The line comes from Wallace, the cheese-loving inventor voiced by Peter Sallis, in the Wallace and Gromit short film A Matter of Loaf and Death, released in 2008. In the film Wallace finds himself in a perilous situation involving a bomb, and his blunt northern announcement turns the threat into comedy rather than suspense. Fans later clipped the moment for soundboards and short videos, where its short length and instantly clear panic made it easy to reuse. It endures because the phrase is memorable, quotable and immediately signals exaggerated alarm without needing any context.