Romanian women lose a half hour of sleep a day because they're the ones getting up to make coffee and breakfast in the household while the husbands sleep in. Doncafé decided to do something about it. So they created Snooze For Coffee: a wi-fi enabled coffee machine that connects to an alarm app on your smartphone. So when you press snooze on your alarm in the morning, the coffee machine starts working. All told, this could save women five extra days of sleep a year.

Neat idea, but they already have these things called programmable coffee makers where you just set the alarm on the coffeemaker and it does it automatically. No smartphone needed. Occam's Razor, people.

Client: Doncafe, Beko Agency: McCann, Romania

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kidsleepy 17 year copywriter, now CD, who has worked in many cities including Pittsburgh, New York, Atlanta, Montreal and currently Los Angeles. I snark because I care. I ain't complainin' I'm just tellin' it like it is.

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