Luvs uses Beatles music to pimp diapers

+ 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.

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.

The direct mail, Net marketing and new packaging efforts feature the children of P&G employees. This is the first time P&G employees’ kids have been used in P&G Baby Care packaging imagery and marketing efforts. In all, seven different children are featured.