Sacha Baron Cohen brought the distinctive style of his beloved character Ali G back to the streets of London, leading a massive procession of look-alikes in a flamboyant publicity stunt for his new film. As reported by The Hollywood Reporter, the comedian, fully in character with a yellow Ali G hoodie and matching pants, was joined by an estimated 300 fans, many sporting trademark wrap-around sunglasses and fake goatees, for a tour that captivated the city.
The spectacle saw Ali G and his legion of followers embark on a whirlwind journey through London's iconic landmarks. They rode double-decker buses, enjoyed a boat party on the River Thames, and posed for numerous photo opportunities near Big Ben and Marble Arch. The entourage even made a stop at a McDonald's in Leicester Square, where hundreds of hamburgers were reportedly ordered, before culminating their adventure at Cineworld Leicester Square. Here, Cohen, as Ali G, presided over an Ali G Lookalike Competition, crowning a winner amidst the enthusiastic crowd.
This elaborate event served as a high-impact promotion for Ali G: Who Iz I?, a new comedy feature marking Cohen's directorial debut, in which he also stars. Amazon MGM Studios plans a unique release strategy for the film, offering it in theaters for just one week starting October 23. This limited theatrical window aims to create a sense of urgency and a special big-screen experience before the movie becomes available on Prime Video.
The plot of Ali G: Who Iz I? centers on the titular character's discovery that his girlfriend is eight months pregnant, prompting him to travel to America to prepare for fatherhood. This marks Ali G's return to the big screen after his 2002 feature, Ali G Indahouse.
Ali G first gained notoriety on the sketch comedy series Da Ali G Show, which debuted in the U.K. in 2000 before finding a wider audience on HBO. The show also famously introduced two of Cohen's other highly successful satirical characters: Borat Sagdiyev and Brüno Gehard. Both Borat and Brüno went on to star in their own acclaimed feature films, with Borat arriving in 2006, followed by Brüno in 2009, and the Oscar-winning sequel Borat Subsequent Moviefilm in 2020. The recent London takeover underscores Cohen's enduring commitment to his characters and his flair for unconventional, attention-grabbing marketing.
