A man dressed up as the devil jumps over babies lying on a mattress in the street during “El Colacho”, the “baby jumping festival” in the village of Castrillo de Murcia, near Burgos on June 18, 2017. Baby jumping (El Colacho) is a traditional Spanish practice dating back to 1620 that takes place annually to celebrate the Catholic feast of Corpus Christi. During the act – known as El Salto del Colacho (the devil's jump) or simply El Colacho – men dressed as the Devil jump over babies born in the last twelve months of the year who lie on mattresses in the street. (Photo by Cesar Manso/AFP 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.

A dog in a purple dress, taken in El Dorado, Arkansas, December 2016. The dapper dogs in clothes are back with a second series, and they’re feeling festive. (Photo by Tammy Swarek/Barcroft Images)

Revellers dressed in mock military garb take part in the “Els Enfarinats” battle in the southeastern Spanish town of Ibi on December 28, 2017. During this 200-year-old traditional festival participants known as Els Enfarinats (those covered in flour) dress in military clothes and stage a mock coup d'etat as they battle using flour, eggs and firecrackers outside the town hall as part of the celebrations of the Day of the Innocents. (Photo by Jaime Reina/AFP Photo)

Aymara indigenous women “Martha La Altena” (El Alto's Martha) (R) and “Susana La Bonita” (Pretty Susana) take part in a freestyle wrestling flight in El Alto, on June 29, 2018. “Cholita Fighters” aim to include their show in a tourist route. (Photo by Aizar Raldes/AFP Photo)

Mahmoud El Komy, a 26-year-old Egyptian mechatronics engineer, stands beside Cira 3, a remote-controlled robot that runs tests on suspected coronavirus disease (COVID-19) patients, to limit the human exposure to the virus, amid a second wave of infections in Tanta, Egypt, November 18, 2020. (Photo by Mohamed Abd El Ghany/Reuters)

Nadezhda Tolokonnikova, a member of the feminist punk band, p*ssy Riot, right, reads papers at a district court in Zubova Polyana 440 km southeast of Moscow in Russia's province of Mordovia, Friday, April 26, 2013. A Russian court is to consider whether one of the jailed p*ssy Riot members is eligible for early release. Nadezhda Tolokonnikova, in custody since her arrest in March 2012, is serving a two-year sentence for the band's irreverent protest against President Vladimir Putin in Moscow's main cathedral. Tolokonnikova's lawyer Irina Khrunova is at right. (Photo by Mikhail Metzel/AP Photo)