U.S. Park Police work to keep people away from the area surrounding the Washington Monument after a 5.8 magnitude earthquake struck the east coast August 23, 2011 in Washington, DC. Police officers said that unidentified material had fallen off the Washington Monument as a result of the earthquake. All the monuments and buildings along the National Mall have been evacuated and closed. (Photo by Chip Somodevilla/Getty Images)

A cat jumps from a shelf to catch a light beam at the “Kis-Kis” Cat Cafe in the Siberian city of Krasnoyarsk, Russia, July 6, 2015. A local animals rights group founded the shelter for dozen of homeless cats and combined it with the cafe, where visitors can communicate with animals for hourly fee in addition to drinks, table games, books and WI-FI. (Photo by Ilya Naymushin/Reuters)

A hostage runs towards a police officer outside Lindt cafe, where other hostages are being held, in Martin Place in central Sydney December 15, 2014. Two more hostages have run out of the cafe at the center of a siege in Sydney, Australia's largest city, according to a Reuters witness at the site. The two women were both wearing aprons indicating they were staff at the Lindt cafe where a gunman has been holding an unknown number of hostages for several hours. Three men had earlier run out of the cafe. (Photo by Jason Reed/Reuters)

A woman carries a bag with a baby while being evacuated by local emergencies ministry members in Donetsk, Ukraine, February 2, 2017. (Photo by Alexander Ermochenko/Reuters)

Rescuers work at the accident scene on a bridge on July 24, 2011 in Wenzhou, Zhejiang Province of China. The train from Hangzhou to the city of Wenzhou derailed on a bridge that is 10 m above the field in Shuangyu Town of Wenzhou city at 8:34 p.m on Saturday. The first four coaches and the 15th and 16th coaches of the train went off the line killed 32 and injured 191 people. (Photo by ChinaFotoPress/Getty Images)

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.

A Palestinian boy holds an umbrella as he runs near houses that witnesses said were destroyed or damaged by Israeli shelling during the most recent conflict between Israel and Hamas, on a rainy day in the east of Gaza City November 16, 2014. (Photo by Suhaib Salem/Reuters)