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.

People wrapped in blankets sit on the road as they are evacuated from a hotel after an earthquake in Kumamoto, southern Japan, in this photo taken by Kyodo April 14, 2016. A powerful earthquake with a magnitude of 6.5 knocked over buildings in southern Japan on Thursday evening, and police said people may be trapped underneath. (Photo by Reuters/Kyodo News)

Rescue workers help the injured at the site of a multi-storey building collapse in the capital Nairobi, Kenya Sunday, January 4, 2015. The residential building in the Huruma neighborhood of Nairobi collapsed on Sunday and according to the Kenya Red Cross, a dozen people have so far been rescued but an unknown number are still feared trapped. (Photo by AP Photo)

Nikolay Skidan, a hunter, carries the skin of a wolf in the village of Khrapkovo, Belarus February 1, 2017. Wolf fur grows thickest in winter, so Belarussian hunter Vladimir Krivenchik only sets his traps once snow is on the ground. He and his wife live on the edge of the Chernobyl exclusion zone – 2,600 square km of land on the Belarus-Ukraine border that was contaminated by a nuclear disaster in 1986. (Photo by Vasily Fedosenko/Reuters)

People release floating lanterns during the festival of Yee Peng in the northern capital of Chiang Mai, Thailand November 14, 2016. Yi Peng refers to the full moon day in the second month according to the Lanna lunar calendar (the twelfth month according to the Thai lunar calendar). Swarms of Lanna-style sky lanterns are launched into the air where they resemble large shoals of giant fluorescent jellyfish gracefully floating through the sky. The festival is meant as a time for tham bun, to make merit. Khom loi are made from a thin fabric, such as rice paper, stretched over a bamboo or wire frame, to which a candle or fuel cell is attached. When the fuel cell is lit, the resulting hot air is trapped inside the lantern and creates enough lift for the khom loi to float up into the sky. (Photo by Athit Perawongmetha/Reuters)

KidZania provides children and their parents a safe, unique, and very realistic educational environment that allows kids between the ages of four to twelve to do what comes naturally to them: role-playing by mimicking traditionally adult activities. As in the real world, children perform “jobs” and are either paid for their work (as a fireman, doctor, police officer, journalist, shopkeeper, etc.) or pay to shop or to be entertained. The indoor theme park is a city built to scale for children, complete with buildings, paved streets, vehicles, a functioning economy, and recognizable destinations in the form of “establishments” sponsored and branded by leading multi-national and local brands.

This undated handout picture taken by Tim Samuel and provided through his Instagram account shows a small fish swimming inside the belly of a jellyfish off the coast of Byron Bay in New South Wales, eastern Australia. A fish has been pictured swimming inside a jellyfish off Australia's east coast in a remarkable and rare image that has gone viral, with more than two million online views. Underwater photographer Tim Samuel was in the water with a friend near popular tourist resort Byron Bay in December when they came across the little creature trapped inside the only slightly larger jellyfish. (Photo by Tim Samuel Photography/AFP Photo/Instagram)