Sacha Baron Cohen is a comedy genius and I've thought so ever since Ali G first appeared in the 11 O'clock Show.  Steve Coogan and others have created fascinating and amusing characters but with the few classic inventions there have always been a few duds along the way. Baron Cohen, however, has kept his focus and has created three characters that will live in people's memories for a long time to come. First Ali G, then Borat and now Bruno. It is my opinion that the greatest aspect of Baron Cohen's approach to comedy is not the constant laughs he produces by being so risque. In a similar approach to Ricky Gervais he looks at people's prejudices and tackles them head on. Unlike Gervais, who tends to focus the comedy on his own behaviour, Baron Cohen creates a situation where the people he is engaging with are the subject...both those that are ridiculed on screen but most importantly also us. In a non-preachy and amusing way Ali G, Borat, Bruno etc make us look at our own prejudices so that we improve the way we look at people moving forward. This a subtle but impressive art, me thinks. Now, where does Sacha Baron Cohen go from here? Now that's a fascinating subject...however, in the meantime go and see Bruno.