babyface turn
n.— «He mentioned then how the actions that occurred after that, including his unscheduled babyface turn at the 918 show, cost him his best friend in the business.» —“Eddie Gilbert’s Scarlet letter” by dscherer@delphi.com Usenet: rec.sport.pro-wrestling Oct. 10, 1993. (source: Double-Tongued Dictionary)
Further reading
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Some TV commercials launch catchphrases that stick around long after the original ads. The exclamation Good stuff, Maynard! is still a compliment almost 40 years after it was used in a commercial for Malt-O-Meal hot cereal. And: what do you call...