Chinese tourists make a toast with canned drinks and fried chicken pieces during an event organized by a Chinese company at a park in Incheon, South Korea, March 28, 2016. (Photo by Kim Hong-Ji/Reuters)

A young girl makes a “tomato angel” on a tomato covered street during the traditional tomato fight “Tomatina” during the fiestas in Bunol, Spain, 28 August 2013. This year's Tomatina is the first pay festival after Bunol's City Hall sold 15,000 tickets to take part in the tomato throwing. A total of 20,000 people, including 5,000 residents, will throw over 130,000 kg tomatoes. Local authorities decided to sell tickets this year to avoid the overcrowding in previous years in which over 50,000 people took part in the event. (Photo by Biel Alino/EPA)

Audrey Tautou attends “La Delicatesse” Paris Premiere on December 13, 2011 in Paris, France. (Photo by Pascal Le Segretain/Getty Images)

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.

A participant poses backstage before a drag queen competition during carnival festivities in Las Palmas on the Spanish Canary Island of Gran Canaria February 20, 2015. (Photo by Borja Suarez/Reuters)

A 1964 Amphicar driven by James Spear of Henderson, Nevada is shown on the boat launch after a trip to Hoover Dam during the first Las Vegas Amphicar Swim-in at Lake Mead near Las Vegas, Nevada October 9, 2015. The German-made Amphicar was produced from 1961-1968. (Photo by Steve Marcus/Reuters)

A member of a comparsa, a Uruguayan carnival group, dances during the Llamadas parade in Montevideo February 5, 2015. Thousands of people crowd the capital's Barrio Sur as costumed drummers and dancers kick off the street fiesta known as Llamadas which has traditional Afro-Uruguayan roots. The fiesta, also known in Spanish as “The Calls”, started during the colonial period as a slave parade on the city streets. (Photo by Andres Stapff/Reuters)