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.

These stunning images show the phwoar-some power of some of Americas most extreme weather. Camille Seaman’s wondrous work features huge super cells, crashing lightning and gale-force winds. The roaming photographer has chased storms across the US from Iowa to Wyoming and from Minnesota to Texas. Her favorite places to chase are Kansas, Nebraska and South Dakota – notorious hotspots for spectacular storms. Here: Supercell in Minnesota, near Browerville, Minnesota in 2014. (Photo by Camille Seaman/Caters News)

The mineral pyrite, or iron pyrite, also known as fool's gold, is an iron sulfide with the formula FeS2. This mineral's metallic luster and pale brass-yellow hue give it a superficial resemblance to gold, hence the well-known nickname of fool's gold. The color has also led to the nicknames brass, brazzle, and Brazil, primarily used to refer to pyrite found in coal.
In crystallography, the cubic (or isometric) crystal system is a crystal system where the unit cell is in the shape of a cube. This is one of the most common and simplest shapes found in crystals and minerals.

In a north London hospital, scientists are growing noses, ears and blood vessels in the laboratory in a bold attempt to make body parts using stem cells. It is among several labs around the world, including in the U.S., that are working on the futuristic idea of growing custom-made organs in the lab. (Photo by Matt Dunham/AP Photo)

Inmates are seen at the transgender gallery in La Joya prison on the outskirts of Panama City, Panama February 3, 2016. Inmates of La Joya prison on the outskirts of Panama City are housed in makeshift cells amid heavy overcrowding, living in grimy conditions and with limited medical attention. Many prisoners in the Central American nation languish for years without being sentenced. (Photo by Carlos Jasso/Reuters)

Model Inna Magomedova uses her mobile phone while she presents “The Alive Painting” body art work by Russian artist Maria Gasanova during the Art Krasnoyarsk annual festival in Siberian city of Krasnoyarsk, Russia, October 26, 2016. (Photo by Ilya Naymushin/Reuters)

The Cobra JoyRide car charger by Cobra Electronics is displayed during a press event at The Venetian for the 2012 International Consumer Electronics Show (CES) January 8, 2012 in Las Vegas, Nevada. The JoyRide works with Android phones and can automatically trigger preset phone functions like enabling GPS or disabling Wi-Fi with the press of a single button. It will be available for USD 39 in the second quarter of 2012. (Photo by Ethan Miller/Getty Images)

A model (C) looks at her mobile phone while backstage before the araisara Sara Arai Collection show during China Fashion Week in Beijing on March 27, 2015. China Fashion Week runs from March 24 to March 31. (Photo by Wang Zhao/AFP Photo)