Monday, 29 September 2008

Bruno gatecrashes fashion shows and causes chaos to promote new Sacha Baron Cohen film

Bruno has gatecrashed a Milan Fashion show by designer Agatha Ruiz de la Prada, sashaying down the catwalk whilst dressed in a random assortment of clothing. Bruno is the latest comic creation of Sacha Baron Cohen and this stunt appears to be designed to raise the profile of (and may even be featured in) the forthcoming film 'Bruno: Delicious Journeys Through America for the Purpose of Making Heterosexual Male. '

Italian police were called, Bruno / Baron Cohen was arrested and La Repubblica was moved to comment, “The incorrigible Sacha Baron Cohen violates the sacred rituals of high fashion.”

Bruno's invasion of the Agatha Ruiz de la Prada catwalk is the second fashion event that Bruno has gatecrashed in Milan. On Thursday Bruno managed to get backstage at a show by Italian fashion label Iceberg. According to the Telegraph, Bruno wore the same outfit and ran around causing chaos and crashing into clothes rails.

Bruno's Milan fashion week stunts have gained worldwide headlines and coverage. Again there is the debate as to whether disruptive stunts like this go too far, but they are effective at harnessing network effects to cause buzz. The more stunts that are virally circulated (gaining free exposure), the more people will be tempted to pursue them - though Scott Goodson notes "it's easier to execute this kind of stunt in Europe than in the US, and the good news is you still generate marketing effectiveness in the US towards US consumers......."".....Sacha Baron Cohen's example teaches us that you can do a stunt outside the US but get huge billing back in the US."

Bruno's disruption of Milan Fashion Week events is another good example of how a viral stunt can create headlines and I think the 'do a stunt in Europe to get US headlines' angle is an interesting one. Everyone now knows about 'Bruno: Delicious Journeys Through America for the Purpose of Making Heterosexual Male', it will now be interesting to see what else happens between now and the release next May!

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