More than two decades after he swaggered onto the big screen with oversized tracksuits, tinted glasses and an unwavering belief that Staines was the centre of the hip-hop universe, Ali G is back. Sacha Baron Cohen resurrects one of his most famous creations for Ali G: Who Iz I?, a new comedy bringing the self-proclaimed voice of the streets into a world that has changed considerably since we last saw him.
Arriving in Australian cinemas on October 23, the film marks Cohen’s feature directorial debut, with the comedian also writing, producing and returning as Alistair Leslie Graham, better known to the world as Ali G. Rather than simply recreating 2002’s Ali G Indahouse, Who Iz I? returns closer to the character’s mockumentary roots, mixing an outrageous fictional personality with real people and unpredictable encounters.
Ali has apparently spent the past 20 years enjoying a relatively relaxed existence, but life suddenly becomes considerably more serious when he discovers his long-term girlfriend Julie is eight months pregnant. Played by Morgana Robinson, Julie’s impending arrival gives Ali something he never expected: responsibility.
With another mouth to feed, Ali decides it is finally time to get moving again. His solution, naturally, is not to find an ordinary job. Instead, he heads to America determined to reclaim his former glory, taking his unique interviewing techniques, questionable logic and enormous confidence across the Atlantic.
The film was shot largely in secret, continuing a filmmaking method Cohen has previously used for projects including Borat, Brüno and Who Is America?. Cameras reportedly followed Ali for more than a year as he interacted with real people, attended classes, wandered the streets and appeared in situations where those around him were not always aware of exactly who they were dealing with.
That approach could make Who Iz I? particularly interesting for longtime fans. Ali G originally became famous not simply because of his ridiculous vocabulary or fashion sense, but because of Cohen’s ability to place the character opposite politicians, academics and other authority figures and maintain the performance while asking increasingly absurd questions.
Ali first appeared on Britain’s The 11 O’Clock Show in 1998 before becoming the centrepiece of Da Ali G Show. The character soon became an international comedy phenomenon, interviewing everyone from politicians to professors while somehow convincing many of his guests that the spectacularly uninformed interviewer sitting opposite them was completely genuine.
His popularity eventually led to 2002’s Ali G Indahouse, a more traditional scripted comedy that sent Ali into British politics. Cohen later found even greater international success through another Da Ali G Show creation, Borat Sagdiyev, whose 2006 film transformed the comedian’s hidden-camera style into a worldwide box-office hit.
Cohen eventually stepped away from Ali G as the character became increasingly recognizable. Bringing him back more than 20 years later creates an obvious challenge, but it also provides entirely new territory. Culture, politics, celebrity and social media have transformed dramatically since Ali’s original run, while his spectacular lack of self-awareness appears to have remained completely untouched.
The first trailer suggests the years have done little to mature him. The dreadlocks, brightly coloured streetwear and unmistakable Ali G confidence are all present, but now he is facing adulthood, impending fatherhood and a modern America that may prove even stranger than he is.
Whether the world is ready for him is another question entirely.
Booyakasha. Ali G is officially back and arrives in Australian cinemas October 23, 2026.
