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.

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

This picture taken on March 21, 2015 shows a couple kissing in front of blooming cherry blossoms in Wuhan in central China's Hubei province. The cherry blossoms, now in full bloom, attracted tens of thousands of visitors, local media reported. (Photo by AFP Photo/Stringer)

Revellers paint faces at Worthy Farm in Somerset for the Glastonbury Festival of Music and Performing Arts on Worthy Farm near the village of Pilton in Somerset, South West England, on June 21, 2017. The largest greenfield festival in the world Glastonbury Festival is now a five-day festival of contemporary performing arts. The Somerset Festival, which Michael Eavis started in 1970 when several hundred hippies paid just £1, now attracts more than 175,000 people. (Photo by Dylan Martinez/Reuters)

A municipal worker sits on a bench, next to a statue, in Nizhny Novgorod, Russia, during the 2018 soccer World Cup, Thursday, June 28, 2018. Nizhny Novgorod was a “closed city” during the Soviet era. It was known as Gorky until 1990 and it was here that dissident scientist Andrei Sakharov was held under house arrest. Now the city hosts six World Cup matches and is teeming with tourists. That was unthinkable in the Soviet era and even rare now in a city that is seldom visited by outsiders. (Photo by Vadim Ghirda/AP Photo)

Jackie Galarza greets the Camarasaurus dinosaur held by Houston Ferguson during the “Jurassic Quest” experience at Broward County Convention Center on July 08, 2022 in Fort Lauderdale, Florida. Fans of dinosaurs can walk through moving and roaring animatronic replicas of the now extinct creatures during the three-day event. (Photo by Joe Raedle/Getty Images)

Illuminated installations light up the Heligan Night Garden on November 17, 2022, set amidst the atmospheric Lost Gardens in Cornwall. The Lost Gardens of Heligan have worked with The Lantern Company to illuminate the Gardens which is now open to the public. (Photo by South West News Service)

Jamon, a mini pig from São Paulo, Brazil, just may be the most handsome devil on Instagram right now. The pig has amassed more than 55,000 followers who fawn over his every move and his festive outfits, from Hawaiian shirts to sombreros, and even turtle costumes. (Photo by Instagram)