The meme comes from commentary on Lionel Messi's famous solo goal for Barcelona against Getafe in 2007. Online, many listeners write the phrase as 'Ankara Messi,' though it is commonly understood to come from 'encara Messi.' The clip spread far beyond football through short-form edits, compilations and social posts because the delivery is so intense and instantly recognizable. It is still used whenever creators want to frame a run, dodge or skill move as an all-time great moment.