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)

American television personality Dolores Catania in the first decade of February 2024 gets the “hot gossip” in a staged photo. (Photo by dolorescatania/Instagram)

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

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)

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)

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)

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)