"Totsuko had its site. The sign was next. First Totsuko studied Morita's home movies of the neon lights and billboards of Broadway. Each was striking in its own way: the famous Camel sign with its smoker puffing out perfect smoke rings; Pepsi Cola's showpiece with its hundreds of thousands of lights; and Admiral TV's news flashes, to name a few. Resolving to match these in splendor, the company commissioned designs from four leading neon sign makers in Japan."