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.

The interior of a house is damaged after an earthquake in Imphal, capital of the northeastern Indian state of Manipur, Monday, January 4, 2016. Five deaths have been reported from in and around Imphal due to falling debris. Imphal has a population of 270,000, and people were jolted from their sleep and ran out of their homes in panic. (Photo by Bullu Raj/AP Photo)

Police personnel march during the Republic Day Parade in Amritsar on January 26, 2021. (Photo by Narinder Nanu/AFP Photo)

Revellers pose during the Street Parade dance music event in Zurich, Switzerland August 13, 2016. (Photo by Arnd Wiegmann/Reuters)

Revellers chat on Havana's Malecon seafront before performing at a carnival parade, Cuba, August 12, 2016. (Photo by Alexandre Meneghini/Reuters)

President Calvin Coolidge rides in a car during his inaugural parade in Washington, D.C., U.S. in March 1925. (Photo by Reuters/Library of Congress)

Revellers participate in the annual gay pride parade in Amsterdam, Netherlands on August 4, 2018. (Photo by Piroschka van de Wouw/Reuters)

A child blowing confetti from her hands during a Carnival parade in Cyprus' coastal city of Limassol, Sunday, March 13, 2016. Limassol's long-established parade is Cyprus' biggest and most famous, drawing revelers from across the east Mediterranean island. This year's parade drew huge crowds as people sought lighthearted reprieve from the bailed-out country's recession. The parade marks the start of the 40-day fasting period of Lent in the run-up to the Orthodox Christian Easter. (Photo by Petros Karadjias/AP Photo)