Put it at the end of a bold claim or awkward question, as the payoff rather than the setup. Follow it with Bruh as the next reaction, or lead into it with Oh My God Bro Oh Hell Nah to build up the disbelief before the line lands.
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This is a short spoken meme clip, just under ten seconds long, in which Sans delivers the blunt line from the title in a flat, deadpan voice. It feels awkward and funny at the same time, like a joke that lands because it is so direct and out of place. The line is tied to Sans as a character, which is why fans recognise it straight away.