His latest alter ego, a gay Austrian fashionista, is already hailed as a work of genius. But can Sacha Baron Cohen ever just be himself?

Photo: Sacha Baron Cohen as the fashion journalist Brüno

They didn’t know, the Alabama National Guard. Never realised that allowing a German documentary-maker into their high-security training camp 65 miles east of Birmingham would go so wrong. They certainly couldn’t have guessed, when they agreed to let him take part in training, that this curiously effeminate man would adorn his US military uniform with a white D&G belt, or strip in front of a locker room-full of crew-cut squaddies to reveal a camouflage thong.

Ron Paul didn’t twig, either, that a TV interview that was supposed to be about Austrian economics might end in a candle-lit hotel bedroom, where a blond male journalist would proffer cheap champagne before attempting to seduce him. Never, in his wildest dreams, could the 73-year-old hero of the Republican right have envisioned that a predatory homosexual would have the gall to suddenly drop his trousers. That’s why Paul ran away shouting: “This is ENDED!”

Then there was the crowd lured to a fairground in Fort Smith, Arkansas, on the promise of one-dollar beer and “blue-collar brawling”. They expected to spend the evening watching good, old-fashioned fisticuffs. Instead, the cage-fighting took an unexpected turn when a contestant called “Straight Dave” and his opponent stopped wrestling and started, in the words of a police report, “stripping down to their underwear, kissing and rubbing” each other.

How could that crowd have guessed? How could they possibly have realised, in a town where men are men and “gay” is a form of insult, that a pair of tough-guys would start canoodling, and force them to watch? Little wonder they promptly started a riot. Whoever you happen to be, what other emotion, except extreme anger, is the natural reaction to being “punked” by Sacha Baron Cohen?

It’s been a while, now, since this ludicrously talented British comedian burst onto the scene. A decade since his character Ali G first demonstrated that you can make highly intelligent people say incredibly revealing things by asking them the stupidest questions imaginable. Three years since his Kazakhstani alter ego, Borat, toured Middle America exposing staggering levels of misogyny, anti-Semitism, and public ignorance.

But now he’s back. This summer, Baron Cohen will complete his trio of “mockumentary” films with a movie following the flamboyant exploits of Brüno, an outrageously camp fashion reporter from Klagenfurt, whose “MeinSpace” page proudly declares: “If I vas a Starbucks drink, ich vould be a tall, skinny Austrian mit a great personality und a really big brains.”

The film boasts the extended title Delicious Journeys Through America for the Purpose of Making Heterosexual Males Visibly Uncomfortable in the Presence of a Gay Foreigner in a Mesh T-Shirt. That pretty much sums up what the film is about. Firstly, Brüno’s preposterous vanity will expose the excesses of a fashion industry (and celebrity culture) obsessed with body image and consumerism. Secondly, his overbearing homosexuality will be used as a tool to generate, expose, and thus satirise public homophobia.

See Sacha Baron Cohen: The men in his life

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