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By Cristina Merrill
NEW YORK–Aiwa America is beating on Gen X’s doors with a new campaign that breaks this week.
The campaign, for the company’s Mini Theater series of compact home entertainment systems, is backed by an estimated $5 million advertising and marketing budget.
The new work, from Holland Advertising, New York, kicks off with a 30-second spot that is scheduled to run through November on national cable networks such as MTV, VH1 and Comedy Central.
The commercial targets a young audience by appealing to its rebellious, music-driven desires.
The loud, fast-paced ad is punctuated by shots of young people crushing TV screens and jumping about.
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