How is “rub it in” used?

In American Beauty (1999), one line is: “How come these faggots always have to rub it in your face?”

Which movie is “rub it in” from?

The clip at the top of this page is from American Beauty (1999).

to keep reminding sb of sth they feel embarrassed about and want to forget

Heard in 3 movies

Oxford100% of films
to keep reminding sb of sth they feel embarrassed about and want to forget
Must you rub it in
How come these faggots always have to rub it in your face?

Definitions from the Oxford Advanced Learner's Dictionary, 9th edition

How come these faggots always have to rub it in your face?

Said in 8 films · #1