A man walks in the early morning to start his day picking tea leaves at a plantation in Nandi Hills, in Kenya's highlands region west of capital Nairobi, November 5, 2014. Emerald-coloured tea bushes blanketing the rolling hills of Nandi County have long provided a livelihood for small-scale farmers, helping make Kenya one of the world's biggest tea exporters. But ideal weather and bigger harvests, instead of producing bumper earnings, have led to a glut of Kenya's speciality black tea. (Photo by Noor Khamis/Reuters)

An arial view of Top Pearsy's Maize Maze in the shape of Harry Potter, on July 11, 2011 in York, England. Farmer Tom Pearcy has cut two portraits of Harry Potter in his crop of maize plants. With some subtle differences the two images create the world's largest spot the difference competition. At over 50m in diameter, and cut out of over 1 million living maize plants, the York Maze is the largest “Maize Maze” in Europe and one of the largest in the world. (Photo by Bethany Clarke/Getty Images)

“The Waterloo Cup was a coursing event. The three day event was run annually at Great Altcar in Lancashire, England from 1836 to 2005 and it used to attract tens of thousands of spectators to watch and gamble on the coursing matches. It was founded by William Philip Molyneux, 2nd Earl of Sefton, and, originally, was supported by his patronage”. – Wikipedia

Photo: A Greyhound races after Hare at the last Waterloo Cup Hare coursing event, February 14, 2005, near Liverpool, England. (Photo by Christopher Furlong/Getty Images)

Interior designer Tony Alleyne stands in his «Star Trek» theme studio apartment May 16, 2003 in Hinckley, Leicestershire, England. The apartment took nearly 10 years to redesign in the style of the «Star Trek» Starship Enterprise on approximately US$1.7 million. (Photo by Ross Kinnaird/Getty Images)

This picture taken on September 9, 2014 shows a waiteress handing over food to customers at a prison themed restaurant in Tianjin. As more themed restaurants are popular in China, a “prison style” restaurent in Tianjin is aimed at reminding people to observe the law and to be good citizens. (Photo by Wang Zhao/AFP Photo)

The maid-themed cafe in Hangzhou, China on September 29, 2016. A cafe has been bringing in droves of new customers after hiring young women to dress up in Frech maid costumes while serving diners. Curious coffee- and coffee-lovers are coming from all corners of Hangzhou, capital of East China's Zhejiang Province, to get a taste of the “maid cafe” experience. The business is said to have been opened by a man surnamed Yu and his friends, all whom are natives or graduates of the city. The all-female staff who donned the black and white French maid outfits are also students currenting living or studying in Hangzhou, allowing them to marry their passion for serving with the part-time job. (Photo by AsiaWire)

Workers carry baskets of hand-picked tea leaves at the Makaibari Tea Estate in Kurseong, West Bengal, India, on Monday, September 8, 2014. The 155-year-old Makaibari Tea Estate recently sold it's Darjeeling tea, named Silver Tips Imperial, for $1,850 a kilo to buyers from the U.K., the U.S. and Japan, becoming the most expensive Indian tea ever sold. (Photo by Sanjit Das/Bloomberg)

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.