Relatives of inmates of the «Santiago 1» jail react outside the prison after a large number of prisoners attempted to escape amid panic over the spread of the COVID-19 coronavirus in Santiago, Chile, on March 19, 2020. (Photo by Javier Torres/AFP Photo)

Law enforcement officers detain a man during a rally in support of jailed Russian opposition leader Alexei Navalny in Moscow, Russia on January 31, 2021. Thousands of people have taken to the streets across Russia to demand the release of jailed opposition leader Alexei Navalny, keeping up the wave of nationwide protests that have rattled the Kremlin. Hundreds have been detained by police. (Photo by Maxim Shemetov/Reuters)

Members of the Barrio 18 gang run upon their arrival to the San Francisco Gotera penitentiary April 21, 2015. The Salvadoran goverment transfered 1,177 inmates, members of the Barrio 18 gang from Izalco jail to San Francisco Gotera in a effort to curb gang violence activity, according to local media. (Photo by Jose Cabezas/Reuters)

In this April 7, 2015 photo, a tourist peers through the door of a jail cell inside the now empty Garcia Moreno prison during a guided tour for the public in Quito, Ecuador. According to tour guides, this cell was nicknamed “Los Polillas”, or “The Moths”. Here, in a room designed to hold two prisoners, about 15 inmates with drug addictions were locked in overnight by the prison gangs that controlled daily life. The locked-in prisoners were also known to prostitute themselves to get access to drugs. (Photo by Dolores Ochoa/AP Photo)

Soldiers with the Afghan National Army (ANA) at an outpost in the Momand Valley on July 16, 2017 in Achin District, Afghanistan. The building was previously used as of a jail by the Islamic State of Iraq and Syria – Khorasan (ISIS-K) and was taken by Afghan Commandos nine days prior. Operations are currently underway to remove ISIS fighters from Nangarhar Province in Eastern Afghanistan. (Photo by Andrew Renneisen/Getty Images)

In this photo taken late Thursday, May 7, 2015, a prison guard, left, and seated inmates cast shadows on a wall while waiting for the beginning of a rock concert by Romanian band Pro Musica, inside the Popa Sapca jail in Timisoara, western Romania. (Photo by Adi Piclisan/AP Photo)

A protester poses for a photo in front of a burning barricade in Barcelona, Spain on February 17, 2021 as a protest following the imprisonment of rapper “Pablo Hasel” convicted to jail for glorifying terrorism and insulting Spain's former king in lyrics turns into riots for a second night. (Photo by Matthias Oesterle/ZUMA Wire/Rex Features/Shutterstock)

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.