Panera's Rube Goldberg spot shows daily cycle of goodness

03/3/2013 | Adweek

An ad for Panera by Cramer-Krasselt uses a Rube Goldberg contraption to demonstrate a daily cycle of food-making and charitable giving of leftover baked goods, writes Tim Nudd. The commercial shows a baker laying out fresh dough, leading to a series of triggers and effects such as tomatoes being watered, chickens eating feed and a sign unfurling to proclaim the daily food giveaway to the homeless. "We thought that by doing it with artisans and embracing their craftsmanship, we were somehow also embracing the style of the brand," says Antonio Balseiro, the spot's co-director.

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