In this April 7, 2015 photo, a tourist peers through the door of a jail cell inside the now empty Garcia Moreno prison during a guided tour for the public in Quito, Ecuador. According to tour guides, this cell was nicknamed “Los Polillas”, or “The Moths”. Here, in a room designed to hold two prisoners, about 15 inmates with drug addictions were locked in overnight by the prison gangs that controlled daily life. The locked-in prisoners were also known to prostitute themselves to get access to drugs. (Photo by Dolores Ochoa/AP Photo)

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)

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)

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)

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.

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)