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.

Inmates perform as cheerleaders during a soccer tournament inside the San Juan de Lurigancho prison, in Lima, Peru, Thursday, May 24, 2018. Inmates of 17 prisons, including four for women, participated in the First Interprison World Cup Lima 2018, organized by the National Penitentiary Institute. (Photoby Rodrigo Abd/AP Photo)

A Russia fan shows her support prior to the 2018 FIFA World Cup Russia Group A match between Russia and Saudi Arabia at Luzhniki Stadium on June 14, 2018 in Moscow, Russia. (Photo by Lars Baron – FIFA/FIFA via Getty Images)

Swimmers prepare to take part in the annual Christmas Day Peter Pan Cup handicap race in the Serpentine River, in Hyde Park, London, December 25, 2015. (Photo by Andrew Winning/Reuters)

A giant size figure of the United States' goalkeeper Tim Howard is displayed outside a shopping mall in Hong Kong, Thursday, June 12, 2014, to promote the upcoming 2014 World Cup in Brazil. A total of seven 3.5 meters to 4 meters (11 feet 6 inch to 13 feet one inch) tall figures of famous players attract many soccer fans. (Photo by Vincent Yu/AP Photo)

A Brazil fan waits for the start of the group A World Cup soccer match between Brazil and Croatia, the opening game of the tournament, in the Itaquerao Stadium in Sao Paulo, Brazil, Thursday, June 12, 2014. (Photo by Felipe Dana/AP Photo)

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)