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.

Parked scooters and motorcycles in a line on January 13, 2012 in London, England. Statistics showed a 12% increase in scooter registration in 2011, with cost savings on petrol, parking and congestion charge (in London) believed to be the primary factor. (Photo by Matthew Lloyd/Getty Images)

Look at the image for long enough and you can make the train change direction simply by thinking about it. Freaky.

A Chinese future bride has her friends playing with her dress during a pre-wedding photoshoot in front of the Eiffel tower in Paris, France, August 28, 2015. As young Chinese become wealthier, they take abroad the tradition of taking their wedding photos days before they are married, rather than on their wedding day. (Photo by Philippe Wojazer/Reuters)

A man with a glitter beard marches along the San Francisco Pride parade route in San Francisco, California on Sunday, June, 26, 2016. (Photo by Josh Edelson/AFP Photo)

Pride rally 2017 on fifth avenue in Manhattan, New York, June 25, 2017. Thouands cheered as members of LGBT community danced and marched under a bright summer sun. Many participants carried political themed signs as President Trump's adminstration has angered some in the LGBT community. (Photo by R. Umar Abbasi)

A performer dressed in costume prepares to participate in the Gay and Lesbian Mardi Gras parade in Sydney, Australia, March 5, 2016. The Sydney Mardi Gras parade began in 1978 as a march and commemoration of the 1969 Stonewall Riots of New York. It is an annual event promoting awareness of gay, lesbian, bisexual and transgender issues and themes. (Photo by David Gray/Reuters)

In this October 18, 2015 photo, contestant Carlos Angevil, Miss Gay Vargas, competes in the swimsuit category of the ninth annual Miss Gay Venezuela beauty pageant in Caracas, Venezuela. Miss Gay Venezuela requires contestants be younger than 37 and be at least 1.7 meters (5' 6" feet) tall. (Photo by Ariana Cubillos/AP Photo)