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)

Mulan Jamilah, a 6-year-old Bengal tiger and Abdullah Sholeh, 33, play in the garden beside their home on January 20, 2014 in Malang, Indonesia. Abdullah Sholeh of Malang, Indonesia is an Islamic student who has become best friend and a full-time nanny to the tiger.

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

Children pour cold water on themselves under the control of fitness coach Margarita Filimonova (R) at local kindergarten number 317, with the air temperature at about minus 23 degrees Celsius (minus 9.4 degrees Fahrenheit), in Russia's Siberian city of Krasnoyarsk, February 5, 2013. (Photo by Ilya Naymushin/Reuters)

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George R.R. Martin, Lena Headey, Sophie Turner, and other cast and crew of Game of Thrones have faced the winds of winter – or anyway, a bucket of ice water – with the popular charity challenge. HBO’s Game of Thrones gives fans chills in every episode. But as the Ice Bucket Challenge for ALS research has exploded across the internet, the cast and crew of the shocking show gave themselves goosebumps as they stepped up to get soaked.