Does a brand need to advertise itself at a time when society is struggling with a pandemic?

When Amstel beer asked for a #stayathome message during the 1st Covid lockdown, we had to stop for a second, take our advertising lenses off and think beyond and above the brand.
It seems that a simple message putting aside the brand and focusing on a human honest wish, did the job. The Amstel wish was highly shared among the audience and travelled beyond borders, airing in 4 neighboring countries.