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.

Split Apple Rock is a geological rock formation in The Tasman Bay off the northern coast of the South Island of New Zealand. Made of granite, it is in the shape of an apple which has been cut in half. It is a popular tourist attraction in the waters of the Tasman Sea approximately 50 metres off the coast between Kaiteriteri and Marahau. The rock sits in shallow water at low tide and is accessible by wading. It is also a point of interest for the many tourist boats and pleasure craft which operate along the shores of the Abel Tasman National Park. The cleft to produce two sides of the 'apple' was a natural occurrence. It is unknown when this happened and therefore the cleaving of the rock has attracted mythological explanations.

A “scissors” dancer grabs her shoe with her mouth while performing in a national scissors dance competition in the outskirts of Lima December 1, 2013. The Danza de las tijeras, or scissors dance, is a traditional dance from the Peruvian southern region of the Andes, in which two or more performers take turns dancing while accompanied with music from a harp and a violin. Dancers would display various skills and moves, which include cutting the air with the use of a scissors. (Photo by Enrique Castro-Mendivil/Reuters)

A humanoid robot works side by side with employees in the assembly line at a factory of Glory Ltd., a manufacturer of automatic change dispensers, in Kazo, north of Tokyo, Japan, July 1, 2015. Japanese firms are ramping up spending on robotics and automation, responding at last to premier Shinzo Abe's efforts to stimulate the economy and end two decades of stagnation and deflation. (Photo by Issei Kato/Reuters)

Flowers are placed on a “comfort woman” statue during the weekly Wednesday protest in front of Japanese embassy demanding for an apology and compensation from Japanese government in Seoul, South Korea, July 22, 2015. “Comfort women” is the Japanese euphemism for women who were forced into prostitution and sexually abused at Japanese military brothels before and during World War Two. (Photo by Kim Kyung-Hoon/Reuters)

Mushers and theirs dog teams during the Sedivackuv long race, Orlicke Mountains, Czech Republic on January 28, 2016. The 240 Km (150 miles) race is a multi-day event, but was canceled today, two days early, because of poor snow conditions in the region. (Photo by David Tanecek/CTK via ZUMA Press)

Somali women sing as they celebrate the election of President Mohamed Abdullahi Mohamed in the streets of Somalia's capital Mogadishu, February 9, 2017. This election is important because it may establish a pattern of peaceful change of government as well as continue to grow Somalia’s institutions especially for a country that has not heard a stable government for more than two decades. (Photo by Feisal Omar/Reuters)

Pine trees are seen after a forest fire near Sao Pedro do Sul, Portugal August 14, 2016. Deadly wildfires raging for two weeks in Portugal have destroyed a wooded area the size of 100,000 soccer fields, and the small Iberian nation alone accounts for half of all forests burned in the European Union this year. (Photo by Rafael Marchante/Reuters)