Bruno is in town

Reporter: James Thomas
Broadcast Date: June 29, 2009

He thinks our prime minister is cute, wears hot pants and has an eye for Aussies with a mission to change the way we look at ourselves.

Sacha Baron Cohen made his mark with Ali G, a homeboy chat show host who mercilessly satirised his guests.

Watch Bruno's Australian press conference

The downside to such success is people soon get to know who you are.

So, Cohen invents another vehicle to carry his barbs.

Borat, the reporter from Kazakhstan, first appeared as bit skits on The Ali G show.

From skits, Borat graduated to film.

It is hard to tell just who the Austrian homosexual fashion reporter is modelled on but it is clear the fashion world in all its pretence, is about to undergo a makeover, Bruno style.

"I don't want any attention," Bruno said today.

"I am not here to promote my movie on July 10."

If nothing else, Bruno knows how to do just that, around the world he has been making headlines.

He dropped in on Eminem at the MTV Awards, he has graced GQ magazine and now he is in Australia.

Last night Mr Rudd was in Bruno's sights.

Bruno is a character Cohen plays well, as a young man he actually was a male model.

As Bruno he explains his taste for fashion started early.

"When I was in the womb according to the doctor in the ultrasound video you could see I took the umbilical chord and wrapped it around my neck like a sash," Bruno said.

Annebelle Van Tongeren is the network stylist for Channel Seven and a Bruno fan.

"I'm a massive fan, he is honest, he has integrity, he knows what he's talking about," she said.

Annebelle displays a hint of ironic humour herself. It follows then, that she can appreciate Cohen's alter ego taking a stab at her own industry.