The clip comes from a Lego City advertisement for the rescue helicopter set, part of a series of Lego City ads that later promoted Lego City Undercover. The full advert begins with the shouted hey before announcing that a man has fallen into the river in Lego City. In early 2020 the advert became a copypasta and remix meme online, with people reciting, editing and parodying the script. The opening shout survived on its own as a short soundboard clip for alerts and jokes.