Kazakhstan Tourism Board Adopts “Borat” Catch Phrase “Very nice!” for Marketing Campaign
If you were even vaguely conscious during 2006 you probably heard people crowing “Very nice!” in a vaguely Eastern European accent. This was the catch phrase Sacha Baron Cohen’s character Borat who was the main character of Cohen raunchy comedy by the same name.
Cohen’s character was from a extremely fictionalized version of the country of Kazakhstan who, at the time, threatened to sue Cohen and banned the franchise.
The former Soviet state has had a complete changed of heart with the release of the second Borat movie, going so far as to adopt the slogan “very nice!” to a tourism campaign.
Dennis Keen, an American living in the real Kazakhstan and his friend Yermek Utemissoy pitched the slogan a set of four short commercials using the catch phrase to the country’s tourism board. Each of them ending with “Kazakhstan. Very nice!”
Kairat Sadvakassov, Dept. Chairman of Kazakh Tourism, stated to the HuffPost, that the slogan encapsulates the tourism potential of the country in a short, catchy way.
When Cohen heard of Kazakhstans adoption of his character’s catch phrase we released the following statement:
“This is a comedy, and the Kazakhstan in the film has nothing to do with the real country,” Baron Cohen wrote in an email to the Times. “I chose Kazakhstan because it was a place that almost nobody in the U.S. knew anything about, which allowed us to create a wild, comedic, fake world. The real Kazakhstan is a beautiful country with a modern, proud society — the opposite of Borat’s version.”
The new Borat film titled “Borat Subsequent Moviefilm” is streaming on Amazon.