The song “Paper Planes” has taken off and it’s all thanks to Vapor Music and Walmart’s Holiday campaign. Developed by Toronto’s Vapor Music, and performed by local artists East of Avenue, the track was created for the retailer’s 2014 holiday TV campaign, which features friends and family coming together to celebrate the festive season. “The Feast,” the centerpiece spot of the campaign, was directed by Jorn Haagen of The Corner Store, Toronto, for JWT Canada.
Right off the bat, “Paper Planes” really resonated with TV viewers. They found the tune to be so catchy that Walmart was flooded by calls from fans wondering about the artist behind the song and where they could find the full length track. That led to Vapor music working with East of Avenue to extrapolate “Paper Planes” and make it available in its entirety on both iTunes and Spotify. The song has turned out to be something of a holiday phenomenon. A “Paper Planes” music video has also been completed and launched on YouTube.
“As soon as I heard the song I realized that we had something special on our hands,” said Joey Serlin, president of Vapor Music. “There is a real honesty and lyrical sincerity to the track. The vocal performance is incredible and it feels instantly familiar. I’ve had inquiries from all over North America and Europe about East of Avenue. Record companies, publishers, music licensors, all want to hear more of the band’s material.”
It all started for “Paper Planes” when ad agency JWT Toronto asked Vapor to create an original track that captured the spirit and essence of family over the holiday season. The brief was tackled by Vapor’s Sean Fischer, one half of singer/songwriter project East of Avenue, who crafted the song’s sincere lyrics. The vocals were provided by East of Avenue’s other half, Noel Thomson.
CreditsClient Walmart Canada Agency JWT Canada Brent Choi, chief creative & integration officer; Ryan Spelliscy, sr. VP/creative director; Sarah Loranger, sr. copywriter; Rita D’Ettore-Berton, sr. art director; Kyla Galloway, copywriter; Chris Huber, producer. Production The Corner Store Jorn Haagen, director/DP; Jennie Montford, exec producer; Todd Husskison, line producer; Nuala O’Flynn, Michael Walker, art directors; Amy Wright, choreographer. Postproduction Rooster Post Paul Proulx, Christina Humphries, editors. Online/VFX Fort York Mike Bishop, Flame artist Audio Production Vapor Music Joey Serlin, creative & voice director; Natalie Schnurr, producer. Song: “Paper Planes”
Top Spot of the Week: Morrisons, Leo Burnett UK, Director Michael Gracey Present “The Greatest Show at Home” For Christmas
Morrisons, the U.K. supermarket and convenience store chain, has released its new Christmas ad, which presents “The Greatest Show at Home,” paying tribute to the hosts who put on the feasts which are the centerpiece of family get-togethers. Created by Leo Burnett UK and directed by Michael Gracey via production house Partizan, this :60 opens on a snowy evening, with a Morrisons delivery van arriving at a home. Inside, a lone oven glove catches a spotlight and springs to life, beginning to sing the opening line of “Give a Little Love.” As the ad progresses, we are taken on a journey through a series of festive kitchens, where the gloves provide moral support to hosts preparing for the big day.
The much-loved singing gloves, of course, have been a staple of Morrisons holiday cheer. And their new performance is set to the soundtrack of the aforementioned “Give a Little Love” from Bugsy Malone, recorded by a choir of 26 Morrisons colleagues at Abbey Road Studios--with talent spotted from across Morrisons stores, manufacturing sites and support office. The soundtrack sets the tone with the feel-good energy and celebratory warmth of a big “musical” production finale.
The gloves, now fully animated with distinct voices, sing their support for the nation’s family chefs--encouraging them as they prepare an array of indulgent Christmas dishes. From British turkeys and beautifully presented whole salmon, to party food from The Bestrange and indulgent desserts, the ad places Morrisons food front and center, offering a feast for the eyes as well as the table.
Gracey--who directed the feature The Greatest Showman--combines the playful charm of the oven gloves with a theatrical flair, giving the commercial a sense of... Read More