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 takes a picture with her mobile phone from Caviahue, Neuquen province, Argentina, some 1500 km southwest of Buenos Aires, of the Copahue volcano spewing ashes on December 22, 2012. The authorities of Chile and Argentina issued yellow alerts due to the eruption of the Copahue volcano, placed in the border between both countries. (Photo by Antonio Huglich/AFP Photo)

Where Children Sleep – stories of diverse children around the world, told through portraits and pictures of their bedrooms by James Mollison. This is a selection from the 56 diptychs in the book (Chris Boot November 2010). The book is written and presented for an audience of 9-13 year olds ‘ intended to interest and engage children in the details of the lives of other children around the world, and the social issues affecting them, while also being a serious photographic essay for an adult audience.

Chinese artist Zhou Jie takes a nap on an unfinished iron wire bed, one of her sculpture works, after lunch at Beijing Now Art Gallery, in Beijing August 11, 2014. Zhou started her art project titled “36 Days” on August 9, in which she would live inside an exhibition hall with an unfinished iron wire bed, some iron wire sculptures in the shape of stuffed animal dolls, a certain amount of food and her mobile phone, for 36 days. The entire process is open to visitors and she may also interact with them, according to Zhou. (Photo by Jason Lee/Reuters)

Looters scramble in Philipsburg, St. Maarten, Sunday September 10, 1995 for goods in the Ram's department store, which contained mostly food and liquor. No attempts are currently being made by Dutch troops on the island to stop the looting, since few relief supplies have arrived in St. Maarten, which was ravaged on Tuesday by Hurricane Luis. (Photo by John McConnico/AP Photo)

Netherland's Kitty van Male is hit in the face by Argentina's Agustina Habif during the women's quarterfinal field hockey game, August 15, 2016. (Photo by Carl de Souza/AFP Photo)

A U.S. Army B-24 Liberator Bomber is hailed by a ground crewman as it takes off over a line of shark- nosed fighter planes at an advanced base in China on a mission on October 10, 1943, to bomb Japanese installations. (Photo by AP Photo)

Number 10. BELL H-13 SIOUX was a two-bladed, single engine, light helicopter built by Bell Helicopter. Westland Aircraft manufactured the Sioux under license for the British military as the Sioux AH.1 and HT. In 1947, the United States Air Force ordered the improved Bell Model 47A. Most were designated YR-13 and three winterized versions were designated YR-13A. The United States Army first ordered Bell 47s in 1948 under the designation H-13. These would later receive the name Sioux. The Bell-built H-13 B is seen airborne in this April 29, 1951 photo. The helicopter is equipped with a 173 horsepower engine, cruises at 85 miles per hour, climbs 900 feet in a minute and has a service ceiling of 11,500 feet. (Photo by AP Photo)