Saatchi Turns Anti-War Manifesto into Diaper Jingle

u_need_luv.png

It's a rare thing when marketers get pissed-off about the appropriation of meaningful symbols to sell stuff. Isn't that, like, what we do?

But the Beatles and the Vietnam war (particularly in the context of our current overseas "disagreement") are somewhat sensitive topics. So if you're going to use "All You Need is Love" to push diapers, expect to be swathed in shit.

See the first spot for All You Need is Luvs. We have to admit it's sort of cute.

In defense of its use of the Vietnam-inspired tune for a Luvs Deluxe campaign, Mark Rolland of Saatchi & Saatchi said, "The song itself was chosen to help create a stronger connection to the Luvs brand and awareness of its core benefit--leakage protection for less."

Stick to ripping IKEA ads, man.

Written by Angela Natividad    Comments (9)     File: Agencies, Brands, Worst     Jul- 6-07  
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Comments

personally, I think it stinks. Target (you say hello) and LUVs (all you need) should get real.

Posted by: arthur on July 6, 2007 02:33 PM

Mark Rolland of Saatchi & Saatchi said, "The song itself was chosen to help create a stronger connection to the Luvs brand and awareness of its core benefit--leakage protection for less."

SFX: beatles turning in graves

Posted by: veedub on July 6, 2007 04:08 PM

Isn't that an awesome quote? Don't you just wanna bitchslap the guy with a dirty nappy?

Posted by: Angela on July 6, 2007 10:37 PM

wow :))

other teddy bear commercials:
http://www.advertolog.com/paedia/search/?q=teddy+bear

Posted by: Me on July 7, 2007 06:32 AM

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Posted by: vijay roshan on July 7, 2007 07:48 AM

I read one comment in a story that said using the Beatles' songs in ads was a good thing because it introduced new generations to their music. My objection to this opinion is that, though it might gain attention to the music, the message and original meaning of the music is lost. Do we really want youth hearing "All You Need Is Love" and thinking "LUV" diapers"? I was a teenager when this music was created. The music was a plea for an end to the senseless, seemingly endless bloodbath of the Vietnam war. So much history and cultural change is connected with this entire body of music that for it to be trivialized this way is worse than disgusting. Especially disturbing now that there are so many similarities to that era we thought we had changed forever.

Posted by: maggie on July 20, 2007 04:34 PM

I'm with you on this, Maggie.

Posted by: Angela on July 20, 2007 04:38 PM

I'm sorry, but that ad is just f***ing awful, not to mention a terrible version of the song.

Posted by: Becca on August 17, 2007 12:47 PM

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