How our life would be without coffee?!

Campaigns for coffee often used the fact that it keeps you awake... Nescafé has also used this for its new campaing in Peru! You would say "nothing new!" but you should first look at this brilliant creative work.McCann Erikson Lima implies that without Nescafé - or coffee in general - products that had changed our lives could not exist.

These designs are very smart. We can recognize the product - iPhone, Converse or New Beatle- at the first sight. The link with coffee itself is also obvious.
I am wondering if they had to ask for a permission to use the visual of those well-know products - especially for the Iphone!

"At Dawn, the best ideas may not seem to be"

"When sleepy, the best ideas may not seem to be"

"At 3 am, the best ideas may not seem to be"

I am having a hard time trying to figure out with one I prefer... What is yours?