Like his idol Peter Sellers, he uses a variety of accents and guises for his characters.
In most of his routines, Baron Cohen's characters interact with unsuspecting people, docu style, who do not realise they are being set up for comic situations and self-revealing ridicule.
After the release of Borat, Baron Cohen stated that because the public had become too familiar with the characters, he would retire Borat and Ali G.
By the early 1990s, he was hosting a weekly programme on Windsor cable television's local broadcasts with Carol Kirkwood, who later became a BBC weather forecaster.
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.
In the late 1990s, Baron Cohen made his first feature film appearance in the British comedy The Jolly Boys' Last Stand.
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.
On 23 January 2007, he was nominated for an Academy Award for Best Adapted Screenplay.
He shared his nomination with the film's co-writers, Ant Hines, Peter Baynham, Sy Mordecai Finesto, Dan Mazer, and Todd Phillips.