15% THINNER

Watch Sacha Baron Cohen perfectly lampoon Apple’s grand product unveilings

Obsession
Design
Obsession
Design

Perhaps hoping to emulate the blockbuster success of Apple’s products, comedian Sacha Baron Cohen is promoting his new movie The Brothers Grimsby like an Apple gadget. In a video released by Comedy Central on March 8, the Borat star showcases his latest “character innovations” and highlights key selling points of the Coen Brothers-penned screenplay.

Although he mimics the British accent of Apple creative mastermind Jony Ive, Baron also invokes Steve Jobs’s stage persona. The 4:25 clip is staged like Apple’s cultish annual product launches, with Baron Cohen’s evangelical speech interrupted by thunderous applause from fans in the audience.

“Let’s have a look at the unique design features of the Nobby,” says Baron Cohen, introducing the dimwitted lead character in his new comedy. “Firstly, we completely shaved his chin, creating an unrestricted mouth able to deliver 24% more expletives.”

He also flashed a pie chart to explain that the film’s plot is “15% thinner” than the norm: the “smallest and most confusing plot ever to be released by a major studio.”

Despite solid satire, The Brothers Grimsby opened in the US on March 11 to poor user reviews and dismal attendance. Apple’s real Keynote, where it’s expected to unveil a new 4-inch iPhone, is scheduled for March 21.

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