Red Band Trailer for Sasha Baron Cohen’s Bruno

He’s baaaack. The twisted mind that brought us Borat is back, but this time he’s not a Khazakstani journalist, he’s a gay Austrian fashion designer named Bruno. The formula looks basically the same: Cohen shows up in awkward places in character, and the people he interacts with don’t necessarily know they’re in a movie. And if this red band trailer is any indication, hilarity ensues. Not surprisingly, the first cut of this movie got an NC-17 from the MPAA, and though it will undoubtedly get trimmed down to R before its release, it’s sure to be bawdy, raunchy fun.

Bruno hits theaters July 10th.