Panera is taking their advertising in a new direction. Instead of focusing on a specific new product or item at their stores, Panera is instead trying to convey a much more serious message by discussing what the company is all about and what happens away from the eye of the consumer.
Rube Goldberg machines are incredible when done correctly. By definition, they're a machine or device which performs a simple task in a complex fashion. Here, Panera uses a Rube Goldberg machine to tell a story about what goes on behind the scenes at their company in a commercial they've labeled "Live Consciously, Eat Deliciously".
The machine itself is rather impressive, but the company's ability to present a rather dull topic - company mottos / beliefs - in an entertaining fashion is remarkable. If you're interested in learning a bit more about how this commercial was made, check out the making of the "Live Consciously, Eat Deliciously" commercial.