If you missed Thursday night's EU referendum debate on ITV then the Leave campaign's argument was best summed up in three words.
Take. Back. Control.
-- Kenny Stewart (@Kenny__Stewart) June 9, 2016
Boris Johnson opened the debate and within the first 30 seconds he had uttered the phrase.
Fellow Leave campaigners Energy Minister Andrea Leadsom and Labour's Gisela Stuart, who stood alongside him in the two-hour debate, soon took up the mantle and after barely 20 minutes of debate Twitter had got the message loud and clear.
EU referendum bingo anyone?
After 17 minutes...
"£350 million" - two
"As a mother/mum" - two
"Australian points system" - five
"Take back control" - TEN
-- Alex Wickham (@WikiGuido) June 9, 2016
It was relentless.
-- ITV News (@itvnews) June 9, 2016
Sounds like the leave campaign's mantra is 'take back control' repeated ad nauseum! #ITVEURef
-- Tom Drysdale (@tozdee57) June 9, 2016
Right, if they say 'take back control' again it should mean sitting the next question out in a sin bin. #ITVEURef
-- Pete Wishart (@PeteWishart) June 9, 2016
-- Louise (@LouisePagePR) June 9, 2016
-- WALDEMAR JANUSZCZAK (@JANUSZCZAK) June 9, 2016
My timeline is just awash with people saying they're going to "take back control of the TV remote". Getting a bit overbaked now. #ITVEUref
-- Philip Sim (@BBCPhilipSim) June 9, 2016
The phrase "Take back control" doesn't even seem like a real phrase anymore it has been repeated that often #ITVEURef
-- Jonny Chard (@JonnyC07) June 9, 2016
Even if people got sick of the phrase it did at least stick in the minds of viewers.
Both sides have been looking to try to cut through the fog of claim and counter-claim that has dogged the whole debate so far, and imprint their argument on voters ahead of the June 23 ballot.
#ITVEURef. Ignore this "Take back control" repetition....it is a marketing worm.
-- Paul Grimes (@DohaScot) June 9, 2016
The Remain team was made up of an all-female trio of SNP leader Nicola Sturgeon, Energy Secretary Amber Rudd and shadow business secretary Angela Eagle.
They were also not immune to peeling off some oft-heard lines in this debate - taking Johnson to task over 'that' £350 million figure.
"Get that lie off your bus" says Angela Eagle to Boris. #ITVEURef
-- Gerry Hassan (@GerryHassan) June 9, 2016
They also didn't mind suggesting Johnson's motives for the debate centred on his own ambitions for the Prime Minister's job.
Eagle: "Boris you only care about one job and that's your next one" #ITVEURef
-- Shehab Khan (@ShehabKhan) June 9, 2016
Bored of gags about Boris wanting to be PM. Who on that panel doesn't? (and Nicola sort of already is). #ITVEURef
-- Tim Stanley (@timothy_stanley) June 9, 2016
Johnson was hardly a sitting duck though and fired back at Sturgeon.
Biggest clap so far for Boris Johnson as he says "I agree with Nicola" over her criticism of In camp's negative campaigning #ITVEURef
-- Sophy Ridge (@SophyRidgeSky) June 9, 2016
Boris scores a hit on Nicola over Project Fear and her face showed she knew it. #ITVEURef
-- Carl Dinnen (@carldinnen) June 9, 2016
One of the key debates in the programme centred on the fact that Sturgeon was calling for the UK to remain in the EU, two years after she spearheaded the 'leave' campaign in Scotland's independence vote.
Sturgeon's tone on a country turning its back on its neighbours sounds very weird coming from her.
-- Kenny Farquharson (@KennyFarq) June 9, 2016
-- Jack Gundry (@jackgundryy) June 9, 2016
Sturgeon held her own though and when a member of the studio audience asked the debaters what sovereignty meant to them, she made a point that resonated.