Soldiers with the Afghan National Army (ANA) at an outpost in the Momand Valley on July 16, 2017 in Achin District, Afghanistan. The building was previously used as of a jail by the Islamic State of Iraq and Syria – Khorasan (ISIS-K) and was taken by Afghan Commandos nine days prior. Operations are currently underway to remove ISIS fighters from Nangarhar Province in Eastern Afghanistan. (Photo by Andrew Renneisen/Getty Images)

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.

In this photo taken late Thursday, May 7, 2015, a prison guard, left, and seated inmates cast shadows on a wall while waiting for the beginning of a rock concert by Romanian band Pro Musica, inside the Popa Sapca jail in Timisoara, western Romania. (Photo by Adi Piclisan/AP Photo)

A protester poses for a photo in front of a burning barricade in Barcelona, Spain on February 17, 2021 as a protest following the imprisonment of rapper “Pablo Hasel” convicted to jail for glorifying terrorism and insulting Spain's former king in lyrics turns into riots for a second night. (Photo by Matthias Oesterle/ZUMA Wire/Rex Features/Shutterstock)

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)

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)

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)