Sacha Baron Cohen revives Ali G character for new film

Sacha Baron Cohen has returned to his hip-hop journalist persona, Ali G, for the release of the mockumentary ‘Ali G: Who Iz I?’. The film, produced by Amazon MGM Studios, marks the character's return to the screen after more than 20 years.

As part of a non-conventional marketing campaign, Cohen has utilized character-driven sketches to promote the movie. One recent clip features Ali G attempting to eject Oasis songwriter Noel Gallagher from a cinema, a stunt designed to mimic spontaneous real-world encounters rather than traditional advertising.

Reflecting on his past work, Cohen discussed his 2003 interview with Donald Trump while in character. Speaking on the ‘Happy Sad Confused’ podcast, Cohen noted that critics may have underestimated Trump, stating there are ‘elements of brilliance to him’ which contribute to his political appeal and ability to transform the country.