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.

“Sky burial or ritual dissection was once a common funerary practice in Tibet wherein a human corpse is cut in specific locations and placed on a mountaintop, exposing it to the elements or the mahabhuta and animals – especially to birds of prey. The location of the sky burial preparation and place of execution are understood in the Vajrayana traditions as charnel grounds. In Tibet the practice is known as jhator, which literally means, «giving alms to the birds»”. – Wikipedia

Photo: A burial master chops bones of a body to feed vultures during a celestial burial ceremony on April 19, 2006 in Dari County of Guoluo Prefecture, Qinghai Province, northwest China. Celestial burial is a traditional funeral of Tibetan people, which began in the 7th century. (Photo by China Photos/Getty Images)

Air conditioners, more than 500 in total, hang on the wall of an office building on August 15, 2011 in Fuzhou, Fujiang Province of China. This 25-story office building was built with no central air conditioner system, each office has it own individual unit installed on the exterior creating this wall of air conditioners. (Photo by ChinaFotoPress/Getty Images)

The first load of passengers queuing for the Bennie Railplane in Glasgow; the inventor George Bennie is third in the queue. The streamlined cars are self propelled, driven by air screws in front and behind, and hang from a steel girder. (Photo by J. A. Hampton/Topical Press Agency/Getty Images). 4th July 1930

Migrant workers hang on to a door of a moving bus as they return to their villages after Delhi government ordered a six-day lockdown to limit the spread of the coronavirus disease (COVID-19), in Ghaziabad on the outskirts of New Delhi, India, April 20, 2021. (Photo by Adnan Abidi/Reuters)

A demonstrator plays the role of person hanging herself during a protest over the Thai government's handling of the coronavirus pandemic and to demand Prime Minister Prayuth Chan-ocha's resignation, in Bangkok, Thailand, September 6, 2021. (Photo by Soe Zeya Tun/Reuters)

Former Soviet President Mikhail Gorbachev as he bids the last farewell to his wife Raisa Gorbacheva during the funeral ceremony in Moscow, Russia, 23 September 1999 (reissued 30 August 2022). According to a Moscow Central Clinical Hospital statement, former Soviet president Mikhail Gorbachev has died at the age of 91. As a supporter of the de-Stalinization programs of his predecessor Nikita Khrushchev, Gorbachev initiated numerous reforms during his tenure. He signed a nuclear arms treaty with the United States and withdrew the Soviet Union from the Soviet-Afghan war. His policies created freedom of speech and press, and decentralized fiscal policy planning and execution to increase efficiency. Gorbachev was the last leader of the Soviet Union, overseeing Russia’s transition from one party rule to fragile democracy. (Photo by Sergey Chirikov/EPA/EFE)

A woman hangs strips of salted meat she collected from different places during the Muslim's Eid al-Adha or Festival of Sacrifice, in Lahore, Pakistan, Sunday, August 2, 2020. Pakistanis are celebrating the Eid al-Adha, or the Feast of the Sacrifice, to mark the willingness of the Prophet Ibrahim – Abraham to Christians and Jews – to sacrifice his son. During the holiday Muslims slaughter sheep and cattle, distribute part of the meat to the poor. (Photo by K.M. Chaudary/AP Photo)