Customers take photos of a snake at the Tokyo Snake Center, a snake cafe, in Tokyo's Harajuku shopping district August 14, 2015. The cafe has on display 35 non-venomous snakes of 20 different breeds. Open six days a week, the cafe allows customers to enjoy food and beverages while watching a small snake slither around in a cage on their table for a 1,000 yen (8.04 dollars). By paying an additional fee, customers get to hold and pet the snake. (Photo by Toru Hanai/Reuters)

Customers clink their cups as they sit in Crazy Toilet Cafe in central Moscow, Russia October 30, 2015. A new Moscow cafe, opened on Friday, serves food to its guests with crockery designed to look like small baths and urinals, in toilet-themed interior with seats resembling toilets, local media reported. (Photo by Sergei Karpukhin/Reuters)

A woman poses with a cut-out of Vladimir Putin in the “President Cafe” in Krasnoyarsk, Siberia, Russia, April 7, 2016. Dozens of photos of Vladimir Putin, from childhood to Russian President, hang on the walls of President Cafe in a working-class area of Krasnoyarsk, a city in eastern Siberia. A life-size cut-out of Putin stands by the bar. Images of U.S. President Barack Obama, as well as leaders of Germany and Britain, greet customers in the toilets. (Photo by Ilya Naymushin/Reuters)

A cat jumps from a shelf to catch a light beam at the “Kis-Kis” Cat Cafe in the Siberian city of Krasnoyarsk, Russia, July 6, 2015. A local animals rights group founded the shelter for dozen of homeless cats and combined it with the cafe, where visitors can communicate with animals for hourly fee in addition to drinks, table games, books and WI-FI. (Photo by Ilya Naymushin/Reuters)

A cat yawns at Nekorobi cat cafe on January 20, 2009 in Tokyo, Japan. Cat cafes, where people can spend time with their favorite cat for about 10 US dollars an hour, are now getting more popular with people living in urban areas. The regular customers are mainly in their 20's to 30's and seaking healing by cats, or people who cannot afford to have pets full time. Some visiters come to the cat cafe three times a week. (Photo by Junko Kimura/Getty Images)

Banger racers take part in one of the final races of the banger racing season at the Mendip Raceway on October 9, 2011 in Cheddar, England. Banger racing is a popular contact motorsport, especially in the UK and Ireland – in which drivers of old and scrap vehicles race against one another around a dirt or tarmac race track, while deliberately attempting to destroy opposing vehicles. (Photo by Matt Cardy/Getty Images)

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 hostage runs towards a police officer outside Lindt cafe, where other hostages are being held, in Martin Place in central Sydney December 15, 2014. Two more hostages have run out of the cafe at the center of a siege in Sydney, Australia's largest city, according to a Reuters witness at the site. The two women were both wearing aprons indicating they were staff at the Lindt cafe where a gunman has been holding an unknown number of hostages for several hours. Three men had earlier run out of the cafe. (Photo by Jason Reed/Reuters)