Classy ?

'Classy'! A word I frequently use and have a lot of trouble explaining to people.

What is classy?
Elegant and fashionable(Naaaah...thats not what I want to convey!Lacks impact)
Another 10 questions follow...and then I give up explaining.

Then I came across this 'classy' article on Marlboro's ad campaign (no MOM I dont smoke!!) - 'In some country in a public square the government decided to ban smoking and Marlboro came up with the following line on a billboard...
'Smoking cigarettes not allowed here, not even MARLBORO '

How would you rate the above one from (1-10)?

P.S.- An overworked, techie colleague of mine answered "Classy...having too many class files" and this is where I introduce Negative Marking.