Sacha Baron Cohen is retiring his gay alter ego, Bruno.

The British prankster, 37, has decided it is time to send Bruno to bed after figuring out he that can no longer get away with his outrageous set-ups because too many people recognize the Austrian fashionista.

Cohen will officially bid farewell to the controversial character once he has finished promoting the movie.

He says, “It’s wonderful that the films are successful, but every new person who sees the movie is one less person I can be Borat or Bruno with again, so finishing a movie means having to say goodbye. Admitting that you’re never going to play the character again is like saying goodbye to a loved one. And that’s hard.”