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.

The Thom Browne Fall 2015 collection is modeled during New York Fashion Week, Monday, February 16, 2015. (Photo by Diane Bondareff/AP Photo)

A child poses on the runway during a party hosted by Chasing Fireflies to introduce Gwen Stefani's Harajuku Lovers children's collection at Duff's Cakemix on September 24, 2015 in West Hollywood, California. (Photo by Frazer Harrison/Getty Images for Chasing Fireflies)

A model wearing a creation by Luis Benitez poses during an urban shoot as part of Andalucia de Moda (Andalusia Fashion) at the aquarium of Seville, southern Spain, November 11, 2015. (Photo by Marcelo del Pozo/Reuters)

A model presents a creation at the Lingerie Show-Forum 2016 international lingerie, swimwear, homewear and hosiery trade show in Moscow, Russia, February 24, 2016. (Photo by Sergei Karpukhin/Reuters)

A model takes part in an exhibition, a part of Lingerie Show-Forum 2016 international lingerie, swimwear, homewear and hosiery trade show in Moscow, Russia, February 26, 2016. (Photo by Sergei Karpukhin/Reuters)

Models wearing creations by Macarena Delgado wait backstage during the International Flamenco Fashion Fair (FIMAF) in Malaga, February 27, 2016. (Photo by Jon Nazca/Reuters)