Sacha Baron Cohen’s infamous Ali G is bringing West Staines to Fortnite.

Amazon MGM Studios and the user-generated content company Chartis are dropping the beloved Sacha Baron Cohen character into Drive City, a Fortnite Creative island, a week before his new film hits theaters. The integration runs from Friday, October 16, through October 30 and is going public just days ahead of “Ali G: Who Iz I?” opening in theaters October 23, according to the announcement.

Ali G’s character will appear in the game as a custom non-player character with original dialogue recorded by Sacha Baron Cohen. The Drive City map also features West Staines (his suburban hometown), the character’s signature campy style and his iconic speaker van, according to the press release from Chartis.

The integration kicks off with a live event where players get to celebrate Ali G’s arrival until locals interrupt the festivities. Ali G then runs to take cover inside his Nan’s house while players work together to clear the area. Ali G then emerges from his shelter and runs back into the crowd to take the credit. The event sets up the neighborhood of West Staines and his next ambition, which is to become even more famous than before.

From there, players join Ali G’s marketing campaign in his ploy for stardom. They put up posters, place character cutouts, and drive his branded speaker van around the city to spread the word. Each completed task builds his fame, with custom signs, graffiti and familiar soundbites integrating his loud persona into every aspect of the Drive City environment.

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