As part of promoting Sacha Baron Cohen's latest film "Grimsby" (in the U.S. as "The Brothers Grimsby"), a short Apple parody film was created.

Sacha Baron Cohen, a comedian best known for playing the clueless Borat, revealed a hilarious new persona on Tuesday: he plays an Apple-like executive unveiling a new movie character instead of an iPhone.

The video is pretty funny, and it should be pretty familiar to anyone who's watched an Apple product keynote, from Cohen's speaking rhythms to the same Helvetica Neue font that Apple used to use in its signage.

#SachaBaronCohen is about to revolutionize the world. Again. #TheBrothersGrimsby. https://t.co/PtKWm5mfjYhttps://t.co/vooP5wUMAQ

— The Brothers Grimsby (@BrothersGrimsby) March 8, 2016