Katy Perry attends the European premiere of Katy Perry: «Part Of Me 3D» at Empire Leicester Square on July 3, 2012 in London, England. (Photo by Mike Marsland)

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)

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)

A craftsman makes imitation bread samples at The Sample Factory on February 25, 2008 in Gujo, Gifu, Japan. Gujo City has more than a 50 percent share of the imitation vinyl chloride samples industry. Replica foods are used in most restaurant window displays in Japan, and are popular as souvenirs for tourists. (Photo by Koichi Kamoshida/Getty Images)