A cat yawns at Nekorobi cat cafe on January 20, 2009 in Tokyo, Japan. Cat cafes, where people can spend time with their favorite cat for about 10 US dollars an hour, are now getting more popular with people living in urban areas. The regular customers are mainly in their 20's to 30's and seaking healing by cats, or people who cannot afford to have pets full time. Some visiters come to the cat cafe three times a week. (Photo by Junko Kimura/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 combination of four pictures shows participants dressed in superhero and heroic fantasy costumes posing during the second edition of the Hero Festival in Marseille, France, November 7, 2015. The festival is dedicated to American superhero comics, Japanese mangas, heroic fantasy characters and video games universes. (Photo by Jean-Paul Pelissier/Reuters)

History enthusiasts of French association “Arquebusiers de l'Est”, dressed as soldiers of 3rd regiment of Zouave, attend an Armistice Day ceremony to commemorate the end of World War One at Epernay, eastern France, November 11, 2014. More than a hundred volunteers from France, Romania, England, Belgium, Russia and Italy took part in the parade. The year 2014 marks the centennial commemoration for the soldiers who fought in the First World War (WWI). (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)

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.

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)

Amal Clooney attends the “Money Monster” premiere during the 69th annual Cannes Film Festival at the Palais des Festivals on May 12, 2016 in Cannes, France. (Photo by Andreas Rentz/Getty Images)