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.

From sandwich-saurus to a scary leprechaun the sometimes terrifying and often hilarious foodstuffs are the creation of New York artist Kasia Haupt. The 29-year-old advertising art director has even had her work commissioned as prints making her a real-life Salvador DELI. Photo: “Kasia Haupt's sandwich monsters: Love Bunnies”. (Photo by Kasia Haupt/Caters News)

Naked footballers participate in a Germany v Netherlands soccer match in protest against what they say is increasing commercialization of professional football, in Wuppertal, Germany on September 6, 2020. (Photo by Leon Kuegeler/Reuters)

A rescue worker holds an injured boy after what activists said were airstrikes carried out by the Russian air force in Idlib city, Syria December 20, 2015. (Photo by Ammar Abdullah/Reuters)

These greenfinches go head to head in what appears to be a heroic fight or a playfull moment together, inspiration for a new version of “Angry Birds”, in Trezzo Sull'Adda, Italy in March 2013. (Photo by Marco Redaelli/IMP/AbacaPress.com)

“Catch of the Decade”. Can you guess what happened next? Photo location: Katmai National Park, Alaska, USA. (Photo and caption by Aaron Baggenstos/National Geographic Photo Contest)

A woman takes a picture of a statue of a child wearing what appears to be a hazardous material suit in Fukushima, Japan on August 14, 2018. (Photo by Kwiyeon Ha/Reuters)