A compilation of Aiful commercials: introducing ads with a uniquely captivating world view
Aiful’s commercials became a hot topic in the 2000s with the catchphrase “What should we do? Aiful,” featuring the Chihuahua Kuu-chan.
More recently, commercials with a unique worldview starring Mao Daichi and Hiroki Konno have been airing.
Daichi’s line, “Is there love in that?” is striking, and many viewers can’t help but watch closely.
In this article, we’ll introduce Aiful’s commercials, both old and new.
Be sure to find your favorite one!
A roundup of Aiful commercials: introducing ads with a uniquely captivating world (1–10)
Aiful “Ai-man” VersionNEW!Seven Bends
This is a memorable commercial packed with surreal humor featuring the comedy duo Nanamagari.
Mr.
Morishita appears as a strangely dressed character called “Ai-Man,” and the story unfolds as he cheers up a woman with eerily peculiar items like a “stomach hot-water bottle” and an “ear lottery.” It’s a funny ad whose unique, offbeat atmosphere leaves a strong impression.
Aiful 2002Shogo Shimizu
This commercial, which sparked a major movement with the phrase “What should I do? Aiful,” is a series that began airing in 2002 with actor Shogo Shimizu falling in love at first sight with a Chihuahua with soulful eyes at a pet shop.
Shogo Shimizu broke out thanks to this ad, and the irresistible charm of the animal talent, the Chihuahua Ku-chan, sent the popularity of long-haired Chihuahuas soaring nationwide.
The commercial’s success made Ku-chan so popular that a photo book was even released.
AIFUL: ‘The Sushi Chef and the Okami’ VersionMao Daichi, Hiroki Konno
This is the AIFUL commercial “Sushi Chef and Okami,” featuring a woman who keeps taking photos at what looks like a high-end sushi restaurant.
The story unfolds as Mao Daichi, playing the head sushi chef, firmly admonishes the woman for her extremely out-of-place behavior.
Although giving Daichi a crew cut would normally come off as humorous, it became a hot topic for how cool she looked.
Aiful “The Unexpected Landlady” VersionMao Daichi, Hiroki Konno
Aiful commercials featuring Mao Daichi and Hiroki Konno have had plenty of funny ones in the past, and the “Unexpected Landlady” installment is also packed with humor.
Because they supposedly ran out of budget for the shoot, the ad ends up showing a gorilla photo with the two of them dubbing over it.
Many viewers were likely glued to the screen by this punchy, unexpected twist.
Aiful ‘Kung Fu Landlady’ VersionMao Daichi
This video depicts the proprietress standing up to attackers in a world reminiscent of classic kung fu films.
She hurls the familiar line—rendered with sounds inspired by Chinese pronunciation—“Do you all have love in your hearts?” and from there, a fierce battle unfolds.
The background music during the intense fight is also striking: it sings “Do you have love?” to a rhythm that evokes a certain kung fu movie.
Though the world is surreal, the proprietress’s powerful resolve to convey love comes through clearly.
AIFUL ‘Modern Japanese Literature Instructor’ Version / ‘Modern Japanese Literature Instructor: Rice Ball’ VersionMao Daichi, Hiroki Konno
In a modern Japanese literature class for working adults, a proprietress appears as the instructor and presents a question about interpreting an author’s feelings.
It’s a fill-in-the-blank problem, and the way you answer it branches into two patterns.
If you answer “cat,” she reacts with sharp, comedic retorts; if you answer “rice ball,” she worries that you’re hungry.
The expected answer seems to be the familiar line, “Hey you, is there love in that?” but the fact that it’s unclear whether this really aligns with the author’s feelings is part of what makes it so comical.
AIFUL “Okami Samurai” VersionMao Daichi, Hiroki Konno
In AIFUL’s commercials, Mao Daichi and Hiroki Konno appear, and the humorous direction is a familiar hallmark! In the new “Okami Samurai” segment, it incorporates a period-drama-style storyline, featuring an unexpected twist where Mao Daichi’s inn proprietress character appears as a samurai.
Keep an eye on it!