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.

This image taken from video provided by TVBS shows a commercial airplane clipping an elevated roadway just before it careened into a river in Taipei, Taiwan, Wednesday, February 4, 2015. The ATR-72 prop-jet aircraft had 58 people aboard. (Photo by AP Photo/TVBS)

The Morgan Stanley Children's Hospital of NewYork-Presbyterian recently installed a new CT scanner in their radiology testing room, but what separates the machine from others of its kind is that it is designed in the likeness of a pirate ship. Being that the facility is designated for medical testing on children, the hospital opted for a playful piece of equipment when it came time to replace their old medical apparatus.

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)

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)

A dog snuggles up to a potential owner on the opening day of Dog Cafe, a coffee shop where people can adopt shelter dogs in Los Angeles, California, United States, April 7, 2016. (Photo by Lucy Nicholson/Reuters)

“I wonder about everyone that I photograph, what are they thinking at the moment, what is going on in their life, what are they really like. Photographs are such abstractions of real life, both true and false at the same time and so limited in the scope of what can be captured, yet limitless in how it stimulates our imagination. Indeed, photography is a rich medium”. – Mike Peters. Photo: Meatpacking District, NYC, September 28, 2012. (Photo by Mike Peters)

Participants gather in the Union Square subway station during the annual No Pants Subway Ride on January 8, 2012 in New York City. The annual event is staged by the group Improv Everywhere which encourages people in dozens of cities worldwide to discard their pants while riding the subway. (Photo by Mario Tama/Getty Images)