Sacha Baron Cohen Channels Apple’s Jony Ive

Imitation is the sincerest form of flattery.

The British comedian who created Ali G, Borat, and Bruno has recorded a pitch-perfect mock Apple keynote to introduce his latest “product”: The Nobby.

“In The Nobby,” says Sacha Baron Cohen in his best Sir Jony accent, “we’ve built from the bottom up a character with 12% more likability than even the Borat and made him 15% more idiotic than the Ali G.”

The vehicle for this character is The Brothers Grimsby, am 80-minute movie with an unusually thin plot.

“It’s actually the smallest, and lightest and most confusing plot that’s ever been released from a major studio,” he says. “I’m not including pornos.”

The film opens Friday. It’s already drawn a weak 51% on Rotten Tomatoes, with a strong 86% “want to see.”

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