Holland Breaks New Aiwa Spot Amid Review




NEW YORK: Holland Advertising, a finalist and incumbent in the review of Aiwa America’s estimated $5-6 million ad account, this week breaks a new 30-second TV spot for the client.
The new ad, “Fossils,” had been planned prior to the review, which also includes media duties. Its completion, however, allows the New York shop to flex its creative muscles for the Mahwah, N.J., client ahead of its decision, expected last Friday. “The timing was certainly beneficial,” said Ken Erke, Holland’s associate creative director.
Holland, which has handled Aiwa for the past 15 years, is defending the account against Gigante Vaz Partners and a third, unnamed contender, sources said. DeVito/Verdi, New York, has already been eliminated.
The ad, which introduces a new tagline, is the second for Aiwa’s Mini Theater. The spot continues a plotline of sorts established in the previous ad, which broke in mid-June. That commercial showed young men and women smashing large home theater systems before gravitating toward a compact Aiwa system. The new spot, which replaces the first, shows the youths right after they find the strobe-lit system. A voiceover likens other systems to dinosaurs, saying they “are fossils now” because they took up too much space. The tag: “Turn on the future.” The previous tag was, “Turn on your TV.”
Agency principal Chris Holland was the creative director on the commercial, Erke was the copywriter and Chris Watson was the art director. Ads will run on cable TV channels such as such as MTV and VH-1.