When you get hit with anything in your face and people need to emphasize it.
Steve:"In the face"
Bob: *punches guy in the face*
Bill: "in the face!!!!"
What now, rocket IN THE FACE
Tell your mother i said hello, IN THE FACE! (wait a tick...)
"Well I hated it IN THE FACE"
"How'd you go with your Robotics exam?"
"Awesome man, thanks for asking! Yeah I killed it alright... IN THE FACE!"