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.

Club-goers dance at “Morning Gloryville” at the Ministry of Sound in south London August 11, 2015. Morning dance parties with names like “Morning Gloryville” and "Daybreaker" are gathering steam in cities across the world, giving rise to a movement known as “conscious clubbing”. Its founders aim to create the energy and community of electronic dance parties with fruit smoothies and coffee instead of the drugs and alcohol more common after nightfall. (Photo by Toby Melville/Reuters)

Workers carry sacks of coffee beans at a warehouse at the Nogales farm in Jinotega, Nicaragua January 7, 2016. Soaring temperatures in Central America due to climate change are forcing farmers to pull up coffee trees and replace them with cocoa, spurring a revival in the cultivation of a crop once so essential to the region's economy. (Photo by Oswaldo Rivas/Reuters)

People look at a 1939 Alfa Romeo 8C 2900B Lungo Touring Spider displayed at Sotheby's in New York City, New York, U.S. July 21, 2016. The car, unveiled in a pre-publicity showing in New York on Thursday, is expected to sell for more than US$15 million – and could set a record for the most money ever paid for a pre-war auto at auction. (Photo by Brendan McDermid/Reuters)

Japanese businessman Kiyoshi Kimura has paid 1.38 million euros ($1.76 million, or 155.4 million yen) for a blue fin tuna – more than three times the previous high – which he also set one year ago. The 222-kilogram fish will be served to Kimura’s customers. Blue fin tuna is annually sold in a traditional New Year’s auction. Japan consumes 80 percent blue fin tuna caught worldwide.

Photo: President of sushi restaurant chain Sushi-Zanmai, Kiyoshi Kimura, displays a 222kg bluefin tuna at his main restaurant near Tokyo's Tsukiji fish market on January 5, 2013. The bluefin tuna was traded at 155.4 million yen (1.77 million USD) at the wholesale market, smashing a previous record. (Photo by Yoshikazu Tsuno/AFP Photo)

Cuts of beef are displayed at Marina Meats on January 31, 2012 in San Francisco, California. Severe drought is a contributing factor in the declining cattle count, which has sent wholesale beef prices up 6.4 percent in the past 12 months. The price for a pound of beef (0.454 kg) peaked in price at $1.98 a pound on November 23, the highest price since 2004. (Photo by Justin Sullivan/Getty Images)

Specialist Dilip Patel, left, works at his post on the floor of the New York Stock Exchange, Monday, March 9, 2020. The Dow Jones Industrial Average sank 7.8%, its steepest drop since the financial crisis of 2008, as a free-fall in oil prices and worsening fears of fallout from the spreading coronavirus outbreak seize markets. (Photo by Richard Drew/AP Photo)

“Kopi luwak (Malay pronunciation), or civet coffee, is one of the world's most expensive and low-production coffee. It is made from the beans of coffee berries which have been eaten by the Asian Palm Civet (Paradoxurus hermaphroditus) and other related civets, then passed through its digestive tract. ...