Solana Plains (R) escorts a distraught Elijah West, cousin of Troy Davis, out of the Towaliga County Line Baptist Church that is across from the Jackson State Prison for the planned execution of inmate Troy Davis on September 21, 2011 in Jackson, Georgia. (Photo by Jessica McGowan/Getty Images)

Miss Talavera Bruce 2017, Mayana Rosa Alves, right, takes a cigarette break with two contestants before the start of the 13th annual Miss Talavera Bruce beauty pageant at the penitentiary the pageant is named for, in Rio de Janeiro, Brazil, Tuesday, December 4, 2018. Prison authorities say they organize the annual beauty contest to encourage self-esteem, fight idleness and promote integration among the female inmates. (Photo by Silvia Izquierdo/AP Photo)

A relative of murdered prisoner, lies on a chair next to his coffin during a wake after a prison riot in the city of Altamira, Para state, Brazil on July 30, 2019. At least 57 prisoners were killed by other inmates during clashes between organized crime groups in the Altamira prison in northern Brazil Monday with 16 of the victims being decapitated, according to prison officials. (Photo by Bruno Kelly/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.

A prisoner from the Pedrinhas prison is carried to receive medical help after he was injured during a fight between rival gangs inside the jail, in Sao Luiz, capital of Maranhao state, January 8, 2014. The recent posting on a major Brazilian news website of a video filmed last December 17 by Pedrinhas prisoners of the decapitated and tortured bodies of rival inmates inside the jail has highlighted some of the problems present in the country's prison system which houses nearly twice as many prisoners as its capacity, according to official statistics. (Photo by Douglas Cunha/Reuters/O Estado do Maranhão)

A woman sits in a cell at the Los Angeles County Women's jail in Lynwood, California April 26, 2013. (Photo by Lucy Nicholson/Reuters)

Mara Salvatrucha (MS) gang members show off their weapons in the Las Victorias district of San Salvador. In March 2012, the two largest gangs in El Salvador - the Mara Salvatrucha (MS) and the Barrio 18 (M18) - agreed on a truce following secret negotiations between gang leaders in prison which were mediated by a bishop and a former rebel leader. It is unclear whether the decision was the idea of the gangs themselves or whether they were encouraged by the government. (Photo by Adam Hinton)

People in Mexico wave at U.S. Border Patrol agents on horseback patrolling the U.S.-Mexico border fence near San Diego, California, U.S., November 10, 2016. (Photo by Mike Blake/Reuters)