Booyakasha was popularised in the late 1990s and early 2000s by Ali G, the character created and played by Sacha Baron Cohen on Da Ali G Show. The exaggerated catchphrase became his signature greeting and sign off, spreading through television reruns, DVDs and early internet clips. It later reached a new audience when Michelangelo adopted it as a catchphrase in the 2012 Teenage Mutant Ninja Turtles series. That double life in comedy and animation helped the short shout survive as a reusable meme sound long after the original shows.