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)

Kurdish pesh merga troops fire at Islamic State positions as they move toward the Iraqi town of Badana Pichwk on Monday morning, October 17, 2016. Kurdish forces began Monday advancing on a string of villages east of Mosul, the start of a long-awaited campaign to reclaim Iraq's second-largest city from the Islamic State, which seized it more than two years ago, officials said. (Photo by Bryan Denton/The New York Times)

Iraqi pro-government forces fire an anti-tank cannon near al-Sejar village, north-east of Fallujah, on May 25, 2016, as they take part in a major assault to retake the city from the Islamic State (IS) group. Iraqi forces, consisting of special forces, soldiers, police, paramilitary-fighters and pro-government tribesmen, launched a major assault to retake Fallujah, the scene of deadly battles during the US occupation and one of the toughest targets yet in Baghdad's war on the Islamic State group. (Photo by Ahmad Al-Rubaye/AFP Photo)

Turkish Kurds watch the Syrian town of Kobani from near the Mursitpinar border crossing, on the Turkish-Syrian border in the southeastern town of Suruc, October 19, 2014. (Photo by Kai Pfaffenbach/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.