In this February 14, 2019 photo, a newlywed couple kisses while posing for photos at one of several free sets placed for newlyweds to take cell phone photos of themselves following a mass wedding ceremony on Valentine's Day in Mexico City. Hundreds of couples of all ages, many with their children, gathered to legally tie the knot in a mass ceremony in the capital's Venustiano Carranza neighborhood. (Photo by Rebecca Blackwell/AP Photo)

Swiss pilot Bertrand Piccard prepares for a test flight of the solar-powered Solar Impulse 2 experimental aircraft in Payerne November 13, 2014. The aircraft, weighing 2.4 tons with a wingspan of 72 meters, is fitted with more than 17,000 solar cells. An attempt to fly around the world in stages using only solar energy will be made in 2015. (Photo by Ruben Sprich/Reuters)

This picture taken on November 1, 2014 shows Japanese body-painting artist Hikaru Cho (L) adding the finishing touches to a body painting of fingers sticking out from prison cell bars on the head of Ryonosuke Tanaka during “Tokyo Designers Week” in Tokyo. Cho, 21, was born to Chinese parents in Japan and burst onto Tokyo's art scene when she entered the city's Musashino Art University in 2012. Cho's ultimate ambition is to paint an entire – and naked – body. (Photo by Yoshikazu Tsuno/AFP Photo)

Visitors review their cell phone photos of an installation called “Plexus A1” by artist Gabriel Dawe, one of nine large-scale art installations displayed at the “Wonders” exhibit at the Renwick Art Gallery in Washington, DC, Wednesday, January 13, 2016. Built in the 1860s, the Renwick was the first American building to be designed specifically as an art museum; it recently reopened after a two year renovation. (Photo by Jim Lo Scalzo/EPA)

Workers attach a hat to a pinata depicting the drug lord Joaquin “El Chapo” Guzman at a workshop in Reynosa, July 21, 2015. Guzman broke out of Mexico's top maximum security prison through a tunnel built into his cell earlier this month. (Photo by Daniel Becerril/Reuters)

In northwest Russia, in a small village called Alekhovshchina, Nadia Sablin's aunts spend the warmer months together in the family home and live as the family has always lived, chopping wood to heat the house and making their own clothes. Sablin's book of photographs, “Aunties: The Seven Summers of Alevtina and Ludmila”, is published by Duke University Press. Here: “Two-Handed Saw, 2014”. (Photo by Nadia Sablin)

A demonstrator wears a mask during a protest inside the Bay Area Rapid Transit (BART) Civic Center station on August 15, 2011 in San Francisco, California. The hacker group “Anonymous” staged a demonstration at a BART station this evening after BART officials turned off cell phne service in its stations last week during a disruptive protest following a fatal shooting of a man by BART police. (Photo by Justin Sullivan/Getty Images)

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.