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 interior of a house is damaged after an earthquake in Imphal, capital of the northeastern Indian state of Manipur, Monday, January 4, 2016. Five deaths have been reported from in and around Imphal due to falling debris. Imphal has a population of 270,000, and people were jolted from their sleep and ran out of their homes in panic. (Photo by Bullu Raj/AP Photo)

These heart-warming photograph show an incredible bond between a wild lioness and the men fighting to save her species. The picture show Sirga – a 110lb lioness – and her adopted pride Valentin Gruener (not pictured) and Mikkel Legarth. Incredibly she treats the two men just like she would other lions and with their help she can now hunt for prey on her own. As a cub she was driven out from a pride and rescued by German and Danish duo Valentin and Mikkel who could not stand by and watch her die. She is now a beacon for hoped success of the Modisa Wildlife Project, founded in Botswana, Africa, by Valentin and Mikkel with the hope of saving the lion population. (Photo by Caters News)

Irina, worker of a petrol station, now member of reconnaissance team of pro-Russian rebels' in the town of Makievka, eastern Ukraine, October 6, 2014. Like the men in the conflict, the women come from all walks of life. Some women come to serve with their husbands and boyfriends, others are single. Female fighters on both sides said the men in their units treat them as equals, though sometimes showing more leniency. They have little respect for men who have not taken up arms. On both sides the fighters expect a long conflict, despite the fragile ceasefire now in place. (Photo by Shamil Zhumatov/Reuters)

A woman walks past a stall at a market in Banjul, Gambia December 15, 2016. (Photo by Afolabi Sotunde/Reuters)

Princess Anne, Princess Royal waves off Zara Philips as she eaves Canongate Kirk on the afternoon of her wedding to Mike Tindall on July 30, 2011 in Edinburgh, Scotland. (Photo by Chris Jackson PT/Getty Images)

The new MacBook Pro is shown during the keynote address at the Apple 2012 World Wide Developers Conference (WWDC) at Moscone West on June 11, 2012 in San Francisco, California. This is Apple’s latest flagship laptop featuring an updated processor and a super high resolution screen that features 5.1 million pixels – 3 million more than a typical high-definition television.

“Carli Davidson is both an internationally recognized award winning photographer and an experienced animal trainer and caretaker. She is able to capture the innate personalities of her subjects using her professional understanding of animal behavior. She is a freelance photographer for the Oregon Zoo, and works regularly with domestic animals both commercially and personally for her fine art projects”. (Photo by Carli Davidson)