A study to trump all others, 'The Flatulence Report' also means to answer the age-old question 'what makes farting funny?'.
As part of the research, sound specialists, scientist Dr Helen Pilcher and a bunch of Beano boffin studied recordings of 176 different farting noises.
The full fart spectrum ranged in sound from low to high-pitched, short to long, dry to wet and from loud to squeaking.
Focus groups across the UK then scored each against a number of metrics, including a funniness scale of 1 to 10. The top ten funniest farts were then tested and voted on by a broad sample group of Brits of all ages.
The "Flatulence Report" commissioned by Beano and produced by acclaimed scientist Dr Helen Pilcher, analysed 176 different fart sounds and used sociological and acoustical factors including intensity, duration and potential for social embarrassment to determine the funniest possible fart sound according to science.
After statistically analysing the fart sounds and scores, the team identified key factors that helped them devise a mathematical formula to describe the world's funniest fart sounds.
The Intensity of the fart (I) is multiplied by the length of fart (L), to the power of social embarrassment, rated on a scale of 1 to 3 (S). This is then multiplied by the number of kids present (K), and divided by the age of the listener (A) multiplied by gender factor (if female, multiply by 1.05).
Dr Pilcher said: "The funniest fart is long, loud and ever so slightly wet. This gives it the potential to cause major social embarrassment. The research and our formula show how funny farts are. It’s as simple as that. Anyone who says they’ve never farted or found a fart funny has pants that are probably on fire.”
Discussing the study, Mike Stirling, editorial director of Beano Studios said: “Beano has always been the authority on Lolz, worldwide, so we hired some genuine boffins to prove it, by helping us release the funniest fart of all time – you know, for science.”
The marketing campaign was devised and created by creative agency Taylor Herring, with the production and film managed by St Marks Studios.