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Jo Caird uncovers Flat Eric’s glove puppet past, his legacy and the reason he has a triangular nose

When adman Sir John Hegarty approached Levi’s in the summer of 1998 with an idea that would become the second of three adverts for the brand’s Sta-Prest jeans, he left one crucial detail to the end of his pitch.

The co-founder of advertising firm BBH went through the script: two friends are in a car, reminiscent of Jack Kerouac’s novel On the Road. A traffic policeman pulls them over, searches the boot, finds a stash of unusually crease-free clothing and lets them go on their way.

Related: 'I was basically told: you are never showing this' – how we made Cadbury's Gorilla ad

People wrote newspaper think pieces about Eric as the bridge between consumerism and popular culture

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