In the early 80s there was an American TV commercial for the Wendy’s chain of restaurants, featuring an irate old lady looking at her hamburger and ranting “Where’s the beef?!”. This became a national catchphrase for a while, and then permanently entered the language when it was used in the 1984 Presidential campaign by Vice President Walter Mondale and directed towards Senator Gary Hart as an implication that the latter’s promises had no substance.
Terry says: “See? This is probably a genuine joke that Americans will get and most Europeans won’t. Hah! and they said it couldn’t be done!”