Chanel #5 wanted to change their image from being a mother’s or grandma’s perfume. They reached back to a hit song from a decade before, from a commercial that played at the 1979 super-bowl.

1941 Inkspots hit ”I don’t want to set the World on Fire” directed by  Ridley Scott.

Tapping into your feelings of yearning and sensuality makes the commercial linger in your memory long after seeing it. And Chanel has kept this fomula over the years and invested $100s of millions of dollars towards each of their commercials.