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Brüno Gehard (pronounced “gay-hard”), sometimes written as Bruno or Brueno, is a fictional Austrian fashion reporter portrayed by English comedian Sacha Baron Cohen, who first appeared during short sketches on The Paramount Comedy Channel in 1998, before reappearing on Da Ali G Show. Following the success of Ali G Indahouse and Borat: Cultural Learnings of America for Make Benefit Glorious Nation of Kazakhstan, Universal Studios gained rights to make and release a feature film.After the release of the film Cohen announced that the character will be retired.