A lot of blood, sweat and tears goes into selling the dream. Persuading us to fall in love or lust with a brand involves a mixture of bright ideas, creative talent, punchy images and beautiful girls - and boys. Throw in a dash of humour, irony, art, aspiration, not to mention sex and a bit of rock ‘n' roll and the result borders on witchcraft. Actually it isn't so much wicked as a bit racy and controversial. Historically, we don't mind being shocked if an advert can introduce us to something (cleavage-boosting Wonderbras?) or someone (Brad Pitt in Levis 501s?) fabulously new and exciting. Or can make us laugh (Victoria Beckham for Marc Jacobs) or gasp (Marky Mark in Calvins). It's often hard to work out why certain adverts reach out to us in the way they do, but sometimes it's bleedin' obvious. Why are some so memorable? Why do some touch the zeitgeist only to fizzle out while others remain unforgettable for decades? Here, we look at top 10 campaigns that have changed the course of fashion and tickled our fancy for whatever reason.