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.

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)

The Upside Down Room, with furniture on the ceiling and real beds and chairs that open out of the floor, is one of many creative and even bizarre rooms shown photographed February 14, 2002 at the Propeller Island City Lodge in Berlin, Germany. Owner, artist and musician Lars Stroschen designed the rooms of the hotel, which has 28 rooms and has been open since June, 2001. (Photo by Sean Gallup/Getty Images)

These images of an abandoned theater act as a time capsule of a location that was once rocked by the stars. The likes of Metallica, R.E.M. and Motorhead all played the Variety Theatre in Cleveland, Ohio, but now all that remains are dusty chairs that once supported encapsulated crowds. Renowned abandoned building photographer Matthew Christopher photographed the theater in its dilapidated state. Here: The Variety Theatre, Cleveland, Ohio. (Photo by Matthew Christopher/Caters News)

Electric cars sit charging in a parking garage at the University of California, Irvine January 26, 2015. “The Irvine Smart Grid Demonstration”, a $79 million project funded half by federal stimulus money and half by Edison and partners like UC Irvine, was launched in 2010. The $12 billion utility's research team Southern California Edison is testing everything from charging electronic vehicles via cell phone to devices that smooth out the power created by rooftop solar panels. Those are some of the roughly 60 projects in the works at Edison's Advanced Technology division. It has a small $19 million annual budget, but its influence far exceeds that. (Photo by Lucy Nicholson/Reuters)

Barrier tape is tied around 15-month-old Shivani's ankle to prevent her from running away, while her mother Sarta Kalara works at a construction site nearby, in Ahmedabad, India, April 19, 2016. Kalara says she has no option but to tether her daughter Shivani to a stone despite her crying, while she and her husband work for 250 rupees ($3.8) each a shift digging holes for electricity cables in the city of Ahmedabad. (Photo by Amit Dave/Reuters)

A worker holds the head of a fox while killing it with electricity for its fur at a fox farm in Nanzhuang village, Shandong province, China, December 11, 2015. There are over 60 households in the village still raising foxes, raccoon dogs and other animals for the fur trade. China is the world's largest fur producer and exporter, according to state media. (Photo by William Hong/Reuters)

Chacha, the male chimp, screams at a worker in Sendai, northern Japan, Thursday, April 14, 2016 after fleeing from a zoo. The chimpangzee tried desperately to avoid being captured by climbing an electric pole. Chacha was on the loose nearly two hours Thursday after it disappeared from the Yagiyama Zoological Park in Sendai, the city that's hosting finance ministers from the Group of Seven industrialized nations in May. (Photo by Kyodo News via AP Photo)