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 craftsman makes imitation bread samples at The Sample Factory on February 25, 2008 in Gujo, Gifu, Japan. Gujo City has more than a 50 percent share of the imitation vinyl chloride samples industry. Replica foods are used in most restaurant window displays in Japan, and are popular as souvenirs for tourists. (Photo by Koichi Kamoshida/Getty Images)

The latest ad campaign for the Israeli bookstore chain Steimatzky wonders what it would be like to take your favorite literary character to bed with you.

Emperor penguins gathered together to keep their chicks warm in these pictures. Marine scientist Frederique Oliver snapped the protective parents in Antarctica as they huddled against the huge winds.The adorable birds have to battle temperatures on -20 degrees Celsius as well as winds of up to 40 knots on the ice. (Photo by Frederique Oliver/Caters News)

A workman jokes besides a work entitled “Monkey Detonator” by Banksy at Bonhams Auction house on September 16, 2011 in London, England. The piece makes up part of the “Urban Art” sale, and is expected to fetch between £70,000 - £90,000 GBP when it goes under the hammer on September 21, 2001 at Bonhams Auction house in London. (Photo by Dan Kitwood/Getty Images)

A woman carries a water pump to work on February 11, 2017 in Almolonga, Guatemala. The Mayan town in the western highlands district of Quetzaltenango has surged in prosperity in recent years with high-productivity vegetable farming, exporting much of its excess crops to neighborning El Salvador. (Photo by John Moore/Getty Images)

Employee Victoria Livesey walks past Banksy's “Kate Moss 2005” on display at Bonhams on March 23, 2012 in London, England. The painting, estimated at GBP 30,000 – 50,000, USD 48,000 – 79,000 and 35,000 – 59,000 euros forms part of the Urban Art Sale, which takes place at Bonhams on March 29, 2012. (Photo by Peter Macdiarmid/Getty Images)

Venezuelan Hildemaro Ortiz relaxes inside of an abandoned bus in the border city of Pacaraima, Brazil on April 13, 2019. Ten destitute Venezuelan migrants who fled their country's crisis did not get far when they crossed into Brazil: they have been living for three months on an abandoned bus just across the border. (Photo by Pilar Olivares/Reuters)