An Orthodox Jew child from Israel yells as other members of the community protest at a government facility where they are being held after being detained last Sunday during an operation by agents of the National Institute of Migration (INM), in Huixtla, Chiapas state, Mexico on September 28, 2022. (Photo by Jose Torres/Reuters)

A man helps an elderly woman to run for cover after heavy shelling on the only escape route used by locals, while Russian troops advance towards the capital, in Irpin, near Kyiv, Ukraine on March 6, 2022. (Photo by Carlos Barria/Reuters)

A participant shows off a belt buckle during the 20th annual Seattle Invitationals, an amateur Elvis impersonator competition, in Seattle, Washington January 23, 2015. The event drew hundreds of spectators for 20 contestants at the Crocodile, a venue in Seattle's Belltown neighborhood. (Photo by David Ryder/Reuters)

These are the stunning images of what looks like a picturesque winter wonderland – but actually shot in the middle of summer. Amateur photographer Catherine Perkinton, 45, has spent the summer travelling around the country to create the fabulous images by utilising infra-red. (Photo by Catherine Perkinton/SWNS/ABACAPress)

Marionettes backstage before a performance at the Bob Baker Marionette Theater in Los Angeles, California October 17, 2014. The playhouse started in 1960, has 2,000 marionettes and is the oldest continually running marionette theater in the U.S. It was recently bought by a developer who wants to turn the historic landmark into a 104-unit apartment complex. (Photo by Lucy Nicholson/Reuters)

A Palestinian boy holds an umbrella as he runs near houses that witnesses said were destroyed or damaged by Israeli shelling during the most recent conflict between Israel and Hamas, on a rainy day in the east of Gaza City November 16, 2014. (Photo by Suhaib Salem/Reuters)

“Winter shapes, Moscow river”. Moscow river at this part is never covered by ice. When the temperature is very low it's possible to see a strong fog. Morning light and pipes of the oli factory creates a fantastic landscape. Photo location: Moscow, Russia. (Photo and caption by Sergey Rumyantsev/National Geographic Photo Contest)

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.