Flat Eric and Levi’s STA-PREST

Forgotten Adverts · 1999

In 1999, Levi’s relaunched STA-PREST with surreal BBH adverts starring Flat Eric and the sharp-suited Angel.

Quentin Dupieux directed the initial television films—“Dancing”, “ID” and “Fly”—and supplied their music as Mr Oizo. The documented UK campaign unfolded in two principal bursts between January and August, supported by print, poster advertising and merchandise. Flat Eric then crossed into music through “Flat Beat”, although its official video and the Levi’s commercials were separate works.

Why It Mattered

Its distinctive mix of deadpan character comedy, immaculate trousers and electronic music gave a revived crease-retaining range an unusually recognisable identity.

The initial films received advertising-industry recognition, and the associated “Flat Beat” single spent two weeks at number one in the UK. Demand also extended to official merchandise, including a record bag, T-shirt, hat and puppet.

UK Campaign Rollout

Teaser advertising was scheduled for 29 January 1999, followed by the announced full UK campaign on 11 February 1999.
The initial launch comprised three television executions and four print and poster advertisements.
A second campaign launched in London on 12 August 1999, with scheduling for MTV from 16 August and UK terrestrial television from 26 August.

Films, Jokes and Production

The initial films were titled “Dancing”, “ID” and “Fly”; “ID” used a police stop and neatly kept garments, while “Fly” made damage to Angel’s trouser crease the joke.
The History of Advertising Trust credits “Fly” to Levi Strauss & Co. and BBH, directed by Quentin Dupieux through Partizan Midi Minuit; those detailed credits apply specifically to that execution.
The History of Advertising Trust records a 1999 British Arrows Bronze for “Fly”, while Broadcast reported awards attention for all three initial films.

Music and Regional Reach

“Flat Beat” entered the UK Official Singles Chart on 3 April 1999, spent two weeks at number one and remained on the chart for 13 consecutive weeks.
F Communications identifies the associated 1999 “Flat Beat” video as directed by Quentin Dupieux and featuring Flat Eric; it remains distinct from the Levi’s commercials.
Newspapers and company material described distribution across Europe, the Middle East and Africa rather than a US-led worldwide campaign.

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