Up, Up and Away was a 1967 song that became a sensation among the listeners which included people from Madison Avenue. The advertising account for TWA was on the rage at that time and eight agencies were in the run. Parallely, three agencies were bidding for the rights of the song ‘Up, Up and Away’. Foote, Cone won the song rights and the TWA account. The song became the TWA’s jingle for a year before there was a court battle and TWA changed its agency to Wells, Rich, Greene without any pitch. Up, Up and Away was written by Jimmy Webb and was performed by the Fifth Dimension, it went on to win the 1967 Grammy Song of the Year award.