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 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 cow covered with foam scavenges in the waste left on the banks of the polluted Yamuna river in New Delhi on October 10, 2020. (Photo by Sajjad Hussain/AFP Photo)

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

American actress Joey King in the second decade of May 2024 shares a silly selfie sipping a cocktail. (Photo by joeyking/Instagram)

These heart-warming photograph show an incredible bond between a wild lioness and the men fighting to save her species. The picture show Sirga – a 110lb lioness – and her adopted pride Valentin Gruener (not pictured) and Mikkel Legarth. Incredibly she treats the two men just like she would other lions and with their help she can now hunt for prey on her own. As a cub she was driven out from a pride and rescued by German and Danish duo Valentin and Mikkel who could not stand by and watch her die. She is now a beacon for hoped success of the Modisa Wildlife Project, founded in Botswana, Africa, by Valentin and Mikkel with the hope of saving the lion population. (Photo by Caters News)

Irina, worker of a petrol station, now member of reconnaissance team of pro-Russian rebels' in the town of Makievka, eastern Ukraine, October 6, 2014. Like the men in the conflict, the women come from all walks of life. Some women come to serve with their husbands and boyfriends, others are single. Female fighters on both sides said the men in their units treat them as equals, though sometimes showing more leniency. They have little respect for men who have not taken up arms. On both sides the fighters expect a long conflict, despite the fragile ceasefire now in place. (Photo by Shamil Zhumatov/Reuters)

Senji Nakajima sleeps with his Love Doll “Saori” at Love Hotel on June 4, 2016 in Nagano, Japan. Senji Nakajima, 61 years old, lives with his life-size “love doll” named “Saori” in his apartment in Tokyo, Japan. Nakajima, married with two children, who lives away from home for work, first started his life with Saori six years ago. (Photo by Taro Karibe/Getty Images)