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.

The drag artist Wet Mess performs Testo – a show about testosterone – at the Here & Now Showcase, Edinburgh international festival fringe in 2024. (Photo by Murdo MacLeod/The Guardian)

Children play on an uprooted tree along a beach in Mele, Vanuatu that was once lined with vegetation, now largely lost to storms, erosion and other environmental pressures on Saturday, July 19, 2025. (Photo by Annika Hammerschlag/AP Photo)

Tourists dressed in yukatas, a light, unlined, summer kimono made of cotton instead of the traditional silk, climb steps to visit a temple on April 27, 2016 in Kyoto, Japan. Now the seventh largest city in Japan, Kyoto was once the Imperial capital for more than one thousand years, it is now the capital city of Kyoto Prefecture and a major part of the Kyoto-Osaka-Kobe metropolitan area. (Photo by Carl Court/Getty Images)

Now it’s a new Internet meme.

A woman walks past a stall at a market in Banjul, Gambia December 15, 2016. (Photo by Afolabi Sotunde/Reuters)

The luxury Jetstar private jet, built in the seventies and retaining most of the original features which is now being used as a holiday let is seen in Redberth, Pembrokeshire, Wales, January 11, 2017. (Photo by Rebecca Naden/Reuters)

“Kilauea Rules”. The most extreme place we put ours kayakers to paddle till now. Photo location: Big Island, Hawaii. (Photo and caption by Alexandre Socci/National Geographic Photo Contest)