The line comes from Marvel's The Avengers (2012), in the climactic battle for New York, when Loki tries to intimidate Bruce Banner's Hulk with a speech about being a god. Instead of answering, Hulk picks Loki up and slams him into the floor several times, then mutters the two-word insult. The scene became one of the film's most quoted moments, circulated in reaction videos, memes and gaming edits, because it punctures Loki's arrogance so completely. Its brevity also makes it easy to reuse whenever a powerful character is suddenly humbled.