Kazakhstan, the home country of the fictional Borat Sagdiyev, has adopted the brash, moustachioed character’s catchphrase – “Very good!” – for a new tourism marketing campaign.
In the recently released Borat Subsequent Moviefilm, the fictional journalist depicts his homeland as misogynistic, homophobic and anti-Semitic –as he does in the initial, Borat: Cultural Learnings of America for Make Gain Superb Nation of Kazakhstan. In the 1st iteration Borat, performed by Sacha Baron Cohen, anxious that he would be executed if the movie was not a accomplishment.
The 1st film’s edition of the Kazakhstan nationwide anthem commences with the phrases: “Kazakhstan finest country in the earth, all other international locations operate by small women.” (The accurate anthem commences: “Sky of golden sunlight, steppe of golden seed”.)
Regardless of these considerably less-than-flattering depictions, Kairat Sadvakassov, the deputy chairman of Kazakh Tourism, stated in a statement to the Huffington Write-up that adopting Borat’s catchphrase in the marketing campaign “offers the best description of Kazakhstan’s wide tourism possible in a shorter, memorable way.”
“Kazakhstan’s mother nature is extremely good its meals is extremely good and its persons, despite Borat’s jokes to the opposite, are some of the nicest in the earth. We would like anyone to appear encounter Kazakhstan for themselves by checking out our country in 2021 and past, so that they can see that Borat’s homeland is nicer than they may perhaps have listened to,” he stated.
The advertisements clearly show tourists mountaineering with a selfie adhere, (“Very good!”), ingesting fermented horse milk (“Mm, that’s essentially extremely good!”), marvelling at the architecture (“Wow, extremely good!”) and posing for a photograph with Kazakhs in traditional dress (“That’s extremely good!”).
The notion for the marketing campaign came from American Dennis Eager, who travelled to the country on a significant university trade, then studied with a Kazakh professor at Stanford College. He now life in Almaty, wherever he provides going for walks excursions, the New York Moments reported.
With a great deal of time on his fingers because of to the coronavirus pandemic, he and a pal pitched the notion to the Kazakh tourism board and “immediately” bought the go-in advance to make four twelve-second advertisements.
The reaction is a far cry from the nation’s reaction to the initial Borat movie. Just after its release in 2006, the Kazakh governing administration placed advertisements in US newspapers disputing some of the film’s promises and presenting the country as modern, steady and outward-hunting. The advertisements were being timed with a go to from President Nursultan Nazabayev and highlighted a photograph of Nazabayev shaking fingers with US president George W Bush.
Afterwards that calendar year Nazabayev laughed when asked about the movie when on a go to to the British isles. “The extremely reality that you have put that question – you will want to learn extra and appear to Kazakhstan to see for you,” he stated.