A cat yawns at Nekorobi cat cafe on January 20, 2009 in Tokyo, Japan. Cat cafes, where people can spend time with their favorite cat for about 10 US dollars an hour, are now getting more popular with people living in urban areas. The regular customers are mainly in their 20's to 30's and seaking healing by cats, or people who cannot afford to have pets full time. Some visiters come to the cat cafe three times a week. (Photo by Junko Kimura/Getty Images)

Model Juliana Paesthe (C) of Viradouro samba school participates in the annual carnival parade in Rio de Janeiro's Sambadrome, February 15, 2015. (Photo by Ricardo Moraes/Reuters)

First graders attend a festive ceremony to mark the start of another school year in Slaviansk, September 1, 2014. September 1 marks the start of a new academic year for students in Ukraine. (Photo by Gleb Garanich/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.

Stranded cars remain in a flooded street during an intense rainstorm in Havana, on April 29, 2015. Two people were killed, three buildings collapsed and another 24 suffered some kind of damage due to the heavy rain that affected several sectors of Havana Wednesday. (Photo by Yamil Lage/AFP Photo)

Participants prepare backstage before the 5th “Strongo Cup” open amateur bodybuilding tournament at the State Opera and Ballet Theatre in Russia's Siberian city of Krasnoyarsk, November 1, 2014. Participants from all over Russia took part in the tournament competing in bodybuilding, body fitness and bikini fitness disciplines. (Photo by Ilya Naymushin/Reuters)