It's amazing and incredibly frustrating how difficult it is to recall obvious information when you'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's ingredients are caffeine and ginseng, offering a "Wake up!" 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's head into a cryptic maze, denoting his difficulty in jogging his memory.