The phrase became famous on Caldeirão do Huck, the long running Brazilian variety show hosted by Luciano Huck on TV Globo from 2000 to 2021. Huck used loucura, loucura, loucura as a hype catchphrase to fire up the studio audience during games and surprises. Clips of the chant later spread across Brazilian social media, messaging apps and meme edits detached from the original broadcasts. It remains popular because the delivery is instantly recognisable to Brazilian audiences and signals joyful mayhem without needing any visual context.