Will Quirkiness Sell Stereos?

Aiwa America will find out if it was right to shift its business to Gigante Vaz Partners, New York, after a campaign from the shop breaks today.
The $8 million TV, print, radio and cinema campaign targeting consumers 18-34 years old includes three quirky 30-second spots from Dutch director Renƒ Eller breaking with the tagline: “Aiwa sound. You gotta hear this.”
“We want [Aiwa] to be the hippest company in the category,” said executive creative director Paul Gigante.
To do that, “we have to ‘out-cool’ [competitors].”
In “Road” (shown here), two men in black suits ride in a black car.