Aiwa America abandons its product-oriented approach of the past in a new $8 million brand image campaign. The first Aiwa advertising from Gigante Vaz & Partners, New York, portrays people and the power of music with a new brand position -- Aiwa Sound -- and new tagline, "You gotta hear this." In one commercial, an elderly gentleman finds it enticing when his wife dances to a jazz rendition of "Love Will Keep Us Together," played on an Aiwa mini-system. Copywriter: Larry Volpi. Art director: Philip Halyard.