I Can’t Believe You’ve Done This: 5 Shocking Facts About The Viral Meme’s 2025 Resurgence

The phrase "Ah fuck, I can't believe you've done this" is one of the internet's most enduring and recognizable soundbites, a cultural touchstone that perfectly encapsulates a moment of stunned, slightly dramatic betrayal. Originating from a short, chaotic video uploaded nearly two decades ago, the meme has outlived the platforms that birthed it, transitioning from early YouTube to Vine and now thriving on TikTok and in modern comedy. As of December 2025, the phrase has reached a new pinnacle of mainstream relevance, proving its staying power is far greater than anyone could have predicted.

The original clip—a brief, seemingly aimless skit featuring an English teen getting unexpectedly punched—has been viewed millions of times across various re-uploads, cementing its place in internet history. Beyond the simple shock value, the meme’s longevity lies in its universal applicability, becoming the go-to reaction for everything from minor inconveniences to monumental failures. The latest chapter in its story involves a major comedy circuit, a testament to the phrase's unexpected journey from a low-budget sketch to a genuine cultural phenomenon.

The Star and The Skit: A Brief Biography of Paul (PWee28)

The man at the center of the iconic clip is known primarily by his first name, Paul, and his original YouTube handle, PWee28. While he has maintained a degree of anonymity regarding his full name, his story is crucial to understanding the meme's context.

• Shania Twains Bold Statement Why The Star Chose Nude Photoshoots At 57 Qf9cg

• Name: Paul (aka PWee28)
• Known For: Star of the "I Can't Believe You've Done This" viral video.
• Original Platform: YouTube (uploaded around 2007/2008).
• Video Context: The clip was part of what Paul described as an "aimless skit" made with a friend.
• Iconic Moment: The video captures the moment Paul is punched in the face and delivers the line: "Ah fuck, I can't believe you've done this."
• Post-Viral Status: Paul has since spoken out about the meme's impact, noting the irony that he made very little money from one of the internet's most recognizable clips.
• Current Activity: He has occasionally revisited the meme, even offering personalized messages via platforms like Cameo under the PWee28 moniker.

1. The Viral Origin: A Staged 'Aimless Skit' from British YouTube

The original video, often simply titled "I Can't Believe You've Done This," exploded onto the nascent YouTube scene around 2007 or 2008. It was a product of the early, unpolished era of British YouTube, characterized by raw, low-production-value sketch comedy.

The premise was simple: Paul (PWee28) is speaking into the camera, seemingly setting up a routine or a vlog, when his friend suddenly delivers a quick, open-handed slap or punch to his face. Paul's immediate, stunned reaction is the gold: "Ah fuck, I can't believe you've done this."

For years, debate raged online over whether the punch was real or faked. Paul later confirmed that the video was indeed an "aimless skit," suggesting the punch was part of the plan, though his genuine-sounding reaction is what sold the moment and made it an instant classic. The delivery of the line, a perfect blend of genuine pain and comedic resignation, is what elevated it above countless other early internet pranks.

• The Chilling True Story 5 Key Facts About Richard Evonitz The Serial Killer Who Kidnapped Kara Robinson Chamberlain Xpjje

The phrase quickly became a staple in the comment sections of the original video and was used to caption any image or clip depicting a sudden, unexpected betrayal or failure.

2. From YouTube Pioneer to Vine and TikTok Entity

The endurance of the "I can't believe you've done this" meme is a masterclass in platform hopping. Unlike many memes that die with their original platform, this soundbite successfully navigated the internet's evolution.

• The Vine Era: When the short-form video app Vine rose to prominence, the meme found a new home. The original clip was perfectly suited to Vine's six-second loop format, often used as the punchline to a setup where a friend did something unexpectedly offensive or ridiculous. The phrase became synonymous with the platform's unique brand of quick, absurd humor.
• The TikTok Resurgence: Today, the sound and the phrase are still highly active on TikTok. It is frequently used in reaction videos, audio remixes, and as a backing track for short-form skits, demonstrating its timeless appeal. The meme’s simple, effective structure—setup, shock, iconic line—translates seamlessly into modern content creation trends.
• LSI and Entities: The meme's journey created a rich set of related entities, including the aimless skit, the British YouTube scene of the late 2000s, the punchline, viral sound, internet history, and the debate over the staged vs. real nature of the clip. This deep topical authority is why the phrase remains relevant.

3. The 2025 Resurgence: Ania Magliano’s Sell-Out Comedy Tour

The most compelling evidence of the meme's continued cultural relevance is its unexpected adoption by the professional comedy world. Comedian Ania Magliano titled her second stand-up special, "I Can't Believe You've Done This."

• The Surprise Vegas Wedding And Shared Grief 5 Shocking Details Of John Schneider And Dee Dee Sorvinos Whirlwind Romance Ohirf

This move was not a simple reference; it was a strategic choice that cemented the phrase as a modern cultural entity. The show was a massive critical success, being ranked as the #1 best comedy show at the Edinburgh Festival Fringe 2023 by Time Out.

The success of the show led to a sell-out 2024/2025 national run at prestigious venues like The Lowry Theatre in Salford, bringing the niche internet phrase to thousands of mainstream theatergoers. Magliano’s use of the title is a perfect example of how deep-cut internet humor has been absorbed into the wider pop culture lexicon, proving the phrase is no longer just a meme but a legitimate cultural reference point.

4. The Financial Irony: Viral Fame vs. Zero Payday

One of the most poignant aspects of Paul's (PWee28) story is the financial irony. Despite starring in a clip that has been viewed literally hundreds of millions of times across various re-uploads and remixes, he has revealed that he made next to no money from the viral sensation.

In the early days of YouTube, monetization was non-existent or minimal, and the video's rapid spread through unauthorized re-uploads meant the original creator rarely benefited from the traffic. This narrative is a classic early internet tale: a genuine cultural phenomenon that generates massive wealth and attention for platforms and aggregators, but leaves the original content creator with little more than bragging rights and the title of "the guy from that video."

5. The Universal Applicability of the Iconic Line

Why does "I can't believe you've done this" endure, while countless other memes fade into obscurity? The answer lies in its perfect capture of a universal human emotion: the feeling of being stunned by an unexpected, often minor, act of betrayal or foolishness. It is a phrase that works for:

• A friend eating the last slice of pizza.
• A dog chewing on a brand-new shoe.
• A politician making a shocking gaffe.
• A software update deleting unsaved work.

The line is not just about the physical punch in the original skit; it’s about the emotional punch of a sudden, unbelievable action. This universal resonance has allowed the meme to become a timeless piece of internet folklore, ensuring its continued use in the digital zeitgeist for years to come.