He came, he swore, but he failed to conquer. Few Americans had heard of Russell Brand before Sunday night. Many more are now conscious of his existence, however, after the shaggy-haired comedian caused uproar while hosting the MTV Video Music Awards.

For an event usually fronted by an American household name - previous comperes include Ben Stiller, Jack Black and P Diddy - an unknown Brit with a penchant for tight trousers and eyeliner was always going to raise eyebrows. And that was before he took to the stage.

Heartily endorsing Barack Obama for president, barely five minutes had passed before Brand labelled George Bush a “retard” who “wouldn’t be trusted with a pair of scissors” in Britain.

Hijacking entertainment with a political message strikes a raw nerve in America. As Brand’s turn on stage wore on, and the jokes became increasingly crude, large numbers of the attendant A-listers squirmed.

Before Sunday, Brand’s only imprint upon the American consciousness was his role as a narcissistic pop star in the $100 million-grossing Forgetting Sarah Marshall. “He brings danger and he brings unpredictability,” said Van Toffler, the president of MTV Networks music group, presciently, before the awards.

Striding on to the stage, to a muffled reaction, Brand made light of his lack of profile, insisting: “I’m famous in the United Kingdom. My persona don’t really work without fame. Without fame, this haircut could be mistaken for mental illness.”

In an interview as part of the ceremony build-up, he said: “I think it’s cheap and easy to be dismissive and condescending about American culture . . . That’s not what I’m about.”

On the night, that went out of the window. “Some people, I think they’re called racists, say America is not ready for a black president,” Brand said, as he urged the thousands assembled at Paramount Studios to vote for Obama. “But I know America to be a forward-thinking country because otherwise why would you have let that retarded cowboy fella be president for eight years? We thought it was nice of you to let him have a go, because, in England, he wouldn’t be trusted with a pair of scissors.”

In the interests of political balance, he then acknowledged John McCain and Sarah Palin, referring to the Alaskan Governor and vice-presidential candidate as a “Vilf,” explaining it meant, “Vice-President I’d like to . . . fumble, fondle.”

Jokes followed about the clean-cut Jonas Brothers and their vows to abstain from premarital sex, few of which can be printed in a family newspaper. A gag utilising a pun on the current president’s surname was particularly badly received.

At one point, Jordin Sparks, a former winner of American Idol, admonished Brand, snapping: “I just wanna say, it’s not bad to wear a promise ring because not every guy and girl wants to be a slut, OK?” The comic was then forced to apologise, before adding: “It’s just, a bit of sex occasionally never hurt anybody.”

MTV’s awards website was besieged by thousands of complaints. “I don’t know who thought it was a good idea having an ugly British noname celeb who likes wearing women’s clothing and hasn’t showered in two weeks,” one said. “He’s British, who the hell is he to say anything about our AMERICAN president!”

MTV did not wish to comment. British viewers can see the awards, at which Britney Spears collected three gongs, tonight at 8pm on MTV One.

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