Capgrossos de Mataro team members fall during the 25th Castells' contest at the Tarraco Arena in Tarragona, Catalonia, northeastern Spain, 02 October 2016. The “Castells” is a popular event in which people create human towers up to a height of between six and ten levels. (Photo by Jaume Sellart/EPA)

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.

Men rest after salvaging metal on the 30th floor of the “Tower of David” skyscraper in Caracas February 3, 2014. A 45-storey skyscraper in the center of Venezuela's capital Caracas is a slum, probably the highest in the world. Dubbed the “Tower of David”, the building was intended to be a shining new financial center but was abandoned around 1994 after the death of its developer – banker and horse-breeder David Brillembourg – and the collapse of the financial sector. (Photo by Jorge Silva/Reuters)

A visitor tries out the new glass Skywalk at the top of the refurbished Blackpool Tower on September 1, 2011 in Blackpool, England. After a GBP Ј20 million refurbishment, the iconic seaside Blackpool Tower opened today to the general public. The observation deck at the top of the tower becomes the Blackpool Tower Eye and features a skywalk made of glass overlooking the sea and the promenade. The opening is part of Blackpool's GBP Ј250 million GBP regeneration project. (Photo by Christopher Furlong/Getty Images)

21 year-old Chanel Tapper, with the amazing tongue and 35 year-old Aevin Dugas, with the beautiful hair was certified as world record breakers for the world’s longest tongue and the world’s biggest afro in the Guinness Book of World Records. (Photo by Guinness World Records)

Kenichi Ito runs on his arms and legs on a race course on his way to setting the Guinness World Record fastest time for the 100-meter dash on all fours at Komazawa Olympic Park Stadium in Tokyo Thursday, November 14, 2013. The 30-year-old Japanese finished in 16.87 seconds Thursday, shaving more than half a second off his 2012 run of 17.47. (Photo by Shizuo Kambayashi/AP Photo)

A hostage runs towards a police officer outside Lindt cafe, where other hostages are being held, in Martin Place in central Sydney December 15, 2014. Two more hostages have run out of the cafe at the center of a siege in Sydney, Australia's largest city, according to a Reuters witness at the site. The two women were both wearing aprons indicating they were staff at the Lindt cafe where a gunman has been holding an unknown number of hostages for several hours. Three men had earlier run out of the cafe. (Photo by Jason Reed/Reuters)

Maintenance engineer Darren Unsworth cleans one of the crystal Edwardian chandeliers that illuminate Blackpool Tower Ballroom on January 16, 2012 in Blackpool, England. Blackpool's famous Tower Ballroom is undergoing an annual spring clean which includes lowering the ornate chandeliers where each shard of crystal is cleaned for the coming season of dancing. The dance floor consisting of 30,602 blocks of mahogany, oak and walnut is also sanded and polished to give the perfect dance floor. (Photo by Christopher Furlong/Getty Images)