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 child parades on a float during the Bun Festival on May 25, 2015 in Hong Kong, Hong Kong. One of Hong Kong's most colourful cultural celebration event, Cheung Chau Bun Festival, will be staged on 25 May 2015 (Monday) till 26 May 2015 midnight (Tuesday). This festival has over 100 years of history. Every year, thousands of people descend upon the tiny island for The Piu Sik (Floating Colours) Parade, Lucky Bun (Ping On Bun) and The Bun Scrambling Competition, the ancient custom during the festival. (Photo by Lam Yik Fei/Getty Images)

A performer dressed as a Hello Kitty poses inside a Hello Kitty-themed Taroko Express train in Taipei, Taiwan March 21, 2016. Lucky fans of Hello Kitty were among the first to ride a train themed after the iconic fictional character on its inaugural run in Taiwan on Monday. The Hello Kitty-themed Taroko Express train, the first in Taiwan, set off from the Shulin train station and will travel to Taitung on the east coast route. The Taiwan Railway Administration, which will introduce Hello Kitty merchandise, said it plans to adds more themed trains to its fleet. (Photo by Tyrone Siu/Reuters)

Burundian refugees gather on the shores of Lake Tanganyika in Kagunga village in Kigoma region in western Tanzania with their belongings, as they wait for MV Liemba to transport them to Kigoma township, May 17, 2015. Burundi's embattled President Pierre Nkurunziza sacked his defense and foreign ministers on Monday, five days after surviving an attempted coup by generals opposed to his bid for a third term in office. (Photo by Thomas Mukoya/Reuters)

Japan's Self-Defence Forces' women's personnel march during the annual SDF ceremony at Asaka Base, Japan, October 23, 2016. Some 40,00 troops, 280 military tanks and vehicles participated in the annual Japan's Self-Defense Forces parade. (Photo by Kim Kyung-Hoon/Reuters)

In this photo distributed by the Israeli Defense Forces (IDF) May 23, 2005, woman soldiers wear branches in their helmets as their infantry instructors' course learns about camouflage during the field craft week of their training May 19, 2005 at an army base near Beersheva in Israel's southern desert. It takes the IDF more than 2 months to teach these 18-year-old female recruits the basic arts of warfare before they assigned to pass on their newly-acquired skills to the army's male and female draftees. (Photo by Abir Sultan/IDF via Getty Images)

When you think of the People's Liberation Army, you probably don't think of line dancing. But the Chinese military's latest online recruiting video makes a soldier's life look more fun than the macarena. The brief spot, posted last week on the website of the Ministry of National Defense and going viral, features tanks and fighter jets, as well as soldiers dancing in rows to a quirky hit tune by the Chopsticks Brothers called “Little Apple”. Its lyrics include, “You are my little dear little apple/I can never stop loving you”.

A young Bengal tiger cub smuggled into the US and seized at the Mexico border is displayed for the media during Operation Jungle Book at the US Fish and Wildlife Service in Torrance, California on October 20, 2017. Operation Jungle Book, a law enforcement initiative led by the US Fish and Wildlife Service that targeted wildlife smuggling, resulting in federal criminal charges against defendants who allegedly participated in the illegal importation and/ or transportation of numerous animal species – including a tiger, monitor lizards, cobras, Asian “lucky” fish, exotic songbirds and several coral species. (Photo by Mark Ralston/AFP Photo)