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 fisherman is seen standing on a cliff edge at Cape Bank in La Perouse on February 20, 2011 in Sydney, Australia. The practice of fishing from rock platforms, cliffs and rocky outcrops is notoriously dangerous with many anglers per year being washed into the ocean by dangerous surf or unexpected large waves. Angling is often reported as the sport having the highest mortality rate on average due to fishermen drowning with rocking fishing contributing to a high number of these deaths. (Photo by Mark Kolbe/Getty Images)

Patrick Boyle, The Earl of Glasgow and his son David, Viscount Kelburn pose at their home Kelburn Castle on August 30, 2011 in Largs, Scotland. The Earl of Glasgow has asked Historic Scotland if the graffiti can remain as a permanent feature of the Castle. The local council allowed the mural to be painted on the wall by Brazilian artists in 2007, with a three year limit put on the graffiti pending the start of rendering work at the castle.(Photo by Jeff J Mitchell/Getty Images)

“The Wild Animal Sanctuary is a U.S. organization that specializes in rescuing and caring for large predators which are being ill-treated, for which their owners can no longer care, or which might otherwise be euthanized. Created in 1980, The Wild Animal Sanctuary is situated on 720 acres (291 ha) of grassland near Keenesburg, Colorado North of Denver, and has helped over 1,000 animals since it first opened. As of 2010, it was home to over 290 animals”. – Wikipedia

Photo: Rescued brown and black bears feed at The Wild Animal Sanctuary on October 20, 2011 in Keenesburg, Colorado. (Photo by John Moore/Getty Images)

Japan Self-Defense Force members pay their respect to unidentified earthquake victims in vehicles during a mess funeral on April 8, 2011 in Yamamoto, Miyagi Prefecture, Japan. The 9.0 magnitude strong earthquake struck offshore on March 11 at 2:46pm local time, triggering a tsunami wave of up to ten metres which engulfed large parts of north-eastern Japan, and also damaging the Fukushima nuclear plant and threatening a nuclear catastrophe. The death toll continues to rise with numbers of dead and missing exceeding 20,000 in a tragedy not seen since World War II in Japan. (Photo by Athit Perawongmetha/Getty Images)

“The pygmy hippopotamus (Choeropsis liberiensis or Hexaprotodon liberiensis) is a large mammal native to the forests and swamps of western Africa (the specific name liberiensis means “of Liberia”, as this is where the vast majority live). The pygmy hippo is reclusive and nocturnal. It is one of only two extant species in the Hippopotamidae family, the other being its much larger cousin the common hippopotamus”. – Wikipedia

Photo: Monifa, a one month old baby Pygmy Hippopotamus takes a morning bath at Taronga Zoo on November 7, 2008 in Sydney, Australia. Monifa is the first Pygmy Hippopotamus to be born at Taronga Zoo in the past twenty three years. (Photo by Sergio Dionisio/Getty Images)