Participants climb a 10km muddy obstacle course during the “Run Mud” race, on March 29, 2019 in the Israeli mediterranean coastal city of Tel Aviv. Over 6,000 participants took part in the obstacle race, with up to 18 artificial obstacles on three tracks (10 km, five km or two km). (Photo by Jack Guez/AFP Photo)

A participant runs through foam during the Love Foam Run race in Hsinchu, Taiwan May 29, 2016. (Photo by Tyrone Siu/Reuters)

Brides-to-be participate in the "Running of the Brides" race in a park in Bangkok November 28, 2015. A hundred husbands and wives-to-be wore their wedding dresses and running shoes and competed in an event for a combined prize worth 1 million Thai baht ($27,928), according to the organisers. (Photo by Athit Perawongmetha/Reuters)

A participant of the Wild Sau Dirt Run 2015 passes a mud barrier in Obertriesting, Lower Austria, Austria, Saturday, April 4, 2015. The Wild Sau Dirt Run is a cross country and steeplechase race for men and women over the distances of 5, 10 and 20 kilometers (3.1, 6.2 and 12.4 miles). (Photo by Ronald Zak/AP Photo)

A man takes pictures at the finish line during the Colour Run at Centennial Park in Sydney August 25, 2013. According to organizers, 15,000 runners registered to complete the 5km (3 miles) course in Centennial Park on Sunday, being covered in blue, pink, orange and yellow powder on their way to the finish line. (Photo by Daniel Munoz/Reuters)

A participant sets off on a penny-farthing bicycle at the start of the The Tweed Run in central London, Britain, May 14, 2016. The Tweed Run, a very British public bicycle ride through London's streets, with a prerequisite that participants are dressed in their best tweed cycling attire. (Photo by Hannah McKay/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.

Look at the image for long enough and you can make the train change direction simply by thinking about it. Freaky.