A solders in ceremonial attire sweats as he waits outside Suddhaisavarya Prasad Hall, in which Thailand's King Maha Vajiralongkorn scheduled to grant a public audience in Bangkok, Thailand, Monday, May 6, 2019. King Maha Vajiralongkorn was officially crowned amid the splendour of the country's Grand Palace, taking the central role in an elaborate centuries-old royal ceremony that was last held almost seven decades ago. (Photo by Gemunu Amarasinghe/AP Photo)

A woman holds up what the Chris Steaks & Burgers restaurant says is Thailand's biggest burger weighing more than 6 kilograms, before a competition held to eat it at the restaurant in Bangkok, Thailand, October 11, 2019. Chris Steaks and Burgers is offering a 10,000 baht ($330) prize for anyone who can finish the mammoth snack in nine minutes – one baht for every calorie. (Photo by Jiraporn Kuhakan/Reuters)

A boy swims in Chao Phraya River as he helps to place a Krathong, or a “floating basket”, in the water amid a yearly festival during which rafts of neatly folded banana leaves, decorated with flowers, candles and incense, are offered to thank the water goddess for good luck and for using her water to grow crops and support all life, in Bangkok, Thailand on November 8, 2022. (Photo by Chalinee Thirasupa/Reuters)

A lizard wears a cowboy hat at Pet Expo Thailand on May 06, 2023 in Bangkok, Thailand. Dogs take part in a skateboarding competition at Pet Expo Thailand, a four day exhibition held at the Queen Sirikit National Convention Center. Dogs were judged on form and agility and separated into novice and experienced categories. Placing first place in the novice category was Mui and first in the experienced category was Suradej. Both house pets and exotic animals were featured at the expo, with visitors and their pets able to interact with them. (Photo by Lauren DeCicca/Getty Images)

Vendor Nyurgusun Starostina, 47, poses for a picture at an open-air market on a frosty day in Yakutsk, Russia, December 5, 2023. Temperatures in parts of the Sakha Republic, also known as Yakutia and located in the northeastern part of Siberia, went below minus 50 degrees Celsius (minus 58 degrees Fahrenheit) on December 5. (Photo by Roman Kutukov/Reuters)

Willy Adames #2 and Mike Yastrzemski #5 of the San Francisco Giants high five after the game against the San Diego Padres at Oracle Park on June 5, 2025 in San Francisco, California. (Photo by Suzanna Mitchell/San Francisco Giants/Getty Images)

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)

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.