Jean-Marc Généreux, a Canadian choreographer and dancer, became a familiar face in France as a judge on Danse avec les stars, the TF1 version of Dancing with the Stars that launched in 2011. His enthusiastic J'achète, meaning I buy it, became his trademark reaction when a couple's performance convinced him completely. Clips of the line circulated among French-speaking viewers on social media and soundboards, where the short shout was detached from the show and reused as a general meme of approval, agreement, and being totally sold on an idea.