South Park promotes Fractured But Whole game with unapologetic farting competition

By John McCarthy | Media editor



Creative Works article

October 3, 2017 | 3 min read

The team at animated comedy South Park has launched a rather inflammatory marketing campaign for its upcoming video game, the Fractured But Whole.

The game exists to mock the IP battles of superhero movies like the Avengers and the Justice League, but to pull the game together, the company is crowdsourcing a fart from the public which will be bequeathed upon the game’s protagonist, a mute with flatulence powers.

Publisher Ubisoft had its agency Buzzman conjure the work, in a smell-based follow-up to its release of the Nosulus Rift. The competition, entitled 'I am the fart' is, as described by Ubisoft, a “unique hearing experience, involving the fans directly into the game’s creation”.


The I am the fart competition

To enter, farticipants need to upload a video of them “in action” to the dedicated website, between 2-16 October. The competition itself is a parody of The X Factor featuring judges Mr. Methane and members of the Ubisoft and South Park studios. The winner will be flown out to record their fart at Ubisoft studios.

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Results will be revealed on the contest official website and on Facebook and Twitter on 23 October.

The irreverent show, now in its 21st season, pulls no punches when dealing with the issues of the day, or more accurately trolling them. The premiere of the latest season took great pride in disrupting the home assistant technology of viewers, be it Siri, Alexa or the Google Home.

Vote for the work below in The Drum's Creative Showcase.


Ubisoft: I am the fart by Buzzman

By Ubisoft

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