An elephant sprays tourists with water in celebration of the Songkran Water Festival in Ayutthaya province, north of Bangkok, Thailand April 11, 2017. Trained elephants sprayed motorists and passers-by with water in Thailand's old capital city of Ayutthaya on Tuesday to welcome in the Buddhist New Year, known as “Songkran”. (Photo by Chaiwat Subprasom/Reuters)

A Tai Yai boy waits for a ceremony to begin at Wat Don Chedi on April 7, 2014 in Mae Hong Son, Thailand. Poy Sang Long is a Buddhist novice ordination ceremony of the Shan people or Tai Yai, an ethnic group of Shan State in Myanmar and northern Thailand. Young boys aged between 7 and 14 are ordained as novices to learn the Buddhist doctrines. It's believed that they will gain merit for their parents by ordaining. (Photo by Taylor Weidman/Getty Images)

Malabon Zoo owner Manny Tangco holds a full-grown but very small rooster named “Small But Terrible” from Malaysia to compare it with the giant red rooster from France named “Mr. Universe” as they are shown to the media as part of the “Roosters of the World” exhibition to celebrate the “Red Fire Rooster” in the Chinese lunar calendar Friday, January 27, 2017 in suburban Malabon city north of Manila, Philippines. The Roosters of the World exhibition features roosters from countries as the United States, Japan, United Kingdom, France, China, Malaysia, Indonesia and Poland. (Photo by Bullit Marquez/AP Photo)

Teyana Taylor attends the CFDA Fashion Awards at the Brooklyn Museum of Art on June 03, 2019 in New York City. (Photo by Dimitrios Kambouris/Getty Images)

A woman takes a picture with her mobile phone from Caviahue, Neuquen province, Argentina, some 1500 km southwest of Buenos Aires, of the Copahue volcano spewing ashes on December 22, 2012. The authorities of Chile and Argentina issued yellow alerts due to the eruption of the Copahue volcano, placed in the border between both countries. (Photo by Antonio Huglich/AFP Photo)

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.

Mananya Boonmee, 49, works on the make-up of a “child angel” doll at her house in Nonthaburi, Thailand, January 26, 2016. A craze for lifelike dolls thought to bring good luck is sweeping Thailand, reflecting widespread anxiety as the economy struggles and political uncertainty persists nearly two years after a coup. (Photo by Athit Perawongmetha/Reuters)

In this October 6, 1976 file photo a member of a Thai political faction strikes at the lifeless body of a hanged student outside Thammasat University in Bangkok October 6, 1976. For some Thais, the bloody events of October 6, 1976 are still a nightmare. On that day, heavily armed security forces shot up Bangkok's Thammasat University campus and killed scores of students, while right-wing vigilantes captured would-be escapees, subjecting them to ghoulish lynchings. (Photo by Neal Ulevich/AP Photo)