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.

Marion (L) and Nikola (R), members of the Sport Saber League, pose with their light sabers in front of the Eiffel tower in Paris, France, November 26, 2015. Three "Star Wars" fans opened the French Academy of the Sport Saber League in September 2015 due to the increase interest for light saber fighting and the upcoming movie "The Force Awakens" which will premier in Paris, December 16th, two days before its worldwide official release. (Photo by Charles Platiau/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)

Cycling jerseys, part of a collection belonging to French cycling fan Gerald, hang from a line during the 4th stage of the Tour de France cycling race from Seraing in Belgium to Cambrai in France, July 7, 2015. Photographing the Tour de France cycling race comes with highs and lows: the buzz from capturing just the right image, the tedium of long journeys, the painstaking set-up of equipment, the breath-taking scenery. Reuters photographers have worked not only to capture the thrills and spills on the roads and mountain passes. They have also shot a set of pictures showing their own quirky view from behind the scenes as they travelled through the Netherlands, Belgium and France. (Photo by Eric Gaillard/Reuters)

View of Evolutions installation by artist Yann Nguema at the Saint-Jean Cathedral during the rehearsal for the Festival of Lights (Fetes des Lumieres) in Central Lyon, France, late December 7, 2016. (Photo by Emmanuel Foudrot/Reuters)

If the most popular foods of Rio de Janeiro have one thing in common, it is their informality. You can find fine restaurants in the city, but they do not set Rio apart from other places. What does set it apart, and what invariably brings its residents, known as "Cariocas," together is the unpretentious food they eat in bright, loud, crowded bars and restaurants, on busy street corners, or after a day at the beach. Here: A view of traditional bolinhos de bacalhau (fried codfish balls) in Rio de Janeiro, Brazil, May 7, 2016. (Photo by Sergio Moraes/Reuters)

A catholic faithful smeared in burnt oil, takes part in the opening of the ten-day celebration of the Santo Domingo de Guzman festival in Managua, on August 1, 2019. In Central America the black devil, or El Cadejo, is an evil dog-like spirit with glowing red eyes that locals believe eats new born puppies. (Photo by Inti Ocon/AFP Photo)

A man pours red wine on a girl's head during the Batalla del Vino (Battle of Wine) in Haro, on June 29, 2015. Every year thousands of locals and tourists climb a mountain in the northern Spanish province of La Rioja to celebrate St. Peter's day covering each other in red wine while tanker trucks filled with wine distribute the alcoholic beverage to water pistols, back mounted spraying devices, buckets which are randomly poured on heads and into any other available container. More than nine thousand people threw around 130,000 litres of wine during this year's Haro Wine Festival, according to local media. (Photo by Cesar Manso/AFP Photo)