"Da Ali G Show" began in 2000, and won the BAFTA for Best Comedy in the following year. Also in 2000, Baron Cohen as Ali G appeared as the limousine driver in Madonna's 2000 video "Music", directed by Jonas Åkerlund, who was also responsible for directing the titles for "Da Ali G Show". Baron Cohen is a supporter of the UK charity telethon Comic Relief, which is broadcast on the BBC, and as Ali G interviewed David Beckham and wife Victoria in 2001.