Place it at the end of a midnight dare or prank setup, after the dare is made and before the reaction. Follow it with the scream meme as the reaction, then the Emotional Damage sound for the comedown.
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The clip is a 9.6-second Russian voice line in which Kenny McCormick introduces himself and threatens to kill the listener at 3 a.m. It feels creepy and funny at once, like a joke threat made after midnight that lands because the hour and the threat are so specific. He is the South Park character behind the name.