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.

Lady Gaga performs on ABC's “Good Morning America” at Rumsey Playfield, Central Park on May 27, 2011 in New York, United States. (Photo by Andrew H. Walker/Getty Images)

Singer/rapper Nicki Minaj performs on ABC's “Good Morning America” at Rumsey Playfield, Central Park on August 5, 2011 in New York City. (Photo by Jemal Countess/Getty Images)

San Francisco-based design professor Miguel Cardona is selling his custom-drawn “Sketchcups” at Café Sophie for US$20 a piece to benefit Project Night Night, a charity that donates baby blankets, books, and toys to children in homeless shelters. Cardona discusses the project in an interview with Coolhunting. If you'd like to purchase or commission one of Cadona's pieces for yourself, you can do so for US$30 at his Sketchcups Store.

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)

Images created with Post-it notes are seen in the windows of offices at 75 Varick Street in lower Manhattan, New York, U.S., May 18, 2016, where advertising agencies and other companies have started what is being called a “Post-it note art war” with employees creating colorful images in their windows with Post-it notes. (Photo by Mike Segar/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)