The Borat sequel has been barging its way into our consciousness all week long, but this is taking it to a whole new level.

To promote the premiere of the much hyped movie (official name: Borat Subsequent Moviefilm: Delivery of Prodigious Bribe to American Regime for Make Benefit Once Glorious Nation of Kazakhstan) on Amazon Prime Video, the company sailed a 110-foot barge featuring a 40-foot long by 20-foot high inflatable of writer/actor Sacha Baron Cohen’s most famous creation along the Toronto waterfront on Thursday.

The barge featured the message, written in Borat’s stilted English, “Wear mask. Save live,” while the inflatable Borat reclined on the deck, wearing a so-called “mask-kini” that barely covered his privates and showed off his lush body hair. Amazon also floated barges along major waterways in London and New York.

A follow-up to to the 2006 film that grossed more than US$260 million and turned the Borat character into a worldwide phenomenon, Borat Subsequent Moviefilm debuts today on Amazon Prime Video in more than 200 markets.