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.

Wide-angle category winner. Part of the Illusion by Marcus Blatchford (UK). Location: National Dive & Activity Centre, Chepstow, Wales. “This is the deepest inland dive centre in the UK. The dive plan was to explore the deep end, but this time I dived ‘unplugged’ (without my strobes). With the exception of this change to my camera technique, there were no planned shots I wanted to achieve – just a fun dive with ad-hoc photos along the way. Shortly after this photo was captured, in 6C water and two hours of decompression ahead of us, we turned and started the long ascent back to the surface”. (Photo by Marcus Blatchford/Underwater Photographer of the Year 2016)

A working team appointed by the Archaeological Superintendence of Pompeii performs a Cat scan (Computerized axial tomography) one out of thirty casts of victims of the eruption of Vesuvius in 79 AD in Pompeii, in Napoli, Italy, 29 September 2015. The project which aims to trace the habits of life, employment and social class of the victims, involves a working team of archeologists, anthropologists, radiologists, dentists and engineers to obtain results from the scan. (Photo by Cesare Abbate/EPA)

A view of balloon depicting an Alebrije, is seen at the 14th Solar Balloon Festival in Envidago December 31, 2014. According to the festival organizers, the Alebrije balloon will be largest replica of an Alebrije. This year features a theme on Mexican history and culture, organizers added. (Photo by Fredy Builes/Reuters)