Kazakhstan Embraces 'Borat' Catchphrase in New Tourism Campaign

'Borat Subsequent Moviefilm'
Amazon

'Borat Subsequent Moviefilm'

In a new advertisement for the central Asian country, tourists explore scenic spots while saying "very nice!"

While the first Borat film gave Kazakhstan some negative publicity due to how the satirical movie portrays its citizens, the recently released sequel is being referenced in a positive way by the Kazakhstan tourism board.

The catchphrase, "very nice!," spoken by Sacha Baron Cohen's Borat in the film, is featured in a new ad campaign for the country. Besides snowcapped mountains, a man — described in the video description as a "wise man" — captures his travel experience with a selfie stick and iPhone video, exclaiming "very nice" to himself.

Back in 2006 when the first Borat was released, a number of foreign governments recommended the film not be released because the material was deemed offensive. Though Kazakhstan's then-president, Nursultan Nazarbayev, laughed at the bad publicity. "The film was created by a comedian so let's laugh at it, that's my attitude," he told reporters at the time.

Like its predecessor, Borat Subsequent Moviefilm follows the adventures of a fictional Kazakh journalist Borat Sagdiyev and his daughter Tutar (Maria Bakalova), and features appearances from vice president Mike Pence and Rudy Giuliani.

View the campaign video below.