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.

“Sky burial or ritual dissection was once a common funerary practice in Tibet wherein a human corpse is cut in specific locations and placed on a mountaintop, exposing it to the elements or the mahabhuta and animals – especially to birds of prey. The location of the sky burial preparation and place of execution are understood in the Vajrayana traditions as charnel grounds. In Tibet the practice is known as jhator, which literally means, «giving alms to the birds»”. – Wikipedia

Photo: A burial master chops bones of a body to feed vultures during a celestial burial ceremony on April 19, 2006 in Dari County of Guoluo Prefecture, Qinghai Province, northwest China. Celestial burial is a traditional funeral of Tibetan people, which began in the 7th century. (Photo by China Photos/Getty Images)

A pro-government supporter scuffles with an anti-extradition supporter outside the office of pro-China lawmaker Junius Ho in Tsuen Wan in Hong Kong, China on July 22, 2019. Hong Kong demonstrators gathered for another weekend of protests against the controversial extradition bill and with a growing list of grievances, maintaining pressure on Chief Executive Carrie Lam. (Photo by Edgar Su/Reuters)

In this image released on October 2, Bella Hadid is seen backstage during Rihanna's Savage X Fenty Show Vol. 2 presented by Amazon Prime Video at the Los Angeles Convention Center in Los Angeles, California; and broadcast on October 2, 2020. (Photo by Jerritt Clark/Getty Images for Savage X Fenty Show Vol. 2 Presented by Amazon Prime Video)

Su Daocheng rides his home-made mechanical horse vehicle on a street in Shiyan, Hubei province January 18, 2015. Su spent 2 months making this 1.5 metre high and 2 metre long horse, which weighed 250 kilograms with 4 legs and 2 supportive wheels, local media reported. (Photo by Reuters/Stringer)

A painting of Chinese President Xi Jinping holding an umbrella is seen on the toilet wall in a guesthouse in Hong Kong December 30, 2014. Set up in a small apartment in the Causeway Bay shopping district, the guesthouse that gives what it calls “Umbrella Revolution Occupation Experience” charges guest HK$100 (US$13) a night to stay in a tent surrounded by pro-democracy banners, a cardboard cutout of President Xi Jinping holding a yellow umbrella, and serve toilet paper printed with the face of embattled leader of Hong Kong chief executive Leung Chun-ying. (Photo by Tyrone Siu/Reuters)

In this image released on October 1, Russian model Irina Shayk is seen onstage during Rihanna's Savage X Fenty Show Vol. 2 presented by Amazon Prime Video at the Los Angeles Convention Center in Los Angeles, California; and broadcast on October 2, 2020. (Photo by Jerritt Clark/Getty Images for Savage X Fenty Show Vol. 2 Presented by Amazon Prime Video)

The Mexican goalkeeper Carlos Acevedo has a close brush with the ball while making a save against Chile at the Q2 Stadium in Austin, Texas on December 8, 2021. The friendly international match ended in a 2-2 draw. (Photo by Erich Schlegel/USA TODAY Sports)