The clip comes from the Jason Bourne film series, starring Matt Damon as the amnesiac former assassin on the run from the CIA. The shocked line became a standalone meme online in the mid 2010s, especially on Vine and YouTube, where editors pasted it over anyone being spotted in public. Its popularity survived the short video era because the joke needs no setup, only a recognisable face appearing at the wrong moment, and it is still reused for celebrity sightings, cosplay reveals and gaming clips.