It was first used in English-language advertising after Sir John Hegarty of the Bartle Bogle Hegarty advertising agency visited the Audi factory in 1982. In the original British television commercials, the phrase was voiced by Geoffrey Palmer. After its repeated use in advertising campaigns, the phrase found its way into popular culture, including the British comedy "Only Fools and Horses", the U2 song "Zooropa" and the Blur song "Parklife". Similar-sounding phrases have also been used, including as the punchline for a joke in the movie "Lock, Stock, and Two Smoking Barrels" and in the British TV series "Peep Show".