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 woman sits in a cell at the Los Angeles County Women's jail in Lynwood, California April 26, 2013. (Photo by Lucy Nicholson/Reuters)

Detainees look out from a prison cell at a compound of the Lukyanivska detention centre in Kiev, Ukraine, July 19, 2016. (Photo by Valentyn Ogirenko/Reuters)

Keen diver Yusuke Fukami fulfilled a personal dream by snapping a cartoon-like Costasiella sea slug while in Bali in the last decade of December 2024. (Photo by Yusuke Fukami/South West News Service)

Super-cell thunderstorms, whirling tornados and lightning bolts illuminating the sky – these photos capture the terrifying brilliance of American storms. (Photo by Brandon Goforth/Solent News & Photo Agency)

An empty cell block is pictured within Joint Task Force Guantanamo's Camp VI at the U.S. Naval Base in Guantanamo Bay, Cuba March 22, 2016. (Photo by Lucas Jackson/Reuters)

The Toyota FCV Plus fuel cell concept car is displayed on media day at the Paris auto show, in Paris, France, September 29, 2016. (Photo by Benoit Tessier/Reuters)

A fuel cell electric vehicle (FCEV) by Nissan is shown at China (Guangzhou) International Automobile Exhibition in Guangzhou, China November 18, 2016. (Photo by Bobby Yip/Reuters)