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.

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)

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)

A view of one of the dioramas contained inside iron boxes as part of the “S.A.C.R.E.D” installation by Chinese artist Ai Weiwei during a media preview at the cathedral in Cuenca, Spain, July 21, 2016. Ai Weiwei has reproduced scenes of his incarceration for a new art installation, a series of almost life-size dioramas – encased in steel boxes – showing his life in jail. (Photo by Susana Vera/Reuters)

A fishmonger carries a shark on his motorcycle in Padang, West Sumatra, Indonesia August 25, 2016. (Photo by Iggoy el Fitra/Reuters/Antara Foto)

A woman worker prepares her stall at Tanah Abang textile market in Jakarta, Indonesia January 11, 2017. (Photo by Fatima El-Kareem/Reuters)