execution is simply a class of perfection. The device was built in the shape of a circle, a metaphor of Panera’s daily routine, starting and ending the same way.
“What we’re trying to do here is illustrate the cyclical nature of a day in the life of Panera”, says 1stAveMachine co-director Bob Partington. “A Rube Goldberg device is a cause and effect, like a chain-reaction device. And the idea is, all these little things in this circle represent all the difficult decisions and the hard road that Panera takes in creating this really great product.”
The other fact that was brilliant was that the actors in the TVC were actual staff of Panera. Instead of using professional actors, they got their staff to act it out, telling us how honest and true they are when baking a real bread.
Live Consciously, Eat Deliciously is their tagline and what better way to instill this concept to the minds of the public. Whatever you may think, the Goldberg machine is just simply fun to watch. Enjoy.
BEHIND THE SCENES
Production Company: 1stAveMachine