Sacha Baron Cohen has secretly filmed a new Ali G movie, reviving the character 24 years after his last big-screen appearance.
The comedian debuted the reboot at Wimbledon over the weekend, posting an Instagram video in character with the caption: “I iz Back!”
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Ali G, a satirical take on privileged suburban kids appropriating black street culture, first appeared in 1998 at the dawn of the internet.
Back then, the character was funny and novel, but the world has changed dramatically in the past 24 years.
Today, the internet is full of comedians doing similar character work and pranks, making Ali G feel painfully outdated.
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Moreover, his brand of satire has lost its edge in a post-shame world where public figures openly say the quiet part out loud.
Baron Cohen's Wimbledon appearance featured cringe-worthy cannabis jokes, which no longer feel edgy in 2026 when weed decriminalization is mainstream.
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Some may welcome Ali G's return, but many would prefer he just stayed "indahouse."
