Watch the Jimmy Kimmel Live audience react to a clip of Sacha Baron Cohens newest film Grimsby

Sacha Baron Cohen’s new film Grimsby is so ludicrously offensive, that clips from it can’t be shown on national TV. At least that’s what Jimmy Kimmel and his network ABC think.

How do we they get around this? With some very clever marketing. Cohen appeared on Jimmy Kimmel Live recently to promote his new film and without being able to show a clip, they filmed the reaction of Kimmel and the studio audience who laugh in shock and shake their heads in disgust. Check it out below.

No matter how this film turns out, it certainly worked on me. I have to know what’s going on in that scene, although one can almost piece it together.

Grimsby is about a a lovable idiot named Nobby. He has everything a man from Grimsby could want – 9 children and a girlfriend he loves more than anything (Rebel Wilson). There’s only one thing missing in his life: his little brother, Sebastian (Mark Strong), from whom he was separated as a child. After 28 years of searching, Nobby has finally tracked his brother down in London – unaware that he’s an MI6 assassin. After a disastrous reunion in which Nobby accidentally ruins Sebastian’s life and puts them both on the run, they uncover a plot to destroy the world. In order to save humanity, and his brother, Nobby has to embark on a global mission and undertake a complete transformation from lovable idiot to sophisticated secret agent.

Grimsby will open in Australian cinemas March 10, 2016.