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.

Customers drink a coffee as several cats roam at Cat Cafe Melbourne on July 25, 2014 in Melbourne, Australia. Cat Cafe Melbourne is Australias first cat cafe. The cafe has several cats from rescue shelters which live at the premises. Patrons can watch and play with the cats while enjoying a coffee. Cat Cafes are becoming known world wide, the first opening in Taiwan in 1998. (Photo by Scott Barbour/Getty Images)

A member of staff prepares herself a crisp sandwich in the Simply Crispy sandwich cafe in Belfast, northern Ireland January 12, 2015. The sandwich shop which opened on Monday is the world's first crisp sandwich cafe, local media reported. The idea of a crisp sandwich cafe started as a joke article on a website called Ulster Fry. The hilarious piece poked fun at recent ridiculous foody trends like the cereal café that opened in London last year. What was once a satirical joke has now become reality, after Belfast cafe owner Andrew McMenamin decided to make it happen. Customers will be able to choose their bread and crisps and add cheese or ham to their sandwich, which will be served with soup and chips. (Photo by Cathal McNaughton/Reuters)

This close-up image – of a Holi Festival celebrant in Vrindivan, India, coated in neon-colored powder – was submitted to National Geographic’s Your Shot in the last week of March. On April 1 we published it on our Daily News site, along with seven other bright scenes captured during the Hindu spring Festival of Colors. (Photo by Tinto Alencherry/National Geographic)

Wedges of an orange generate enough current and electrical juice – 3.5 volts – to power an LED. The fruit’s citric acid helps electrons flow from galvanized nails to copper wire in this 14-hour exposure. This image was published in September’s Visions of Earth, a trio of photos that appear in each issue of National Geographic. (Photo by Caleb Charland/National Geographic)

A dog snuggles up to a potential owner on the opening day of Dog Cafe, a coffee shop where people can adopt shelter dogs in Los Angeles, California, United States, April 7, 2016. (Photo by Lucy Nicholson/Reuters)

“Cassowaries are large, flightless birds related to emus and (more distantly) to ostriches, rheas, and kiwis”, writes Olivia Judson in the September issue of National Geographic magazine. How large? People-size: Adult males stand well over five foot five and top 110 pounds. Females are even taller, and can weigh more than 160 pounds. Dangerous when roused, they’re shy and peaceable when left alone. But even birds this big and tough are prey to habitat loss. The dense New Guinea and Australia rain forests where they live have dwindled. Today cassowaries might number 1,500 to 2,000. And because they help shape those same forests – by moving seeds from one place to another – “if they vanish”, Judson writes, “the structure of the forest would gradually change” too. (Photo by Christian Ziegler/National Geographic)

Models pose backstage ahead of the Review of Australian Fashion Week show as part of Mercedes Benz Fashion Festival Sydney 2011 at Sydney Town Hall on August 24, 2011 in Sydney, Australia. (Photo by Lisa Maree Williams/Getty Images)