In less than six weeks, the derisively tongue-in-cheek 'Let's go Brandon!' chant has taken over the United States, from sports stadiums to the halls of Congress.
The dig at President Joe Biden started during a television interview with NASCAR driver Brandon Brown.
After winning a race in Alabama on 2 October, the 28-year-old was speaking to an NBC reporter when the crowd began to chant.
Raising her voice in order to be heard, the reporter said: "As you can hear the chants from the crowd: Let's go Brandon!"
In fact, the crowd could be heard chanting, 'F**k Joe Biden', something many right-wing Americans took as further proof the media has an anti-conservative agenda.
The speed at which the coded insult has spread through the ultra-polarised US reflects both the deterioration of political debate in a post-Donald Trump world, as well as Mr Biden's own plummeting popularity.
The journalist's gaffe, combined with Brown's joy, was enough to make the clip go viral. And the slogan 'Let's go Brandon' became an easy way to deride Mr Biden, but without using a swear word.
In recent weeks, prominent Republican politicians have used the phrase.
Among them is conservative and pro-Trump Florida Governor Ron DeSantis, whom many see as a White House contender in 2024.
During a speech in West Palm Beach, where Mr Trump lives in his Mar-A-Lago club, Mr DeSantis mocked the "Brandon administration".
He is one of several conservative leaders who have helped bring the slogan out of far-right circles and into the mainstream.
South Carolina representative Jeff Duncan caused a stir by wearing a 'Let's Go Brandon'-printed mask in the House of Representatives. Texas Governor Greg Abbott tweeted the slogan, and Texas Senator Ted Cruz posed with a 'Let's Go Brandon' sign.
In a spin on Alexandria Ocasio-Cortez's she wore to this year's Met Gala, Republican Lauren Boebert wore a dress emblazoned with ‘Let’s Go Brandon’ to meet with Mr Trump last week.
T-shirts branded with the slogan, including on an American flag background, have become popular among pro-Trump voters.
After landing a flight from Houston to Albuquerque, a Southwest Airlines pilot said the phrase over the plane intercom. The airline has launched an internal investigation into the "unacceptable" conduct.
NASCAR president Steve Phelps said last week that his organisation would not tolerate its logo being associated with the slogan.
The slogan has now also spread beyond US shores, including to Australia.
Anti-lockdown and vaccine protesters yelled 'Let's Go Brandon', followed by 'F**k [Victorian Premier] Dan Andrews' as they marched through Melbourne last month.
In New Zealand on Tuesday a man at a demonstration outside parliament in Wellington was photographed holding a sign that read 'Let's Go Brandon & Jacinda', in reference to Prime Minister Jacinda Ardern.
In the US, some of Mr Biden's fans are attempting to reclaim the nickname, using the hashtag #ThankYouBrandon.
A man holding a 'Let's go Brandon and Jacinda' sign at a COVID-19 protest in Wellington this week Source: Getty Images AsiaPac
"Americans are grateful #ThankYouBrandon," one person wrote on Twitter.
"We have ethical, honest people in government again. #ThankYouBrandon," added another.
"In less than a year you have given America HOPE again!"
Additional reporting by Eden Gillespie.
