Place it right after the hopeful moment breaks, before the scene settles into Sad Violin, so the reaction bridges the turn and the payoff. For a bigger build, open with Oh My God Wow, let the surprise fade, then use this clip as the closing beat.
About this sound
This is a very brief Portuguese spoken reaction, lasting under a second, in which a voice delivers the phrase behind its title with a flat, resigned tone. It gives a listener a quick hit of mock sympathy, the kind of dry, knowing sadness that makes a small disappointment feel funnier rather than heavier. It works best as a tiny verbal shrug after bad luck.