Models sit backstage during Dakar Fashion Week in the Senegalese capital, Friday June 30, 2017. The continent's fashion scene has grown steadily over the past two decades with Sub-Saharan Africa's apparel and footwear market now worth $31 billion, according to data by Euromonitor. (Photo by Finbarr O'Reilly/AP Photo)

Mananya Boonmee, 49, works on the make-up of a “child angel” doll at her house in Nonthaburi, Thailand, January 26, 2016. A craze for lifelike dolls thought to bring good luck is sweeping Thailand, reflecting widespread anxiety as the economy struggles and political uncertainty persists nearly two years after a coup. (Photo by Athit Perawongmetha/Reuters)

Japanese artist Mami Kiyoshi has spent 15 years creating vivid portraits of people surrounded by their belongings – from wine bottles and violins to the odd stray pet. Mami Kiyoshi’s ongoing series “New Reading Portraits” is, in part, a nod to the mise-en-scène found in traditional woodcut printing. Here: Sakura and Kazuhiro, Tokyo, 2015. (Photo by Mami Kiyoshi/Galerie Annie Gabrielli/The Guardian)

A married couple is displayed on a pile of cheeses in the “Speciality” category during the Swiss Cheese Awards competition in Le Sentier, Switzerland September 23, 2016. One hundred and fourty-two experts have to choose the best out of 777 cheeses from 353 producers competing in 28 categories. (Photo by Denis Balibouse/Reuters)

A storm trooper feeds a walker in the grass, taken in Glasgow, Scotland, December 2016. Tiny Storm Troopers and a mini Darth Vader are captured doing everyday activities – from taking a bath, to wrapping presents. Scottish Artist and Photographer, David Giliver created these scenes over a period of two years using toys and miniature props. (Photo by David Gilliver/Barcroft Images)

Geology Professor Fetullah Arik takes measurements next to a large sinkhole on June 03, 2021, in Karapinar, Turkey. In Turkey’s Konya province, the heart of the country's agriculture sector, extreme drought conditions over the past two years are taking a heavy toll on farmers and the land. (Photo by Chris McGrath/Getty Images)

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.