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.

The interior of a house is damaged after an earthquake in Imphal, capital of the northeastern Indian state of Manipur, Monday, January 4, 2016. Five deaths have been reported from in and around Imphal due to falling debris. Imphal has a population of 270,000, and people were jolted from their sleep and ran out of their homes in panic. (Photo by Bullu Raj/AP Photo)

A dog wearing a hat, a pair of sunglass and a lei standing in a fountain of water on August 5, 2022 in Hong Kong, China. The Hong Kong SongKran Festival will be held in a shopping centre from August 5 to 9. (Photo by Vernon Yuen/Rex Features/Shutterstock)

A man dressed as one of the Three Kings greets people during the Epiphany parade in Gijon, Spain January 5, 2017. (Photo by Eloy Alonso/Reuters)

Workers carry a metal sheet at a dockyard in Dhaka, Bangladesh, December 5, 2018. (Photo by Mohammad Ponir Hossain/Reuters)

An Afghan boy carries his wheelbarrow in Kabul, Afghanistan, Monday, August 5, 2019. (Photo by Rafiq Maqbool/AP Photo)

Youth category winner: Symphony No 5 by Giacomo Redaelli (Italy). (Photo by Giacomo Redaelli/2019 Nature Photographer of the Year)

Children play amid icebergs on the beach in Nuuk, Greenland, June 5, 2016. (Photo by Alister Doyle/Reuters)