A participant runs through colored powder as she takes part in the Get Rainbowed run in Prague May 23, 2015. Get Rainbowed is a five-kilometre race with the aim of promoting a healthy lifestyle. (Photo by David W. Cerny/Reuters)

Owner Nicole Graham works with volunteers from CFA and SES tries to dig out her horse “Astro” who became stuck up to his neck in mud at Avalon Beach on February 26, 2012 in Geelong, Australia. The tide was fast-rising, but the rescuers managed to get him out in time. (Photo by Peter Ristevski/Newspix)

Paisley, a standard poodle, is pictured at Intergroom in N.J., March 2014. Intergroom is one of the largest cats and dogs grooming conferences in America. (Photo by Paul Nathan/Rex Features)

Tracy Sarita celebrates the sunrise during the Burning Man 2015 “Carnival of Mirrors” arts and music festival in the Black Rock Desert of Nevada, September 3, 2015. Approximately 70,000 people from all over the world are gathering at the sold-out festival to spend a week in the remote desert to experience art, music and the unique community that develops. (Photo by Jim Urquhart/Reuters)

Astrid Perez (L) and Ramon Camacho lay on the Playa during the Burning Man 2015 “Carnival of Mirrors” arts and music festival in the Black Rock Desert of Nevada, September 6, 2015. Sunday marks the last day of the sold-out festival that gathered approximately 70,000 people from all over the world. (Photo by Jim Urquhart/Reuters)

A tanker airplane drops fire retardant on a wildfire on September 1, 2011 in Graford, Texas. More than 6,500 acres and more than 45 homes in the area have burned since Tuesday as wildfires sweep through parts of Texas and Oklahoma. (Photo by Tom Pennington/Getty Images)

Mutant vehicles on the Playa are seen as approximately 70,000 people from all over the world gather for the 30th annual Burning Man arts and music festival in the Black Rock Desert of Nevada, U.S. September 3, 2016. (Photo by Jim Urquhart/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.