A skydiver dressed as Santa Claus prepares to leap out of a plane as 155 tandem skydivers set a new Guinness World Record over eight hours, over the Australian city of Wollongong, December 17, 2016. (Photo by Jason Reed/Reuters)

Long-tailed mayflies (Palingenia longicauda) mate on the surface of the Tisza river near Tiszakurt, Hungary, June 14, 2016. Millions of these short-lived mayflies engage in a frantic rush to mate and reproduce before they perish in just a few hours during “Tiszaviragzas” or Tisza blooming season from late spring to early summer every year. (Photo by Laszlo Balogh/Reuters)

A reveler and a child street vendor pose for a photo during the Banda de Ipanema Carnival parade in Rio de Janeiro, Brazil, Saturday, January 31, 2015. Rio's over-the-top Carnival is the highlight of the year for many local residents. Hundreds of thousands of merrymakers are beginning to take to the streets in open-air “blocos” parties. (Photo by Silvia Izquierdo/AP Photo)

Visitors look at a tower exhibit of 429 different kinds of pumpkins and squash from all over the world at the Buschmann and Winkelmann pumpkin farm on October 9, 2011 in Beelitz, Germany. The farm, located in Brandenburg state near Berlin, harvests tens of thousands of pumpkins from approximately 40 different kinds between August and October and is known for its elaborate, theme-based pumpkin exhibits. (Photo by Sean Gallup/Getty Images)

Olive Ridley turtle hatchlings (Lepidochelys olivacea) sit in baskets and trays at the turtle camp La Gloria, before their release into the ocean in Tomatlan November 15, 2013. Twenty years ago, Mexico's government implemented ecological plans to protect the sea turtles from being hunted for their leather and meat and established conservation areas and a pay system for local residents to protect turtle nests. Millions of baby turtles hatch on the shores in November and December, according to an environmental group. It is estimated that in 2012, there were 20 million newborns. Hatching season is still underway, but officials say they expect there will be even more turtles born this year. (Photo by Alejandro Acosta/Reuters)

An angler fishes on the opening day of the salmon fishing season on the River Tay at Kenmore in Scotland, Britain January 16, 2017. (Photo by Russell Cheyne/Reuters)

The latest ad campaign for the Israeli bookstore chain Steimatzky wonders what it would be like to take your favorite literary character to bed with you.

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.