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)

Emergency services work at the scene of a bus accident on the Kingsway in central London February 2, 2015. A number 91 double-decker bus had its roof ripped off after hitting a tree, causing injury to passengers and passers-by, local media reported. (Photo by Peter Nicholls/Reuters)

Revellers use water guns as they participate in a water fight during Songkran Festival celebrations at Kowloon City district, known as Little Thailand as there is large number of restaurants and shops run by Thais, in Hong Kong April 12, 2015. The Songkran festival, also known as the water festival, marks the start of Thailand's traditional New Year and is believed to wash away bad luck. (Photo by Tyrone Siu/Reuters)

Wildlife photographer Danté Fenolio has headed into areas untouched by sunlight – deep seas, caves and underground – and found creatures that are exploding with colour. Here: The golden harlequin toad has vanished from the wild, and only a small number live on in captivity. A fungus caused them, and many other amphibians, to die out in their home in Central America. (Photo by Danté Fenolio/The Guardian/Johns Hopkins University Press)

The US Navy Blue Angels numbers 5 and 6 fly below Sean Tucker (above) as he pilots the Oracle Challenger III over San Francisco, California as part of a practice run for Fleet Week on October 6, 2016. (Photo by Josh Edelson/AFP Photo)

A kangaroo and joey are seen in a burnt forest on Kangaroo Island, south west of Adelaide on January 16, 2020. Australia’s continuing bushfire crisis has taken an enormous toll on wildlife, with huge numbers of mammals, birds, reptiles, insects and other species killed. (Photo by Jo-Anne McArthur/Weanimals)