The manufacturers chose Matsunaga's reworking of the original Gitanes dancing gypsy image over that of 19 other candidates.

CNN: JAPAN'S HIDDEN PERSUADERS

That was when the 57-year-old gave Gitanes Blondes -- a sister brand of the cigarettes that were an indispensable prop of Jean-Luc Godard films -- a complete makeover.

CNN: JAPAN'S HIDDEN PERSUADERS

Even smokers, who are normally cast into the back alleys in cigarette-averse Los Angeles, have a comfortable trolley on an outdoor patio in which to enjoy their Gitanes cigarettes.

BBC: Vive la France in Los Angeles