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 woman cartwheels through the Coachella Valley Music and Arts Festival in Indio, California April 10, 2015. (Photo by Lucy Nicholson/Reuters)

A police officer removes a reveler from standing on a post as they guard and clear the street of revelers dressed in holiday themed costumes during SantaCon in New York Saturday, December 12, 2015. As thousands of Santa-suited merrymakers prepare to hit the city's streets and bars, organizers of the annual pub crawl say they're taking more steps than ever to deter naughty behavior. (Photo by Andres Kudacki/AP Photo)

A costumed guest attends WonderCon Anaheim 2015 at Anaheim Convention Center on April 4, 2015 in Anaheim, California. (Photo by Araya Diaz/WireImage)

Shawn Layden, president and CEO of Sony Computer Entertainment America, addresses the audience during the Sony Playstation at E3 2015 news conference at the Los Angeles Sports Arena on Monday, June 15, 2015, in Los Angeles. (Photo by Chris Pizzello/Invision/AP)

Miss Jamaica Kaci Fennell (L) and Miss Colombia Paulina Vega (L) compete during the swimsuit competition at the 2014 Miss Universe Final at the FIU Arena in Miami, USA, 25 January 2015. (Photo by Rhona Wise/EPA)