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 villager pours pesticide from a bucket as Mount Sinabung spews ash at Kebayaken village in Karo district, Indonesia's North Sumatra province, on December 4, 2013. The country has ordered the evacuation of 15,000 residents near the active volcano. (Photo by Roni Bintang/Reuters)

A young boy scavenges for re-sellable items from garbage on the streets, runs past a sign showing incumbent President Muhammadu Buhari, left, and local party official Mustapha Dankadai, right, in Kano, northern Nigeria Friday, February 15, 2019. (Photo by Ben Curtis/AP Photo)

An Airbus A400M military aircraft lands at the ILA Berlin Air Show in Schoenefeld, south of Berlin, Germany, June 1, 2016. The Aerospace Exhibition at Schoenefeld Airport near Berlin takes place from June 1 till 4. (Photo by Fabrizio Bensch/Reuters)

Team McLaren Mercedes drivers Lewis Hamilton (L) and Jenson Button unveil the new MP-27 Formula 1 car at the McLaren technology centre on February 1, 2012 in Woking, England. (Photo by Mark Thompson/Getty Images)