Parodies of Jony Ive and Apple’s rarefied advertising are nothing new, but you rarely get to watch a spoof featuring a comedian as talented as Sacha Baron Cohen.
To promote his new movie The Brothers Grimsby, the creator of Ali G, Bruno and Borat recorded a spot-on Apple parody, which shows that — despite the many who have aped it in the past — there’s still mileage in poking some good-natured fun at Apple’s way of selling us on its latest revolutionary products.
Check it out below.
#SachaBaronCohen is about to revolutionize the world. Again. #TheBrothersGrimsby. https://t.co/PtKWm5mfjYhttps://t.co/vooP5wUMAQ
— The Brothers Grimsby (@BrothersGrimsby) March 8, 2016
As if it’s discussing the latest iPad, the video describes the creation of a new character 12 percent more likable than Borat, 15 percent more idiotic than Ali G, and operating on an incredible “virtual platform” — referring to Cohen’s new movie.
Parodying Apple’s love of building ever-thinner products, Cohen also talks about The Brothers Grimsby having “the smallest, lightest and most confusing plot that’s ever been released from a major studio. Not including pornos.”
While The Brothers Grimsby isn’t exactly setting the world on fire in terms of reviews, this trailer does make me want to go and see the movie a bit more than I already did.
Maybe there’s something in Apple’s approach to advertising after all …
Luke Dormehl is a U.K.-based journalist and author, with a background working in documentary film for Channel 4 and the BBC. He is the author of The Apple Revolution and The Formula: How Algorithms Solve All Our Problems … and Create More, both published by Penguin/Random House. His tech writing has also appeared in Wired, Fast Company, Techmeme and other publications.
4 responses to “Borat creator uses hilarious Apple parody to promote new movie”
I really enjoy Baron Cohen, but Apple would never ask customers what they want. They tell you what you want.
Ha! That would have been my one criticism too.
Alan : Actually, Apple does ask what the customer wants. In a sense, you are correct. Apple does sell their products and banks on past performance to drive customers but their agile marketing department sees duds early and makes adjustments.
That was quality. After that effort – I hope their movie takes off…………….