THREE years ago, bumbling Kazakh journalist Borat was unleashed onto unsuspecting right wing Americans, and perhaps equally unwary cinema audiences, to become a worldwide sensation.
Now, in his latest endeavour to expose cringe-inducing prejudices in his controversial no-holds-barred approach, British comical chameleon Sacha Baron Cohen has resurrected his other oh-so politically incorrect fictitious creation, flamboyant Austrian gay fashionista Brüno, in the ‘shockumentary’ of the same name.
Those familiar with Baron Cohen’s breakthrough series, Da Ali G Show, will know this latest character was by no means an overnight construct or opportunistic response to the cultural and critical phenomenon that was Borat.
Like his less fashionable Eastern European counterpart, Brüno started life as a bit-part character in Baron Cohen’s TV show earlier this decade.
In his big-screen turn, Brüno is the host of Funkyzeit Mit Brüno.
After crashing the Prada catwalk at Milan Fashion Week, he loses his job, and from here, the premise follows that of Borat, with Brüno, aided by his personal assistant Lutz (Gustaf Hammarsten), heading to the US.
His mission is to become famous, or more specifically, become the biggest Austrian celebrity since, well, Hitler.
And you can just imagine the risqué scenarios that ensue.
From appearing on an American TV morning chat show with an African baby donning a T-shirt with the logo ‘gayby’ (he acquired the bub in exchange for a Macbook Pro) to attempting to seduce Republican presidential candidate Ron Paul to mocking a pastor-cum-gay converter, the boundaries are pushed predictably dangerously.
The ingenious Borat – which pulled in US$260million at the global box office – was always going to be a hard act to follow.
As a character, the profane Brüno appears to lack the naivety and joie de vivre that Borat charmed us with, and is resultantly less endearing.
Furthermore, many of the encounters appear to be staged, no doubt due to Baron Cohen’s increased profile.
That said, he again delivers on his uniquely shrewd send-up of ignorance and intolerance, which is relentlessly absurd and vulgar (timid types offended by Borat should steer clear).
Some are of the school of thought that Baron Cohen only serves to perpetuate stereotypes rather than undermine them, but they are clearly missing the point entirely. This is satire, people.
Beyond the outlandishness, this is intrepid cinema that isn’t afraid to confront taboos head on, and a cleverly crafted social and political parody of Western culture and ideology.
Brüno (MA15+)
Directed by: Larry Charles
Starring: Sacha Baron Cohen, Gustaf Hammarsten
Rating: Three-and-a-half stars (83 minutes)
Opens: July 8