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.

Three one-month-old lioness cubs are held by a keeper as they take their first outing on February 21, 2010 at the Ramat Gan Safari Park near Tel Aviv, Israel. The still unnamed cubs are the first triplet females to be born at the safari park and officials say their birth will ensure the continuity of the park's pride of lions. (Photo by David Silverman/Getty Images)

Men are sent down into the sludge to clear the sewers in the Bangladeshi capital Dhaka on May 23, 2018. The people who do the work aren’t even given any protective clothing or goggles and have to dig out the clogged-up muck with a stick or their bare hands. (Photo by Rehman Asad/Barcroft Media)

A sign is posted in front of the new Yoga Room at San Francisco International Airport's terminal two on January 26, 2012 in San Francisco, California. (Photo by Justin Sullivan/Getty Images)

A member of staff prepares herself a crisp sandwich in the Simply Crispy sandwich cafe in Belfast, northern Ireland January 12, 2015. The sandwich shop which opened on Monday is the world's first crisp sandwich cafe, local media reported. The idea of a crisp sandwich cafe started as a joke article on a website called Ulster Fry. The hilarious piece poked fun at recent ridiculous foody trends like the cereal café that opened in London last year. What was once a satirical joke has now become reality, after Belfast cafe owner Andrew McMenamin decided to make it happen. Customers will be able to choose their bread and crisps and add cheese or ham to their sandwich, which will be served with soup and chips. (Photo by Cathal McNaughton/Reuters)

Customers drink a coffee as several cats roam at Cat Cafe Melbourne on July 25, 2014 in Melbourne, Australia. Cat Cafe Melbourne is Australias first cat cafe. The cafe has several cats from rescue shelters which live at the premises. Patrons can watch and play with the cats while enjoying a coffee. Cat Cafes are becoming known world wide, the first opening in Taiwan in 1998. (Photo by Scott Barbour/Getty Images)

In this July 15, 2015 photo, Nepalese amputee victims Khendo Tamang, left, and Nirmala Pariyar, both 8, share a single pair of shoes at the Bir Trauma Center in Kathmandu, Nepal. After suffering serious leg wounds in Nepal's massive 2015 earthquake that killed and injured thousands, both girls were brought to the Bir Trauma Center in Kathmandu, to receive single leg amputations. Following their surgeries, Nirmala's relentless cheerfulness drew a still very depressed Khendo close and both found an inseparable friendship which has helped their emotional wounds heal. (Photo by Niranjan Shrestha/AP Photo)

A hostage runs towards a police officer outside Lindt cafe, where other hostages are being held, in Martin Place in central Sydney December 15, 2014. Two more hostages have run out of the cafe at the center of a siege in Sydney, Australia's largest city, according to a Reuters witness at the site. The two women were both wearing aprons indicating they were staff at the Lindt cafe where a gunman has been holding an unknown number of hostages for several hours. Three men had earlier run out of the cafe. (Photo by Jason Reed/Reuters)