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.

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)

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

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)

Tami Varma, right, and her brother Robin, the grandchildren of Devendra Varma, a scholar of English gothic tales and an expert in vampire lore, pose in coffins at the Bran Castle, in Bran, Romania, Monday, October 31, 2016. A Canadian brother and sister are passing Halloween night curled up in red velvet coffins in the Transylvanian castle that inspired the Dracula legend, the first time in 70 years anyone has spent the night in the gothic fortress, after they bested 88,000 people who entered a competition hosted by Airbnb to get the chance to dine and sleep at the castle in Romania. A portrait of medieval prince Vlad the Impaler is placed on the wall. (Photo by Vadim Ghirda/AP Photo)

Highly commended, mammals: Gelada after the storm – Marco Gaiotti (Italy). “Gelada baboons are the only monkey species in the world that feed on grasses. They are native to the tableland of Ethiopia. Every morning large family groups wander from their sleeping places in the steep rock face, up to 1,000 metres high, to the feeding grounds at the tablelands. This image clearly depicts their feeding strategy: they pull out bunches of grass, sort the stalks and then lift them to their mouth. This shot was taken towards the end of the rainy season after a heavy storm”. (Photo by Marco Gaiotti/2019 GDT European Wildlife Photographer of the Year)

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