Josh Rottenberg
June 18, 2009 AT 12:00 PM EDT

In his latest stunt to promote his sure-to-be-controversial July 10 comedy Bruno, Sacha Baron Cohen appeared dressed as a bull at the historic Las Ventas bullfighting ring in Madrid, according to the Associated Press. “Ich have come to redress the wrong done to the gay community by that Hollywood movie on Harvey Milk which was acted by Sean Penn, who’s not even gay,” Baron Cohen told the crowd in the accent of the flamboyant-Austrian-fashionista character he plays in the movie. Wearing a furry black bull costume, complete with hooves and prominent genitalia, Baron Cohen, who engaged in similar in-character guerilla marketing in advance of his 2006 hit Borat, was greeted by a mix of gasps and cheers.

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