A cat jumps from a shelf to catch a light beam at the “Kis-Kis” Cat Cafe in the Siberian city of Krasnoyarsk, Russia, July 6, 2015. A local animals rights group founded the shelter for dozen of homeless cats and combined it with the cafe, where visitors can communicate with animals for hourly fee in addition to drinks, table games, books and WI-FI. (Photo by Ilya Naymushin/Reuters)

A cat yawns at Nekorobi cat cafe on January 20, 2009 in Tokyo, Japan. Cat cafes, where people can spend time with their favorite cat for about 10 US dollars an hour, are now getting more popular with people living in urban areas. The regular customers are mainly in their 20's to 30's and seaking healing by cats, or people who cannot afford to have pets full time. Some visiters come to the cat cafe three times a week. (Photo by Junko Kimura/Getty Images)

A woman takes pictures using her mobile phone on a deserted square decorated ahead of Christmas, in Pristina on December 7, 2020, during a government-imposed curfew from 7pm to 5am, as part of preventive measures against the spread of the Covid-19. (Photo by Armend Nimani/AFP Photo)

The Christmas tree is lit at Rockefeller Center in the Manhattan borough of New York City, New York, U.S., November 30, 2022. (Photo by Jeenah Moon/Reuters)

The giant yellow 20-ton bronze teddy bear has been set up by Christie's outside the Seagram Building along Park Avenue. Created by New York-based Swiss artist, Urs Fischer, the enormous sculpture that has received mixed reviews, is getting auctioned off at Christie's next month. The black button-eyed, 23-foot-tall yellow teddy bear is "Untitled (Lamp/Bear)."

People walk on the Patriarch's bridge decorated for Christmas and New Year celebrations with the Christ the Savior Cathedral in the background in Moscow, Russia, Monday, December 16, 2019. (Photo by Alexander Zemlianichenko/AP Photo)

A visitor watches the exhibit “Enchanted: Forest of Light” at Descanso Gardens in La Canada Flintridge, California U.S., December 9, 2016. (Photo by Mario Anzuoni/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.