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)

Black Nazarene devotees clamber on top of one another to to touch the cross on January 9, 2015 in Manila, Philippines. The Feast of the Black Nazarene culminates in a day long procession on January 9 as barefoot devotees march to see and touch the image of the Black Nazarene. The Black Nazarene is a dark wood sculpture of Jesus brought to the Philippines in 1606 from Spain and considered miraculous by Filipino devotees. The event falls a week ahead of the visit of Pope Francis who will travel to Leyte and Manila during his visit to the Philippines from January 15–19. The visit is expected to attract crowds in the millions as Filipino Catholics flock to catch a glimpse of the leader of the Catholic Church. The Philippines is the only Catholic majority nation in Asia with around 90 percent of the population professing the faith. (Photo by Dondi Tawatao/Getty Images)

Pakistani Waseem Akram, 27, dances during a private party in Rawalpindi, Pakistan. By day, Akram sells mobile phone accessories from an alleyway shop in an old neighborhood of this Pakistani city, Thursday, January 15, 2015. Across conservative Pakistan, where Islamic extremists launch near-daily attacks and many follow a strict interpretation of their Muslim faith, male cross-dressers and the transgendered face a challenge of balancing two identities. Some left their villages for the anonymity of a big city, fearing the reactions of their families while still concealing their identity from neighbors and co-workers. (Photo by Muhammed Muheisen/AP Photo)

A model poses during the annual World Bodypainting Festival in Poertschach, Austria, July 3, 2015. The event takes place from July 3 to 5 at lake Woerthersee in Austria's southern Carinthia province. (Photo by Heinz-Peter Bader/Reuters)

Pilots plan a flight manoeuvre with model aircraft at a military air base in Vasylkiv, Ukraine, August 3, 2016. (Photo by Gleb Garanich/Reuters)

A woman yawns as she sits outside a hospital on a cold winter morning in Srinagar January 3, 2019. (Photo by Danish Ismail/Reuters)

A girl flies a kite in the afternoon in Dhaka, Bangladesh on August 3, 2022. (Photo by Mohammad Ponir Hossain/Reuters)