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)

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)

A picture made available on 09 October 2016 shows competitors during a Legion Run event, in Sofiko near the city of Corinth, Greece, 08 October 2016. Legion Run is run covering five kilometres with obstacles of mud, fire, ice and barbed wire, which takes place in different countries around the globe. (Photo by Vassilis Psomas/EPA)

This photo taken on October 8, 2017 shows dancers posing in formation to celebrate the upcoming Party Congress, in Rongan in China' s southern Guangxi region. China will convene its 19 th Party Congress on October 18, state media said, a key meeting held every five years where President Xi Jinping is expected to receive a second term as the ruling Communist Party' s top leader. (Photo by AFP Photo/Stringer)

People with a South Korean flag waves as fireworks get off outside the stadium during the opening ceremony of the Pyeongchang 2018 Winter Olympic Games at the Pyeongchang Stadium on February 9, 2018. (Photo by Martin Bernetti/AFP Photo)

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)

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)