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.

David Hall’s photographs of scenery and creatures off the coast of Canada in the Pacific Northwest portray serenity under the water, which belie the extreme challenges he faces to get his images. For each shoot, Hall wears a dry suit, a neoprene body suit that covers all of his body but his head and traps air inside to keep him warm. Water temperature in Canada’s British Columbia typically ranges between 45 and 50 degrees Fahrenheit. Photo: Moon jellyfish and cross jellies. (Photo by David Hall)

A newly born Mexican gray wolf cub, an endangered native species, is seen at its enclosure at the Museo del Desierto in Saltillo, Mexico, July 19, 2016. Though once held in high regard in Pre-Columbian Mexico, it is the most endangered gray wolf in North America, having been extirpated in the wild during the mid-1900s through a combination of hunting, trapping, poisoning and digging pups from dens. (Photo by Daniel Becerril/Reuters)

People wrapped in blankets sit on the road as they are evacuated from a hotel after an earthquake in Kumamoto, southern Japan, in this photo taken by Kyodo April 14, 2016. A powerful earthquake with a magnitude of 6.5 knocked over buildings in southern Japan on Thursday evening, and police said people may be trapped underneath. (Photo by Reuters/Kyodo News)

Rescue workers help the injured at the site of a multi-storey building collapse in the capital Nairobi, Kenya Sunday, January 4, 2015. The residential building in the Huruma neighborhood of Nairobi collapsed on Sunday and according to the Kenya Red Cross, a dozen people have so far been rescued but an unknown number are still feared trapped. (Photo by AP Photo)

This undated handout picture taken by Tim Samuel and provided through his Instagram account shows a small fish swimming inside the belly of a jellyfish off the coast of Byron Bay in New South Wales, eastern Australia. A fish has been pictured swimming inside a jellyfish off Australia's east coast in a remarkable and rare image that has gone viral, with more than two million online views. Underwater photographer Tim Samuel was in the water with a friend near popular tourist resort Byron Bay in December when they came across the little creature trapped inside the only slightly larger jellyfish. (Photo by Tim Samuel Photography/AFP Photo/Instagram)

People release floating lanterns during the festival of Yee Peng in the northern capital of Chiang Mai, Thailand November 14, 2016. Yi Peng refers to the full moon day in the second month according to the Lanna lunar calendar (the twelfth month according to the Thai lunar calendar). Swarms of Lanna-style sky lanterns are launched into the air where they resemble large shoals of giant fluorescent jellyfish gracefully floating through the sky. The festival is meant as a time for tham bun, to make merit. Khom loi are made from a thin fabric, such as rice paper, stretched over a bamboo or wire frame, to which a candle or fuel cell is attached. When the fuel cell is lit, the resulting hot air is trapped inside the lantern and creates enough lift for the khom loi to float up into the sky. (Photo by Athit Perawongmetha/Reuters)

A wounded Syrian girl looks on at a make shift hospital in the rebel-held area of Douma, east of the capital Damascus, following shelling and air raids by Syrian government forces on August 22, 2015. At least 20 civilians and wounded or trapped 200 in Douma, a monitoring group said, just six days after regime air strikes killed more than 100 people and sparked international condemnation of one of the bloodiest government attacks in Syria's war. (Photo by Abd Doumany/AFP Photo)