Myself and Elisa were sat in The Exchange Hotel’s bar, in Cardiff Bay and started to play with this idea on a cocktail napkin, which I have kept in my desk drawer.

The phrase itself is playfully paradoxical – where the ‘is’ negates the genius, and therein lies the contradiction experienced in mind when you hear it.

Similarly, you could say ‘One should always speak proper’ – where the pronoun ‘one’ sets us up for somewhat of a ‘better spoken’ person than most, and then contradicts it with the use of the word ‘proper’. We saw this on conversation between Tywin Lannister and Arya Stark in the Game of Thrones where Arya’s character talks of her mother and how “she taught me how to speak proper…properly.”

Whatever examples there may be, “We is genius” is still one of my favourite little phrases.