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 woman runs through the early morning mist on Hampstead Heath on September 30, 2011 in London, England. Much of the UK is enjoying a spell of unseasonably hot weather which is expected to last into next week. (Photo by Dan Kitwood/Getty Images)

People stand in the middle of the graves and in front of giant kites in the cemetery of Santiago Sacatepequez, Guatemala, November 1, 2015. Dating back 116 years, the tradition of flying kites in the cemetery of of Santiago Sacatepequez, integrates the Catholic feast of All Saints with ancient Mayan practices of honouring the dead. It is believed that the kites connect the living and the dead during the all saints day celebration. (Photo by Jorge Dan Lopez/Reuters)

A seized weapon is destroyed by the authorities of the General Directive for the Control of Weapons and Munitions, (DIGECAM), in Guatemala City, December 17, 2015. Ninety-one seized weapons belonging to different criminal gangs will be destroyed by the DIGECAM authorities to follow up on a court order, according to the DIGECAM authorities. (Photo by Jorge Dan Lopez/Reuters)

World medieval jousting champion Rod Walker poses before next month’s St Ives Medieval Faire, the only solid wood lance joust tournament in the southern hemisphere in Sydney, Australia on August 26, 2016. (Photo by Dan Himbrechts/AAP)

Members of the public interact with “Impulse” by Lateral O ce and CS Design during Lumiere London festival of light 2018 on January 18, 2018 in London, England. Lumiere London is a four night long light festival spanning the British capital with more than 50 artworks by UK and international aritsts. (Photo by Dan Kitwood/Getty Images)

A protester wearing a bra and with a message written on her chest can be seen during the first of hundreds of womens' marches organized around the world in a show of disapproval of U.S. President Donald Trump in Sydney, Australia, January 21, 2017. (Photo by Dan Himbrechts/Reuters/AAP)