In 1972, Frenchman Franklin Loufrani became the first person to legally trademark the use of a smiley face. He used it to highlight the good news parts of the newspaper "France Soir". He simply called the design "Smiley" and launched The Smiley Company. In 1996 Loufrani's son Nicolas Loufrani took over the family business and built it into a multinational corporation. Nicolas Loufrani was outwardly skeptical of Harvey Ball's claim to creating the first smiley face. While noting that the design that his father came up with and Ball's design were nearly identical, Loufrani argued that the design is so simple that no one person can lay claim to having created it. As evidence for this, Loufrani's website points to early cave paintings found in France (dating from 2500 BC) that he claims are the first depictions of a smiley face. Loufrani also points to a 1960 radio ad campaign that reportedly made use of a similar design.