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)

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)

This undated handout picture taken by Tim Samuel and provided through his Instagram account shows a small fish swimming inside the belly of a jellyfish off the coast of Byron Bay in New South Wales, eastern Australia. A fish has been pictured swimming inside a jellyfish off Australia's east coast in a remarkable and rare image that has gone viral, with more than two million online views. Underwater photographer Tim Samuel was in the water with a friend near popular tourist resort Byron Bay in December when they came across the little creature trapped inside the only slightly larger jellyfish. (Photo by Tim Samuel Photography/AFP Photo/Instagram)

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)

Participants take part in the annual Great Spitalfields Pancake Race in aid of London's Air Ambulance in London, Britain February 9, 2016. (Photo by Stefan Wermuth/Reuters)

A hot air balloon in the likeness of Yoda from Star Wars prepares for liftoff at the 21st Philippine International Hot Air Balloon Festival at the former Clark US Air Force base in Pampanga Province, Philippines on February 9, 2017. (Photo by Xinhua News Agency/Rex Features/Shutterstock)

A woman holds her dogs during a snow flurry as temperatures dropped below freezing during the third coronavirus lockdown in London, Tuesday, February 9, 2021. (Photo by Kirsty Wigglesworth/AP Photo)