The Villarica volcano erupts near Pucon, Chile, early Tuesday, March 3, 2015. The Villarica volcano erupted Tuesday around 3 a.m. local time (06:00 GMT), according to the National Emergency Office, which issued a red alert and ordered evacuations. (Photo by Aton Chile/AP Photo)

A model falls while displaying a design from Wu Xuewei and Wu Xuekai, winners of the Asahi Kasei China Fashion Designer Award during China Fashion Week held in Beijing, China, Friday, October 29, 2010. (Photo by Ng Han Guan/AP Photo)

Visitors make snowmen beside a pool at a hot spring in Hangzhou, in China's eastern Zhejiang province on January 26, 2018. China's central and eastern regions have been hit by heavy snowfalls in recent days, causing disruptions to flight and train schedules. (Photo by AFP Photo/China Stringer Network)

Danila Shmelev, an artist from Moscow, Russia, works on a 3-D picture in Dubai, United Arab Emirates, Monday, February 27, 2017. Artists who focus on 3-D pictures have gathered in Dubai for the Dubai Canvas 3-D Art Festival, which runs from March 1 through March 7. (Photo by Jon Gambrell/AP Photo)

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)

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.

A panda bear sits on a logs in a zoo on January 15, 2015 in Hangzhou, China. (Photo by Feature China/Barcroft Media)