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 Thai security guard stands by a wall of sandbags in front of a factory at the Bangchan Industrial Estate area on the outskirts of the capitol city November 8, 2011 in Bangkok, Thailand. Over seven major industrial parks in Bangkok and, thousands of factories have been closed in the central Thai province of Ayutthaya and Nonthaburi with millions of tons of rice damaged. Across the country, the flooding which is now in its third month has affected 25 of Thailand's 64 provinces. Thailand is experiencing the worst flooding in over 50 years which has affected more than nine million people. Over 400 people have died in flood-related incidents since late July according to the Department of Disaster Prevention and Mitigation. (Photo by Paula Bronstein /Getty Images)

An interior of a car damaged by the floods is pictured in the town of Braunsbach, Germany, May 30, 2016. The flood tore through Braunsbach, crushing cars, ripping corners of houses and flooding homes during a storm that hit southwestern Germany. Miraculously no one in Braunsbach was killed, though three people died as a result of the storm in other parts of the country. (Photo by Kai Pfaffenbach/Reuters)

Indonesian motorists push their motorbikes as they wade through a flooded street outside the presidential palace in Jakarta, Indonesia, 09 February 2015. Incessant rain overnight triggered widespread flooding in the Indonesian capital Jakarta, bringing traffic to a standstill. The city hall in central Jakarta and the front lawn of the presidential palace were inundated in up to 20 centimetres of water, television pictures showed, after heavy rain. (Photo by Mast Irham/EPA)

Cars at a car dealership are seen in the flooded village of Fischerdorf, near Deggendorf June 7, 2013. REUTERS/Michaela Rehle

A man holding a tray of belongings wades through a road at an area flooded by the Omoigawa river, caused by typhoon Etau in Oyama, Tochigi prefecture, Japan, in this photo taken by Kyodo September 10, 2015. (Photo by Reuters/Kyodo News)

A man rides his bike along a controversial bike lane on Prospect Park West on August 17, 2011 in the Brooklyn borough of New York City. In what is being viewed as a victory for the Bloomberg administration, a judge on Tuesday dismissed an effort by Brooklyn residents to remove a bicycle lane installed by the city on Prospect Park West. Mayor Michael Bloomberg, along with his transportation commissioner, Janette Sadik-Khan, has attempted to make New York more bicycle and pedestrian friendly with numerous bike and pedestrian lanes around New York City. The effort has angered some in the city who see the lanes as adding to traffic, taking up parking spaces and a danger to pedestrians. (Photo by Spencer Platt/Getty Images)

The latest ad campaign for the Israeli bookstore chain Steimatzky wonders what it would be like to take your favorite literary character to bed with you.