VIENNA (AP) - Austrians could be forgiven for bristling at
"Bruno."

After all, the film character boasts that his fame is second
only to Hitler's and says he just wants "to achieve zee Austrian
dream - find a job, get a dungeon und raise a family in it."

Yet rather than recoil at British comedian Sacha Baron Cohen's
new spoof about a flamboyantly gay Austrian fashionista, most
Viennese are taking Bruno's own advice: "Get ueber it!"

Judging from a smattering of look-alike contests and Web sites
cheerfully hawking skintight T-shirts and short-shorts, some even
seem to be embracing their inner Bruno.

"We can all learn a lot from Bruno: style, zest for life,
versatility, fearlessness," Doris Knecht, a columnist for the
Kurier newspaper, wrote in her blog ahead of Universal Pictures'
worldwide release Friday.

"This man is proud of his homeland, so we're proud of him,"
she said, proclaiming: "Austria has a new ambassador. Thanks,
Bruno!"

Not everyone shares her enthusiasm - least of all a real
ambassador: Emil Brix, Austria's top envoy to Britain.

In an interview with Austrian public broadcaster ORF aired
Thursday, Brix denounced "Bruno" as "completely improper and
unsuitable."

He said he found Baron Cohen's flippant references to Hitler and
to Josef Fritzl - convicted in March of imprisoning his daughter
for 24 years in a dungeon and fathering her seven children - cheap,
crass and offensive.

"Everyone should speak out against such a thing," he said,
warning that it will tarnish Austria's image.

ORF panned the film in a review. "A lot of expense for a few
punch lines," it said.

Most Austrians, though, seem to be taking "Bruno" in stride.

They're used to being ridiculed for the country's past
complicity with the Nazis, its flourishing far-right political
fringe and the Fritzl affair, which came less than two years after
a similar case involving a young woman who escaped after being held
captive 8½ years in an underground cell.

They've also taken a ribbing over Austria-born Arnold
Schwarzenegger, initially for his "Terminator" films and most
recently for becoming California governor. Outsiders have made
cracks about lederhosen and yodeling ever since "The Sound of
Music" - still unseen by the vast majority of Austrians - debuted
in 1965.

"Austrians like to laugh at themselves as long as no one gets
hurt," Foreign Ministry spokesman Peter Launsky-Tieffenthal said
Thursday.

Underscoring the mischievous mood, he quipped: "I hope the
lederhosen industry gets a boost from 'Bruno' in this time of
recession."

Some Austrians already are familiar with Bruno, a character
Baron Cohen has channeled on "Da Ali G Show."

Although Vienna isn't exactly in the throes of Bruno fever,
movie posters depicting him in barely bum-concealing bright yellow
lederhosen, a matching alpine cap and an over-the-shoulder pout
adorn virtually every bus and tram stop in the Austrian capital.

Fans also have been hawking clothing and merchandise emblazoned
with Bruno-isms like "Get ueber it!" "Nicht nicht!" and "Ich
don't think so."

"Naturally 'Bruno' is tasteless and always has one foot planted
over the border of decency. But what else can you expect from Sacha
Baron Cohen?" said Alex Rechsteiner, a philosophy student.

Austrian media generally have played down suggestions that
"Bruno" will do irreversible damage and even discourage tourists
from visiting. They note that some Australians feared the same
after "Crocodile Dundee" was released, yet if anything, that film
may have lured foreigners.

Baron Cohen is used to getting flak for his work.

After the 2006 surprise smash "Borat: Cultural Learnings of
America for Make Benefit Glorious Nation of Kazakhstan," officials
and ordinary people in the former Soviet republic took great
offense at being mercilessly lampooned as an incestuous and boorish
backwater.

In the end, it didn't seem to inflict any lasting damage: Next
year, Kazakhstan will hold the chairmanship of the 56-nation
Organization for Security and Cooperation in Europe.

Alfons Haider, an openly gay Austrian cabaret singer and TV host
who some believe helped inspire the Bruno character, has expressed
admiration for Baron Cohen while repudiating what he describes as
the movie's far-right and anti-Semitic undertones.

Vienna is one of Europe's most gay- and lesbian-friendly
capitals, and its annual Life Ball - a glittery event that draws
celebrities from around the world and raises millions for HIV/AIDS
research - is a highlight of the social calendar.

"How could mein film be ein PR-disaster for Austria?" the
daily newspaper Oesterreich quoted Baron Cohen as saying in
characteristic zis-und-zat "Bruno-speak" in an interview
published Thursday. "Hitler, Fritzl, Bruno. Zat has to be ein
upswing!"