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.

Esau the ape at the piano. (Photo by Reinhold Thiele/Topical Press Agency/Getty Images). Circa 1900

A visitor takes photos of “Grecian Nude” by British artist Damien Hirst, as part of the exhibition “Archaeology Now” at Galleria Borghese in Rome on June 07, 2021. The exhibition, running through June 08 – November 07, 2021, features over 80 works from Hirst’s Treasures from the Wreck of the Unbelievable series, displayed throughout the museum alongside ancient masterpieces. (Photo by Tiziana Fabi/AFP Photo)

Ultra-Orthodox Jews inspect etrogs, or citrons, inside a shop in the Mea Shearim neighbourhood in Jerusalem, 07 October 2014, as they look to purchase an unblemished fruit ahead of the holiday of Sukkot. (Photo by Jim Hollander/EPA)

A competitor poses on the catwalk during the Miss Bumbum Brazil 2017 pageant in Sao Paulo on November 07, 2017. Fifteen candidates are competing in the annual pageant to select the Brazil's sexiest female rear end. (Photo by Nelson Almeida/AFP Photo)

A model displays henna tattoo designs on her hands during a Henna tattoo competition in Banda Aceh, Indonesia, 07 November 2023. (Photo by Hotli Simanjuntak/EPA/EFE)

Costumed dancers parade on the first day of the annual Qoyllur Rit'i festival on May 27, 2018 in Ocongate, Peru. Every year, since 1783 in the Sinakara Valley at the foot of Mt Ausagante, the Qoyllur Rit'i, or “Snow and Star” festival draws tens of thousands of pilgrims from across the Peruvian Andes and beyond to what is the biggest religious gathering of its kind. Since 1780 the event merged into a mosaic of indigenous, pagan and Catholic worship when an image of Jesus appeared on a boulder after the death of a young shepherd. (Photo by Dan Kitwood/Getty Images)