In the Pokémon games, every attack that lands for reduced damage triggers the message 'It's not very effective...' with a duller hit sound than a super-effective strike. The mechanic and its message date back to the original Game Boy titles, Pokémon Red and Blue, released in Japan in 1996, and the series' battle audio was shaped by composers including Junichi Masuda, Go Ichinose and Morikazu Aoki. As Pokémon battles became one of gaming's most quoted systems, the phrase and its deflated impact crossed into memes and reaction videos as shorthand for any attempt that lands weakly.
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The classic Pokémon battle sound effect for a weak hit that deals reduced damage. Meme creators drop it into fail edits and gaming clips to roast a weak attack.
When a Pokémon attack hits for reduced damage, the game flashes the famous 'It's not very effective...' message alongside a short, duller impact sound. This 0.7-second clip captures that deflated hit: a flat, muted thud with none of the punchy snap of a super-effective strike. It sounds like the game's way of shrugging, and that's exactly why meme editors love it. Dropped under a failed comeback, a weak argument or a flopped stunt, it instantly frames the moment as a swing that barely connected, turning any overconfident attempt into a punchline in under a second.
