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.

Ukrainian artists assemble a barbecue grill in the shape of Moscow's Kremlin at their workshop in Kiev May 14, 2015. A group of Ukrainian artists are working on a project entitled “Mordor on Fire” where they create grills that are sold, and some donated to Ukrainian soldiers in the eastern conflict zone. (Photo by Gleb Garanich/Reuters)

A thrill-seeking snapper has shot a powerful series of images featuring people carrying out everyday chores in front of giant storms. Benjamin Von Wong's surreal scenes include individuals ironing, barbecuing, playing video games and even sitting on the toilet – seemingly unaware of the threatening situations approaching. The project was initiated to raise awareness about climate change, and the the storms appearing across six different states in the U.S. Von Wong, 29, started the project in Colorado, before traveling to South Dakota, Wyoming, Montana, North Dakota and Nebraska for the unusual images. Here: Models pose in front of a storm in Cheyenne Wyoming. (Photo by Benjamin Von Wongs/Caters News)

A fisherman caught a record-breaking 805lb Mako shark – and then barbecued and ate it with his friends. Joey Polk, 29, and his two cousins Earnie Polk, 43, and Kenny Peterson, 21, battled the 11ft predator for more than an hour before finally hauling it onto the beach. They normally tag and release their catches for conservation but were unable to resuscitate this one and instead made it the main course at a jumbo-sized family barbecue. (Photo by Joey Polk/Barcroft Media)

An Iraqi man cooks traditional Masgouf fish on a barbecue for sale in the Karada market July 02, 2014. Masgouf, one of the national dishes of Iraq is a grilled carp seasoned with olive oil, rock salt, tamarind and ground turmeric. (Photo by Scott Nelson for the Washington Post)

Marry Ousmane, 18, poses outside while wearing her prom dress on May 29, 2020 in the Brooklyn borough in New York City. Marry Ousmane is best friends with Patrice Toussaint and both are seniors at Edward Murrow high school in Brooklyn whose senior prom was canceled due to all schools being closed during the coronavirus pandemic. Toussaint said, “I've been planning for four years. I was going to have a send off party with a barbecue and a red carpet. I was going to have two dresses and wear a crown”. (Photo by Stephanie Keith/Getty Images)