Participants perform a dragon dance as they march during a lantern parade marking the start of a month- long “Lotus Lantern Festival” to celebrate the upcoming Buddha' s birthday, in Seoul on April 29, 2017 Buddha' s birthday falls on May 3. (Photo by Ed Jones/AFP Photo)

Actress and model Charlotte McKinney attends the grand opening of NightSwim at Encore Beach Club at Wynn Las Vegas on May 5, 2017 in Las Vegas, Nevada. (Photo by David Becker/Getty Images for Wynn Las Vegas)

American actress and model Karrueche Tran at the 2017 BET Awards at Microsoft Square on June 25, 2017 in Los Angeles, California. (Photo by Maury Phillips/Getty Images)

A hostage runs towards a police officer outside Lindt cafe, where other hostages are being held, in Martin Place in central Sydney December 15, 2014. Two more hostages have run out of the cafe at the center of a siege in Sydney, Australia's largest city, according to a Reuters witness at the site. The two women were both wearing aprons indicating they were staff at the Lindt cafe where a gunman has been holding an unknown number of hostages for several hours. Three men had earlier run out of the cafe. (Photo by Jason Reed/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.

A visitor looks at a creation by Russian artist Irina Nakhova presented at the Russia's pavilion during the 56th International Art Exhibition (Biennale d'Arte) titled “All the Worlds Futures” on May 5, 2015 in Venice. (Photo by Gabriel Bouys/AFP Photo)

People cool off in a fountain outside the Southbank Centre on June 30, 2015 in London, England. The UK is currently experiencing a heatwave, with temperatures of 35 degree celsius forecast tomorrow in some parts of the country. The extreme heat has already seen train cancellations and a health warning has been issued. (Photo by Rob Stothard/Getty Images)

Israeli security forces arrest an Ultra Orthodox Jewish man as they close a synagogue in the Mea Shearim Ultra-Orthodox neighbourhood in Jerusalem, on March 30, 2020, amid efforts to curb the spread of the COVID-19 coronavirus pandemic. (Photo by Ahmad Gharabli/AFP Photo)