A new trailer has been unveiled for the Sacha Baron Cohen comedy Grimsby (aka The Brothers Grimsby outside the UK), after Baron Cohen appeared in character as Borat on Jimmy Kimmel Live! to introduce it.

Co-starring Mark Strong and Rebel Wilson, Grimsby continues Baron Cohen’s move away from his signature mock-documentary format, and into the realm of more conventional character comedy. As the trailer shows, he plays Nobby, the older of two brothers separated by adoption as children: Nobby grows up to be a football-shirted hooligan married to Wilson’s character, while younger brother Seb becomes an elite secret agent and assassin. Nobby’s blundering attempts at reconnecting with Seb trigger chaos as an assassination is botched and the authorities give chase.

Baron Cohen’s appearance on Kimmel shows that, whatever the reaction to Grimsby, his character Borat is still as bad-taste-funny as ever. Among a stream of gags, he compared Kimmel’s beard to pubic hair, said that Donald Trump was a “very unbelievable” character invented by Baron Cohen and claimed he was only able to come on the show because “the Jews were at home counting their chocolate money”.

Grimsby is due for release on 24 February in the UK, 10 March in Australia, and on 11 March in the US.