A young arab boy, armed with a rifle and a knife, in the Aden Protectorate near Yemen. (Photo by Richards/Fox Photos/Getty Images). February 1938

A young exhibitor arrives with her kitten on a lead at the National Cat Club show at Crystal Palace, London. (Photo by Fox Photos/Getty Images). 2nd December 1931

South Korean football fans react during a public screening in Seoul of the South Korea vs Russia football match at the 2014 World Cup in Brazil, early on June 18, 2014. (Photo by Ed Jones/AFP Photo)

Two chimpanzees share a piece of watermelon at Taronga Zoo on December 23, 2010 in Sydney, Australia. (Photo by Rick Stevens/Taronga Zoo via Getty Images)

Locks hang on a fence along the Cliff Walk in Newport, Rhode Island July 14, 2015. They say the whole world loves a lover, but in Newport, Rhode Island, at least, not everyone is fond of the so-called “love locks” that sweethearts are leaving along the resort city's famed seaside Cliff Walk. Hundreds of the padlocks left behind by tourists as romantic tokens now cover sections of a chain-link fence along the route. Each is meant to represent the bond lovers shared during their visit. By custom, the key is thrown away. (Photo by Brian Snyder/Reuters)

Lindsay Mann (L) and Anabella Mowbray kiss as they take photos of themselves laying in the confetti on 7th Avenue in Times Square on New Year's Eve in New York January 1, 2015. (Photo by Carlo Allegri/Reuters)

Soldiers, including two recruits who have brought some chickens, at Victoria prepare to board the train for the battle front. (Photo by Hulton Archive/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.