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.

A view of one of the dioramas contained inside iron boxes as part of the “S.A.C.R.E.D” installation by Chinese artist Ai Weiwei during a media preview at the cathedral in Cuenca, Spain, July 21, 2016. Ai Weiwei has reproduced scenes of his incarceration for a new art installation, a series of almost life-size dioramas – encased in steel boxes – showing his life in jail. (Photo by Susana Vera/Reuters)

Nadezhda Tolokonnikova, a member of the feminist punk band, p*ssy Riot, right, reads papers at a district court in Zubova Polyana 440 km southeast of Moscow in Russia's province of Mordovia, Friday, April 26, 2013. A Russian court is to consider whether one of the jailed p*ssy Riot members is eligible for early release. Nadezhda Tolokonnikova, in custody since her arrest in March 2012, is serving a two-year sentence for the band's irreverent protest against President Vladimir Putin in Moscow's main cathedral. Tolokonnikova's lawyer Irina Khrunova is at right. (Photo by Mikhail Metzel/AP Photo)

An inmate, dressed as a carrot, participates in a culinary competition at the Santa Monica female prison in Lima, September 10, 2015. About 14 prisoners from different jails took on the roles of cooks and assistants to participate in a culinary competition called “Inpe Mistura 2015”, an event held concurrently with the Mistura food fair taking place in Lima in September. (Photo by Mariana Bazo/Reuters)

Punk protest band p*ssy Riot member Maria Alyokhina is detained by police at a protest in central Moscow February 24, 2014. Russian riot police detained over a hundred protesters, including two members of p*ssy Riot, on Monday at a Moscow courthouse where seven opponents of President Vladimir Putin were jailed from two and a half to four years over a demonstration that turned violent. (Photo by Maxim Shemetov/Reuters)

A Russian police officer detains a teenager during rally protesting retirement age hikes in St. Petersburg, Russia, Sunday, September 9, 2018. A government plan to increase the age for collecting state pensions brought protests across Russia's 11 time zones on Sunday even though the opposition leader who called them was in jail. Nearly 300 people were reported arrested. (Photo by Roman Pimenov/Interpress photo via AP Photo)

In this January 23, 2021, file photo, a police officer detains a young woman during a protest against the jailing of opposition leader Alexei Navalny in Pushkin square in Moscow, Russia. Allies of Navalny are calling for new protests next weekend to demand his release, following a wave of demonstrations across the country that brought out tens of thousands in a defiant challenge to President Vladimir Putin. (Photo by Alexander Zemlianichenko/AP Photo/File)

A Spanish national police officer uses his club to hit a protester during a demonstration called the Catalan pro-independence left youth group “Arran” on October 19, 2019 in Barcelona, a day after nearly 200 people were hurt in another night of violent clashes in Catalonia. The deterioration came on the fifth consecutive day of protests in the Catalan capital and elsewhere over a Spanish court's jailing of nine separatist leaders on sedition charges over a failed independence bid two years ago. (Photo by Josep Lago/AFP Photo)