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.

Chinese artist Zhou Jie takes a nap on an unfinished iron wire bed, one of her sculpture works, after lunch at Beijing Now Art Gallery, in Beijing August 11, 2014. Zhou started her art project titled “36 Days” on August 9, in which she would live inside an exhibition hall with an unfinished iron wire bed, some iron wire sculptures in the shape of stuffed animal dolls, a certain amount of food and her mobile phone, for 36 days. The entire process is open to visitors and she may also interact with them, according to Zhou. (Photo by Jason Lee/Reuters)

Daniel Lismore arrives for the Brit Awards at the O2 Arena in London, Britain, February 20, 2019. (Photo by Peter Nicholls/Reuters)

Actress Tiffany Haddish sits on top of two garbage cans after getting shoved down by passerbys with a scraped knee only to have Billy Crystal come to her rescue filming “Here Today” in Brooklyn, New York on October 28, 2019. (Photo by Christopher Peterson/Splash News and Pictures)

A member of staff prepares herself a crisp sandwich in the Simply Crispy sandwich cafe in Belfast, northern Ireland January 12, 2015. The sandwich shop which opened on Monday is the world's first crisp sandwich cafe, local media reported. The idea of a crisp sandwich cafe started as a joke article on a website called Ulster Fry. The hilarious piece poked fun at recent ridiculous foody trends like the cereal café that opened in London last year. What was once a satirical joke has now become reality, after Belfast cafe owner Andrew McMenamin decided to make it happen. Customers will be able to choose their bread and crisps and add cheese or ham to their sandwich, which will be served with soup and chips. (Photo by Cathal McNaughton/Reuters)

Customers drink a coffee as several cats roam at Cat Cafe Melbourne on July 25, 2014 in Melbourne, Australia. Cat Cafe Melbourne is Australias first cat cafe. The cafe has several cats from rescue shelters which live at the premises. Patrons can watch and play with the cats while enjoying a coffee. Cat Cafes are becoming known world wide, the first opening in Taiwan in 1998. (Photo by Scott Barbour/Getty Images)

Katy Perry poses backstage during rehearsals for the 2017 MTV Video Music Awards at The Forum on August 25, 2017 in Inglewood, California. (Photo by John Shearer/Getty Images for MTV)

A model presents a creation during the 2015 Victoria's Secret Fashion Show in New York, November 10, 2015. (Photo by Lucas Jackson/Reuters)