Kendrick Lamar performing in New Orleans on Sunday night

From his political jabs to his surprise A-list guests, Kendrick Lamar’s performance at the Super Bowl Halftime Show has been dominating the conversation ever since he took to the pitch on Sunday night.

But there’s one particular part of his performance that’s really captured people’s imaginations over on social media.

Towards the end of his 13-minute medley, the Grammy winner began teasing a rendition of his hit song Not Like Us, an unabashed diss track aimed at fellow rapper Drake.

In the end, Not Like Us served as the closer during Kendrick’s Super Bowl set, and included one moment where he addressed his rival directly.

When he reached the line that begins “say, Drake…”, Kendrick not only turned to deliver the lyric straight down the barrel of the camera, but also delivered a killer smile while he did it.

"Say Drake..." pic.twitter.com/DG5stgz0Ia

The moment he said drake’s name im fucking crying pic.twitter.com/A1ynwTz40v

And this is the moment fans have been sharing their own takes on ever since…

SAY DRAKE (cheese) pic.twitter.com/V4dFOtVEjS

‘SAY DRAKE’ pic.twitter.com/apPdFODkO2

That “Say, Drake!” followed by that sinister ass grin to the camera was perfectly insane. LMAO pic.twitter.com/kBBscLE44t