Beatles music to be used in commercials

LIVERPOOL, England, Jan. 3 (UPI) -- Songs by British rock icons The Beatles can't be used by advertisers unless they plan to employ them in a tasteful manner and have someone else record them.

Sony/ATV, which owns the majority of the Beatles' song catalogue, has said that in addition to paying for the rights to use the music, advertisers must also show the end product of their commercials will reflect the spirit of the original songs, the Liverpool Echo said.

For instance, Procter & Gamble Co. has gotten the green light to use "All You Need Is Love" in a Luvs' Bear Hug diaper ad campaign in the United States.

"The song helps us break through the diaper advertising clutter and simply communicate to mums that Luvs diapers are 'all you need' to keep your baby happy," said Mark Rolland of Saatchi & Saatchi, the advertising agency that created the commercial.

Martin Bandier, chief executive of Sony/ATV, gave the campaign his blessing, the Echo said.

"The thought and the song were ideal for morning TV when young mothers are watching. We thought it was very tasteful," he said.