Walmart Flies Paper Planes

Paper planes has taken off in the states after featuring in Walmart’s holiday campaign. Fans of the song will find their quirky music video, directed by Melanie Chung, to be a little different to conventional ones, with a simplistic, yet elegant feel in the form of animated lyrics and pictures dancing along with the melody.

Developed by Toronto’s Vapor Music and performed by local kids East of Avenue (below), the track’s sole purpose was to accompany the retailers’ 2014 holiday campaign, however, TV viewers found the tune so catchy that Walmart was then inundated with calls from fans wanting to know the artist behind the track and where they could get it.

This led to Vapour music working with the band and Paper Planes released the full version of the song on Spotify and iTunes. In just a few short weeks, the song is currently sat comfortably at number five in the iTunes Canada Singer/Songwriter Chart and has over 1,600 downloads.

The holiday phenomenon began when ad agency JWT Toronto asked Vapour to create an original track capturing the essence of family Christmas for the ad, below. The brief was met by Sean Fischer, one half of the singer/songwriter project East of Avenue, who wrote the sincere lyrics, sung other half of the band Noel Thompson.