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.

With six-inch fangs and weighing in at 600lb, Saber and Janda are no ­ordinary house cats. Yet these huge Bengal tigers live in Janice Haley’s suburban garden and are treated like ordinary pets. They are fed by hand, get strokes and cuddles, and white male Saber goes to sleep sucking on her finger. Janice’s life changed 20 years ago when she spotted an advert for a tiger training course in her local paper – and two years later arrived home with her first cub. Then in 2002 she bought Janda, who is now 12. Photo: The pair are best of friends. (Photo by Ruaridh Connellan/Barcroft Media)

The interior of a house is damaged after an earthquake in Imphal, capital of the northeastern Indian state of Manipur, Monday, January 4, 2016. Five deaths have been reported from in and around Imphal due to falling debris. Imphal has a population of 270,000, and people were jolted from their sleep and ran out of their homes in panic. (Photo by Bullu Raj/AP Photo)

An altar is pictured after it was decorated by the Antar family with some 3,000 traditional cheese and corn buns called “chipas”, in celebration of Kurusu Ara in Asuncion May 3, 2015. Kurusu Ara, the Day of the Cross, is a Catholic festival that is combined with local Gurani culture and falls annually on May 3. Paraguayans typically celebrate the festival with chipas, used to decorate religious shrines and altars. The chipas are later distributed to attendees. The buns at the top are arranged to read, “March 3 live”. (Photo by Jorge Adorno/Reuters)

A model poses during the annual World Bodypainting Festival in Poertschach, Austria, July 3, 2015. The event takes place from July 3 to 5 at lake Woerthersee in Austria's southern Carinthia province. (Photo by Heinz-Peter Bader/Reuters)

The Villarica volcano erupts near Pucon, Chile, early Tuesday, March 3, 2015. The Villarica volcano erupted Tuesday around 3 a.m. local time (06:00 GMT), according to the National Emergency Office, which issued a red alert and ordered evacuations. (Photo by Aton Chile/AP Photo)

Highly commended, mammals: Gelada after the storm – Marco Gaiotti (Italy). “Gelada baboons are the only monkey species in the world that feed on grasses. They are native to the tableland of Ethiopia. Every morning large family groups wander from their sleeping places in the steep rock face, up to 1,000 metres high, to the feeding grounds at the tablelands. This image clearly depicts their feeding strategy: they pull out bunches of grass, sort the stalks and then lift them to their mouth. This shot was taken towards the end of the rainy season after a heavy storm”. (Photo by Marco Gaiotti/2019 GDT European Wildlife Photographer of the Year)

Senji Nakajima sleeps with his Love Doll “Saori” at Love Hotel on June 4, 2016 in Nagano, Japan. Senji Nakajima, 61 years old, lives with his life-size “love doll” named “Saori” in his apartment in Tokyo, Japan. Nakajima, married with two children, who lives away from home for work, first started his life with Saori six years ago. (Photo by Taro Karibe/Getty Images)