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.

South Korean performers participate in a re-enactment of the battle of the Korean war during the ceremony to mark the 70th anniversary of the Korean War in Cheorwon, near the border with North Korea on June 25, 2020 in Cheorwon, South Korea. Over 66,000 South Koreans have been separated from their families during the Korean War which started on June 25, 1950, and effectively split the Korean Peninsula into two over the 3-year conflict. (Photo by Chung Sung-Jun/Getty Images)

A photo made available on 14 March 2016 shows a Thai villager takes selfie photograph on drought parched land at the dried up Mae Chang reservoir in Lampang province, northern Thailand, 12 March 2016. The ruined village including ancient temple had been underwater for 34 years since the Mae Chang reservoir was built in 1982, the area has now re-emerged after water in the reservoir dried up caused by the severe drought. Thailand is facing the worst drought in decades hardest hit by El Nino phenomenon combined with seasonal hot weather. (Photo by Rungroj Yongrit/EPA)

Rascal, and her brother Petey, were abandoned as pups near the railroad tracks in Union County, Arkansas. She is a pit bull cross and approximately 6 months old, in Arkansas, United States. These canine portraits will make any dog lover's day – and they're helping to get sheltered pups adopted at the same time. Kind-hearted photographer Tammy Swarek came up with the idea of dressing up rescue dogs to draw attention to their stories and help potential owners personally connect with them. (Photo by Tammy Swarek/Barcroft Images)

A quirky cartoonist challenged his own creation to a fight – but he could only draw. US artist Alex Solis, 31, from Chicago, Illinois, drew his skull t-shirt-wearing alter ego, who he calls Chuck, smashing his phone and stabbing his finger in his Inkteraction pictures. But Alex got his own back with a punch to Chucks jaw before squashing him against the bottom of the page. The ink man tried to get under Chucks skin to win the fight by stretching and pulling the cartoons face as the drawings became more bloody. (Photo by Alex Solis/Caters News)

Female metro passengers hold flowers presented to them by metro workers, prior to International Women's Day in Kiev, Ukraine, 02 March 2016. The hustle and bustle of the morning commute is broken up by an unexpected surprise. The first passengers to step on the train receive – a warm welcome and a pot of flowers. One woman says, “It's very nice. All the running around and then you're given a flower, it's not often. It's very nice. I'm going to take care of this flower”. International Women's Day first emerged from the activities of labour movements at the turn of the twentieth century, in North America and across Europe, it is celebrated on March 08 in many countries around the world. (Photo by Sergey Dolzhenko/EPA)

Maxime Taccardi is an artist who is most notable for his unusual method – creating his pieces using his own blood. He studied art in collage, his thesis focusing on the monstrosity and what is considered abnormal by society. Currently he is a middle school art teacher, but plans to continue furthering his creative career. His catalogue of work is varied, including painting, drawing, filmmaking and music.

A woman promotes a go-go dance bar in Pattaya, Thailand March 25, 2017. With mascots dressed as smiling fish and a police rock band, Thai authorities launched a “Happy Zone” at the weekend to improve the image of a city notorious for sеx tourism. Stung by foreign headlines portraying the seaside resort of Pattaya as “Sin City” and “The World’s Sеx Capital”, Thailand’s junta has begun a new effort to re-brand it. Businesses in the Happy Zone are asked to make the area feel safer, there are increased security patrols, police launched a mobile phone app for visitors to summon them if an emergency occurs. (Photo by Jorge Silva/Reuters)