Borat is dead.
Sacha Baron Cohen tells the Daily Telegraph that he's retiring the clueless Kazakh journalist, as well as his alter ego, aspiring rapper Ali G.
"When I was being Ali G and Borat I was in character sometimes 14 hours a day and I came to love them, so admitting I am never going to play them again is quite a sad thing," the 36-year-old actor-comedian said in the British newspaper's Friday edition.
"It is like saying goodbye to a loved one. It is hard, and the problem with success, although it's fantastic, is that every new person who sees the Borat movie is one less person I 'get' with Borat again, so it's a kind of self-defeating form, really."