Iraqi government forces are seen near the Falahat village west of Fallujah on June 27, 2016. Iraqi forces took the Islamic State group's last positions in the city of Fallujah on June 26, establishing full control over one of the jihadists' most emblematic bastions after a month-long operation. (Photo by Moadh Al-Dulaimi/AFP Photo)

A demonstrator kicks a riot police vehicle during an unauthorized march called by the Chilean student federations to protest against government's education reform, in Santiago, Chile July 5, 2016. (Photo by Ivan Alvarado/Reuters)

Libyan forces allied with the U.N.-backed government fire weapons during a battle with IS fighters in Sirte, Libya, July 21, 2016. (Photo by Goran Tomasevic/Reuters)

“The Spanish Civil War (The Crusade among Nationalists, Fourth Carlist War among Carlists, The Rebellion or Uprising among Republicans) was a major conflict fought in Spain from 17 July 1936 to 1 April 1939. An estimated total of 500,000 people lost their lives as a consequence of the War”. – Wikipedia. Photo: Actors take part in a re-enactment of the “Battle of Areces” that took place during the Spanish Civil War, in Grullos, north of Spain, September 14, 2013. The re-enactment of the historic 1937 battle was organised by the Frente del Nalon Association. (Photo by Eloy Alonso/Reuters)

Revellers take part in the annual “Naval Battle” of Vallecas in Madrid, Spain July 19, 2015. The slogan for this year's water battle is “Get wet for Alfon, freedom for Alfon”, referring to Alfonso Fernandez Ortega, a Vallecas resident who was sentenced to four years in prison in June. The festival was started spontaneously in 1981 when some neighbours started to throw water at one another due to high temperatures during the Virgen del Carmen Festival. (Photo by Juan Medina/Reuters)

A member of a rival team walks during an annual carnival battle with oranges in the northern Italian town of Ivrea February 15, 2015. Dressed up as Middle Age kings' guards, a group of men ride in a horse-drawn carriage and pelt “foot soldiers” with oranges as thousands of people gather to re-enact a Middle Age battle when the townsfolk of Ivrea overthrew an evil king. In a strange twist, instead of swords and cross bows, these days the weapons of choice are oranges. (Photo by Max Rossi/Reuters)

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)

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.