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.

Everyone wants to get something for nothing - whether it's a lucky upgrade that means you can turn left when you get on a plane instead or heading off into the economy seats, or even getting a few extra features thrown in for free when you buy a new car.

As some of the sharpest businesses around, no-one understands this quite as well as casinos and that's why they all have a system that they call comps. It's short for "complimentary offers" and these are special treats specially designed to reward you for your loyalty to the casino in question. They're basically bonuses.

A man sleeps between tombstones in front of his single-room home on a hot night in the Cairo Necropolis, Egypt, October 13, 2015. In the sprawling Cairo Necropolis, known as the City of the Dead, life and death are side by side. Amid a housing crisis in Egypt, and with the population of greater Cairo estimated at about 20 million, people count themselves lucky to have a place to call home in the graveyards that date back hundreds of years. (Photo by Asmaa Waguih/Reuters)

A young Bengal tiger cub smuggled into the US and seized at the Mexico border is displayed for the media during Operation Jungle Book at the US Fish and Wildlife Service in Torrance, California on October 20, 2017. Operation Jungle Book, a law enforcement initiative led by the US Fish and Wildlife Service that targeted wildlife smuggling, resulting in federal criminal charges against defendants who allegedly participated in the illegal importation and/ or transportation of numerous animal species – including a tiger, monitor lizards, cobras, Asian “lucky” fish, exotic songbirds and several coral species. (Photo by Mark Ralston/AFP Photo)

“Coming back home at 5am sunrise, I was just beginning to digest the grand event I was lucky to witness and cover: the wedding of the grandson of one of the most influential spiritual leaders in Israel’s ultra-Orthodox community...”. – Ronen Zvulun via Reuters. Photo: Ultra-orthodox Jewish wedding in Israel. Tens of thousands of Ultra-Orthodox Jews of the Belz Hasidic dynasty gather at the wedding ceremony of Rabbi Shalom Rokach in Kiryat Belz, in Jerusalem, on May 21, 2013. Around 25,000 ultra-orthodox Jews took part, making it one of the biggest weddings of the past few years. (Photo by Gil Cohen)

A woman poses for a photo in an almond plantation near Kiryat Gat, Israel February 17, 2018. (Photo by Amir Cohen/Reuters)

Female Chimpanzee “Fifi” eats carrots as she sits in her enclosure at Taronga Zoo on her 60th birthday May 21, 2007 in Sydney, Australia. Fifi is the oldest of the Zoo's chimp population, which consists of 19 individuals. (Photo by Ian Waldie/Getty Images)