A woman holds a hedgehog at the Harry hedgehog cafe in Tokyo, Japan, April 5, 2016. In a new animal-themed cafe, 20 to 30 hedgehogs of different breeds scrabble and snooze in glass tanks in Tokyo's Roppongi entertainment district. Customers have been queuing to play with the prickly mammals, which have long been sold in Japan as pets. The cafe's name Harry alludes to the Japanese word for hedgehog, harinezumi. (Photo by Thomas Peter/Reuters)

Monster girl Crazy Sa-ya, an iconic Harajuku girl and a staff member of the cafe, wearing a face mask poses for a photograph at Kawaii Monster Cafe, amid the coronavirus disease (COVID-19) outbreak, in Tokyo, Japan on January 31, 2021. (Photo by Issei Kato/Reuters)

Ruby Rose releases fire at the start of the start of the MTV European Music Awards in Milan, Italy, Sunday, October 25, 2015. (Photo by Luca Bruno/AP Photo)

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 truffle is seen on a table in Alba, north-western Italy November 11, 2013. Located in the heart of the Langhe – the hilly southern area of Italy's northwestern Piedmont region – Alba is the country's capital of white truffles, a variety of the prized fungus which grows underground. Truffles are found two to eight inches (5-20cm) below the ground near the roots of trees. They give off an odour which lasts for a limited period of time and can be detected with the assistance of well-trained dogs and experienced hunters. Output of white truffles, which are not cultivated and only grow naturally in forests, has fallen in Italy over the past few years, largely because climate change has brought a damaging mix of drought and torrential rains. (Photo by Stefano Rellandini/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.