Spectators in colourful attire cheer as the pack of riders (peloton) cycles by during the 14th stage of the 111th edition of the Tour de France cycling race, 151,9 km between Pau and Saint-Lary-Soulan Pla d'Adet, in the Pyrenees mountains in southwestern France, on July 13, 2024. (Photo by Anne-Christine Poujoulat/AFP Photo)

Participant Andreea Teodorescu, 17, races on a snowboard during the Bikini Race contest held at Arena Platos Paltinis winter resort, near Sibiu city, 275 km north from Bucharest, Romania, 04 March 2018. The Bikini Race is a timed show on the slopes, at the sixth edition, for women dressed only in swimmsuits and some winter accessories. (Photo by Mircea Rosca/EPA/EFE)

Kristina Elekes, 23, races on her ski during the Bikini Race contest held at Arena Platos Paltinis winter resort, near Sibiu city, 275 Km north from Bucharest, Romania, 06 March 2016. Bikini Race is a timed show on the slopes, at the fourth edition, for women dressed only in swimmsuits and some winter accessories. (Photo by Mihaela Bobar/EPA)

Chad Rowley and his wife Susan race during the 22nd North American Wife Carrying Championship at Sunday River Resort in Newry, Maine, on October 9, 2021. Couples compete on a 278-yard (254-meter) obstacle course for a prize of wife's weight in beer and five times her weight in money. Winners are invited to the world championship in Finland where the sport originated. (Photo by Joseph Prezioso/AFP Photo)

A woman takes photos as Mount Agung volcano sends up another plume of smoke, seen from the Kubu subdistrict in Karangasem Regency on Indonesia's resort island of Bali on July 5, 2018. Mount Agung roared to life again on July 2, belching a plume of ash 2,000 metres (6,500 feet) high, as well as temporarily shuttering the airport and grounding hundreds of flights after erupting the week before. (Photo by Sonny Tumbelaka/AFP Photo)

A sommelier serves the glass with 2021 Beaujolais Nouveau wine of a young woman bathing in a red colored hot water bath, on the day of the Beaujolais Nouveau official release, at Hakone Kowakien Yunessun hot spring resort in Hakone, Japan, 18 November 2021. Japan is a major market for the Beaujolais Nouveau. However, the country's total Beaujolais Nouveau imports are expected to fall by 20 per cent from 2019 to around 3,6 million bottles, amid the ongoing coronavirus pandemic. (Photo by Franck Robichon/EPA/EFE)

Medical staff celebrate after all patients were discharged at a temporary hospital set up to treat people with the COVID-19 coronavirus in Wuhan in China's central Hubei province on March 9, 2020. China closed most of its makeshift hospitals for coronavirus patients, some schools reopened and Disney resort staff went back to work on March 9 as normality slowly returns to the country after weeks battling the epidemic. (Photo by AFP Photo/China Stringer Network)

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.