There is a big chance that when you hear about Kazakhstan you immediately think about Borat. In 2006 a movie from Sacha Baron Cohen called “Borat: Cultural Learnings of America for Make Benefit Glorious Nation of Kazakhstan” was a hit and made sure everyone knew Kazakhstan. But people did not get a positive perception of Kazakhstan since Borat was an anti- Semite and homophobic, who thinks incest is normal.
As a reaction of the movie, Kazakhstan launched a campaign in attempt of damage- control, which was named: ‘Heart of Eurasia’. The goal of the campaign was to promote Kazakhstan and pursued tourists to visit.
To achieve this goal, ad prints and commercials were shown. For example, ads in the New York Times with facts about Kazakhstan. But after Borat’s performance at the MTV awards they made a public statement that they would sue the actor. But here they went wrong.
Because, the character Borat hit back saying:
“In response to Mr. Ashykbayev’s comments, I’d like to state I have no connection with Mr. Cohen and fully support my government’s decision to sue this Jew…. Kazakhstan is as civilized as any other country in the world. Women can now travel on inside of bus, homosexuals no longer have to wear blue hats, and age of consent has been raised to 8 years old….”
With this funny comment, Borat got the last laugh
Still, eight years after the campaign and the movie, most people will remember Kazakhstan because of Borat.
But to look at the bright side: Kazakhstan went from an being anonymous to a well-known country.