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.

“Sky burial or ritual dissection was once a common funerary practice in Tibet wherein a human corpse is cut in specific locations and placed on a mountaintop, exposing it to the elements or the mahabhuta and animals – especially to birds of prey. The location of the sky burial preparation and place of execution are understood in the Vajrayana traditions as charnel grounds. In Tibet the practice is known as jhator, which literally means, «giving alms to the birds»”. – Wikipedia

Photo: A burial master chops bones of a body to feed vultures during a celestial burial ceremony on April 19, 2006 in Dari County of Guoluo Prefecture, Qinghai Province, northwest China. Celestial burial is a traditional funeral of Tibetan people, which began in the 7th century. (Photo by China Photos/Getty Images)

A pro-government supporter scuffles with an anti-extradition supporter outside the office of pro-China lawmaker Junius Ho in Tsuen Wan in Hong Kong, China on July 22, 2019. Hong Kong demonstrators gathered for another weekend of protests against the controversial extradition bill and with a growing list of grievances, maintaining pressure on Chief Executive Carrie Lam. (Photo by Edgar Su/Reuters)

Cycling jerseys, part of a collection belonging to French cycling fan Gerald, hang from a line during the 4th stage of the Tour de France cycling race from Seraing in Belgium to Cambrai in France, July 7, 2015. Photographing the Tour de France cycling race comes with highs and lows: the buzz from capturing just the right image, the tedium of long journeys, the painstaking set-up of equipment, the breath-taking scenery. Reuters photographers have worked not only to capture the thrills and spills on the roads and mountain passes. They have also shot a set of pictures showing their own quirky view from behind the scenes as they travelled through the Netherlands, Belgium and France. (Photo by Eric Gaillard/Reuters)

An Indian nomadic Gujjar girl hangs on to a horse cart after collecting bricks from debris on the outskirts of Jammu, India, Tuesday, March 7, 2017. The Gujjar tribal communities are considered by some to be economically and socially backward and the lack of care by the state government has led to resentment amongst the community. The tribe moves to the plains from the hills to escape the cold winters. (Photo by Channi Anand/AP Photo)

Dan McManus and his service dog Shadow hang glide together outside Salt Lake City, Utah, July 22, 2013. McManus suffers from anxiety and Shadow's presence and companionship help him to manage the symptoms. The two have been flying together for about nine years with a specially made harness for Shadow. (Photo by Jim Urquhart/Reuters)

A “friendly giant” sculpture hangs from a tree in the Hanmer Heritage Forest at Hammer Springs, New Zealand, Sunday, June 14, 2020. Christchurch sculptor Andrew Lyons created the creatures out of a redwood tree that had to be removed from nearby Hanmer Springs Thermal Pools and Spa in 2018 and carved nine sculptures including big friendly giant, some enormous mushrooms, a falcon, and a dog. (Photo by Mark Baker/AP Photo)

A male green anole lizard flares his throat fan in a backyard in Cary, North Carolina on April 27, 2021. This pink section is actually a thin flap of skin that hangs down below the green anole's throat. Anoles are renowned for their displays in which they do pushups, bob their heads up and down, and unfurl their colorful dewlaps. The male anole uses it for two primary purposes: to protect his territory and attract a mate. (Photo by Bob Karp/ZUMA Press Wire/Alamy Live News)