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.

With six-inch fangs and weighing in at 600lb, Saber and Janda are no ­ordinary house cats. Yet these huge Bengal tigers live in Janice Haley’s suburban garden and are treated like ordinary pets. They are fed by hand, get strokes and cuddles, and white male Saber goes to sleep sucking on her finger. Janice’s life changed 20 years ago when she spotted an advert for a tiger training course in her local paper – and two years later arrived home with her first cub. Then in 2002 she bought Janda, who is now 12. Photo: The pair are best of friends. (Photo by Ruaridh Connellan/Barcroft Media)

Indian Christians take part in Christmas prayers at the Infant Jesus church in Bangalore, India, 25 December 2020. Most Christians celebrate Christmas on 25 December to commemorate the birth of Jesus, the central figure of Christianity. (Photo by Jagadeesh N.V./EPA/EFE)

Indian girls apply colored powder on each other as they wear protective masks as a precautionary measure against coronavirus, during Holi festival celebrations in Bhopal, India, 26 March 2021. Holi marks the beginning of the spring season. Holi will be celebrated as the Hindu spring festival of colors across the country on 29 March. (Photo by Sanjeev Gupta/EPA/EFE)

A boy searches for coins thrown by Hindu devotees in river Yamuna where water levels have reduced drastically following hot weather in New Delhi, India, Monday, May 2, 2022. The Indian capital, like many other parts of South Asia, is in the midst of a record-shattering heatwave. (Photo by Manish Swarup/AP Photo)

A young supporter of ruling Bharatiya Janata Party (BJP) dressed like Indian Prime Minister Narendra Modi arrives with his mother during a public meeting addressed by Modiin Hyderabad, India, Sunday, July 3, 2022. (Photo by Mahesh Kumar A./AP Photo)

Kaden Bringsplenty brings his horse to the starting line as Native Americans from all over the United States participate in an Indian relay race over Memorial Day weekend at the Osage County Fairgrounds in Pawhuska, Oklahoma, U.S. May 30, 2021. (Photo by Stephanie Keith/Reuters)

Parade-goers walk in the annual West Indian Day Parade on September 02, 2019 in the Brooklyn borough of New York City. The annual celebration of Caribbean culture is one of the largest of its kind and features dozens of floats and costumed participants that make their way down Flatbush Avenue. (Photo by Yana Paskova/Getty Images)