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 Border Security Force (BSF) trooper performs a stunt on his motorcycle during a road show to celebrate 75 years of India's Independence, in Ahmedabad, India, August 25, 2021. (Photo by Amit Dave/Reuters)

A model presents a creation by Obectra during Berlin Fashion Week in Berlin, Germany, January 15, 2020. The Berlin Fashion Week runs from​ 13 to 17 January. (Photo by Annegret Hilse/Reuters)

Projectionist Antonio Feliciano, 75, checks his projector before showing a film in Monforte, Portugal May 16, 2015. Shades of Oscar-winning classic "Cinema Paradiso" run through the life of Feliciano, a sprightly 75-year-old who fears he may be the last of Portugal's travelling film projectionists.After six decades travelling four million km (2.5 million miles) to screen 4,000 films in Portugal's far-flung villages, Feliciano does not plan to retire just yet. But he is resigned to the fact that the Internet, digital TV and distribution monopolies have made his craft obsolete. (Photo by Rafael Marchante/Reuters)

People clean up mud after flood waters receded on September 20, 2011 in Quxian County, Sichuan Province of China. (Photo by ChinaFotoPress/Getty Images)

Tank Chair is a custom off-road wheelchair that can go anywhere outdoors. Tank Chair conquers streams, mud, snow, sand, and gravel, allowing you to get back to nature. Using rubber tracks and high-torque electric motors, Tank Chair will take you anywhere and back.

An internally displaced woman collects water from a pond to construct a mud-house at the Aboushok camp in El Fasher, North Darfur, Sudan, November 17, 2015. The conflict in Sudan's Darfur region that erupted 12 years ago shows no sign of ending. But it hasn't stopped displaced youngsters, some of whom have spent their entire lives in refugee camps, from dreaming big. Twelve children aged 12 explain their hopes and dreams for the future; ambitions include becoming a doctor, an engineer and a teacher. (Photo by Mohamed Nureldin Abdallah/Reuters)

Filipino typhoon victims walk through heavy mud in the typhoon hit town of Taft, Samar island, Philippines, 08 December 2014. Typhoon Hagupit weakened into a tropical storm as it moved towards the Philippine capital after killing at least 27 people and displacing more than one million people in the eastern and central provinces. Hagupit slammed into the country's eastern coast on 06 December evening, bringing heavy rains and gale-force winds that flattened homes, ripped off roofs, and knocked out power and communications. (Photo by Francis R. Malasig/EPA)