But this film is still howlingly funny, staggeringly rude, brutally incorrect and very often just brilliant. It has some really extraordinary, confrontational moments that live on in my traumatised mind in a continuous loop. Before this, I had thought Michael Haneke was the only figure of world cinema with the power to knot up my intestines in horror. But Baron Cohen has done something comparable. His new persona is Bruno, the gay Austrian TV fashion journalist with the impossible umlaut: flamboyant, blond, emotionally generous yet vulnerable and still only 19 years old....
But the film's most glorious scene is absolutely real. Bruno interviews Texas congressman and would-be US presidential candidate Ron Paul in his hotel suite, and then attempts to seduce him to create a sex tape that will kickstart his celebrity career. It is sublime. Baron Cohen's nerve is incredible; Paul's outrage and horror are unmistakably the real thing, and the mistaken-identity punchline is a classic. Did Baron Cohen and his writers, Dan Mazer, Pete Baynham, Anthony Hines and Jeff Schaffer, think of the punchline first and then sucker Paul into getting involved? Or did it occur to them later? Either way, it was inspired.