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"It&amp;#039;s amazing and incredibly frustrating how difficult it is to recall obvious information when you&amp;#039;re tired. This Pepsi Max campaign captures this concept in a pair of illustrated prints, advertising a beverage that guarantees a cognitive awakening. Two of the soft drink&amp;#039;s ingredients are caffeine and ginseng, offering a &amp;quot;Wake up!&amp;quot; effect on your brain. To demonstrate the importance of this mental state, the BBDO advertising agency of Russia paints a picture of a couple scenarios that demand a certain sharpness. The first ad features a man leaning over a woman in his bed as he desperately attempts to remember her name. The second illustrates an urgent attempt to identify a key to an outhouse. Both images in the Pepsi Max campaign have turned the guy&amp;#039;s head into a cryptic maze, denoting his difficulty in jogging his memory."^^<http://www.w3.org/2001/XMLSchema#string>
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