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.

Women wear the traditional costume of the Alto Tio Diego carnival during the Women's Afro-Mestizo Carnival of Alto Tio Diego on February 11, 2024 in Veracruz, Mexico. Alto Tio Diego is a small town near the State capital Xalapa where every year inhabitants celebrate their traditional carnival. Women of the town demanded a special day for them to parade and few years ago, they started to do it by walking through the streets wearing traditional costumes and masks (mostly of animals) but the attires have evolved to more modern characters. (Photo by Hector AD Quintanar/Getty Images)

The International Garden Photographer of the Year is one of the world’s premier competitions specialising in botanical photography. There are 11 main categories and numerous special awards including Young Garden Photographer of the Year, and the mobile-only category Gardens on the Go. Here: Winner, Wildflower Landscapes category. Alto Paraíso de Goiás, Goiás, Brazil. (Photo by Marcio Cabral/The Guardian)

Aymara indigenous women “Martha La Altena” (El Alto's Martha) (R) and “Susana La Bonita” (Pretty Susana) take part in a freestyle wrestling flight in El Alto, on June 29, 2018. “Cholita Fighters” aim to include their show in a tourist route. (Photo by Aizar Raldes/AFP Photo)

Aymara witchdoctor Ricardo Quispe, also called “Lord of the Lake”, throws coca leaves during a ritual to predict the future, at the witches market of El Alto, on the outskirts of La Paz, December 31, 2014. Dozens of witch doctors tend to a warren of stalls in El Alto, making offerings to give thanks, to promise luck at work or in love, or to call up spirits and banish curses at the end of the year. (Photo by David Mercado/Reuters)

Traditional “Tantawawas” bread shaped like children sit on a grave as a Day of the Dead offering at the Villa Ingenio cemetery in El Alto, Bolivia, Monday, November 2, 2020. (Photo by Juan Karita/AP Photo)

A Cholita (Andean woman) fighter makes a key to their opponent during a wrestling session at the Havana Hotel Cholet in El Alto, outskirts in La Paz, Bolivia on June 29, 2018. (Photo by David Mercado/Reuters)