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.

Lil Bub is a female “perma-kitten” house cat born with several genetic mutations causing dwarfism, polydactylism and disformed lower jaw. Bub rose to fame online after her owner Mike Bridavsky began uploading videos of her to YouTube in November 2011.

A cat disrupts between Mexico's Tigres UANL and Real Salt Lake during a quarterfinals match as part of the Leagues Cup 2019 at Rio Tinto Stadium on July 24, 2019 in Sandy, Utah. (Photo by Jeff Swinger/USA TODAY Sports)

A cat sits on the empty Great Wall on February 23, 2021 in Beijing, China. Affected by the new coronavirus (COVID-19), the number of visitors to Mutianyu Great Wall in 2020 dropped by about 60%. (Photo by Lintao Zhang/Getty Images)

A woman carries her cat as she walks near Kyiv-Pasazhyrskyi railway station in Kyiv in the morning of February 24, 2022. Air raid sirens rang out in downtown Kyiv today as cities across Ukraine were hit with what Ukrainian officials said were Russian missile strikes and artillery. (Photo by Daniel Leal/AFP Photo)

A Galapagos Tortoise shell is used as a foot rest at Heathrow Airport's Animal Reception Centre on January 25, 2011 in London, England. Many animals pass through the centre's doors ranging from exotic animals such as snow leopards and elephants, snakes and crocodiles, to the more common such as cats and dogs. In 2010 alone the centre processed approximately 10,500 cats and dogs, 1,300 birds, 105,000 day old chicks, 246,000 reptiles, 230 horses and 29 million fish. Most animals are part of zoo transfer schemes, the pet trade, or are pets in transit. (Photo by Dan Kitwood/Getty Images)

Mikhail Baburin, 66, talks to his cat Marquis at his house in the remote Siberian village of Mikhailovka, Krasnoyarsk region, Russia, December 5, 2016. Baburin, a former Navy man, barge worker and employee of a military plant in Krasnoyarsk, is the last inhabitant of Mikhailovka, which was founded in the 19th century by migrants from Russia's Mordovia region. He moved in 2000 to Mikhailovka where he was born and has lived there all alone for the last 10 years with only domestic animals. (Photo by Ilya Naymushin/Reuters)