Holland Positions Aiwa As the ‘Renegade Son’

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. The tagline is: ‘Aiwa Mini Theater. Turn me on.’

‘We’re coming in with an edgy point of view,’ said Chris Holland, the agency’s chairman and creative director. Holland said that some of Aiwa’s competitors, such as Panasonic, have become conservative and almost ‘mainstream.’

‘We’re trying to portray Aiwa as the renegade son,’ Holland said.

Last year, the agency did a pop-literate campaign for the client featuring Jimi Hendrix’s rendition of The Star-Spangled Banner at the 1969 Woodstock music festival.

Holland said that there are plans to put the new Aiwa footage on a Web site, which will be accessible by teens for editing purposes. A promotional effort to support the TV work is likely to follow shortly.

Headquartered in Mahwah, N.J., Aiwa is a manufacturer and marketer of audio, video, car stereo and multimedia products. Aiwa is a unit of Aiwa Co. Ltd. in Tokyo.

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