The Jonathan Ross Show audience shocked at clip for new Sacha Baron Cohen film Grimsby
A clip from Sacha Baron Cohen's new film Grimsby shocked the audience and guests on ITV's The Jonathan Ross Show.
The movie tells the story of reformed football hooligan Norman "Nobby" Grimsby (Cohen) who is forced to go on the run with his brother - a suave secret agent played by Kingsman star Mark Strong.
In the clip, described by an insider as "outrageous", Nobby is depicted in extreme circumstances.
The segment in question is embargoed for broadcast until the film's UK release on February 24.
The insider said: "The audience were shocked, but found it hilarious."
Baftas host Stephen Fry, one of the guests on the popular talk show, told Ross: "I thought I was going to have an asthma attack!"
Earlier this week, Cohen appeared on Jimmy Kimmel Live! in the US to promote the film, titled stateside as The Brothers Grimsby.
The American presenter warned his audience about the "very graphic and potentially offensive" scenes.
"If you want to leave right now, you have the option of doing that," he said.
The reaction of those who saw the clip was broadcast and uploaded to YouTube.
Ross's show followed a similar template, with the cameras focusing on facial expressions.
Cohen's sit-down with the ITV star was his first UK interview out of character in 18 years.
The 44-year-old's famous personas include Staines resident Ali G, Kazakh journalist Borat and camp Austrian fashion reporter Bruno.
Speaking to Ross about Borat, Cohen said Kazakhstan people objected to the character's moustache because it was not "a real Kazakh moustache".
"They got very upset because I hosted the MTV Awards as Borat," he stated.
The father-of-three, who has been married to actress Isla Fisher since 2010, said he has to think more carefully about some of his jokes.
"It affects the homelife. I remember one time, again with this character Bruno, he's trying to lose his virginity and I end up in a room with this dominatrix."
Cohen explained what happened when he arrived home.
"My wife sees welts all over my back and I'm bleeding quite profusely and she goes, 'What happened honey?' and I say, 'Just a tough day at the office'."
Ross's other guests included comedian Fry, who discussed the Baftas and his first year of marriage.
US star Amy Poehler dropped in to talk about hosting the Golden Globes and Saturday Night Live.
Comedian Romesh Ranganathan promoted his new ITV show called It's Not Rocket Science and pop star Shawn Mendes provided the music.