How do you make a $250-an-ounce product with classic cachet appeal to a new generation? Chanel solved its problem with a heady mix of seduction and technology: A moviegoer (actress Carole Bouquet) morphs into Marilyn Monroe singing "I Wanna Be Loved by You," all because she's wearing Chanel No. 5. The ad cost major bucks (rights to Monroe's image and the song alone cost a few million), but success smelled sweet: Sales went through the roof.