Chad Rowley and his wife Susan race during the 22nd North American Wife Carrying Championship at Sunday River Resort in Newry, Maine, on October 9, 2021. Couples compete on a 278-yard (254-meter) obstacle course for a prize of wife's weight in beer and five times her weight in money. Winners are invited to the world championship in Finland where the sport originated. (Photo by Joseph Prezioso/AFP Photo)

Visitors enjoy a walk accross a suspension bridge for the pedestrians that is the longest such construction in the world shortly after its official opening at a mountain resort in Dolni Morava, Czech Republic, Friday, May 13, 2022. The 721-meter (2,365 feet) long bridge is built at the altitude of more than 1,100 meters above the sea level. It connects two ridges of the mountains up to 95 meters above a valley between them. (Photo by David W. Cerny/Reuters)

A sommelier serves the glass with 2021 Beaujolais Nouveau wine of a young woman bathing in a red colored hot water bath, on the day of the Beaujolais Nouveau official release, at Hakone Kowakien Yunessun hot spring resort in Hakone, Japan, 18 November 2021. Japan is a major market for the Beaujolais Nouveau. However, the country's total Beaujolais Nouveau imports are expected to fall by 20 per cent from 2019 to around 3,6 million bottles, amid the ongoing coronavirus pandemic. (Photo by Franck Robichon/EPA/EFE)

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 sun shines on Weston-super-Mare's Sand Sculpture Festival and the sand art currently being displayed on July 4, 2011 in Weston-Super-Mare, England. Now in its fourth year and with a Amazon Jungle theme for 2011, the seaside resort's event attracts top sand sculptors from across the world and runs throughout the summer months. (Photo by Matt Cardy/Getty Images)

Groom Praem Pam Srichamnan and his bride Suriya Utai jump into a pond during a wedding ceremony ahead of Valentine's Day in Prachin Buri province, east of Bangkok February 13, 2014. Three Thai couples took part in the wedding ceremony arranged by a resort aimed to strengthen the relationships of the couples by doing fun activities. (Photo by Damir Sagolj/Reuters)

A contestant walks the runway during 2017 Miss Great Britain competition at the Mayfair A-list venue DSTRKT on May 11, 2017 in London, England. The pageant hopefuls were battling it out to represent Miss Central London. Miss Great Britain is a female beauty pageant. It is the oldest pageant in the UK, established in 1945. Following World War Two, a number of seaside resorts around the country introduced beauty contests as attractions. (Photo by Jules Annan/Barcroft Images)

Competitors climb in front of the Matterhorn mountain at the start of the 21st Glacier Patrol race in Stafel outside the ski resort of Zermatt, Switzerland, 18 April 2018. The Glacier Patrol (Patrouille des Glaciers in French), organized by the Swiss Army, takes place from April 17 to 21. Highly-experienced hiker-skiers trek for over 53km (3994m ascent and 4090m descent) along the Haute Route along the Swiss-Italian border from Zermatt to Verbier. (Photo by Valentin Flauraud/EPA/EFE)