A woman takes pictures using her mobile phone on a deserted square decorated ahead of Christmas, in Pristina on December 7, 2020, during a government-imposed curfew from 7pm to 5am, as part of preventive measures against the spread of the Covid-19. (Photo by Armend Nimani/AFP Photo)

Ukrainian army soldier Dasha, 22, checks her phone after a military sweep to search for possible remnants of Russian troops after their withdrawal from villages in the outskirts of Kyiv, Ukraine, Friday, April 1, 2022. (Photo by Rodrigo Abd/AP Photo)

A mobile phone showing the time at noon, is displayed for a photo in front of an almost empty road with low traffic, during the coronavirus disease (COVID-19) outbreak, in Wuhan, Hubei province, China, March 31, 2020. (Photo by Aly Song/Reuters)

An Indian laborer talks on his mobile phone as he transports a refrigerator on his back at a market in Jammu, India, Sunday, June 7, 2020. India whose coronavirus caseload is fifth highest in the world has partially restored trains and domestic flights and allowed reopening of shops and manufacturing. (Photo by Channi Anand/AP Photo)

A woman takes a photo on her mobile phone of a tiger during the media preview of Vivid Sydney at Taronga Zoo on May 19, 2019 in Sydney, Australia. An illuminated trail of almost 300 lit lanterns of endangered species will glow every night at the zoo during Vivid Sydney which runs from May 24 throughout Sydney with hundreds of lit buildings and exhibits which attract hundreds of thousands of visitors each year. (Photo by James D. Morgan/Getty Images)

A policewoman uses her mobile phone as navy honor guards stand near of a World War Two memorial during celebrations to mark Victory Day in the Black Sea port of Odessa May 9, 2014. Ukraine celebrates the 1945 victory over Nazi Germany during World War Two on May 9. (Photo by Gleb Garanich/Reuters)

A man takes photo of his colleague with a mobile phone on the burning oil tanker at the ship-breaking yard in Gaddani, Pakistan, November 2, 2016. Reports state that at least eighteen workers were killed and more than 100 were wounded in a blast at Gaddani ship breaking yard near Karachi on 01 November. Initial reports suggest the blast occurred when a gas cylinder exploded inside an oil tanker being broken up for scrap. (Photo by Akhtar Soomro/Reuters)

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.