A British couple drink hot chocolate at Chillout cafe in Dubai May 12, 2013. Chillout, owned by UAE's Sharaf Group, is the first ice lounge in the Middle East, with temperatures set at –6 degrees Celsius (21 degrees Farenheit). The cafe, with its illuminated interiors, curtains, paintings and seating arrangements, is all made of carved ice and frozen sculptures. (Photo by Ahmed Jadallah/Reuters)

Monster girl Crazy Sa-ya, an iconic Harajuku girl and a staff member of the cafe, wearing a face mask poses for a photograph at Kawaii Monster Cafe, amid the coronavirus disease (COVID-19) outbreak, in Tokyo, Japan on January 31, 2021. (Photo by Issei Kato/Reuters)

A cat jumps from a shelf to catch a light beam at the “Kis-Kis” Cat Cafe in the Siberian city of Krasnoyarsk, Russia, July 6, 2015. A local animals rights group founded the shelter for dozen of homeless cats and combined it with the cafe, where visitors can communicate with animals for hourly fee in addition to drinks, table games, books and WI-FI. (Photo by Ilya Naymushin/Reuters)

A cat yawns at Nekorobi cat cafe on January 20, 2009 in Tokyo, Japan. Cat cafes, where people can spend time with their favorite cat for about 10 US dollars an hour, are now getting more popular with people living in urban areas. The regular customers are mainly in their 20's to 30's and seaking healing by cats, or people who cannot afford to have pets full time. Some visiters come to the cat cafe three times a week. (Photo by Junko Kimura/Getty Images)

A runner tries to get the attention of a bull, named Santon, during the “Toro de Cuerda” (Bull on Rope) festival at Plaza de Espana square in Grazalema, southern Spain, July 18, 2016. Three bulls restrained by a rope are allowed to run through the streets of the village during the annual festival. (Photo by Jon Nazca/Reuters)

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 hostage runs towards a police officer outside Lindt cafe, where other hostages are being held, in Martin Place in central Sydney December 15, 2014. Two more hostages have run out of the cafe at the center of a siege in Sydney, Australia's largest city, according to a Reuters witness at the site. The two women were both wearing aprons indicating they were staff at the Lindt cafe where a gunman has been holding an unknown number of hostages for several hours. Three men had earlier run out of the cafe. (Photo by Jason Reed/Reuters)

Cycling jerseys, part of a collection belonging to French cycling fan Gerald, hang from a line during the 4th stage of the Tour de France cycling race from Seraing in Belgium to Cambrai in France, July 7, 2015. Photographing the Tour de France cycling race comes with highs and lows: the buzz from capturing just the right image, the tedium of long journeys, the painstaking set-up of equipment, the breath-taking scenery. Reuters photographers have worked not only to capture the thrills and spills on the roads and mountain passes. They have also shot a set of pictures showing their own quirky view from behind the scenes as they travelled through the Netherlands, Belgium and France. (Photo by Eric Gaillard/Reuters)