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.

NASA space shuttle Atlantis in Earth orbit is seen during a Rendezvous Pitch Maneuver, or back flip to enable space station crew members to take high resolution digital pictures of the shuttle's heat shield before docking for the last time with the International Space Station July 10, 2011 in space. Atlantis has embarked on a 12-day mission to the International Space Station where it will deliver the Raffaello multi-purpose logistics module packed with supplies and spare parts. This will be the final launch of the space shuttle program, which began on April 12, 1981 with the launch of Colombia. (Photo by NASA via Getty Images)

One of the nine baby flamingos born at Bristol Zoo stands with the adults as they feed together on August 19, 2011 in Bristol, England. Nine flamingo chicks have hatched at Bristol Zoo Gardens in the last three months – the biggest number the Zoo has ever had. The chicks, which are Greater Flamingoes from Africa and southern Europe and range in age from four weeks to three months old, take the Zoo's total flock to 38 birds. (Photo by Matt Cardy/Getty Images)

A devotee of the Chinese shrine of Kathu Shrine, pierces his cheeks with umbrellas during a procession of Vegetarian Festival on October 4, 2011 in Phuket, Thailand. Ritual Vegetarianism in Phuket Island traces it roots back to the early 1800's. The festival begins on the first evening of the ninth lunar month and lasts for nine days. Participants in the festival perform acts of body piercing as a means of shifting evil spirits from individuals onto themselves and bring the community good luck. (Photo by Athit Perawongmetha/Getty Images)

Conjoined twins Angelica (C) and Angelina Sabuco (L) play with child life specialist Allison Brooks during a press conference at the Lucile Packard Children's Hospital at Stanford on October 31, 2011 in Palo Alto, California. Two year-old conjoined twins Angelica and Angelina Subaco who are connected at the chest and abdomen are preparing for separation surgery by Dr. Gary Hartman. The surgery will last between 6 and 8 hours that is followed by three hours of reconstructive surgery for each girl. (Photo by Justin Sullivan/Getty Images)

Starting on Monday, August 12, Perseid meteors will streak across the summer sky for a couple of nights, offering casual stargazers and serious nighttime photographers a chance to capture a glimpse of the annual meteor shower. Photo: Photographer David Kingham created this composite image from 23 photos on August 12, 2012. (Photo by David Kingham)

A police officer reacts to flames during a protest against Chile's government in Santiago, Chile on November 4, 2019. Unrest began in Chile last October 18 with protests against a rise in transport tickets and other austerity measures and descended into vandalism, looting, and clashes between demonstrators and police. Protesters are angry about low salaries and pensions, poor public healthcare and education, and a yawning gap between rich and poor. (Photo by Henry Romero/Reuters)