Gay Austrian fashion reporter [Bruno](sacha-baron-cohen) fancies himself an Uber Influencer, convinced that the lives of Austrian supermodels revolve around his curated list. His show, Funkyzeit Mit Bruno (Funkytime with Bruno), showcases his brand of outrageous antics, including an infamous incident where he invites a guest to reveal his pubic hair on air. However, Bruno's career takes a nosedive when he disrupts a Milan Fashion Week catwalk in September 2008, appearing in a Velcro suit that hilariously entangles everything in its path. Following this mishap, he faces the heartbreak of his pygmy flight attendant lover, Diesel (Clifford Banagale), leaving him for another man, which results in Bruno being blacklisted from European fashion events.
Undeterred, Bruno embarks on a quest to become "the biggest Austrian superstar since Hitler," accompanied by his assistant's assistant, Lutz. Their journey leads them to Hollywood, where agent Lloyd Robinson expresses disinterest in Bruno's talent after a disastrous audition. Determined to revive his career, Bruno struggles to secure a role even as an extra on NBC's Medium, drawing attention away from the shoot. Lutz suggests a celebrity interview show, leading to a cringe-worthy encounter with Paula Abdul, where a lack of furniture sees her seated atop a naked man, and sushi is served on a naked body. This unusual encounter seals Bruno's reputation as a pariah on the Hollywood interview circuit.
With dreams of celebrity interviews dashed, Bruno tries his hand at producing a pilot that bombards audiences with outrageous stunts, including an erotic dance and a scandalous close-up of his anatomy. The focus group’s reaction is brutal, declaring the pilot to be "worse than cancer." Seeking new avenues, advice leads him to rendezvous with Congressman Ron Paul, whom he mistakenly believes to be a drag queen, leading to a chaotic encounter.
In an ambitious bid for fame, Bruno consults PR consultants to tackle a significant world issue, ultimately choosing the highly sensitive Israeli-Palestinian conflict, hoping to gain publicity by attempting to mediate peace talks. His misguided adventures in Jerusalem include sing-alongs with politicians and eager plans for a peace treaty that are met with ridicule and confusion.
Bruno’s laughable attempts to gain notoriety extend to a misguided visit to a Palestinian refugee camp where he recklessly insults a militant leader, only to find himself in desperate situations. He even goes as far as to adopt a child model, all in hope of raising eyebrows and generating buzz, but finds himself in hot water when social services intervene amidst his ludicrous escapades.
As his journey takes a dark turn, Bruno experiences a form of personal crisis, leading to a series of misguided attempts to change his sexual orientation, including joining the National Guard and attending a swinger’s party. Despite these efforts, he remains unable to mask his identity, culminating in a humorous transformation where he emerges as "Straight Dave", hosting a wild cage-fight match that unexpectedly rekindles his romance with Lutz. With this newfound fame, Bruno endeavors to reclaim his love and enlists music legends to produce a charitable anthem, Dove of Peace, making a bold statement amidst the chaos of his life.
