We all have our own ways of passing time on our daily commutes. Some people read, others try to sleep, and many listen to music or play on their phones. But one creative commuter has a simple and highly entertaining way that hopefully more people will embrace. By placing a face from a newspaper in front of a person at just the right angle, they transform other commuters into recognizable celebrities while keeping the unbeknownst participant obscured.

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.

“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)

A face mask is placed on one of the 'Three business men who brought lunch' statues on Swanston street on March 29, 2020 in Melbourne, Australia. All international arrivals into Australia from midnight on Saturday will be placed into mandatory quarantine in hotels for 14 days as the Federal Government increases restrictions to stop the spread of COVID-19. (Photo by Asanka Ratnayake/Getty Images)

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