Baron Cohen won the 2007 Golden Globe in the "Best Actor – Musical or Comedy" category, his sixth such award.Although Borat was up for "Best Motion Picture — Musical or Comedy", the film lost to Dreamgirls.Baron Cohen, as Ali G, would sit down to begin conducting the interview by asking the interviewee some preliminary questions.The interviewee, however, would remain under the impression that the smartly-dressed director would be conducting the interview until short notice prior to cameras rolling: this would grant an advantage of surprise, whereby the interviewee would be less likely to opt out of the Ali interview prior to its start.The film is a mockumentary which includes interviews with various Americans that poke fun at American culture, as well as sexism, racism, homophobia, anti-Semitism, and jingoism.
Baron Cohen sent in a tape of himself in the character of Kristo, an Albanian fictional television reporter (who developed into the Kazakh Borat Sagdiyev), which caught the attention of a producer. Peter Sellers, known for portraying a wide range of comic characters using different accents and guises, was referred to by Baron Cohen as "the most seminal force in shaping [his] early ideas on comedy".
His other work includes voicing King Julien XIII in the Madagascar film series (2005–2012) and appearing in Sweeney Todd: The Demon Barber of Fleet Street (2007), Hugo (2011) and Les Misérables (2012).
He made a cameo as a BBC News Anchor in Anchorman 2: The Legend Continues (2013).
At the 2012 British Comedy Awards, 13 years after winning Best Newcomer at the 1999 Comedy Awards, Baron Cohen accepted the Outstanding Achievement Award from Sir Ben Kingsley in the guise of Ali G, and stated: "I is grown up now. According to Rolling Stone magazine, Baron Cohen would always enter the interview area in character as Ali G, carrying equipment and appearing to be an inconspicuous crew member.
He would arrive with a suited man, whom the interviewee naturally thought was the interviewer.