Later this week, the latest Sacha Baron Cohen vehicle, a movie called The Brothers Grimsby, will open in theaters. Cohen has been making the talk show rounds over the past few weeks in order to promote the movie, even going so far as to show Jimmy Kimmel’s audience a clip too raunchy for television.
But his latest stunt might be the most effective yet.
On Tuesday, the official Brothers Grimsby Twitter account shared a video that might look surprisingly familiar to anyone who has ever watched Apple announce a new iPhone. Treating his beloved characters like old models, Cohen takes the stage to reveal “The Nobby,” a character that is 12% more likable than Borat and 15% more idiotic than Ali G.
Here’s the full video from Twitter:
— The Brothers Grimsby (@BrothersGrimsby) March 8, 2016
Perfect timing, considering the fact that Apple is rumored to hold its own press event within the next two weeks. Chances are there will be less banana hammocks, but who know what Apple’s “One More Thing” will be this time?
There’s also an uncensored version of the “keynote address,” which features a few additional goofs and some clips that might necessitate headphones, as the language gets fairly colorful. This is an R-rated comedy, after all:
The Brothers Grimsby opens in theaters on March 11th.