At that time, tobacco advertising had already been banned in France. In order to get around that, Gitanes approached Alain Weill, the director of the poster museum in Paris. He conceived the following ruse: an aubadeto Marcel Jacno, the designer of the Gitanes logo. Paintings, photographs and posters. In this way, Gitanes was able to advertise in Le Monde. My poster was however the only one rejected, because of the lungs. People read ‘Happiness is the longing for repetition’ (a line from Milan Kundera) as a reference to addiction.