Santiago Pasman, nicknamed El Tano, became an internet phenomenon in Argentina in 2011 when a home video of him furiously reacting to River Plate's relegation was uploaded to YouTube. His swearing, pacing and disbelief turned him into a symbol of football fan suffering across Latin America. Brands later cast him in publicidad spots playing on that persona, and short audio cuts from those appearances now circulate on soundboards as a shorthand for an over the top angry reaction.