A group of children run into a fountain on the South Bank on August 1, 2011 in London, England. Temperatures in the capital reached around 27 degress today and are expected to hit 30 degrees by Wednesday. (Photo by Dan Kitwood/Getty Images)

Afghan children buy breads from a bakery in Fayzabad of Badakhshan province on February 7, 2024. (Photo by Omer Abrar/AFP Photo)

Two elderly men smoking pipes of opium on a terrace in Korea. (Photo by Bert Hardy/Picture Post/Getty Images). August 1950

People dressed as a “Chinese Dragon”, swim in water at the Beijing Aquarium on January 5, 2012 in Beijing, China. The new year in Chinese calendar is the year of Dragon which will fall on January 21, 2012. (Photo by ChinaFotoPress/Getty Images)

Skateboarding in New York City as pictured by photographer Bill Eppridge in 1965. Pictures originally featured in Life Magazine on May 14, 1965

A rugby fan adjusts his latex mask at the rugby sevens tournament in Hong Kong on March 29, 2014. (Photo by Philippe Lopez/AFP Photo)

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)

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.