A day after paying homage to Britain's finest with his camp take on the uniform of the Queen's guards, Sacha Baron Cohen's screen character Bruno again pulled out all the stops to present his new movie in the Spanish capital.
The British funnyman, in role as his gay Austrian alter ego, trotted - literally - up to the film's Madrid premiere dressed as a bull - complete with horns, tail and hooves, and flanked by two muscle-bound bullfighters.
"Tomorrow I run with the bulls, señor," Bruno told the gathered crowd in heavily accented Spanish, before admitting it was the only phrase in the language he knew. Continuing in English, he revealed there was to be an after party in his hotel room, to which "all the hot guys can come".
The presentation of the film - which follows the faux fashion journalist's attempts to become a Hollywood celebrity - was staged at Madrid's Las Ventas bull ring.
Next week America will be feeling the Bruno effect when the film premieres in West Hollywood. And US fans are on tenterhooks over what the 37-year-old comic will don for that premiere.