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.

Sandra Brown, 40, rides the Skyslide on the 69th and 70th floors of the U.S. Bank Tower which is attached to the OUE Skyspace LA observation deck in downtown Los Angeles, California, U.S. June 20, 2016. (Photo by Lucy Nicholson/Reuters)

A young girl tries to catch snow on her tongue near the Martin Luther King Jr. Memorial, before the start of a wreath-laying ceremony honoring the legacy of the late civil rights leader in Washington, DC on January 15, 2024. The ceremony is being held to honor the civil rights leader on the anniversary of his birthday. (Photo by Andrew Caballero-Reynolds/AFP Photo)

Kaori Sakamoto, from Japan, on April 17, 2025 at the ISU World Team Trophy in Figure Skating 2025, held in Tokyo. Teams from all over the world compete in a number of events with two men, two women, one pair and one ice dance entry. (Photo by Yohei Osada/AFLO SPORT via Alamy Live News)

In this January 27, 2019, photo, Hindu holy men of monastic order Juna Akhara participate in a ritual before becoming Naga Sadhus or naked holy men at Sangam, the confluence of three holy rivers during the Kumbh Mela or pitcher festival in Prayagraj Uttar Pradesh state, India. At every Kumbh, including this year's, thousands of devotees were initiated into the reclusive sect of the Naga Sadhus, naked, ash-smeared cannabis-smoking Hindu warriors and onetime-armed defenders of the faith who for centuries have lived as ascetics in jungles and caves. (Photo by Rajesh Kumar Singh/AP Photo)

A new book of photos by legendary photographer Weegee shows what industrialized, pre-gentrified New York looked like in the mid-20th century, before the city was crammed with towers and billboards. Here: this combination shows the 1945 photo “Derelict sleeping on the sidewalk outside police headquarters” by Weegee, provided by the International Center of Photography in New York, and a woman walking on the same spot on Wednesday, March 18, 2015. (Photo by AP Photo/Copyright Weegee/The International Center of Photography, Mark Lennihan)

Thai emergency staff help the injured after the scene of an explosion near Erawan Shrine, central Bangkok, Thailand, 17 August 2015. An explosion in a busy commercial district in the Thai capital killed at least 15 people. Witnesses said the explosion happened around 7:15 pm (12:15 GMT) at the Rajprasong Intersection, a business area famous among tourists and locals for a revered Hindu shrine. (Photo by EPA/Stringer)

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)