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 squid in the Red Sea. Underwater photographer Andrey Nekrasov, 42, photographed bigfin reef squid in the pitch black Red Sea putting on an extraordinary light show when the sun goes down. (Photo by Andrey Nekrasov/Medavia/ABACAPress)

An artiste leads a bear as a child sits on it during the first day of a fair organized by GUM departmental store for the upcoming Christmas and New Year celebrations at Moscow's Red Square, November 29, 2014. (Photo by Maxim Zmeyev/Reuters)

“A Brazilian hotel was evacuated in the capital, Brasilia, on Monday after a man took hostage an employee who was held for hours before he was safely released to police. Firefighters and police cordoned off the area and about 300 guests and other employees left the hotel – some reportedly told to leave by the man who took the employee hostage”. – Associated Press. (Photo by Evaristo Sa/AFP Photo)

Sister Rebecca Leis pours low-gluten alter bread batter into a machine that bakes the thin bread at the Benedictine Sisters of Perpetual Adoration monastery in Clyde, Missouri, December 18, 2014. The Sisters have made communion wafers since 1910 and began making a low-gluten version in 2003 and have gone from 143 customers in 2004 to more than 11,000 customers from around the world. (Photo by Dave Kaup/Reuters)

The red-footed booby is the smallest of all boobies at about 70 centimetres (28 in) in length and with a wingspan of up to 1 metre (3.3 ft). It has red legs, and its bill and throat pouch are coloured pink and blue.

Gengis “Lil Ceng” Ademoski (L) and Khaled “KC” Chaabi (R) of the four time world champion Berlin dance troupe “Flying Steps” strike a freeze on a piano played by muscian Jia Lim (C) of Singapore at the 17th century waterfront area of Nyhavn in build up to the Red Bull Flying Bach European Tour, a show that features the cultural clash of break dancing with the classical music of Johann Sebastian Bach, on August 30, 2011 in Copenhagen, Denmark. (Photo by Dean Treml/Red Bull via Getty Images)

A member of Red Noses Clowndoctors entertains migrants before their departure to Austria at a registration center in Dobova, Slovenia, December 27, 2015. (Photo by Srdjan Zivulovic/Reuters)