A Pakistani farmer guides his bulls as he competes in a traditional bull race in Khunda village in the northwestern district of Attock, some 80 kilometers from Islamabad on January 3, 2015. Tens of thousands of people gather whenever there is a bull race held in Pakistan which are usually the highlight of festivals organized in rural areas of the Asian country, and attract lots of spectators due to their thrilling nature. The traditional competition attracts landlords and farmers from all around the province where the race is held, and they all bring their fastest and strongest bulls in hopes of gaining a reputation. (Photo by Aamir Qureshi/AFP Photo)

People wearing costumes attend the annual water-splashing festival to mark the New Year of the Dai minority in Jinghong, Yunnan province, April 13, 2015. (Photo by Reuters/China Daily)

A model walks the runway during the BLACK TAPE PROJECT show at New York Fashion Week Powered By Art Hearts Fashion at The Angel Orensanz Foundation on September 9, 2018 in New York City. (Photo by Arun Nevader/Getty Images for Art Hearts Fashion)

A model presents a creation during the 2018 Victoria's Secret Fashion Show in New York City, New York, U.S., November 8, 2018. (Photo by Mike Segar/Reuters)

Skeletons are arranged in a bar scene as part of a competition to create Day of the Dead altars on pedestrian Regina Street in central Mexico City, Tuesday, November 1, 2016. The holiday honors the dead as friends and families gather in cemeteries to decorate their loved ones' graves and hold vigil through the night on Nov. 1 and 2. (Photo by Rebecca Blackwell/AP Photo)

JAPAN: A businessman stands at a pond in the Kyu-Shiba-rikyu Garden on a warm and sunny day in Tokyo, Japan, March 18, 2016. (Photo by Thomas Peter/Reuters)

As these Cafe Taina Coffee ads explicitly assert, there are "times when sleeping is not an option."
Executed by Giovanni + Draft FCB, this animated advertising campaign captures two situations in which awareness is of necessity: when you're trapped in a jail cell with a large creepy inmate, and when a fellow castaway is equally prepared to resort to cannibalism as you are. It's very lucky that the cartoon characters in the Cafe Taina Coffee ads had a bag of the grind handy, or one tired blink may have been their last.

In this Thursday, October 3, 2019 photo, a female black bear sleeps with its tongue out high up in a Ponderosa pine tree near Clark Fork School in the Rattlesnake neighborhood of Missoula, Mont. The bear's cub, not pictured, was snoozing on a nearby branch. (Photo by Tommy Martino/The Missoulian via AP Photo)