A protester poses for a photo in front of a burning barricade in Barcelona, Spain on February 17, 2021 as a protest following the imprisonment of rapper “Pablo Hasel” convicted to jail for glorifying terrorism and insulting Spain's former king in lyrics turns into riots for a second night. (Photo by Matthias Oesterle/ZUMA Wire/Rex Features/Shutterstock)

A tattoo of a weapon covers the arm of a female inmate waiting to compete in the annual beauty contest at Talavera Bruce penitentiary in Rio de Janeiro, Brazil, early Thursday, November 23, 2017. Jail authorities say they organize the annual contest to encourage self-esteem, fight idleness and promote integration among women prisoners. (Photo by Silvia Izquierdo/AP Photo)

A demonstrator skateboards in front of a burning police vehicle during a protest against a new proposed policing bill, in Bristol, Britain, March 21, 2021. The Police, Crime, Sentencing and Courts Bill would give forces in England and Wales more power to impose conditions on non- violent protests, including those deemed too noisy or a nuisance, with fines or jail for those convicted. (Photo by Peter Cziborra/Reuters)

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.

A view of one of the dioramas contained inside iron boxes as part of the “S.A.C.R.E.D” installation by Chinese artist Ai Weiwei during a media preview at the cathedral in Cuenca, Spain, July 21, 2016. Ai Weiwei has reproduced scenes of his incarceration for a new art installation, a series of almost life-size dioramas – encased in steel boxes – showing his life in jail. (Photo by Susana Vera/Reuters)

Nadezhda Tolokonnikova, a member of the feminist punk band, p*ssy Riot, right, reads papers at a district court in Zubova Polyana 440 km southeast of Moscow in Russia's province of Mordovia, Friday, April 26, 2013. A Russian court is to consider whether one of the jailed p*ssy Riot members is eligible for early release. Nadezhda Tolokonnikova, in custody since her arrest in March 2012, is serving a two-year sentence for the band's irreverent protest against President Vladimir Putin in Moscow's main cathedral. Tolokonnikova's lawyer Irina Khrunova is at right. (Photo by Mikhail Metzel/AP Photo)

An inmate, dressed as a carrot, participates in a culinary competition at the Santa Monica female prison in Lima, September 10, 2015. About 14 prisoners from different jails took on the roles of cooks and assistants to participate in a culinary competition called “Inpe Mistura 2015”, an event held concurrently with the Mistura food fair taking place in Lima in September. (Photo by Mariana Bazo/Reuters)