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.

“In 1967, Zhang Yaxin was 34 and working as a photojournalist at China’s state-controlled Xinhua News Agency when he was assigned to a top-secret government project. He was to be the official photographer of a new arts program led by Chairman Mao and his wife – the Model Operas. Though he was not to know it then, Zhang would spend the next seven years documenting the evolution of one of the most dramatic and elaborate attempts to redefine artistic sensibilities in modern art history”. – Chengcheng Jiang via TIME. Photo: Raid on the White Tiger Regiment, 1971. (Photo by Zhang Yaxin/Courtesy See+ Gallery, Beijing)

Submersible “Jiaolong” is put into the sea for the second dive during a series of six scheduled ones to attempt the country's deepest-ever 7,000-meter manned dive on June 19, 2012 in At Sea, Unspecified. The submersible “Jiaolong”, carrying three people, reportedly reached a depth of 6,965 meters in the Mariana Trench, the deepest part of the world's oceans which is located in the western Pacific Ocean, on June 19, local time. (Photo by China Foto Press)

“The Volkswagen Microbus Concept Car (also known as the Volkswagen New Microbus and Volkswagen Microbus Concept) was a concept car recalling the original Volkswagen Microbus and first presented at the 2001 North American International Auto Show. The new Microbus was completely modern compared to its predecessor, featuring a 7-inch screen in the center console and a second ceiling-located 7-inch screen that allowed the driver to see behind the vehicle”. – Wikipedia

Photo: A Volkswagen Bulli concept vehicle is displayed during the New York International Auto Show April 21, 2011 in New York City. The New York Auto Show is one of the largest auto shows in the country. (Photo by Ramin Talaie/Getty Images)

A one-month-old wolf cub ululate as zookeeper Luo Yong plays guitar at the Chongqing Yongchuan Safari Park on March 27, 2008 in Chongqing, China. Luo has worked as a keeper in the wolf zone of the park after he graduated university. Luo has developed a special way to communicate with the wolves by trying to imitate the noises they make. He also teaches wolf cubs to ululate and some wolves will howl along when he plays guitar. (Photo by China Photos/Getty Images)

A traveller washes his horse in the River Eden in preparation for selling at the Appleby Horse Fair on June 3, 2011 in Appleby, England. Appleby Horse Fair has existed under the protection of a charter granted by James II since 1685. It is one of the key gathering points for the Romany, gypsy and traveling community. Appleby Horse Fair is attended by about 5,000 travelers who come to buy and sell horses. The animals are washed and groomed before being ridden at high speed along the “mad mile” for the viewing of potential buyers. (Photo by Christopher Furlong/Getty Images)

Nelson Hernandez flashes the victory sign as he shows off one of the voodoo dolls that he is selling at El Viejo Lazaro Botanica to try and help the Miami Heat fans root their team on against the Dallas Mavericks in the NBA finals on June 9, 2011 in Miami, Florida. The dolls made from cotton come in white or black and they are all the same size. The user of the doll must have the name of the player attached to the doll, which is filled with cotton, herbs, sticks and a special powder. (Photo by Joe Raedle/Getty Images)