Boris is an Italian comedy television series that first aired in 2007, following the chaotic production of a terrible soap opera. Francesco Pannofino plays René Ferretti, the exasperated director constantly dealing with incompetent actors, rushed schedules and absurd network demands. His frequent meltdowns became the show's most quoted moments, shared widely as short clips and reaction audio online. This line survives because Italian viewers instantly recognise Ferretti's stressed authority, while even non-Italian audiences understand the anger from his tone alone, keeping it useful long after the original broadcast.