Lá ele is an expression from Bahia in northeastern Brazil, traditionally used to push away something unwanted or to point out a phrase that sounded wrong. Online, Brazilian users adopted it as a protective joke reply, often repeated many times when a double entendre appears in videos, football clips and livestreams. The de novo version leans on repetition as the punchline, as if the same awkward situation keeps happening. As a Brazilian meme it now travels mainly through short vertical videos and chat stickers with audio.