Another alter ego Sacha Baron Cohen performed as is 'Brüno', a flamboyantly gay, allegedly-19-year-old, Austrian fashion show presenter who often lures his unwitting subjects into making provocative statements and engaging in embarrassing behaviour, as well as leading them to contradict themselves, often in the same interview. Brüno asks the subjects to answer "yes or no" questions with either "Vassup" (what's up) or "Ich don't think so" (No); these are occasionally substituted with "Ach, ja!" (Ah yes!) or "Nicht, nicht" ("Nicht" means "not" in German). In one segment on Da Ali G Show, he encouraged his guest to answer questions with either "Keep them in the ghetto" or "Train to Auschwitz".
Brüno's main comedic satire pertains to the vacuity and inanity of the fashion and clubbing world. In May 2009, at the MTV Movie Awards, Baron Cohen appeared as Brüno wearing a white angel costume, a white jockstrap, white go-go boots, and white wings; and did an aerial stunt where he dropped from a height (using wires) ontoEminem. Baron Cohen landed on Eminem's lap, with his rear in Eminem's face, prompting Eminem to exit the venue with fellow rappers D12. Eminem later admitted to staging the stunt with Baron Cohen. After an intense bidding war that included such Hollywood powerhouses as DreamWorks, Sony, and 20th Century Fox, Universal Pictures won and paid a reported $42.5 million for the film rights. A number of shill companies and websites were created in order to draw potential interviewees into interviews by creating an illusion of legitimacy. The film was released in July 2009.