A replica of the truck made from matchsticks by Janusz Urbanski is pictured at his flat in Ruda Slaska, Poland May 4, 2016. Janusz Urbanski has a one of a kind chessboard he never plays, a personalised guitar he does not strum and a boat he cannot sail. Why? They are all made from tens of thousands of matches. For the last 40 years, the former Polish miner and ironworker has harboured a passion to build replicas of objects, buildings and famous sites with just matchsticks and glue. (Photo by Kacper Pempel/Reuters)

Houthi followers perform the traditional Baraa dance ahead of a demonstration against the Saudi-led air strikes in Yemen's capital Sanaa August 24, 2015. The nothern-based Houthis, a Shi'ite Muslim group, took control of Sanaa last September. Arab countries intervened in the conflict in March to halt a Houthi advance into the south which caused the Saudi-backed government to flee to Riyadh from its refuge in the southern port of Aden. (Photo by Khaled Abdullah/Reuters)

NASA space shuttle Atlantis in Earth orbit is seen during a Rendezvous Pitch Maneuver, or back flip to enable space station crew members to take high resolution digital pictures of the shuttle's heat shield before docking for the last time with the International Space Station July 10, 2011 in space. Atlantis has embarked on a 12-day mission to the International Space Station where it will deliver the Raffaello multi-purpose logistics module packed with supplies and spare parts. This will be the final launch of the space shuttle program, which began on April 12, 1981 with the launch of Colombia. (Photo by NASA via Getty Images)

One of the nine baby flamingos born at Bristol Zoo stands with the adults as they feed together on August 19, 2011 in Bristol, England. Nine flamingo chicks have hatched at Bristol Zoo Gardens in the last three months – the biggest number the Zoo has ever had. The chicks, which are Greater Flamingoes from Africa and southern Europe and range in age from four weeks to three months old, take the Zoo's total flock to 38 birds. (Photo by Matt Cardy/Getty Images)

A devotee of the Chinese shrine of Kathu Shrine, pierces his cheeks with umbrellas during a procession of Vegetarian Festival on October 4, 2011 in Phuket, Thailand. Ritual Vegetarianism in Phuket Island traces it roots back to the early 1800's. The festival begins on the first evening of the ninth lunar month and lasts for nine days. Participants in the festival perform acts of body piercing as a means of shifting evil spirits from individuals onto themselves and bring the community good luck. (Photo by Athit Perawongmetha/Getty Images)

Conjoined twins Angelica (C) and Angelina Sabuco (L) play with child life specialist Allison Brooks during a press conference at the Lucile Packard Children's Hospital at Stanford on October 31, 2011 in Palo Alto, California. Two year-old conjoined twins Angelica and Angelina Subaco who are connected at the chest and abdomen are preparing for separation surgery by Dr. Gary Hartman. The surgery will last between 6 and 8 hours that is followed by three hours of reconstructive surgery for each girl. (Photo by Justin Sullivan/Getty Images)

A humanoid robot works side by side with employees in the assembly line at a factory of Glory Ltd., a manufacturer of automatic change dispensers, in Kazo, north of Tokyo, Japan, July 1, 2015. Japanese firms are ramping up spending on robotics and automation, responding at last to premier Shinzo Abe's efforts to stimulate the economy and end two decades of stagnation and deflation. (Photo by Issei Kato/Reuters)

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.