An Egyptian worker prepares to lift parts of a statue at the site of a new archeological discovery at Souq Al-Khamis district in Al-Matareya area, Cairo, Egypt on March 9 2017. According to the Ministry of Antiquities, two 19th dynasty royal statues were found in parts in the vicinity of King Ramses II temple in ancient Heliopolis (Oun) Sun Temples by a German-Egyptian archeological mission. (Photo by Xinhua News Agency/Rex Features/Shutterstock)

Iraqi women cry over their brother's body, who was killed by a mortar shell fired by Islamic State (IS) group jihadists on civilians who were gathered to receive aid, in Al-Risala neighbourhood on March 22, 2017, as an ongoing offensive by Iraqi forces to retake the city from the group continues. Iraqi forces launched a major operation to recapture west Mosul – the most-populated urban area still held by IS – on February 19, and have retaken a series of neighbourhoods from the jihadists. (Photo by Ahmad Al-Rubaye/AFP Photo)

An injured boy who is undergoing surgery, after he was injured in what activists said was an airstrike by forces loyal to Syria's president Bashar al-Assad, rests inside a field hospital in the Douma neighborhood of Damascus, Syria December 5, 2015. Douma in Syria, an area controlled by rebels fighting to topple President Bashar al-Assad, has been shelled continuously for the past three years. The injured are taken to basements and shelters transformed into field hospitals run by medical staff who have stayed in the battered neighbourhood of Damascus. (Photo by Bassam Khabieh/Reuters)

A youth skates next to a road in Palembang, South Sumatra, Indonesia on August 15, 2018. (Photo by Edgar Su/Reuters)

A farmer waits for customers at a wholesale vegetable market in Prayagraj, Uttar Pradesh state, India, Sunday, July 25, 2021. (Photo by Rajesh Kumar Singh/AP Photo)

A Palestinian girl cries as she stands above debris near a house that was hit during Israeli strikes in Khan Yunis in the southern Gaza Strip, on April 2, 2025. Israeli Defence Minister Israel Katz announced on April 2, a major expansion of military operations in Hamas-run Gaza, saying the army would seize “large areas” of the Palestinian territory. (Photo by Eyad Baba/AFP Photo)

1: Dubai's Burj Khalifa is the tallest building in the world, but perhaps not for long. Saudi Arabia has announced plans to build a 1 kilometer (3,280 foot) tower into the sky, to be named the Jeddah Tower, scheduled for completion in 2020. The Burj Khallifa currently stands at 2,716 ft. (Photo by Matthias Seifert/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.