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Saatchi & Saatchi, the advertising geniuses behind that Kurt Cobain Doc Martens campaign, plan to market a line of Luvs diapers to the tune of “All You Need Is Love”. Here’s the poop–I mean, scoop:
Procter & Gamble wants Luvs to be all that parents need.
Its new “All You Need is Luvs” marketing campaign uses the classic Beatles song “All You Need is Love” to spread the word about Luvs’ Bear Hug Stretch diaper.
Bear Hug Stretch is the extra stretch added to the side tabs, which affix the front and back of the diaper, at no extra cost. The campaign is designed to offer a fresh approach to keep the brand relevant and top-of-mind with mothers. Saatchi & Saatchi, N.Y., created the execution.
The tune will play an important role in this new effort. “The song helps us break through the diaper advertising clutter and simply communicate to moms that Luvs diapers are ‘all you need’ to keep your baby happy,” Saatchi & Saatchi account manager Mark Rolland said in a statement.
In the first 30-second spot, “All You Need is Love” is played in a light rock style over a scene where a family is enjoying quality time together. The father playfully encourages his son as he plays and tumbles with his favorite teddy bear.
Call me naïve, but is this what the Baby Boomer generation has come to–marketing its nostalgia for a diaper? I’m kind of dreading the thought of how far ad agencies can take this concept.
Luvs Aims To Be All Parents Need [BrandWeek, via The Daily Swarm]
It’s “Ring of Fire” all over again, minus a generation or two.
I don’t think this will sell diapers to young parents as much as cause a laughingstock.
I don’t know who is worse: Advertising executives or music executives.
Hmm. Buying song rights from Michael Jackson to sell diapers. That’s using your head, guys!
There’s nothing you can poop that can’t be pooped/
It’s easy/
This is my official cue to exit the ad industry. I can only hope that this was the brainchild/demand of the Luvs client.
PS Thanks a lot, Michael Jackson!
This is my official cue to exit the ad industry. I can only hope that this was the brainchild/demand of the Luvs client.
PS Thanks a lot, Michael Jackson!
Rejected storyboard: as mom changes baby’s diaper, we hear “she Luvs you, yeah yeah yeah!” in the background. That would just be silly compared to “All You Need Is Luvs,” right?
Not sure which is worse…when they change the lyrics of a classic song to fit the product, or when they just keep repeating the one line of actual lyrics that somewhat fits the product (like that Senokot ad that just kept repeating “I feel good” over and over).
God help us if Applebee’s gets a hold of the Beatles catalog!
@ascot-revival: My favorite example of the latter is a car commercial that featured “Bohemian Like You” by the Dandy Warhols and spliced the lines to say:
“You’ve got a great car/
And I like you/
Yeah I like you I like you I like you”
Arguably not within the original meaning of the lyrics.
It looks like the advertising agencies are cribbing their ideas from “Lost” now.
Saatchi and Saatchi is also responsible for creating the Lovemarks, also known (in real life) as Honeyshot, who unsuccessfully tried to jump onto the UK charts with a pop hit/commercial for a hair product line until BBC shut ‘em down. (At least Fergie’s honest about it.)
Meanwhile, Australians have had to deal with a cover of All You Need Is Love to advertise heavily corporate-sponsored childcare/preschool.
And nappies are sold with a cover of It Must Be Love. Albeit with the original lyrics, but it’s still disappointing to be deprived of the moment when Suggs showed the world he really could sing.
Just FYI, Jackson no longer owns the Beatles song catalog. That went to Sony to repay part of his debt to them. I’m sure McCartney and Ono are fuming about all this.