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It's not the end of the world if you fall asleep at your office job, but if your actions threaten the lives of others, these BelCuore Strong Coffee ads have a message for you.

Two prints by the Ogilvy advertising agency of Brazil picture coffee cups against dark backgrounds. Each is steaming, and within the misty forms of one ad, images of a road, a sign and a wheel and speedometer create moments of clarity for a tired car driver. In a similar way, the vapor from a second mug reveals a runway, an aircraft taking off, and a complicated system of cockpit controls. The message of these BelCuore Strong Coffee ads is that motorists and pilots especially need their caffeine doses before they can be trusted chauffeurs.