Recruits who earned a place in the Motivation Platoon struggle through water and muck on their way to becoming a Marine or going into some other line of work, October 7, 1971. (Photo by Eddie Adams/AP Photo)

Participants go for a ride out with their motorbikes during women-only Petrolettes motorcycle festival in Neuhardenberg near Berlin, Germany on July 29, 2017. (Photo by Stefanie Loos/Reuters)

A member of Alfama's group is seen before going to the Saint Anthony's Parade in Lisbon, Portugal June 12, 2016. (Photo by Rafael Marchante/Reuters)

A performer in traditional costume waits for her turn to go on stage at Longtan park as the Chinese Lunar New Year, which welcomes the Year of the Rooster, is celebrated in Beijing, China January 29, 2017. (Photo by Damir Sagolj/Reuters)

Performers are reflected in a displayed vehicle before going onto the stage during the Auto China 2016 auto show in Beijing, China, April 29, 2016. (Photo by Damir Sagolj/Reuters)

Revellers took to the bars and clubs of Birmingham, UK on Thursday night, April 6, 2023, knowing that they didn't have to go to work on Good Friday. (Photo by Roland Leon/News Group Newspapers Ltd)

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 man sleeps between tombstones in front of his single-room home on a hot night in the Cairo Necropolis, Egypt, October 13, 2015. In the sprawling Cairo Necropolis, known as the City of the Dead, life and death are side by side. Amid a housing crisis in Egypt, and with the population of greater Cairo estimated at about 20 million, people count themselves lucky to have a place to call home in the graveyards that date back hundreds of years. (Photo by Asmaa Waguih/Reuters)