Now it’s a new Internet meme.

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)

In this Monday, June 29, 2020 a man wearing a face mask to protect against coronavirus, walks past a hair product billboard on the street in Soweto, Johannesburg, South Africa. Africa now has more than a half-million confirmed coronavirus cases as the continent-wide total is now over 508,000 after South Africa recorded another day of more than 10,000 confirmed cases as a new global hot spot. (Photo by Themba Hadebe/AP Photo/File)

“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)

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)

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)

The interior of a house is damaged after an earthquake in Imphal, capital of the northeastern Indian state of Manipur, Monday, January 4, 2016. Five deaths have been reported from in and around Imphal due to falling debris. Imphal has a population of 270,000, and people were jolted from their sleep and ran out of their homes in panic. (Photo by Bullu Raj/AP Photo)

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.