Forget world peace: All you need is ... better diaper sales

All you need is love.

And lots of money. And lawyers. And luck. And more than a little moxie.

The Procter & Gamble Company (NYSE: PG) somehow got the OK to use the classic Beatles song, "All You need is Love," to peddle its Luvs brand of Bear Hug Stretch Diapers.

According to a piece in BrandWeek, the national campaign is meant to keep the brand relevant and "top of mind" for mothers. Ad execs are quoted as saying the song will help break through all the diaper advertising "clutter" and communicate to moms that Luvs diapers are all you need to keep your baby happy. Credit Saatchi & Saatchi, NY for brainstorming the campaign.

Somehow I don't think John Lennon had nappies in mind when he penned this hit in one day in 1967, for the Our World program, the first worldwide satellite television link. It was broadcast to 26 countries and seen by some 350 million people. Judging from history, I believe he was thinking about world peace.

But it's a different generation. Now one of the world's most recognized and beloved songs will be selling diapers. Score one for commerce, I suppose.

If you can stand the stink.