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.

Daisuke Nagasawa, 49, has spent the past few years taking his two faithful cats, Daikichi and Fuku-Chan, around the world with him. Here: Daisuke Nagasawa travels nationally and internationally with his beautiful kitties Fuku-Chan and Daikichi. The two pose under the iconic Japanese cherry blossoms. (Photo by Daisuke Nagasawa/Caters News Agency)

A seven-week-old Persian kitten peers into a goldfish bowl, 9th October 1972. (Photo by William Vanderson/Fox Photos/Hulton Archive/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)

If Kim Kardashian was a feline shed be purr-fect for this new book which features a collection the worlds best cat “selfies”. The furry frames have been compiled by cat owner Charlie Ellis who has scoured the globe for the perfect puss pictures. In his book “Cat Selfies” moggies try their hand at the craze most of their humans have become addicted to posting on social media. And it turns out cats might be better at taking photos than their owners with a variety of poses captioned in the book. (Photo by Charlie Ellis/Caters News)

This photo provided by Running Press and Quarto, Inc. shows Feline Fox from the book, “Cats in Hats”, published by Running Press. The book released on March 24, 2015. (Photo by Liz Coleman/Running Press/Quarto, Inc. via AP Photo)