Sacha Baron Cohen Leads Ali G Look-Alike Parade Through London for New Film
Sacha Baron Cohen led roughly 300 people dressed as Ali G through London to promote his upcoming comedy Ali G: Who Iz I?. The group traveled by double-decker buses, held a boat party on the Thames, took photos near Big Ben and Marble Arch, and stopped for hundreds of hamburgers at a Leicester Square McDonald's. The event ended at Cineworld Leicester Square with a lookalike contest, ahead of the film's one-week theatrical release starting Oct. 23.
Cohen wore a yellow hoodie and matching trousers while leading about 300 participants through London. Some fans copied Ali G’s look with wraparound shades and fake goatees. The group used double-decker buses, held a Thames boat party, stopped for photos at Big Ben and Marble Arch, and bought hundreds of burgers at Leicester Square’s McDonald’s.
The outing finished at Cineworld Leicester Square with a lookalike contest. Ali G first appeared on Da Ali G Show, which launched in the U.K. in 2000 and later aired on HBO. The new film, Cohen’s first feature as director, releases Oct. 23 for one week before Prime Video.
The stunt may boost visibility for the film and create a shared fan experience in London. Local businesses around the route could see brief spikes in foot traffic, while participants and onlookers may enjoy a playful cultural moment. It could also reinforce Ali G’s continued relevance, though the character’s satire may land differently with audiences now. The one-week theatrical window may heighten urgency for viewers and shape how Amazon MGM tests event-style releases.