Rube Goldberg machines are used as much as stop motion in advertising. Sometimes it works and sometimes it doesn’t. When done right, the Rube Goldberg metaphor is a brilliant way to showcase a product or service. 1stAve Machine and C-K have teamed up to produce a really nice spot for Panera. This is part of a new TV campaign that is launching this month.

The commercial is built around a circular loop that shows the daily bakery cycle. It features wonderful design and craftsmanship throughout the varied elements that are timed to perfectly work with each other.  Camera moves cut to close in on details, and back for wide shots to reveal more. The movements and edits flow better than the typical all-in-one-take shot breathing fresh life into a well used format.

The first video is the new spot, and the second is the very interesting behind the scenes/making of.