Frank West is the photojournalist hero of Capcom's Dead Rising, first released in 2006, where he fights through a zombie-filled shopping mall in Willamette, Colorado. His shouts became part of the game's chaotic, darkly comic tone, and short clips of his voice have circulated on soundboards and in gameplay edits ever since. The yell survives because it is instantly recognisable to fans of the series and works without context, turning a moment of in-game panic into a reusable reaction for fail videos, memes and streams.