The Cobra JoyRide car charger by Cobra Electronics is displayed during a press event at The Venetian for the 2012 International Consumer Electronics Show (CES) January 8, 2012 in Las Vegas, Nevada. The JoyRide works with Android phones and can automatically trigger preset phone functions like enabling GPS or disabling Wi-Fi with the press of a single button. It will be available for USD 39 in the second quarter of 2012. (Photo by Ethan Miller/Getty Images)

A model (C) looks at her mobile phone while backstage before the araisara Sara Arai Collection show during China Fashion Week in Beijing on March 27, 2015. China Fashion Week runs from March 24 to March 31. (Photo by Wang Zhao/AFP Photo)

A woman takes pictures with her mobile phone at a building, which is made by half of a replica of the Qinian Hall of the Temple of the Heaven (R) and half of a western building, at a studio for productions of films and television shows on the outskirts of Shijiazhuang, Hebei province, China, December 3, 2015. (Photo by Reuters/Stringer)

Model Inna Magomedova uses her mobile phone while she presents “The Alive Painting” body art work by Russian artist Maria Gasanova during the Art Krasnoyarsk annual festival in Siberian city of Krasnoyarsk, Russia, October 26, 2016. (Photo by Ilya Naymushin/Reuters)

Models use their phone lights during a power outage to put on make-up before the start of the third Ouaga Fashion Week in Ouagadougou, Burkina Faso, Friday May 13, 2022. Ouaga Fashion Week returned to the Burkinabe capital after a two year COVID-19 related break. (Photo by Sophie Garcia/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.

A cat wears a “Tsunagaru Col” gadget next to a smart phone displaying the connected app, at the Anicall Corp booth during the Wearable Device Technology Expo in Tokyo January 14, 2015. The gadget (“Tsunagaru” means connection) for animals tracks information about pets, such as the location and other animals the pet might be interacting with, with the purpose of providing “social networking” for animals. The expo runs until January 16 as a part of Japan's largest electronic exhibition expected to attract around 77,000 visitors, according to organisers. (Photo by Yuya Shino/Reuters)

Pakistani Waseem Akram, 27, dances during a private party in Rawalpindi, Pakistan. By day, Akram sells mobile phone accessories from an alleyway shop in an old neighborhood of this Pakistani city, Thursday, January 15, 2015. Across conservative Pakistan, where Islamic extremists launch near-daily attacks and many follow a strict interpretation of their Muslim faith, male cross-dressers and the transgendered face a challenge of balancing two identities. Some left their villages for the anonymity of a big city, fearing the reactions of their families while still concealing their identity from neighbors and co-workers. (Photo by Muhammed Muheisen/AP Photo)