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.

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)

Moroccans gather to celebrate Morocco's win over Spain in a World Cup soccer match played in Qatar, in Rabat, Morocco, Tuesday, December 6, 2022. (Photo by Mosa'ab Elshamy/AP Photo)

Moroccan horsemen fire their rifles during a performance to celebrate the annual Moussem festival in El Jadida on August 6, 2023. (Photo by Fadel Senna/AFP Photo)

Moroccans celebrate after their team won the Qatar 2022 World Cup round 16 football match between Morocco and Spain, in Rabat, on December 6, 2022. (Photo by Fadel Senna/AFP Photo)

Moroccan athlete Soufiane El Bakkali participates in the men's 3000m steeplechase final at the Xiamen Diamond League in China on September 2, 2023. (Photo by Aly Song/Reuters)

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)