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.

Cat Beards is a photo fad in which people pose with their cats, in such a manner so that the cat appears to be a beard.

These “snapcats” have found their bunny doppelgängers in a series of sweet photo shoots. Animal photographer Mark Taylor, from Surrey, England, and his assistants have scoured the U.K. to bring together carbon-copy rabbits and cats. Here: Chocolate Birman-cross kitten with chocolate Lop rabbit. (Photo by Mark Taylor/Warren Photographic/Caters News Agency)

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)

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)

Daisuke Nagasawa, 49, has spent the past few years taking his two faithful cats, Daikichi and Fuku-Chan, around the world with him. Here: Daisuke Nagasawa travels nationally and internationally with his beautiful kitties Fuku-Chan and Daikichi. The two pose under the iconic Japanese cherry blossoms. (Photo by Daisuke Nagasawa/Caters News Agency)

A seven-week-old Persian kitten peers into a goldfish bowl, 9th October 1972. (Photo by William Vanderson/Fox Photos/Hulton Archive/Getty Images)