Sacha Baron Cohen came, saw and offended as Borat and Bruno.
Now, he's back on our screens, nearly, as The Dictator... a strangely-appealing hybrid of all middle eastern tyrants, toppled and otherwise.
In this first TV spot for the film, to be shown to millions during the Super Bowl on Sunday night, we see that ‘General Aladeen’ may have been displaced from his native North Africa to the United States, like a malevolent Crocodile Dundee, but that his hunger for power remains unsated. It's very similar to the first trailer for the film, but with the cunning use of the Inception horn - what can we make of this?
Check out the TV spot above. And there's another trailer here.
And here's the official blurb - you can choose what to believe:
The film tells the heroic story of a dictator who risked his life to ensure that democracy would never come to the country he so lovingly oppressed. It is inspired by the best selling novel "Zabibah and The King" by Saddam Hussein.
The film will be on cinema screens on 16th May.