Chanel Inc.: Marilyn campaign (1992)

When asked what she wore to bed, Marilyn Monroe gave the titillating response, "Chanel No. 5." Thirty-two years after her death in 1962, Chanel Incorporated capitalized on the equity created by this one-liner that forever linked Monroe to the quintessential French perfume with a commercial that brought her back to life through sophisticated technology.

Chanel Inc.: Marilyn campaign

William D. Baue

Overview

When asked what she wore to bed, Marilyn Monroe gave the titillating response, "Chanel No. 5." Thirty-two years after her death in 1962, Chanel Incorporated capitalized on the equity created by this one-liner that forever linked Monroe to the quintessential French perfume with a commercial that brought her back to life through sophisticated technology. The 30-second spot, conceived by Peter Arnell of the Arnell Group and directed by Jean Paul Goude, featured Carole Bouquet, a Chanel model since 1987, as a moviegoer in "severe clothes and slicked-back hair." The getup made her...

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