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.

A general view of atmosphere during 2016 New York Comic Con – Day 1 on October 6, 2016 in New York City. The annual event offers pop culture fans exhibitors and displays of popular video games, movies and comic books and many people attending dress as their favorite character. (Photo by Daniel Zuchnik/Getty Images)

People fancy dressed as “Catrina” take part in the “Catrinas Parade” along Reforma Avenue, in Mexico City on October 22, 2017. Mexicans get ready to celebrate the Day of the Dead highlighting the character of La Catrina which was created by cartoonist Jose Guadalupe Posada, famous for his drawings of typical local, folkloric scenes, socio- political criticism and for his illustrations of “skeletons” or skulls, including La Catrina. (Photo by Ronaldo Schemidt/AFP Photo)

Beltane Fire Society performers celebrate the coming of summer by participating in the Beltane Fire Festival on Calton Hill April 30, 2019 in Edinburgh, Scotland. The event celebrates the ending of winter and is a revival of the ancient Celtic and Pagan festival of Beltane, the Gaelic name for the month of May. This years festival was highlighting climate change, with the central character The May Queen being seen to express her rage at the damage done to Earth. (Photo by Jeff J. Mitchell/Getty Images)

Detail of a sand sculpture of Pirates of the Caribbean is seen as pieces are prepared as part of this year's Hollywood themed annual Weston-super-Mare Sand Sculpture festival on March 26, 2013 in Weston-Super-Mare, England. Due to open on Good Friday, currently twenty award winning sand sculptors from across the globe are working to create sand sculptures including Harry Potter, Marilyn Monroe and characters from the Star Wars films as part of the town's very own movie themed festival on the beach. (Photo by Matt Cardy)

Nyaueth by Peter Zelewski – £2,000 third prize winner. This was taken near London’s Oxford Street as part of Zelewski’s series Beautiful Strangers. Zelewski explains: ‘The aim of Beautiful Strangers is to challenge the concept of traditional beauty with a series of spontaneous street portraits of everyday citizens who show character, uniqueness and a special inner quality’. (Photo by Peter Zelewski/Taylor Wessing Portrait Prize 2015)

Darth Mykolaiovych Vader, who is dressed as the “Star Wars” character Darth Vader, poses for a picture as he dries his mask and helmet with a hairdryer in the bathroom of his apartments in Odessa, Ukraine, December 2, 2015. Darth Vader was bent on galactic domination, but his Ukrainian namesake enjoys more mundane pursuits: local politics, walking the family dog and a spot of embroidery. The Ukrainian citizen, who has changed his name to Darth Mykolaiovych Vader, ran for the post of local mayor in October, his political backers dressed as Stormtroopers. In his trademark black outfit, he is a regular sight around Odessa, a major port city on southern Ukraine's Black Sea coast. (Photo by Valentyn Ogirenko/Reuters)