Marketing in leopard panties.

After "Borat" comes "Brüno" The advertising campaign for the new fake-documentary from comedian Sacha Baron Cohen is in full swing. The most powerful man in the British Popkukultur sees it as a second, self-focused PR and taboo coordinated.

 

This was precision work: How to Sacha Baron Cohen recently at the MTV Movie Awards with nearly bare buttocks directly onto the face of Eminem abseil had witnessed really outspoken accuracy. Wonderful, like the hardcore rapper as to air and rang version!

Even if the action, as it turned out, was a staged affair, with the homophobic than verschriene Eminem about himself made fun: What a terrific prelude to major advertising campaign by Cohen's new movie "Brüno" the world in early July cinemas comes.

No Second commercial understands it, the specific rule violation and the targeted self-marketing as closely coordinated as the British Radikalhumorist.

In his new work, he is now the gay Austrian fashion journalist Brüno, from his home in the world forth, in bizarre attempts to self-own sexuality and foreign cultures to explore. As in his fake documentary "Borat" Cohen wins in his role as all kinds Brüno uninitiated originals in front of the camera, which he in his disguise to Selbstentblößung drives: a Investigativrecherche in leopard skin.

Photo: AFP
Video: TV blogs

Of course, one wonders how it should go, that Cohen, after a hit like "Borat", the world alone at the box office around 250 million euros has recorded, undetected in his "victim" made up. But even here, he had an excellent plan: In preparation for the film of the comedians set up a total of 29 fake companies to part with expensive Internet presence created, one of which was, for example, German entertainment TV.

For this parallel empire out, he established contacts with prominent and less prominent contemporaries, which he then in Leopardenfellslip panties and latex-clad Alps Fashionista Brüno lured from the reserve. There is still so much hostility to the gay world, you just need to know where we must go.

For example, to hunt with a group of hillbillies, when mere mention of the word gay the grim shotguns reload. Or in the Midwest, where the gay sheep Betbruder his sexual orientation with Jesus tries to drive off. Or code to former Republican candidate Ron Paul to Texas, after a small hint of Brünos strip runs from the room.

About the film may still nothing concrete will be announced. Who it here earlier this week in a press screening wanted to see, had to sign with meetings until shortly before the German cinema release on 8 July to wait.

The course is part of a clever marketing campaign, in which the actor behind the current completely disappears, and the role of PR MTV appearance until nude portrait on the cover of the American men's magazine "GQ" is perfectly orchestrated.

Cohen posing for the magazine with coquettishly Brüno view - which in turn coquettishly with Jennifer Aniston look-posing (she was a few issues before kleidungslos also on the front page have been lifted). When Cohen times each now gets his fat away. No matter the way, whether personal connection to the satirizes exist. In Brüno "there is also some extremely angry allusions to the adoption of Addiction Madonna, when Cohen already as Ali G in one of her videos has joined.

Vulnerability of the campaign: praise from gay

Because for the 37-year-olds, since "Borat" perhaps the most influential figure in British pop culture, it is also, for his work by the hugs of his new celebrity friends free. For a small cameo appearance in a Cohen-works would be of some pop star's private jet type. Only once, very briefly, Cohen makes the assembled notables Brit in "Brüno" for a song applies; the biggest pop star of the gay world is also included.

Thus, because so far from gay circles little criticism, though in "Brüno" no gay stereotype omitted. The spokesman of the Gay and Lesbian Alliance Against Defamation finds the film is "in many places difficult and even offensive." The chief of the Central Organ queer "Out", however, explicitly praises the radical impulse of the Enlightenment slapstick: "The multiplex audiences but would otherwise never on a two-hour lecture on homophobia in, but exactly what this film offers."

After the waves of protest against "Borat", the film only opened his commercial fame have provided, these words must Cohen, however, genuine concerns. The now-friendly as much at a secret hearing is to film, who actually wants to provoke, but runs the marketing virtuosically playful negative opposite.

Praise from gay? Praise from those who Sacha Baron Cohen caricatured? That is funny as the only weak point in the otherwise perfectly organized publicity campaign to "Brüno".