In 1995, Levi Strauss & Co. was searching for a new angle to add to their television advertisement campaign (which up to that point had never featured electronic music), and they decided to use the uptempo track "Novelty Waves" from Patashnik. Shortly thereafter, "Novelty Waves" was released as a single (featuring remixes by various other artists), and managed to chart in several countries, reaching #51 in the United Kingdom
