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)

With six-inch fangs and weighing in at 600lb, Saber and Janda are no ­ordinary house cats. Yet these huge Bengal tigers live in Janice Haley’s suburban garden and are treated like ordinary pets. They are fed by hand, get strokes and cuddles, and white male Saber goes to sleep sucking on her finger. Janice’s life changed 20 years ago when she spotted an advert for a tiger training course in her local paper – and two years later arrived home with her first cub. Then in 2002 she bought Janda, who is now 12. Photo: The pair are best of friends. (Photo by Ruaridh Connellan/Barcroft Media)

The Sphinx breed of cat “Adam vom Feisastern” of the German breeder Sabine Braeuer waits on a jury table during an annual International Pedigree Dog and Cat Show in Erfurt, Germany on June 10, 2012. (Photo by Jens Meyer/Associated Press)

Women walk through the snow on Wimbledon common with their dogs on February 10, 2012 in London, England. The Met Office cold weather alert remains at Level 3 as southern parts of England continue to suffer from cold weather and freezing conditions, with further snowfall overnight. (Photo by Peter Macdiarmid/Getty Images)

A dog dressed in a costume takes part in the Pet's Halloween Day parade at El Olivar Park in San Isidro, Lima, October 31, 2015. (Photo by Mariana Bazo/Reuters)

A dog wearing face mask is seen on a street as the country is hit by an outbreak of the novel coronavirus, in Shanghai, China on March 2, 2020. (Photo by Aly Song/Reuters)

A dog wearing a mask is seen on a street following an outbreak of the novel coronavirus disease (COVID-19), in Shanghai, China on March 22, 2020. (Photo by Aly Song/Reuters)