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 Nihang Sikh, belonging to the Sikh warrior clan, performs Gatka, a form of Sikh martial arts, during a religious procession marking the 350th martyrdom anniversary of Guru Tegh Bahadur Ji in New Delhi, India, 25 November 2025. The procession commemorates the martyrdom of the 9th Sikh Guru, Sri Guru Tegh Bahadur Ji, who was executed in 1675 AD for refusing to convert to Islam on the orders of Mughal Emperor Aurangzeb. The event is observed at Gurudwara Sis Ganj in Delhi. Guru Tegh Bahadur, the youngest of the five sons of Guru Hargobind, was born in Amritsar in 1621. (Photo by Rajat Gupta/EPA)

An armed demonstrator lifting a Palestinian and Yemeni flags gestures during an anti-Israel and anti-US rally in the Huthi-controlled capital Sanaa on January 19, 2024, protesting the US designation of Yemen's Huthi rebels as “terrorists”, after a series of attacks on Red Sea shipping amid ongoing battles between Israel and the militant Hamas group in Gaza. (Photo by Mohammed Huwais/AFP Photo)

Smoke rises during an explosion from an Israeli forces strike in Gaza City, Saturday, November 17, 2012. Israel bombarded the Hamas-ruled Gaza Strip with nearly 200 airstrikes early Saturday, the military said, widening a blistering assault on Gaza rocket operations by militants to include the prime minister's headquarters, a police compound and a vast network of smuggling tunnels. (Photo Hatem Moussa/AP Photo)

Palestinians inspect a destroyed street after an Israeli strike in Gaza City, 13 May 2021. In response to days of violent confrontations between Israeli security forces and Palestinians in Jerusalem, various Palestinian militants factions in Gaza launched rocket attacks since 10 May that killed at least six Israelis to date. Gaza Strip's health ministry said that at least 65 Palestinians, including 13 children, were killed in the recent retaliatory Israeli airstrikes. Hamas confirmed the death of Bassem Issa, its Gaza City commander, during an airstrike. (Photo by Mohammed Saber/EPA/EFE)

A Palestinian female volunteers for the al- Aqsa Martyrs Brigade, a militant group part of Fatah movement, stands with her weapon in this undated photo. Unlike Hamas and Islamic Jihad, the ideology of al-Aqsa is rooted in Palestinian nationalism not political Islam, and is the only Palestinian group that accepts and trains women to be “martyrs”. (Photograph by Courtney Kealy/Getty Images)

In this Tuesday, June 23, 2015, photo, an Israeli vendor waits for clients at the southern Israeli town of Sderot, next to the Israel-Gaza border. A year after the Gaza war, the community in southern Israel, long battered by rockets from the Hamas-run territory next door, has slowly recovered and is even seeing a quiet boom. (Photo by Oded Balilty/AP Photo)

A painting of Chinese President Xi Jinping holding an umbrella is seen on the toilet wall in a guesthouse in Hong Kong December 30, 2014. Set up in a small apartment in the Causeway Bay shopping district, the guesthouse that gives what it calls “Umbrella Revolution Occupation Experience” charges guest HK$100 (US$13) a night to stay in a tent surrounded by pro-democracy banners, a cardboard cutout of President Xi Jinping holding a yellow umbrella, and serve toilet paper printed with the face of embattled leader of Hong Kong chief executive Leung Chun-ying. (Photo by Tyrone Siu/Reuters)