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 pro-government supporter scuffles with an anti-extradition supporter outside the office of pro-China lawmaker Junius Ho in Tsuen Wan in Hong Kong, China on July 22, 2019. Hong Kong demonstrators gathered for another weekend of protests against the controversial extradition bill and with a growing list of grievances, maintaining pressure on Chief Executive Carrie Lam. (Photo by Edgar Su/Reuters)

“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)

Jessie Jo Stark and Bella Hadid attend Chrome Hearts X Bella Hadid Collaboration Launch as part of Paris Fashion Week at Chrome Hearts on March 4, 2017 in Paris, France. (Photo by Julien M. Hekimian/Getty Images for Chrome Hearts)

American fashion model Simone Thompson, better known as Slick Woods walks at the Savage x Fenty – September 2018 – New York Fashion Week at Brooklyn Navy Yard on September 12, 2018 in Brooklyn, New York. (Photo by Presley Ann/Patrick McMullan via Getty Images)

Actors Jason Statham and Rosie Huntington-Whiteley arrive at the Metropolitan Museum of Art Costume Institute Gala (Met Gala) to celebrate the opening of “Manus x Machina: Fashion in an Age of Technology” in the Manhattan borough of New York, May 2, 2016. (Photo by Lucas Jackson/Reuters)

Emily Ratajkowski arrives at The Metropolitan Museum of Art Costume Institute Benefit Gala, celebrating the opening of “Manus x Machina: Fashion in an Age of Technology” on Monday, May 2, 2016, in New York. (Photo by Charles Sykes/Invision/AP Photo)