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.

A craftsman makes imitation bread samples at The Sample Factory on February 25, 2008 in Gujo, Gifu, Japan. Gujo City has more than a 50 percent share of the imitation vinyl chloride samples industry. Replica foods are used in most restaurant window displays in Japan, and are popular as souvenirs for tourists. (Photo by Koichi Kamoshida/Getty Images)

“A guide horse is an experimental mobility option for blind people who do not wish to or cannot use a guide dog. They are provided by The Guide Horse Foundation, founded in 1999 to provide miniature horses as assistance animals to blind users living in rural environments”. – Wikipedia

Photo: Shari Bernstiel, of Lansdale, Pennsylvania is helped along the sidewalk by Tonto, her guide horse March 19, 2004 in Lansdale, Pennsylvania. Tonto, a minature horse who went through one year of training, acts as Sheri's seeing eye dog and is one of three working guide horses in the United States. (Photo by William Thomas Cain/Getty Images)

Hailey Hanestad thinks nothing about nuzzling up to the animal, called Wiley, and even dozes off with him on her bed. Wiley has been a treasured member of the family since being rescued by Hailey's dad, Rick, three years ago. Today he's thought to be just one of two coyotes in the US that have become domesticated after being born in the wild. Photo: Coyote Wiley sniffs Hailey, 8, at their home. (Photo by Barcroft Media)

Having $100 in your pocket would be so much cooler if it was designed by Martin Joubert. He went all out and created a number of different designs for the 100 USD banknotes, ranging from silly to witty. We especially liked the one with “That’s right. This is real money” written on it, showing just how many cups of coffee, basketballs, and guns you can buy with 100 dollars. All in all, even the currency that we have today is nothing but paper, even though it looks official and strict. There is nothing backing it up except for our noble military that ensures that Gulf States sell their oil using only the “green” kind of currency. (Photo by Martin Joubert)

German photographer Tobias Lang had a brilliant idea, he started photographing his friends and their pets and suddenly folks from all over the world where asking him to capture them too. Check out his Facebook page to see. Tobias is in the process of putting together a coffee table book of his impressive collection. Photo: Pet owner Isabel with her blind housecat, “Captain Jack”. (Photo by Tobias Lang)

An animatronic dragon performs during the launch of How To Train Your Dragon Arena Spectacular at a Dreamworks and Global Creatures media call on August 8, 2011 in Melbourne, Australia. (Photo by Quinn Rooney/Getty Images)

A performer poses with “The Gronkle” and “Deadly Nadder” at the How to Train Your Dragon Media Call at Fox Studios on November 29, 2011 in Sydney, Australia. The “How to Train Your Dragon Arena Spectacular” world premiere will take place in Australia in March 2012. (Photo by Brendon Thorne/Getty Images)