Innovator. Visionary. Prophet. Words once used to describe Apple co-founder Steve Jobs by his devoted iFans, and now associated with the creator of “Ali G”, “Borat” and “Bruno” in a Cupertino-parodying publicity stunt for a new feature length comedy called “The Brothers Grimsby” or simply “Grimsby.”
Before shouting blasphemy however, you should check out the surprisingly tasteful and subdued film ad. In it, Sacha Baron Cohen channels his inner Jony Ive and Tim Cook, unveiling to a familiar hall of enthusiastic followers his most likable, idiotic character yet.
But “The Nobby” isn’t drastically more likable or idiotic than “The Borat” or “The Ali G”, or else the actor and writer couldn’t make another small fortune in a few years, when he releases a slightly different movie starring a slightly different moronic hero. Get it?
Of course you do, as Baron Cohen himself admits to developing a “very thin veneer of satire”, as well as the “smallest, lightest, and most confusing plot that’s ever been released from a major studio, not including pornos.” That’s both first-rate self-deprecation, and a brilliantly on-the-money jab at Apple’s obsession with making everything thinner and lighter all the time. And just when we thought nobody could top Conan’s classic iPhone and iPad-advertising sketches.
The Tim Cook impersonator wraps up his presentation by taking a potshot at the NRA, which reminds you of possibly the biggest flaw of his feature films. Lack of focus. Well, that, and overly scatological humor. No, it doesn’t just always work.
— The Brothers Grimsby (@BrothersGrimsby) March 8, 2016