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 latest ad campaign for the Israeli bookstore chain Steimatzky wonders what it would be like to take your favorite literary character to bed with you.

A man rides his bike along a controversial bike lane on Prospect Park West on August 17, 2011 in the Brooklyn borough of New York City. In what is being viewed as a victory for the Bloomberg administration, a judge on Tuesday dismissed an effort by Brooklyn residents to remove a bicycle lane installed by the city on Prospect Park West. Mayor Michael Bloomberg, along with his transportation commissioner, Janette Sadik-Khan, has attempted to make New York more bicycle and pedestrian friendly with numerous bike and pedestrian lanes around New York City. The effort has angered some in the city who see the lanes as adding to traffic, taking up parking spaces and a danger to pedestrians. (Photo by Spencer Platt/Getty Images)

A Colombian anti-narcotics policeman stands guard after burning a cocaine lab, which police said belongs to criminal gangs, in a rural area of Calamar in Guaviare state, Colombia, August 2, 2016. Colombian law enforcement has destroyed 104 cocaine laboratories capable of producing some 100 tonnes of the drug annually, the head of the anti-narcotics police said on Tuesday. (Photo by John Vizcaino/Reuters)

Dameon Harris of Nevada gets used to the controls of a bulldozer at Dig This October 27, 2011 in Las Vegas, Nevada. At Dig This, tourists take a short class and can then operate full-size hydraulic excavators and track-type bulldozers in a giant sandbox while being guided by instructors over headsets. (Photo by Ethan Miller/Getty Images)

In this June 8, 2015 photo, Omkarnath, who goes by the name “Medicine Baba”, pays his reverence at a neighborhood temple as he begins his day in New Delhi, India. The chatty, 79-year-old retired blood-bank technician has been collecting unused prescription drugs from the affluent for the past eight years, and distributing whatever hasn't expired to patients who need medicines they cannot afford. (Photo by Saurabh Das/AP Photo)