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)

A beauty contestant waits backstage during the final of the annual Miss Tiffany's Universe 2016 transvestite contest in the beach resort town of Pattaya, Thailand, May 13, 2016. (Photo by Athit Perawongmetha/Reuters)

Beauty contestants prepare backstage before the fashion show of Miss Tiffany's Universe 2016 transvestite contest in Bangkok, Thailand, April 20, 2016. (Photo by Athit Perawongmetha/Reuters)

A woman wearing a face mask has her hair curled by a special equipment at a beauty salon in Bangkok on July 12, 2020. (Photo by Mladen Antonov/AFP Photo)

Miss Seychelles Gabriella Gonthier walks through the crowd with fellow contestants for the start of the final round of the 71st Miss Universe Beauty Pageant in New Orleans Saturday, January 14, 2023. (Photo by Gerald Herbert/AP Photo)

English model and actress Cara Delevingne attends The 2023 Met Gala Celebrating “Karl Lagerfeld: A Line Of Beauty” at The Metropolitan Museum of Art on May 01, 2023 in New York City. (Photo by John Shearer/WireImage)

Tami Varma, right, and her brother Robin, the grandchildren of Devendra Varma, a scholar of English gothic tales and an expert in vampire lore, pose in coffins at the Bran Castle, in Bran, Romania, Monday, October 31, 2016. A Canadian brother and sister are passing Halloween night curled up in red velvet coffins in the Transylvanian castle that inspired the Dracula legend, the first time in 70 years anyone has spent the night in the gothic fortress, after they bested 88,000 people who entered a competition hosted by Airbnb to get the chance to dine and sleep at the castle in Romania. A portrait of medieval prince Vlad the Impaler is placed on the wall. (Photo by Vadim Ghirda/AP Photo)