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 young Bengal tiger cub smuggled into the US and seized at the Mexico border is displayed for the media during Operation Jungle Book at the US Fish and Wildlife Service in Torrance, California on October 20, 2017. Operation Jungle Book, a law enforcement initiative led by the US Fish and Wildlife Service that targeted wildlife smuggling, resulting in federal criminal charges against defendants who allegedly participated in the illegal importation and/ or transportation of numerous animal species – including a tiger, monitor lizards, cobras, Asian “lucky” fish, exotic songbirds and several coral species. (Photo by Mark Ralston/AFP Photo)

A performer dressed as a Hello Kitty poses inside a Hello Kitty-themed Taroko Express train in Taipei, Taiwan March 21, 2016. Lucky fans of Hello Kitty were among the first to ride a train themed after the iconic fictional character on its inaugural run in Taiwan on Monday. The Hello Kitty-themed Taroko Express train, the first in Taiwan, set off from the Shulin train station and will travel to Taitung on the east coast route. The Taiwan Railway Administration, which will introduce Hello Kitty merchandise, said it plans to adds more themed trains to its fleet. (Photo by Tyrone Siu/Reuters)

A child parades on a float during the Bun Festival on May 25, 2015 in Hong Kong, Hong Kong. One of Hong Kong's most colourful cultural celebration event, Cheung Chau Bun Festival, will be staged on 25 May 2015 (Monday) till 26 May 2015 midnight (Tuesday). This festival has over 100 years of history. Every year, thousands of people descend upon the tiny island for The Piu Sik (Floating Colours) Parade, Lucky Bun (Ping On Bun) and The Bun Scrambling Competition, the ancient custom during the festival. (Photo by Lam Yik Fei/Getty Images)

“Coming back home at 5am sunrise, I was just beginning to digest the grand event I was lucky to witness and cover: the wedding of the grandson of one of the most influential spiritual leaders in Israel’s ultra-Orthodox community...”. – Ronen Zvulun via Reuters. Photo: Ultra-orthodox Jewish wedding in Israel. Tens of thousands of Ultra-Orthodox Jews of the Belz Hasidic dynasty gather at the wedding ceremony of Rabbi Shalom Rokach in Kiryat Belz, in Jerusalem, on May 21, 2013. Around 25,000 ultra-orthodox Jews took part, making it one of the biggest weddings of the past few years. (Photo by Gil Cohen)

A woman poses for a photo in an almond plantation near Kiryat Gat, Israel February 17, 2018. (Photo by Amir Cohen/Reuters)

Female Chimpanzee “Fifi” eats carrots as she sits in her enclosure at Taronga Zoo on her 60th birthday May 21, 2007 in Sydney, Australia. Fifi is the oldest of the Zoo's chimp population, which consists of 19 individuals. (Photo by Ian Waldie/Getty Images)