Leonid Yakubovich became a household name in Russia as the host of Pole Chudes, the Russian version of Wheel of Fortune, which he has presented since 1991. Short clips of his expressive reactions circulate widely on Russian social media and messaging apps, where da ladno functions like a catchphrase for sceptical amusement. Cut from broadcast footage and shared as a standalone reaction, the line spread beyond television into edits, chats and soundboards, remaining popular because its meaning is clear even to listeners who know little Russian.