In this Monday, April 6, 2020 photo, a woman carries a her baby and a bucket of water in Harare. Lockdowns imposed to curb the coronavirus’ spread have put millions of women in Africa, Asia and elsewhere out of reach of birth control and other sexual and reproductive health needs. Confined to their homes with husbands and others, they face unwanted pregnancies and little idea of when they can reach the outside world again. (Photo by Tsvangirayi Mukwazhi/AP Photo)

A Fulani Pastoralist carries two baby sheep on her donkey cart as her family move on northwards in Barkedji, Senegal on July 21, 2020. Thousands of Pastoralist families will start the movement north in the next weeks. With the first rains comes fresh grass and water for the Fulani herders' livestock, it also marks the point where most of the Pastoralist will move northwards until the dry season. (Photo by John Wessels/AFP Photo)

Morgan Miller carries her one-year-old daughter Mia Jennings in one arm as she shovels the stairs to her Springfield home with the other Sunday, January 13, 2019. Miller said she's learned how to do a lot of things while holding a baby in the last year. (Photo by Ted Schurter/The State Journal-Register via AP Photo)

“Smudge” an orphaned echidna puggle is held by Veterinary nurse Sarah Male ahead of its feeding on November 07, 2022 in Sydney, Australia. Echidnas, sometimes known as spiny anteaters, are native to Australia. A baby echidna was found orphaned by the side of the road and is being cared for at Sydney's Taronga Zoo hospital. The care is intensive with several feedings per day, and the echidna is housed in temperature-controlled environment to aid its recovery and growth. (Photo by Jenny Evans/Getty Images)

The fennec fox or fennec (Vulpes zerda) is a small nocturnal fox found in the Sahara of North Africa.

A mahout (elephant driver) walks a baby elephant across the city streets at night September 27, 2008 in Bangkok, Thailand. (Photo Paula Bronstein/Getty Images)

The interior of a house is damaged after an earthquake in Imphal, capital of the northeastern Indian state of Manipur, Monday, January 4, 2016. Five deaths have been reported from in and around Imphal due to falling debris. Imphal has a population of 270,000, and people were jolted from their sleep and ran out of their homes in panic. (Photo by Bullu Raj/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.