Sacha Baron Cohen is bringing back Ali G! Following a surprise appearance as the character at Wimbledon, Cohen has announced he’s directing and starring in a new Ali G movie for Amazon MGM Studios.
It’s been 24 years since Sacha Baron Cohen last appeared in a film, and he’s quickly back to his signature brand of outrageous comedy. He’s already caused a stir, attempting to sell drugs at the Wimbledon final, making provocative jokes, and reviving catchphrases like “Who Iz I?”
It feels strange, as if the past twenty years never occurred. But they clearly did, so it makes you wonder – what’s the point of reviving the Ali G character now?
Though a previous role helped launch his career, Sacha Baron Cohen has achieved even greater success recently. In 2021, he received Oscar nominations for both his performance in The Trial of the Chicago 7 and his writing on Borat Subsequent Moviefilm.
Choosing to resurrect Ali G certainly is a choice in the year 2026.
Comedy styles change over time. Jokes and pranks that were hilarious at the beginning of the 2000s don’t always land as well today, particularly because so many people are now creating similar content online – things that once felt original like Sacha Baron Cohen’s Ali G character just aren’t as unique anymore.
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Even if the jokes haven’t aged well, the attempted satire behind the character feels particularly awkward and doesn’t quite fit.
The Ali G character, intended as a parody of white British people adopting Black street culture, has always been controversial due to its use of racial stereotypes and tendency to mock rather than uplift. This was true when Sacha Baron Cohen first created the persona, and remains so today.
A 2000 article in The Guardian reported that Black comedians criticized Ali G for making fun of Black people in a way they felt a non-white performer wouldn’t be allowed to do. They objected to his use of language and comedic bits, arguing they were unacceptable coming from someone who wasn’t white.
A Channel 4 representative stated that the character wasn’t intended to be racist. They explained it was meant to poke fun at white men who try to imitate aspects of Black urban culture, rather than being an imitation of a Black person itself.
It’s understandable why people were confused, considering Ali G often used phrases like “I is Black?”
Even if those defending the show’s approach are correct, the confusion it caused is still damaging. Richard Blackwood, who also worked with Channel 4, explained to The Guardian that many viewers were left with the false impression that Black people generally speak in an uneducated way and aren’t aware of current events.
No matter what Sacha Baron Cohen intended, many viewers at the time formed opinions about Black people based on his Ali G character, and it’s likely the same will happen when he brings the character back in 2026.
Cohen’s use of provocative phrases like “gay lords” online, even jokingly, can unintentionally encourage others to use them seriously, making the language seem acceptable beyond the initial comedic intent. This type of satire isn’t very impactful anymore, especially now that many public figures openly express offensive views. Frankly, this kind of ‘humor’ wasn’t particularly amusing to begin with.
Given how little we know about the new movie, it’s possible Sacha Baron Cohen could reinvent the character in a clever way that feels right for today’s audiences. However, bringing back Ali G in 2026 will require a truly brilliant and original approach, especially considering the awkward, outdated jokes he made recently at Wimbledon. It’s hard to be optimistic based on that performance.
Cohen likely brought back Ali G because his movie Borat Subsequent Moviefilm was successful recently. However, the Ali G character feels much older and less relevant now, and that will probably still be true even if the new movie isn’t as shocking as some expect.
We should really wait to fully judge the movie Ali G: Who Iz I? when it’s released in October, even though most people probably already know who Ali G is.
Ali G: Who Iz I? will be released in cinemas on 23 October.
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2026-07-23 14:20