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Super Bowl ads: 'The Dictator' evokes 'Borat'

February 1, 2012 |  5:38 pm


You have to admire Sacha Baron Cohen’s (and Paramount’s) gumption — it’s not many Super Bowl ads that start with images of dead dictators (Kadafi and Kim Jong Il) before going on to tease a wide-release movie ("The Dictator," due May 11).

The rest of the 30-second piece from the creative team behind "Borat" is amusing, though it doesn’t tell you all that much about the film. Baron Cohen is again speaking in some mash-up accent, he’s again a fish out of water, he again makes jokes about American media (he bought NBC) and celebrities (the Kardashians). Unlike other Super Bowl ads, there’s no extended spot to parse online. Still, there's ample entertainment just in contemplating how Baron Cohen's establishment-baiting will play alongside ads for tub-thumping military pics like “Act of Valor” and “G.I. Joe—Retaliation."


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-- Steven Zeitchik


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