The Super Bowl is as close as we get to a secular holiday here in the United States. It is the one time we can expect to know that most of our eyes are on the same thing. In a perfect match for the United States, it is also a holiday of commerce.

For many years, the ads have been as big a part of the story as the game. Even this year, Morning Consult reports that 76% of viewers say the ads are a reason to tune in.

Back when people congregated around water coolers, the discussion the day after the big game was as likely to be about the commercials as it was the game. Whether it was my personal favorite, the Career Builder chimps or Terry the Office Linebacker or your favorite, the ads that people remembered were most likely to be funny.

There were exceptions. Sometimes, brands have used the big stage for a big idea. Like Chrysler/Eminem and “Imported from Detroit” or Apple’s “1984” or the Dodge Ram’s “Farmer” spot.

Of course, you probably don’t advertise on the Super Bowl. But you probably occupy big stages—whether it’s a “State of the ….” speech, or a Town Hall, or a talk to the local service club or a media interview or profile…there’s probably a time when the eyes that matter to you are looking your way.

It’s the right venue to say something important….and here are some Super Bowl-driven examples of how to get it done.

Situational Awareness is Vital

When you are in your big moment, situational awareness is important. You don’t want to appear tone-deaf or insensitive or out of touch. At the same time, you can overthink this.

For example, based on articles in the media, advertisers are scared sh**less that they are going to hit a wrong note for people living in difficult times. And these are difficult times. Brands are especially afraid of trying to be funny.

I would point out that part of what got Americans through the Great Depression was humor. They went to the theater to see the Marx Brothers, Laurel and Hardy and the Three Stooges. Laughter is a good thing in troubled times. Morning Consult research shows that respondents say that humor would have the most influence on a purchasing decision.

Sure they say that now. On the other hand, everyone is aware of how easy it is to be pilloried for saying or doing the wrong thing, and no one wants to be next week’s case study.

It takes judgment and it isn’t easy. Let me give you an example. Say you are talking about a big investment your company is making immediately after a series of layoffs. On one hand, many companies would be afraid to talk about the investment for fear of appearing insensitive to the internal grieving process over the layoffs and even promoting outrage.

The right answer is to acknowledge the layoffs, that they were a painful step that had to happen to get the company’s costs in line…but they were only part of the plan for the future. Share the vision and the business case behind the investment and the layoffs and the steps to a profitable company.

Seizing the public’s imagination

GM shocked the car world by announcing it would have an all-Electric product line by 2035. They are using the Super Bowl to help make sure that GM captures the idea of electric cars in the public’s mind. And this is the place to do it.

The creative approach has some risk to it. It features Will Ferrell noting that Norway is ahead of the US in electric vehicles and turning American jingoism on its head…”No Way Norway!'“ It will surely hit home with people who are climate-conscious, but I’d be worried about how the “America First/Beautiful Coal” crowd will react to this approach. Challenging Americans over Sputnik worked…we’ll see here. Morning Consult research showed a 69% gap in net favorability between Democrats and Republicans on climate change.

The point is, however, that your company’s big pivot or announcement or personnel move is perfect for the big stage. GM has decided to own this issue and they are doing it the right way.

A shot at redemption

Tomorrow’s game was perfect timing for Robinhood, which is in the middle of a protracted PR crisis. In this case, Robinhood’s app was designed to democratize stock trading. It caused the crisis by succeeding. However, under pressure, the company broke its compact with its users and did a poor job of explaining why in real-time.

They will be in the big game. They actually had the spot bought and according to the Wall Street Journal, considered pulling out and then moved forward. Robinhood’s ad will not address the situation directly but will remind people what the app exists for…because…this is interesting…they were actually seeing new interest from potential users who had never heard of Robinhood until the Game Stop controversy. There’s no better place for that effort than Sunday’s game.

Note, the big game spot is only part of a larger campaign to educate people about the “back end” and why Robinhood did what they did.

If you’ve had something go wrong at your company, the big stage is the perfect place to change the conversation.

Supporting the community

This one is almost a layup. Morning Consult research says that a company showing support for the community is one of two subject matter areas that led to a 50%+ increase in purchase intention. Lowe’s is on the case…they will announce plans to repair the homes of front-line workers. This approach is similar to one being used by other brands as well.

For you, the point is that you can use opportunities like this to highlight good work in the community and reap the benefits from your audience. People increasingly expect this from brands and big stages are the perfect time to remind them that you are on board.