I grew up listening to The Beatles, being far too young to have attended a concert but old enough for their music to have been part of the soundtrack of my youth. Thus it was with sadness I read that Luvs diapers will soon be using the Beatles song "All You Need is Love" to sell excrement-collecting undergarments.
Luvs, of course, is not the first product to feature a Beatles song in its ads, as Nike's purchase of the rights to "Revolution" opened the floodgates for cashing in on the appeal of the band's music to the Baby Boomer and Generation X demographics.
Yet there is something especially galling about the appropriation of a song with such universal idealism; one might, in a moment of jaded cynicism, take issue with the optimistic sentiments of "All You Need Is Love," but John Lennon wrote the song with an eye toward making the world a better place.
Lennon was a flawed man, to be sure, but in his all-too-short life he tried to live up to his ideals, and more importantly his work inspired many other people to live lives of service to humanity. I daresay Lennon would never approve of using this song in such a base and ridiculous manner.
Idealism takes a sharp dagger in the side with the Luvs campaign, and I am sure that I will never think of the song "All You Need Is Love" in the same way again. Thanks, Madison Avenue and Proctor & Gamble, you soulless bastards.