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.

Workers carry sacks of coffee beans at a warehouse at the Nogales farm in Jinotega, Nicaragua January 7, 2016. Soaring temperatures in Central America due to climate change are forcing farmers to pull up coffee trees and replace them with cocoa, spurring a revival in the cultivation of a crop once so essential to the region's economy. (Photo by Oswaldo Rivas/Reuters)

Club-goers dance at “Morning Gloryville” at the Ministry of Sound in south London August 11, 2015. Morning dance parties with names like “Morning Gloryville” and "Daybreaker" are gathering steam in cities across the world, giving rise to a movement known as “conscious clubbing”. Its founders aim to create the energy and community of electronic dance parties with fruit smoothies and coffee instead of the drugs and alcohol more common after nightfall. (Photo by Toby Melville/Reuters)

Ratko Mladic makes his first appearance at the International Criminal Tribunal on June 3, 2011 in The Hague, Netherlands. Ex-Bosnian Serb army leader Ratko Mladic will make his first appearance at The Hague war crimes tribunal after being declared fit to stand trial. Mladic was arrested a week ago after going into hiding for the past 16 years and is charged with atrocities committed during the Bosnian war. (Photo Serge Ligtenberg/Getty Images )

The Imperial Russian Ballet members wait to perform Tchaikovsky's “Swan Lake” at Arena hall in central Bosnian town of Zenica December 7, 2014. (Photo by Dado Ruvic/Reuters)

“Kopi luwak (Malay pronunciation), or civet coffee, is one of the world's most expensive and low-production coffee. It is made from the beans of coffee berries which have been eaten by the Asian Palm Civet (Paradoxurus hermaphroditus) and other related civets, then passed through its digestive tract. ...

Kosovar Bosnian women help the bride Sellma Demirovic (C) to be dressed with traditional clothes on her wedding day for a traditional ceremony in the village of Donje Ljubinje, Kosovo, 14 August 2021. (Photo by Valdrin Xhemaj/EPA/EFE)

Guests brew coffee during a wedding ceremony for a Free Syrian Army fighter in the town of Douma, eastern Ghouta in Damascus, Syria January 19, 2016. (Photo by Bassam Khabieh/Reuters)