Row over Beatles song used in nappy advert

Some Beatles fans in the US are angry that the 1967 Beatles hit 'All You Need Is Love' is being used in a new ad campaign for disposable nappies.

“For people who feel that political connection, it comes off as kind of a callous action,” said Angela Natividad, co-editor of adrants.com, a marketing commentary site. “You’ve got the Beatles, which draws like, religious feelings, and you’ve got the war [Vietnam].”

Beatles songs have been used in ads before. A version of Help! was used in a car commercial in 1985, and current Target Corp. commercials use a version of Hello Goodbye.

But the All You Need... campaign, launched this month for Procter & Gamble’s Luvs nappies, particularly bothered some fans, who do not like that the song is being used during another time of war, in Iraq, to evoke soiled nappies.

Lisa Jester, a P&G baby care spokeswoman, said the commercial, showing a nappy-clad toddler wrestling with a stuffed bear as his smiling family watches, was popular in testing with parents.

Elizabeth Freund, US spokeswoman for Apple, the London-based group formed by the Beatles that helps guard their legacy, said Sony/ATV Music Publishing (a joint venture of Sony and Michael Jackson) holds publishing rights for All You Need Is Love.

Sony/ATV does not need permission from surviving Beatles or heirs to license the songs in its Beatles catalogue.

Paul Freundlich, a spokesman for Paul McCartney, who shares songwriting credit with Lennon on most Beatles hits, declined to comment.

Jester would not say how much P&G paid to use the song.