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.

“I live in Paddington Sydney. My great photographic passions are still life and surreal”. – Kevin Best. Photo: “Vanitas”, 2010. (Photo by Kevin Best)

Dan McManus and his service dog Shadow hang glide together outside Salt Lake City, Utah, July 22, 2013. McManus suffers from anxiety and Shadow's presence and companionship help him to manage the symptoms. The two have been flying together for about nine years with a specially made harness for Shadow. (Photo by Jim Urquhart/Reuters)

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)

Mulan Jamilah, a 6-year-old Bengal tiger and Abdullah Sholeh, 33, play in the garden beside their home on January 20, 2014 in Malang, Indonesia. Abdullah Sholeh of Malang, Indonesia is an Islamic student who has become best friend and a full-time nanny to the tiger.

The finishing touches are made to a giant sculpture on the Hayward Gallery entitled “Urban Fox” and made from straw bales on April 18, 2011 in London, England. The sculpture features in the Southbank Centre's 60th anniversary celebration of the 1951 Festival of Britain. The celebration will feature various cultural and creative events and runs from April 22 until September 4, 2011 at London's Southbank Centre. (Photo by Oli Scarff/Getty Images)

This adventurous husband and wife who are PAID to explore the world will give you a serious case of wanderlust. The Best Job in the World author, Ben Southall from Petersfield, Hampshire and his stunning Australian wife, Sophee are the definition of couple goals. The loved up pair with a taste for the extreme, launched, The Best Life in the World, last year with an incredible 34,000 mile journey from Singapore to London – in a mustard Land Rover. Here: Ben Southall’s wife, Sophee, takes a moment in Turkmenistan . (Photo by Ben Southall/Caters News Agency)