In probably one of the most shameless attempts at promoting a movie comedian Sacha Baron Cohen attended last night’s Oscars in character as The Dictator, from his soon to be released movie of the same name.

During a red carpet interview with E! Entertainment presenter Ryan Seacrest, Cohen ‘accidentally’ tipped an urn full of Kim Jong Il’s ashes all over the man, ruining his expensive tux. Much to the horror of the elite standing nearby.

It wasn’t a particularly funny stunt, but it certainly got Cohen the attention he desired and if you think Seacrest did well to keep his emotions in check then watch the two female soldiers, not even a blink of a reaction.