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Theresa May's coughing fit during her big Tory Conference speech was so bad, it even showed up on the BBC subtitles.
Moments after the Prime Minister's leader's speech was interrupted by a comedian who handed her a P45, she began to cough uncontrollably, and things quickly got very awkward.
She was given a standing ovation of encouragement by assembled members of her party, and a cough sweet was passed up from the audience by the Chancellor Philip Hammond.
Nevertheless, she persisted.
As she choked her way through her plans for the NHS, the BBC's subtitles flashed up 'SHE COUGHS' - in a scene even the W1A scriptwriters may have deemed far-fetched.
May's cough went on for up to fifteen, painful minutes, before it subsided, but it was too late: a meme was born.
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