Amador Rivas is a central character in La que se avecina, the Spanish sitcom that premiered in 2007, played by Pablo Chiapella. Mai is his nickname for his wife Maite, and his dramatic way of calling her became one of his recognisable habits on the show. Short clips of the line later circulated online as memes and messaging audios in Spanish speaking communities, detached from the original scenes. It remains popular because a single second captures Amador's mix of panic, complaint and affection.