A woman takes pictures using her mobile phone on a deserted square decorated ahead of Christmas, in Pristina on December 7, 2020, during a government-imposed curfew from 7pm to 5am, as part of preventive measures against the spread of the Covid-19. (Photo by Armend Nimani/AFP Photo)

Ukrainian army soldier Dasha, 22, checks her phone after a military sweep to search for possible remnants of Russian troops after their withdrawal from villages in the outskirts of Kyiv, Ukraine, Friday, April 1, 2022. (Photo by Rodrigo Abd/AP Photo)

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)

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)

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)

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)

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.