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.

Thai office workers walk past armed soldiers standing guard outside the Shinawatra Tower Two in Bangkok, Thailand, 20 May 2014. Thai army Chief Prayuth Chan-ocha early on 20 May 2014, declared martial law giving the military full control to prevent further protest-related violence in the country. The statement was issued about 3 am on 20 May (2000 GMT), according to local media reports. Prayuth has the authority to declare martial law without the consent of the government, which has had caretaker status since 09 December 2013. Thailand has been wracked by six months of non-stop protests seeking to topple the government. At least 25 people have died in political-related violence and more than 700 injured. (Photo by Narong Sangnak/EPA)

South Korean Lee Jung-sook (L), 68, wipes the tears from her North Korean father Lee Heung-jong, 88, as they bid each other a sad farewell at a resort on Mount Kumgang, North Korea, 22 October 2015. About 390 South Koreans arrived at the resort two days ago for the first face-to-face reunion of families separated by the 1950-53 Korean War in nearly 20 months. A second group of some 260 South Koreans will do the same for three days starting on 24 October. (Photo by Yonhap/EPA)

Lance Cpl. Blas Trevino of the 1st Battalion, 5th Marines, shouts out as he is rescued on a medevac helicopter from the U.S. Army's Task Force Lift “Dust Off”, Charlie Company 1-214 Aviation Regiment after he got shot in the stomach outside Sangin, in the Helmand Province of southern Afghanistan on June 11, 2011. The Army's 'Dust Off' crew needed two attempts to get him out, as they were fired upon and took five rounds of bullets into the tail of their aircraft. (Photo by Anja Niedringhaus/AP Photo/File)