Josep Lluís Núñez was president of FC Barcelona from 1978 to 2000, the longest serving president in the club's history, and his public speeches gave Catalan television plenty of memorable lines. Això és gravíssim became his signature complaint, repeated for years by impersonators on TV3 programmes and in everyday jokes across Catalonia. Because the phrase needs no context, it survived the move to forums, WhatsApp groups and short video edits, where Barça fans and non fans alike use it whenever a situation is treated as far more dramatic than it really is.