Sacha Baron Cohen has secretly filmed a new Ali G movie, 24 years after the character first appeared on the big screen. The news broke last week, and Baron Cohen then appeared at Wimbledon in character, posting an Instagram proclaiming: "I iz Back!"
The original Ali G: A product of its time
Ali G, a satirical take on privileged suburban kids appropriating black street culture, was funny back in 1998, at the dawn of the internet. However, the character now feels painfully outdated. The internet is full of comedians doing similar character work and pranks, and his brand of satire has lost its effectiveness in a post-shame world where high-profile figures are happy to say the quiet part out loud.
A problematic return
Baron Cohen's Wimbledon outing was full of cringe ganja jokes, which feel dated. Arguing for the decriminalisation of cannabis is now a mainstream position, and joking about cannabis is about as edgy as making a jab about millennials eating avocado toast. According to Guardian columnist Arwa Mahdawi, "Some people may be happy Ali G is back, but I’d rather he just stayed indahouse."
