be a helluva drug

slang To have an extremely intense and addictive effect on one, especially that which warps one's ability to make logical, rational decisions (similar to the effects of narcotics). Popularized by Rick James in the sketch show Chappelle's Show in reference to his addiction to cocaine. "Helluva" is a colloquial contraction of "hell of a." These corporate executives know that nostalgia is a helluva drug, so they're pushing hard to capitalize on what was popular among young adults when they were children. A: "I don't know what came over me. I knew what I was doing was wrong, but I just couldn't say no to her." B: "Hey, man—love's a helluva drug." A: "He broke so many bones doing that skateboard jump. I don't even know why he would attempt it!" B: "Adrenaline must be a helluva a drug."