Sacha Baron Cohen defends Ali G return in Time magazine essay

The film, titled Ali G: Who Iz I?, arrives in theaters this week amid calls for boycotts and ongoing debates over cultural appropriation.

The comedian debuted Ali G on Channel 4’s The 11 O’Clock Show in 1998, using the character to interview high-profile figures while adopting a parody of a street accent and hip-hop culture. In an essay published on Tuesday, October 20, in Time magazine, Baron Cohen defended the project, The Independent reported, describing the character as a “white imbecile” and a “delusional cultural appropriator” whose targets are the establishment figures who take him seriously rather than the culture he borrows from.

Defending the Resurrection

“The fact that Ali G is outdated and problematic is the very reason I resurrected him,” Baron Cohen wrote in Time, noting that political violence is rising and extremism has surged since the character last appeared on screens.

Calls for Boycotts and Industry Backlash

The return has drawn renewed criticism from advocacy groups and artists. Earlier this year, the British news comparison site NewsCord launched a campaign calling for cinemas to boycott Ali G: Who Iz I?, stating that 37,658 emails had been sent in support of the move.

Systemic Concerns Raised by Comedians

The BBC reported additional context from British comedian and host of shows such as Tonight at the London Palladium Richard Baptiste, who argued that the return of the character problematic in a landscape where Black creatives are being starved of opportunities. Baptiste noted that the character’s signature catchphrases, including “Is it because I is black?”, were historically used to the point of caricature, reducing actual systemic and institutional grievances experienced by Black people to a punchline.

Echoes of Past Protests

The controversy surrounding the release mirrors past pushback. When the feature film Ali G Indahouse premiered in 2002, protesters gathered at Leicester Square, where organizer Peter Akinti branded the character the “new Al Jolson” in reporting cited by the BBC.

A Final Guerrilla Comedy

Despite the backlash, Baron Cohen told The Hollywood Reporter that the new film will mark his final guerrilla comedy of its kind, adding that characters like Borat, Brüno, and Ali G have become too risky and difficult to produce safely. Ali G: Who Iz I? was filmed largely in secret, wrapped production in July, and stars Morgana Robinson as Ali G’s girlfriend Julie alongside Baron Cohen in his directorial debut.