A lot has changed in the restaurant business lately—including how it makes commercials.
When Panera wanted to highlight their delivery service as an option through which homebound customers might still get fresh food, they wanted to show the human side of delivery. Faced with limited production capabilities caused by the coronavirus, Goodby Silverstein & Partners came up with an idea: have the drivers shoot the commercials themselves.
Largely unscripted and shot entirely on drivers’ smartphones, these heartfelt editorials feature drivers offering words of encouragement like these: “Stay safe. Stay inside. And I’ll bring dinner for you.” Set to emotional music and mixed with driving footage shot through drivers’ windshields, the videos present a personal message of hope from a group of professionals who are often ignored.
GS&P’s in-house production group shot the commercials around the country in fewer than five days.
Released: April 2020
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San Francisco, Panera