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)

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)

“These eerie formations in the sky may look like alien ships. But as the Daily Mail points out, they’re actually a natural occurrence called lenticular clouds”. – Claudine Zap. Photo: Lenticular clouds hover of the mountains of the Kamchatka Peninsula in Russia. (Photos by Denis Budkov/Caters News)

Passengers watch as The Waverley, the world's last remaining seagoing passenger paddle steamer arrives at Clevedon Pier on June 10, 2011 in Clevedon, England. Built in 1946, the trust which owns and operates the Waverley, is warning that this could be the last season for the vessel and is appealling for more public funding saying it is struggling to make ends meet in the current financial climate due in part to rising fuel costs. Restored in 1973 after service on Loch Long in Scotland, since 2003, Waverley has been listed in the British National Register of Historic Ships core collection as 'a vessel of pre-eminent national importance'. (Photo by Matt Cardy/Getty Images)

A customer shops at an Alibaba rural service centre in Jinjia Village, Tonglu, Zhejiang province, China, July 20, 2015. E-commerce growth in the countryside now outpaces that in major cities, though fewer than one tenth of online purchases made on Alibaba platforms were shipped to rural areas in the first quarter of this year. Alibaba estimates the potential market at 460 billion yuan ($74 billion) by next year. (Photo by Aly Song/Reuters)

One of only three active female blimp pilots in the world, Kristen Arambula guides her passengers towards the Goodyear blimp “Spirit of America” in Carson, California August 5, 2015. Christened in 2002, the air ship is being retired after 8,000 flights and replaced with a newer more modern version named the “Spirit of Innovation” in September. (Photo by Mike Blake/Reuters)