Competitors pose backstage during the Arnold Classic South America bodybuilding event in Sao Paulo, Brazil, April 22, 2017. (Photo by Nacho Doce/Reuters)

Waldo, a 6-year-old Tibetan Terrier belonging to Susan and Mike Leverette of Sebastian, competes in the third heat of the medium dogs division at the Hang 20 Surf Dog Classic at Carlin Park in Jupiter Saturday, August 29, 2015. “The waves are a little bigger than we are used to”, said Susan. (Photo by Bruce R. Bennett/The Palm Beach Post)

In this October 16, 2014 photo, a man cleans his American classic car before going to work in Havana, Cuba. While the U.S. embargo that took effect in 1961 stopped the flow of new cars, and most parts, a few Cubans now manage to bring in replacement parts when friends or family visit from the U.S. (Photo by Franklin Reyes/AP Photo)

“JWT India created a series of disturbing ads for the Ford Figo, one of which shows former Italian prime minister Silvio Berlusconi flashing a peace sign from the front seat of a car that has three curvaceous women tied up and gagged in the trunk”. – Laura Stampler via Business Insider. (Photo by JWT India)

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.

Competitors warm up backstage during the Arnold Classic Europe bodybuilding event in Madrid, Spain, September 25, 2015. (Photo by Susana Vera/Reuters)