A Rube Goldberg machine is a contraption, invention, device or apparatus that is deliberately over-engineered or overdone to perform a very simple task in a very complicated fashion, usually including a chain reaction. The expression is named after American cartoonist and inventor Rube Goldberg (1883–1970). [source]

In this creative spot by Japanese firm au HIKARI, we see a refreshing take on the Rube Goldberg machine as they harness the power of light, magnifying glasses and mirrors.