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.

Customers drink a coffee as several cats roam at Cat Cafe Melbourne on July 25, 2014 in Melbourne, Australia. Cat Cafe Melbourne is Australias first cat cafe. The cafe has several cats from rescue shelters which live at the premises. Patrons can watch and play with the cats while enjoying a coffee. Cat Cafes are becoming known world wide, the first opening in Taiwan in 1998. (Photo by Scott Barbour/Getty Images)

A member of staff prepares herself a crisp sandwich in the Simply Crispy sandwich cafe in Belfast, northern Ireland January 12, 2015. The sandwich shop which opened on Monday is the world's first crisp sandwich cafe, local media reported. The idea of a crisp sandwich cafe started as a joke article on a website called Ulster Fry. The hilarious piece poked fun at recent ridiculous foody trends like the cereal café that opened in London last year. What was once a satirical joke has now become reality, after Belfast cafe owner Andrew McMenamin decided to make it happen. Customers will be able to choose their bread and crisps and add cheese or ham to their sandwich, which will be served with soup and chips. (Photo by Cathal McNaughton/Reuters)

A dog snuggles up to a potential owner on the opening day of Dog Cafe, a coffee shop where people can adopt shelter dogs in Los Angeles, California, United States, April 7, 2016. (Photo by Lucy Nicholson/Reuters)

Jennifer Lopez donates a stage outfit that she wore during an American Idol performance to Hard Rock Cafe’s memorabilia collection at her CD signing to celebrate her new album «LOVE?» held at the Hard Rock Cafe Hollywood on May 3, 2011 in Hollywood, California. (Photo by Michael Caulfield/Getty Images)

Shokyo Miura, a Buddhist monk and one of the on-site priests, poses for pictures outside Tera Cafe in Tokyo, Japan, April 1, 2016. At first glance, the cafe, which also serves alcohol, looks like any other except for an altar next to the countertop bar with a Buddha statue set against a gold backdrop. The menu confirms this is something different. It lists classes for 1,500 yen ($14) in weaving prayer beads, calligraphy with sutras, or lines of scripture, and consultations with a Buddhist priest. (Photo by Yuya Shino/Reuters)

A woman takes a selfie with the a cafe-staff dressed in a halloween costume at a cafe in Bangkok on October 23, 2024. (Photo by Manan Vatsyayana/AFP Photo)

A picture made available on 21 July 2016 shows a visitor having a meal from a toilet bowl at “Jamban Cafe” (lit. Toilet Cafe) in Semarang, Central Java, Indonesia, 16 July 2016. The cafe was created by a sanitation expert for education purposes to stress the importance of using a dedicated toilet and keeping it clean to prevent disease. (Photo by EPA/Purwanto)