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.

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)

Singer Taylor Swift poses at the 2016 iHeartRadio Music Awards in Inglewood, California, April 3, 2016. (Photo by Danny Moloshok/Reuters)

An elderly woman plays an accordion in Moscow, Russia on October 3, 2017. (Photo by Mladen Antonov/AFP Photo)

A fisherman carries his catch to sell on the beach in Libreville, Gabon, February 3, 2017. (Photo by Mike Hutchings/Reuters)

A man walks pat sculptures with face masks on along an alley in Beijing on August 3, 2021. (Photo by Noel Celis/AFP Photo)

A man rides a horse while others swim on the beach of Gaza City, Friday, August 3, 2018. (Photo by Khalil Hamra/AP Photo)

People observe a protest against a new citizenship law from a bus, in New Delhi, India, January 3, 2020. (Photo by Anushree Fadnavis/Reuters)