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 woman clatters pans to make noise after calls for protest went out on social media in Yangon on February 3, 2021, as Myanmar's ousted leader Aung San Suu Kyi was formally charged on Wednesday two days after she was detained in a military coup. (Photo by AFP Photo/Stringer)

An Ultra-Orthodox Jewish man uses a stick to to separate the wheat grains in the Ultra-orthodox moshav of Komemiyut May 3, 2016. The harvested wheat will later be used to make the traditional unleavened bread eaten during the Jewish holiday of Passover. (Photo by Amir Cohen/Reuters)

Ratko Mladic makes his first appearance at the International Criminal Tribunal on June 3, 2011 in The Hague, Netherlands. Ex-Bosnian Serb army leader Ratko Mladic will make his first appearance at The Hague war crimes tribunal after being declared fit to stand trial. Mladic was arrested a week ago after going into hiding for the past 16 years and is charged with atrocities committed during the Bosnian war. (Photo Serge Ligtenberg/Getty Images )

A grey squirrel looks for some food from a girl in the Botanic Gardens in Glasnevin, Dublin, Ireland on April 3, 2023. (Photo by Damien Eagers/The Irish Times)

Edinburgh mask maker Lorraine Pritchard on Sunday, January 28, 2024 alongside some of her Venetian masks which will be worn and displayed at the Venice Carnival, which starts on Saturday February 3. Lorraine studied model making at Glasgow College of Building and Printing and Venetian mask making in Florence, Italy. She travels to Venice each year to be a “mask” herself, wearing different masks she has designed as a live exhibit of her work. (Photo by Jane Barlow/PA Images via Getty Images)

Tami Varma, right, and her brother Robin, the grandchildren of Devendra Varma, a scholar of English gothic tales and an expert in vampire lore, pose in coffins at the Bran Castle, in Bran, Romania, Monday, October 31, 2016. A Canadian brother and sister are passing Halloween night curled up in red velvet coffins in the Transylvanian castle that inspired the Dracula legend, the first time in 70 years anyone has spent the night in the gothic fortress, after they bested 88,000 people who entered a competition hosted by Airbnb to get the chance to dine and sleep at the castle in Romania. A portrait of medieval prince Vlad the Impaler is placed on the wall. (Photo by Vadim Ghirda/AP Photo)

Creators of Mini Cooper continue on with their innovative way of promoting their product. First, it was the huge cardboard boxes, which looked like packaging for full sized Mini Coopers, left all over Amsterdam. Now they’ve hired a famous artist Alexa Meade, who is known for making 3-D objects look as if they are 2-D paintings. For this project, Alexa had to fly to Japan, where she turned a whole Mini Cooper into a “drawing”. Even if you know that what you’re seeing on the picture are 3-D objects, your brain refuses to accept this, making you think that Alexa is standing near a sloppy picture of a Mini Cooper.