Julian, left, is photographed by his mother with friend Gianluca, right, under water at a public pool in Gelsenkirchen, Germany, on a hot Friday, July 3, 2015. Germany faces a heat wave with temperatures up to 38 degrees Celsius (100 degrees Fahrenheit) at the weekend. (Photo by Martin Meissner/AP Photo)

An aerial view of the lava erupting during volcanic eruption in September, in Bardarbunga, Iceland. Lava spews out from craters as molten rock flows into a river down the Bardarbunga volcano in Iceland. The dramatic pictures of the Holuhraun eruption were taken from an altitude of 50-500m on September 5-9 by Örvar Atli Þorgeirsson at twilight and with the stunning Aurora Borealis in the background. (Photo by Örvar Atli Þorgeirsson/Barcroft Media)

A patient buried in the hot sand looks out from under a shade that protects his face from the sun in Siwa, Egypt, August 12, 2015. In the searing heat of summer in western Egypt, at the hottest time of the day, sufferers of rheumatism, joint pain, infertility or impotence lie buried neck-deep in the sand of Siwa near Dakrour Mountain. Locals say taking a sand bath is a natural therapy with powers to cure many medical conditions. (Photo by Asmaa Waguih/Reuters)

Israelis of Ethiopian origin take part in a rally against racism on January 10, 2012, in the southern Israeli town of Kiryat Malachi, Israel. Hundreds of demonstrators hit the streets of Kiryat Malachi, protesting what they call the discrimination of Ethiopian immigrants. According to Ethiopian residents of Kiryat Malachi, housing committees in the city have been refusing to sell them apartments. (Photo by Uriel Sinai/Getty Images)

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.

A British inspired Transformer, made from original bus parts is displayed in front of Tower Bridge on November 28, 2009 in London, England. Twitter fans voted to see a London “bendy” bus made into a Transformer to celebrate the DVD & Blu-ray release of “Transformers: Revenge of The Fallen”. (Photo by Marco Secchi/Getty Images for Paramount Home Entertainment)

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)

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)