The line comes from the October 17, 2015 game between Michigan State and Michigan in Ann Arbor. With ten seconds left, Michigan punter Blake O'Neill fumbled the snap and Michigan State recovered and scored as time expired to win 27 to 23. ABC announcer Sean McDonough shouted the call live, and the phrase quickly spread across sports highlights, GIFs and fan edits. Spartans fans adopted it as a defining memory of the rivalry, while other creators now reuse it for any late collapse.