Sacha Bruno, Media and Pop culture

If you were wondering whether Sacha Baron Cohen could possibly top the comic outrageousness of "Borat" with his upcoming "Bruno," which features him playing a gay fashion expert, wait no longer.

Universal, which will release the film July 10, just put up its first full-length trailer, which the MPAA helpfully gave a red-band rating, which limits its theatrical access but instantly creates a tidal wave of Web cachet, encouraging millions of kids to download it from YouTube and other Web outlets.

The key concern of Baron Cohen fans has been -- can he possibly top the madcap high jinks of "Borat"? Judging from the new trailer, I'd say he's well on his way. We see him being whipped by a feisty (and topless) dominatrix and causing mayhem at a fashion show. He also appears, with a tiny baby in his arms, on a talk show that is populated with a largely African American audience, who are outraged when he blithely explains: "I gave him a traditional African name -- OJ."

The trailer also features a line of dialogue destined to become a catchphrase. It's not "How do you protect yourself from a dildo?" which Bruno asks a martial arts instructor, who is forced to fend off the dildo-wielding gay fashion expert. It's the second question Bruno asks, which is: "How do you defend yourself against a man with two dildos?"