Trust Sacha Baron-Cohen to come up with the goods and provide the British Comedy Awards with its only controversial moment (if you don't count the overlooking of Olivia Colman, that is).

Yes, call it funny, call it tasteless, call it 'bringing an old character up-to-date' - but Baron-Cohen certainly stole the show when he collected his Outstanding Contribution Award dressed as his character Ali G, explained that he was now having to get his tracksuits from charity shops, and turned around to reveal this:

ali g savile comedy awards

"I ain't ever heard of this label," he said.

The Daily Mail is up in arms, of course, calling it "a crude joke".

"After he accepted his award, given to him by Jonathan Ross who presented the show," writes the Mail, "he made a series of other offensive jokes, including one about Kate Middleton’s pregnancy."

Quick Poll

Sacha Baron-Cohen's tracksuit joke was...

VOTE


But while the Mail claims that "many thought it was a step too far", Twitter seemed to disagree, with the overwhelming majority of tweeters loving Baron-Cohen's acceptance speech. Here were just a sample of the reactions:

Loading Slideshow...



british comedy awards

The comic with his 'Dictator' co-star Sir Ben Kingsley



Loading Slideshow...
  • UK Comedy Awards - London

    Rebecca Front arriving for the UK Comedy Awards, at Fountain Studios in Wembley, north London.

  • UK Comedy Awards - London

    Vic Reeves and wife Nancy Sorrell arriving for the UK Comedy Awards, at Fountain Studios in Wembley, north London.

  • UK Comedy Awards - London

    Julia Davis arriving for the UK Comedy Awards, at Fountain Studios in Wembley, north London.

  • UK Comedy Awards - London

    Steve Coogan arriving for the UK Comedy Awards, at Fountain Studios in Wembley, north London.

  • UK Comedy Awards - London

    Kelly Brook and Leigh Francis (right) arriving for the UK Comedy Awards, at Fountain Studios in Wembley, north London.

  • UK Comedy Awards - London

    Morgana Robinson arriving for the UK Comedy Awards, at Fountain Studios in Wembley, north London.

  • UK Comedy Awards - London

    John Lithgow arriving for the UK Comedy Awards, at Fountain Studios in Wembley, north London.

  • UK Comedy Awards - London

    Cuba Gooding Jr arriving for the UK Comedy Awards, at Fountain Studios in Wembley, north London.

  • British Comedy Awards 2003

    Actor John Thomson and girlfriend Samantha Sharp arrive for the annual British Comedy Awards at London Television Studios in south London.

  • UK Comedy Awards - London

    Jack Whitehall and Gemma Chan arriving for the UK Comedy Awards, at Fountain Studios in Wembley, north London.

  • UK Comedy Awards - London

    David Mitchell and wife Victoria Coren arriving for the UK Comedy Awards, at Fountain Studios in Wembley, north London.

  • UK Comedy Awards - London

    Charlie Brooker and wife Konnie Huq arriving for the UK Comedy Awards, at Fountain Studios in Wembley, north London.

  • UK Comedy Awards - London

    Kayvan Novak (left, star of Fonejacker) arriving for the UK Comedy Awards, at Fountain Studios in Wembley, north London.

  • UK Comedy Awards - London

    Robert Webb and wife Abigail Burdess arriving for the UK Comedy Awards, at Fountain Studios in Wembley, north London.

  • UK Comedy Awards - London

    Kimberly Wyatt (left) and Ashley Roberts arriving for the UK Comedy Awards, at Fountain Studios in Wembley, north London.

  • UK Comedy Awards - London

    Julian Barratt and Julia Davis arriving for the UK Comedy Awards, at Fountain Studios in Wembley, north London.