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)

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)

Rugby Union, New Zealand vs Tonga, IRB Rugby World Cup 2015 Pool C, St James' Park, Newcastle, Englandon October 9, 2015: Fans is fancy dress before the game. (Photo by Andrew Yates/Reuters)

Polling station officials dressed as traditional Balinese performers vote in Badung regency on the Indonesian island of Bali December 9, 2015 in this photo taken by Antara Foto. Around 100 million Indonesians were expected to go to the polls on Wednesday in many parts of the country to elect heads of local government. (Photo by Wira Suryantala/Reuters/Antara Foto)

Indian commuters wade through floodwaters during the continuous rain shower in Calcutta, India, July 10, 2015. A monsoon shower hit the city and disrupted daily life. The Indian monsoon, takes place between May and September. (Photo by Piyal Adhikary/EPA)