"Peerless satirist of this era"

Baron Cohen was named Best Newcomer at the 1999 British Comedy Awards for The 11 O'Clock Show, and since then, he has received two BAFTA Awards for Da Ali G Show, several Emmy nominations, a nomination for an Academy Award for Best Adapted Screenplay, and a Golden Globe for Best Actor for his work in the feature film Borat. 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. Similarly, after the release of Brüno, Baron Cohen stated he would also retire the title character. At the 2012 British Comedy Awards, he received the Outstanding Achievement Award, accepting the award while reprising his Ali G character. In 2013, he received the BAFTA Charlie Chaplin Britannia Award for Excellence in Comedy.

After leaving university, Baron Cohen worked for a time as a fashion model. 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. In 1995, Channel 4 was planning a replacement for its series The Word, and disseminated an open call for new television presenters. 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. Baron Cohen hosted Pump TV from 1995 to 1996. 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".

In 1996, he began presenting the youth chat programme F2F for Granada Talk TV and also had a small role in an advert for McCain Microchips playing the role of a chef in a commercial entitled "Ping Pong". He took clown training in Paris, at the Ecole Philippe Gaulier, studying under master-clown Philippe Gaulier. Of his former pupil, Gaulier says: "He was a good clown, full of spirit". In the late 1990s, Baron Cohen made his first feature film appearance in the British comedy The Jolly Boys' Last Stand. In 2000, Baron Cohen played the part of Super Greg for a series of TV advertisements for Lee Jeans; the advertisements never aired but the website for Super Greg created an internet sensation.