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A screenshot of Paul Weedon from the viral video I Can't Believe You've Done This.

I Can't Believe You've Done This

Part of a series on Viral Videos. [View Related Entries]

Updated Oct 20, 2021 at 06:24PM EDT by Don.

Added Jun 30, 2010 at 12:32PM EDT by DomDaDude.

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About

I Can't Believe You've Done This refers to a viral video of an English teen starting a video, getting punched in the face, and replying, "Ah fuck, I can't believe you've done this!" The video was celebrated for the understated way with which the teen says the line, which people saw as a very "British" response to getting punched. Since being uploaded to YouTube in 2007, the video has been used as a reference in other memes, typically as a catchphrase, but also as a sound effect in lip-dub skits and other remixes.

Origin

On July 13th, 2007, YouTuber PWee28 (Paul Weedon) uploaded[4] the original video of the teen getting punched (shown below). The video accumulated over 12 million in 14 years.



So, basically, what I was thinking of was… Ah fuck, I can't believe you've done this!

Spread

On November 8th, 2007, a definition for the phrase was uploaded to Urban Dictionary (shown below).[1]


TOP DEFINITION i can't believe you've done this Something uttered by British people after they've been suckered punched. Usually preceded by the exclamation "Aw f---", and accompanied by a look of complete bewilderment. British guy: Blah Blah Blah Blah British guy's friend: "punches British guy in the face British guy: "Aw F---, can't believe you've done this!" #british #british guy #aw f--- #can't believe you've done this #dorky british guy by Susake November 08, 2007

Elsewhere online, the video was celebrated with a YTMND. [2] On January 11th, 2015, a thread about the video was posted to Reddit and gained over 4,100 points.[3] The video has long inspired parody videos on YouTube. Over ten years since the original was posted, one of the most popular parodies, posted by Merlin Merlout on March 19th, 2018, features a cat and has gained over 2 million views (shown below, left). Another popular parody posted by kmlkmljkl used Peppa Pig and gained over 580,000 views (shown below, right).



Documentary Announcement

On June 21st. 2021, PWee28 posted a video announcing a documentary about the video. The announcement video received over 352,000 views on YouTube[5] in three months (shown below).



Temporary Removal From YouTube

On September 28th, 2021, Paul Weedon tweeted[6] that YouTube took down the original upload of the video due to "violent content." The company later rejected the appeal submitted by Weedon[7] in which he pointed out that the video was "a part of internet culture."


Paul Weedon ... @Twotafkap So this has happened. Hi PWee28, We wanted to let you know our team reviewed your content, and we think it violates our violent or graphic content policy. We know you may not have realized this was a violation of our policies, so we're not applying a strike to your channel. However, we have removed the following content from YouTube: Video: I Can't Believe You've Done This 4:40 PM - Sep 28, 2021 - Twitter for Android Paul Weedon @Twotafkap Well, that's that then. A fittingly stupid end to a stupid era. YouTube Hi PWee28, We have reviewed your appeal for the following content: Video: I Can't Believe You've Done This We reviewed your content carefully, and have confirmed that it violates our violent or graphic content policy. We know this is probably disappointing news, but it's our job to make sure that YouTube is a safe place for all. 2:23 AM - Sep 29, 2021 - Twitter for Android Paul Weedon @Twotafkap - 3h Decided to ask YouTube about the various re-uploads of my video that are still online when mine has been deleted due to an apparent breach of their community guidelines on violence and this was their response. J J We won't be able to check why other videos like yours is still up since we are not able to see that. You can report those videos if that is the case. 14 t7 20 788 Paul Weedon @Twotafkap ауyy Imao I'm really sorry you feel this way. Please try to have a great day. Bye for now. 7:52 AM - Sep 29, 2021 - Twitter Web App

On September 29th, The Verge[8] reported on the removal of the video, with Weedon providing additional comments in an interview with the publication. Users online also reacted with backlash after the video's removal, citing that it was a ludicrous decision. One such example was tweeted by Twitter[10] user @tristandross, who said "this is like if someone at the louvre decided on a whim to throw the mona lisa in a skip."

Late in the day on September 29th, YouTube ultimately restored the video, stating that removing it was "a mistake on their end" in a tweet from their official Twitter[9] account.


TeamYouTube @TeamYouTube · 6h ... Jumping in to let you know that we've passed this to the Policy team to take a look – we'll follow up as soon as we hear back. 52 27 6 104 TeamYouTube ... @TeamYouTube Replying to @TeamYouTube and @Twotafkap Following up: this was a mistake on our end and your video is back up. We're so sorry about the frustration this caused & have shared feedback with the team to prevent similar mistakes in the future. Look out for an email from us with more soon. 12:12 PM - Sep 29, 2021 · Twitter Web App

Various Examples



Search Interest

External References

[1] Urban Dictionary – i can't believe you've done this

[2] YTMND – I can't believe you've done this

[3] Reddit – British guy gets punched in the face and gives a very British reaction

[4] YouTube – I Can't Believe We're Doing This

[5] YouTube – I Can't Believe We're Doing This

[6] Twitter – @Twotafkap

[7] Twitter – @Twotafkap

[8] The Verge – Ah fuck: YouTube takes down classic ‘I can’t believe you’ve done this’ meme

[9] Twitter – @TeamYouTube

[10] Twitter – @tristandross

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