In this February 28, 2015 photo, teammates struggle to lift a bull off the trapped leg of a charro, during the bull riding event at a charreada in Mexico City. National Charros Association President Manuel Basurto Rojas said: “We in charreria are taking things into our own hands. We have codes, we have rules, for how to treat the animals. On the other hand, there is a lot of danger involved for the men doing these tricks”. (Photo by Rebecca Blackwell/AP Photo)

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.

In this November 17, 2014 photo, Pancho, a domesticated huitia, confronts a camera, in Bainoa, Cuba. With their rope-like, dark tails, long front teeth, and whiskers that appear to be vibrating, huitias look like giant rats. They measure nearly a foot long (about 30 centimeters), with the largest ones weighing in bigger than a small dog. (Photo by Ramon Espinosa/AP Photo)

Sichuan Opera performer Wu Yonghong, 26 years, of the Jinyuan Opera Company performs for villagers at the Dongyue Temple on May 2, 2016 in Cangshan, Sichuan province, China. Sichuan opera is a vibrant, centuries-old tradition that showcases the joys and challenges of daily life in rural China with tales of love, tradition, and family honor. Photo by Kevin Frayer/Getty Images)

A pet horse tethered on land known as “The Cracker” in Tipton that may be seized by bailiffs on October 10, 2011 in Dudley, England. Horse lovers in Tipton are battling the local council over the tradition of keeping their horses tethered on public land near their homes. Locals say tradition that has been in existence for generations and believe it stems from the age of the canal when many local men used their horses to tow canal barges along the industrial Black Country canals. After a spate of horses running free Sandwell Council are now enforcing the law and impounding tethered horses. Locals are planning their next protest with a horse drive to the council headquarters to try and save their traditions. (Photo by Christopher Furlong/Getty Images)

Children fill plastic containers with water from a well on a street, close to a neighbourhood called “The Tank” in the slum of Petare in Caracas, Venezuela, March 17, 2016. Although their nation has one of the world's biggest hydroelectric dams and vast rivers like the fabled Orinoco, Venezuelans are still suffering water and power cuts most days. The problems with stuttering services have escalated in the last few weeks: yet another headache for the OPEC nation's 30 million people already reeling from recession, the world's highest inflation rate, and scarcities of basic goods. President Nicolas Maduro blames a drought, while the opposition blames government incompetence. (Photo by Carlos Garcia Rawlins/Reuters)

Charcoal burner Zygmunt Furdygiel fires wood inside a charcoal furnace at a charcoal making site in the forest of Bieszczady Mountains, near the village of Baligrod, Poland October 27, 2016. (Photo by Kacper Pempel/Reuters)

A woman carries a water pump to work on February 11, 2017 in Almolonga, Guatemala. The Mayan town in the western highlands district of Quetzaltenango has surged in prosperity in recent years with high-productivity vegetable farming, exporting much of its excess crops to neighborning El Salvador. (Photo by John Moore/Getty Images)