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.

In this Thursday, October 3, 2019 photo, a female black bear sleeps with its tongue out high up in a Ponderosa pine tree near Clark Fork School in the Rattlesnake neighborhood of Missoula, Mont. The bear's cub, not pictured, was snoozing on a nearby branch. (Photo by Tommy Martino/The Missoulian via AP Photo)

A poster advertises the highly anticipated video game, “Call Of Duty: Modern Warfare 3” at a GameStop Corp. store November 6, 2011 in North Las Vegas, Nevada. Video game publisher Activision plans to release the eighth installment in the “Call of Duty” franchise at midnight on November 8. (Photo by Ethan Miller/Getty Images)

“The Sloan Digital Sky Survey III (SDSS-III) has released the largest-ever three-dimensional map of massive galaxies and distant black holes, which will help astronomers explain the mysterious “dark matter” and “dark energy” that scientists know makes up 96 percent of the Universe”. – SDSS-III

“The Sunsetter”. An EF-4 tornado rips through the open space of farmland near Rozel, Kansas. This tornado moves slowly but powerful towards the setting sun an gets its beautiful color right before sunset. Storm Chasers are spotting on the left side. Photo location: Rozel, Kansas. (Photo and caption by Dennis Oswald/National Geographic Photo Contest)

ATTENTION! All pictures are presented in high resolution. To see Hi-Res images – just TWICE click on any picture. In other words, click small picture – opens the BIG picture. Click BIG picture – opens VERY BIG picture.

The Intel logo is projected on the face of Intel Executive Vice President Dadi Perlmutter as he speaks during a news conference about the 3-D Tri-Gate transistors called “Ivy Bridge” on May 4, 2011 in San Francisco, California. Intel announced a technical breakthrough in the microprocessors with the world's first Tri-Gate transistors, that will increase speed and consume less energy. (Photo by Justin Sullivan/Getty Images)

“Light From Heaven”. Taken around Mount Bromo, East Java, Indonesia in the morning. Photo location: East Java, Indonesia. (Photo and caption by Pimpin Nagawan/National Geographic Photo Contest)

ATTENTION! All pictures are presented in high resolution. To see Hi-Res images – just TWICE click on any picture. In other words, click small picture – opens the BIG picture. Click BIG picture – opens VERY BIG picture.

“Cub”. In the colony of penguins in South Georgia. (Photo and caption by Ondrej Zaruba/National Geographic Traveler Photo Contest)

ATTENTION! All pictures are presented in high resolution. To see Hi-Res images – just TWICE click on any picture. In other words, click small picture – opens the BIG picture. Click BIG picture – opens VERY BIG picture.