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.

Activists protest against the upcoming visit of Pope Benedict XVI on the eve of his arrival on September 21,2011 in Berlin, Germany. A variety of groups, including the poltically left-wing as well as gay and lesbian rights advocates, partook in the demonstration. The Pope is scheduled to visit Germany from September 22–25. (Photo by Sean Gallup/Getty Images)

Protesters are detained by police in central Istanbul, Saturday, June 26, 2021. Police used tear gas and rubber bullets to disperse the crowds and detained dozens of LGTBI activists as hundreds defied a ban and tried to stage a gay pride event. (Photo by Emrah Gurel/AP Photo)

A boy dances as he and others participate during the 4th Delhi Queer Pride 2011 March on November 27, 2011 in New Delhi, India. India's Lesbian, Gay, Bisexual and Transgender (LGBT) community celebrated the 4th Delhi Queer Pride March with a parade through the streets of Delhi. People gathered to protest violence, harassment and discrimination faced by the LGBT community in India. (Photo by Daniel Berehulak/Getty Images)

Irina, worker of a petrol station, now member of reconnaissance team of pro-Russian rebels' in the town of Makievka, eastern Ukraine, October 6, 2014. Like the men in the conflict, the women come from all walks of life. Some women come to serve with their husbands and boyfriends, others are single. Female fighters on both sides said the men in their units treat them as equals, though sometimes showing more leniency. They have little respect for men who have not taken up arms. On both sides the fighters expect a long conflict, despite the fragile ceasefire now in place. (Photo by Shamil Zhumatov/Reuters)

These heart-warming photograph show an incredible bond between a wild lioness and the men fighting to save her species. The picture show Sirga – a 110lb lioness – and her adopted pride Valentin Gruener (not pictured) and Mikkel Legarth. Incredibly she treats the two men just like she would other lions and with their help she can now hunt for prey on her own. As a cub she was driven out from a pride and rescued by German and Danish duo Valentin and Mikkel who could not stand by and watch her die. She is now a beacon for hoped success of the Modisa Wildlife Project, founded in Botswana, Africa, by Valentin and Mikkel with the hope of saving the lion population. (Photo by Caters News)

(L-R) Ryan Regez of Switzerland, Tyler Wallasch of USA, Sandro Siebenhofer of Austria and Ferdinand Dorsch of Germany during the men's quarterfinal heat 4 during the men's Ski Cross final at the FIS Freestyle Ski World Cup event in Idre, Sweden 23 January 2021. (Photo by Pontus Lundahl/EPA/EFE)

Participants take part in the so-called “Bearded Men” parade in the streets of Slawatycze village, eastern Poland, 29 December 2023. “Bearded Men” is an old local tradition, passed from generation to generation. In last three days of December, costumed citizens of Slawatycze say goodbye to the old year and make wishes for the New Year. (Photo by Wojtek Jargilo/EPA/EFE)