Brand Borat: Take heart Kazakhstan, Pluto didn't even get a film.

Apparently the much ballyhooed Borat has caused an international stink. A diplomatic brouhaha. I keep reading more blogs because it just seems too preposterous to be true. But Sacha Baron Cohen, the comedian who brilliantly dons such personas as Ali G (a hip-hop Brit) and Borat (a zany Kazakh journalist) has miffed Kazakhstan while hyping his new movie. And then there is the parody site imploring us to "Stop Borat" which you simply much check out.

The movie includes such degradations as anti-semitic remarks, incest and a car being pulled by a horse. Does the movie appear to make fun of the country? Absolutely. Does it put Kazakhstan on the map? Absolutely.

According to Sean R. Roberts, Central Asian Affairs Fellow at Georgetown University, "I have found that more Americans are aware of Kazakhstan than four years ago when I last lived in the United States. The increased knowledge of Kazakhstan, however, is not due to the country's economic success or its role as U.S. ally in the war on terror. Instead, most Americans have heard of it through a satire of a Kazakh journalist named Borat."

Now, the country's President Nazarbayev is flying over to the US to meet with Bush. On the agenda? The country's image. Why oh why Kazakhstan would confer with President Bush about saving a country's image is beyond this marketer (uh, have you checked out our international favor lately? This move only serves to make you appear ignorant, sorry to say).

President Nazarbayev has confirmed that his government will buy "educational" TV spots and print ads about the "real Kazakhstan" in a bid to save face before the movie's November launch. Just look at Borat up there in all his glory (that's pretty much all he's in). Do you really think an educational TV spot is going to trump this goofy guy? Fight fire with fire guys: get zany, NOT serious.

To Kazakhstan I say: Take heart. Take one for the team. Leverage the awareness--and the movie's halo effect--that Borat has bestowed upon you. Revel in all the newfound attention (it may be your one shot). And then follow-up straight away to prove your country deserves attention all the time.

Napa Valley leveraged the awareness from the film Sideways. When tourists come to my city, they always want to see Rupert the "deli guy" from David Letterman or the "Soup Nazi" from Seinfeld.  These aren't the Empire State Building or Lady Liberty, but we invite the satire (and thank you for your tourism revenues).

Instead of featuring horse-drawn carriage rides, feature horse-drawn car rides. People will understand you're far more advanced as a result. And we'll appreciate that you're a good sport. Even if we're making fun of you, let us love you...in our own way.

Laugh and indeed the world laughs with you. Run educational spots and we'll surely be laughing at you. Hey, at least you didn't get outright demoted like poor Pluto (who has nary an ad budget nor a box-office smash to capitalize upon).

Comments

[Paul McEnany]

I'm freaking out about this movie. It's going to kick so much ass.

[CK]

psst Paul: I too am looking very forward to it. Borat has always been my favorite Cohen character :-).

[Ann Handley]

Spot on, CK. I happen to love Borat's "Dumb Is the New Smart" perspective.

And good advice for the Kazakhstan government.

[CK]

Ann: Dumb is the new smart. Small is the new big. The world has been turned on its head. Thank goodness (the old way wasn't working).

[Roger von Oech]

• Actually, Pluto did get a movie (sort of) with the truly delightful "Breakfast on Pluto" (2005) directed by Neil Jordan ("Crying Game") and starring Cillian Murphy.
•Yes, I'm excited about Borat as well, and will be "at a theater near you" on opening weekend. Maybe, I'll even be motivated to go to Kazakhstan.
• CK: Like your blog -- lotsa good stuff. Come visit mine: http://blog.creativethink.com/ It's a newby!

[Sheila Noblitt]

Too bad Kazakhstan didn't follow your advice. I seriously think they'll get more tourists if that's what they are after. I saw the tv ads but remember more what Lonely Planet said about the country being fine if you like long, hypnotic train rides and horse sausage.