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.

People wrapped in blankets sit on the road as they are evacuated from a hotel after an earthquake in Kumamoto, southern Japan, in this photo taken by Kyodo April 14, 2016. A powerful earthquake with a magnitude of 6.5 knocked over buildings in southern Japan on Thursday evening, and police said people may be trapped underneath. (Photo by Reuters/Kyodo News)

Rescue workers help the injured at the site of a multi-storey building collapse in the capital Nairobi, Kenya Sunday, January 4, 2015. The residential building in the Huruma neighborhood of Nairobi collapsed on Sunday and according to the Kenya Red Cross, a dozen people have so far been rescued but an unknown number are still feared trapped. (Photo by AP Photo)

A young lady poses for the camera as police steward boozers away from pubs and bars in Newcastle, United Kingdom on October 23, 2020. The extra restrictions which servely limits social mixing in hospitality venues will come into effect on October 23, 2020. (Photo by North News and Pictures/The Sun)

Charles Manson plays up to the camera during a 1988 interview with reporter Geraldo Rivera at San Quentin prison in 1988. Authorities say Manson, cult leader and mastermind behind 1969 deaths of actress Sharon Tate and several others, died on Sunday, November 19, 2017. He was 83. (Photo by AP Photo)

People are captured by FLIR (Forward-Looking Infrared) HD Thermal Imaging Cameras as they walk near the FLIR exhibit at the Las Vegas Convention Center during CES 2019 in Las Vegas on January 10, 2019. (Photo by David McNew/AFP Photo)

In a picture taken with an underwater camera, a couple stands in front of a Polynesian priest during their underwater wedding ceremony on October 25, 2014 in Bora-Bora, in French Polynesia. The ceremony lasts twenty minutes and costs around 2700 euros. (Photo by Ben Thouard/AFP Photo)

Of the epic landscape, the California-based photographer said: “It was an incredible moment and I'm just glad I decided that day to pick up my camera and give it a go because I don't know if I will ever get the chance again”. (Photo by Nolan Nitschke/Caters News)