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.

Everyone wants to get something for nothing - whether it's a lucky upgrade that means you can turn left when you get on a plane instead or heading off into the economy seats, or even getting a few extra features thrown in for free when you buy a new car.

As some of the sharpest businesses around, no-one understands this quite as well as casinos and that's why they all have a system that they call comps. It's short for "complimentary offers" and these are special treats specially designed to reward you for your loyalty to the casino in question. They're basically bonuses.

These beautiful photos capture the tender moments between two young boys who share a unique bond with animals. Elena Shumilova, from Andreapol, Russia, began taking pictures of her sons Yaroslav and Vanya in early 2012 when she received her first professional camera. The pair were immediately accepted by the animals from a young age and their incredible bond continues to strengthen as they get older. Elena, 32, was able to capture images her boys playing with such animals as rabbits, dogs, cats and ducks as they become totally immersed in their communication with their furry friends. (Photo by Elena Shumilova)

In this December 18, 2013 photo released by Six Flags Discovery Kingdom, 32 men dressed as Santa Claus ride the 150-foot tall SkyScreamer tower swing ride at Six Flags Discovery Kingdom in Vallejo, Calif. (Photo by Jason Quintos/AP Photo/Six Flags Discovery Kingdom)

Miniature books and furniture are displayed in the "library" of the Astolat Castle, a 3 metre (9 foot) tall dollhouse, currently on display in New York November 14, 2015. Appraised at $8.5 million, the Astolat Castle, weighs 363 kg (800 pounds) and has 29 rooms, according to local media. (Photo by Lucas Jackson/Reuters)

South Vietnamese-born designer Quasar drives the six-foot long square-shaped plastic car he built and which is scheduled to be a hit with the young driving set, in Paris, June 23, 1967. The car can be driven at speeds of up to 60 mph (Photo by Michel Laurent/AP Photo)

Emergency responders respond to the scene of a 565-foot-tall crane that toppled and flipped upside down, stretching along nearly two city blocks in downtown Manhattan in New York, February 5, 2016. The massive construction crane collapsed in lower Manhattan during a swirling snowstorm on Friday, killing one person and crushing a line of parked cars in the first accident of its kind in New York City since 2008. (Photo by Brendan McDermid/Reuters)

A skier in a costume attempts to cross a pool of water at the foot of a ski slope while competing in the annual “Gornoluzhnik” amateur event marking the end of the ski season, at the Bobrovy Log ski resort in the suburbs of the Siberian city of Krasnoyarsk, Russia, April 16, 2017. (Photo by Ilya Naymushin/Reuters)