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 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)

Eight-year-old handicapped Chinese girl Qian Hongyan crawls with two home-made props and part of a basketball at Zhuangxia Village on January 5, 2005 in Luliang County of Qujing City, Yunnan Province, China. The girl who lost both of her legs in a traffic accident in 2000 at the age of three, struggles to live her life with a basketball as an underprop, “walking” between school and home by herself. The girl's story is widely reported in the country, and experts from China Rehabilitation Research Center has come to Qian's home to help her for rehabilitative treatment early 2005. (Photo by China Photos/Getty Images)

Tessa Evans was born without nose, a very rare facial anomaly called 'arhinia'. The little girl, who is now 18-months-old, has helped in spreading awareness about her condition across the globe.

In this Wednesday, November 15, 2012 file photo, a young girl in her colorful dress reaches out to greet a Pakistani policeman securing the road outside Kainat Riaz's home in Mingora, Swat Valley, Pakistan. (Photo by Anja Niedringhaus/AP Photo)

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)