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.

Syrian girls carry bags with bread as people queue up outisde a bakery in a rebel held neighbourhood in the northern city of Aleppo on July 12, 2016. Since mid-2012, Aleppo has been roughly divided between government control in the west and rebel control in the east, and has suffered enormous destruction in the war that has killed more than 280,000 people nationwide. Last week, a government advance brought regime troops within firing range of the Castello Road, the only remaining supply route into the opposition-held east, effectively severing rebel neighbourhoods from the outside world. With their route to the outside world cut, there is no new flour coming to the city's bakeries, and fuel to light their ovens is also now hard to find. (Photo by Karam Al-Masri/AFP Photo)

A curious cat ipeeks out of a bag carried by its owner on a tour of the Cat Expo 2022 in Kuala Lumpur, Malaysia, 30 September 2022. The “Ekspo Kucing”, described as Malaysia's Largest Cat Expo runs from 30 September to 02 October 2022 at the Matrade Exhibition and Convention Centre (MECC) in Kuala Lumpur and “will also feature other variety of pets such as rabbits, hamsters, guinea pigs, reptiles and exotic animals”, the MECC said on its website, along with other highlight events such as a Federation Internationale Feline (FIFe) Cat Competition, Cat Adoptions or a “Sugar Glinder Contest”. (Photo by Fazry Ismail/EPA/EFE/Rex Features/Shutterstock)

This undated handout image courtesy of the San Diego Zoo Wildlife Alliance shows “Pat”, a Pacific pocket mouse fondly named after actor Sir Patrick Stewart. A mouse named after “Star Trek” actor Patrick Stewart is officially the world's oldest in captivity, a US zoo has announced Pat the Pacific Pocket Mouse – the smallest species of mouse in North America – bagged the title when he hit nine years and 209 days old on February 8, 2023. (Photo by Ken Bohn/San Diego Zoo Wildlife Alliance via AFP Photo)

A man looks at the body of a man killed at a residential building damaged by a Russian military strike, as a journalist looks at the scene in Kharkiv, Ukraine, July 11, 2022. (Photo by Nacho Doce/Reuters)

A man walks past the body of a man after he was shot in the head by unknown assailants during a protest in Port-au-Prince, Haiti, Monday, August 22, 2022. (Photo by Odelyn Joseph/AP Photo)

A man wearing a face mask as a precaution against the coronavirus, walks past in front of an advertisement of an opera performance outside of a theater in Seoul, South Korea, Wednesday, March 3, 2021. (Photo by Lee Jin-man/AP Photo)

A CIT guard carries his gun handgun while bringing a bag containing cash inside an armoured vehicle during a money collection in Johannesburg's CBD, on December 8, 2020. As the Christmas festive season approaches, cash-in-transit (CIT) companies are gearing up as they continue to be target of crime, with about 3000 money vans traveling daily nationwide. Despite the COVID-19 lockdown, there have been 260 cash-in-transit heist incidents in South Africa this year, with 19 CIT crew members killed. Cash-in-transit heists in the country are often military-style planned operations with criminals recurring to bomb making and assault rifles attacks. (Photo by Michele Spatari/AFP Photo)