Sacha Baron Cohen has penned an essay defending his decision to bring back the controversial Ali G character for the upcoming film Who Iz I?.
Ali G was originally introduced on Channel 4’s The 11 O’Clock Show in 1998 before his rising popularity led to the spin-off Da Ali G Show in the early 2000s, followed by the feature film Ali G Indahouse in 2002. Cohen has occasionally returned to the character over the years, including Ali G: Rezurection in 2014 and various appearances on American talk shows and award ceremonies. His presence at Wimbledon earlier this year sparked rumors, which were soon followed by the announcement of Who Iz I?.
Critics have long debated whether the character serves as a critique of cultural appropriation or inadvertently perpetuates harmful racial stereotypes. A vocal campaign has gathered momentum, with over 55,000 emails sent to cinemas calling for the new film to be boycotted. Some have labeled Ali G as “an alibi for racism.”
The BBFC has rated Sacha Baron Cohen’s new Ali G film 15, despite thousands of people urging it to refuse the film classification.
We have asked the BBFC to explain how it concluded the film is not racist, and whether the people who made the decision reflect the communities the… pic.twitter.com/36Npn6VqQ3
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Colton Dunn, one of the film’s writers, recently defended the project in an interview with Deadline. “From my perspective, Ali G is not a racist character—he’s a tool to expose racists,” Dunn said. “He places himself in absurd situations not out of malice but to highlight foolishness. I wouldn’t collaborate with someone I believed held racist views; it contradicts everything I stand for.”
In a personal essay published by Time Magazine, Cohen elaborates on his motivations: “The fact that Ali G is now considered outdated and problematic is precisely why I chose to revive him. The world he’s reentering today is arguably worse than when he first appeared two decades ago. All the prejudices my characters aim to illuminate haven’t merely persisted—they’ve evolved, fueled by social media and amplified by artificial intelligence.”
“My intent has always been to use satire to reflect societal flaws,” Cohen continues. “Like a classic bouffon, Ali G challenges authority—not by mocking marginalized cultures, but by undermining those in power.” He adds, “Satire’s mission remains unchanged: make audiences laugh hard while forcing them to confront uncomfortable truths and recognize dangerous trends we often ignore.”
Ali G: Who Iz I? opens in theaters nationwide on Friday, October 23. In related news, Cohen will star in Quentin Tarantino’s debut stage production, The Popinjay Cavalier, set to premiere in London’s West End next year.
