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.

Potters colour earthen lamps at a workshop ahead of the Hindu festival of Diwali in Amritsar October 15, 2014. Earthen lamps are sold in large numbers during Diwali, the annual Hindu festival of lights, as people use them to decorate their homes. (Photo by Munish Sharma/Reuters)

Last Friday, in Afghanistan's mountainous northeastern province of Badakhshan, an enormous landslide took place, burying much of a small village, and killing hundreds. Officials say that at least 300 residents of Abi Barik village were killed, but are uncertain about exact numbers, cautioning that the final number could be 500 or more. Rescue teams gave up hope on Saturday of finding any survivors, focusing energy on helping the hundreds suddenly made homeless. Many of the surviving families have struggled to get aid. Some have gone to nearby villages to stay with relatives or friends, while others have slept in tents provided by aid groups.

A building burns after an explosion on 2nd Avenue on March 26, 2015 in New York City. The seven alarm fire drew firefighters from across the city. A number of injuries have been reported. (Photo by Andrew Burton/Getty Images)

A hunter holds a shot female pheasant next to his dog “Lola”, a Deutsch female Kurzhaar, during the first day of the Italy hunting season in Castell'Azzara, Tuscany, central Italy, September 20, 2015. The number of hunters in Italy has been decreasing, from 1,701,853 in 1980 to 751.876 in 2007, with a percentage reduction of 55.8%, according to the latest available numbers from the national statistics bureau ISTAT. (Photo by Max Rossi/Reuters)

A human rainbow is created at a BASEOrlando coordinated event, “Orlando Strong Body Paint”, on Friday, June 17, 2016 in Orlando, Fl. The group created the rainbow, composed of volunteers numbering the same as that of the victims of the Pulse shooting, as a visual reminder of the amount of lives lost. (Photos by Amanda Voisard/The Washington Post)