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.

The interior of a house is damaged after an earthquake in Imphal, capital of the northeastern Indian state of Manipur, Monday, January 4, 2016. Five deaths have been reported from in and around Imphal due to falling debris. Imphal has a population of 270,000, and people were jolted from their sleep and ran out of their homes in panic. (Photo by Bullu Raj/AP Photo)

Pedestrians look at the wreckage of a vehicle lodged in a storm drain on a street in Abidjan on June 19, 2018, in which a man was reportedly found dead after floodwaters receded following an overnight downpour in the city. Fifteen people have died in Abidjan, Ivory Coast' s economic capital, during flooding caused by torrential rain overnight, Interior Minister Sidiki Diakite said. Rain poured down overnight on June 19, causing flash floods up to 2.5 metres (more than eight feet) deep, he said. (Photo by Sia Kambou/AFP Photo)

A girl looks on next to a damaged car buried in mud in an area heavily affected by torrential rains and flash floods in the village of Kamuchiri, near Mai Mahiu, on April 29, 2024. At least 45 people died when a dam burst its banks near a town in Kenya's Rift Valley, police said on April 29, 2024, as torrential rains and floods battered the country The disaster raises the total death toll over the March-May wet season in Kenya to more than 120 as heavier than usual rainfall pounds East Africa, compounded by the El Nino weather pattern. (Photo by Luis Tato/AFP Photo)

David LaChapelle, Land Scape Anaheim, 2013, chromogenic print, 70 3/4 x 95 inches, 179.7 x 241.3 cm, edition of 3. Image courtesy of the artist and Paul Kasmin Gallery. (Photo by David LaChapelle Studio)

The Pied Piper of Hamelin, actually city tourism employee Michael Boyer, leads local children dressed as rats through a quiet street on November 19, 2012 in Hameln, Germany. The Pied Piper (in German: Der Rattenfaenger), is one of the many stories featured in the collection of fairy tales collected by the Grimm brothers, and the 200th anniversary of the first publication of the stories will take place this coming December 20th. Boyer, a U.S. citizen who has lived in Hameln for 15 years, and city children regularly perform a reenactment of the Pied Piper tale throughout the summer months. The Grimm brothers collected their stories from oral traditions in the region between Frankfurt and Bremen in the early 19th century, and the works include such global classics as Sleeping Beauty, Little Red Riding Hood, Rapunzel, Cinderella and Hansel and Gretel. (Photo by Sean Gallup)

A worker collects rubber sap at a farm in Songon village, north of Abidjan, February 3, 2016. (Photo by Luc Gnago/Reuters)

A Bengal cat is seen during the Mediterranean Winner 2016 cat show in Rome, Italy, April 3, 2016. (Photo by Max Rossi/Reuters)