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.

Embers remain among the debris after most of the buildings were burned to the ground in a wildfire at Gounsa Temple in Uiseong on March 26, 2025. At least 18 people have been killed in one of South Korea's worst wildfire outbreaks, with multiple blazes burning and causing “unprecedented damage”, the acting president said. (Photo by Yasuyoshi Chiba/AFP Photo)

Hindu devotees run through red hot embers as part of annual fire walking ritual during “Draupadi Amman” festival in Bangalore on June 9, 2019. (Photo by Manjunath Kiran/AFP Photo)

The Dinagyang is a religious and cultural festival in Iloilo City, Philippines held on the fourth Sunday of January, or right after the Sinulog In Cebu and the Ati-Atihan in Aklan. It is held both to honor the Santo Niño and to celebrate the arrival on Panay of Malay settlers and the subsequent selling of the island to them by the Atis. wiki

A helicopter is silhouetted by glowing embers as it makes a water drop at the “Old Fire”, which burned in Calabasas, California, U.S., June 4, 2016. (Photo by Gene Blevins/Reuters)

Fire photographer Tod Sudmeier gets hit with flying embers from strong winds at the Solimar brush fire that started early Saturday morning in Ventura County, California December 26, 2015. (Photo by Gene Blevins/Reuters)

During the spring harvest season, a group of traditional Malaysian honey hunters travel to the rainforest near the Thai border to collect honeycombs from giant bees – and risk their lives climbing 200ft trees. Here: Bees are sensitive to light, which makes them follow the glowing embers down to the ground. (Photo by Hasnoor Hussain/The Guardian)