Flamboyant Austrian fashion guru Bruno (comedian Sacha Baron Cohen) shared his dreams of fashion fame with Matt Lauer on The TODAY Show Thursday.

The back and forth barbing ended in tears after Matt informed Bruno that the Austrian Minister to Great Britain had called for a boycott of his new movie, Bruno, do to its misrepresentation of the Austrian people.

Emil Brix, who was recently appointed Austria’s top British envoy, has said the star’s gags about his country are “cheap”.

“It’s totally inappropriate. Everybody should speak up against that.”

Bruno sashay chantes its way into theaters everywhere this Friday, July 10.