CBS MarketWatch.com takes a look behind the stock price in three fictional, humorous "case histories" that begin with a stock quote and then go backwards through events to reveal the "The story behind the numbers." One commercial tells the story of pharmaceutical company scientists testing a new baldness remedy that would cause the company's stock to soar. The Web site's first TV advertising is running on CBS affiliates. FCB Worldwide, San Francisco, handles the $15 million-plus campaign. Copywriter: Steve Dunkley. Art director: Kevin Gammon.