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)

Sichuan Opera performer Wu Yonghong, 26 years, of the Jinyuan Opera Company performs for villagers at the Dongyue Temple on May 2, 2016 in Cangshan, Sichuan province, China. Sichuan opera is a vibrant, centuries-old tradition that showcases the joys and challenges of daily life in rural China with tales of love, tradition, and family honor. Photo by Kevin Frayer/Getty Images)

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)

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.

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)

Life-sized body cast statues of “Another Place” created by the artist Antony Gormley look out to sea on April 12, 2011 in Crosby, England. Prospective Liberal Democrat candidiate Jack Colbert says the upkeep of the statues costs GBP 250,00 annually and they should be scrapped with the money being spent on frontline services. (Photo by Christopher Furlong/Getty Images)

“The Yao nationality is a government classification for various minorities in China. They form one of the 55 ethnic minority groups officially recognized by the People's Republic of China, where they reside in the mountainous terrain of the southwest and south”. – Wikipedia

Photo: A woman combs her hair at the Huangluo Village of the Yao ethnic group in Guilin, south China's Guangxi Zhuang Autonomous Region, July 15, 2012. The Huangluo Village of the Yao ethnic group locates at the Longji Terraces in Heping Town of Longsheng County in Guilin. Women here have the tradition of keeping long hair. They believe that long hair brings good luck and fortune. The average length of hair of 180 women in the village is 1.7 meters. (Photo by Lu Boan/Xinhua)