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!
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A roundup of Aiful commercials: introducing ads with a uniquely captivating world (1–10)
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: “Back at the Ryotei After a While”Hiroki Konno, Soshina
This is an Aiful commercial featuring Hiroki Konno that depicts the proprietress of a traditional Japanese restaurant and her staff.
The series has portrayed various worlds and situations, but this time the setting returns to its roots: a ryotei.
When Hiroki Konno comes back to the restaurant after a long time and goes to greet the proprietress, her appearance suddenly changes into Soshina, leaving him shocked.
With the twist that it was all a dream, the commercial once again delivers the reassuringly familiar, comedic world.
Aiful “Photogenic Landlady” EditionMao Daichi, Hiroki Konno
Speaking of AIFUL commercials, the charming part is the comedic back-and-forth between Mao Daichi as the proprietress and Hiroki Konno as Konno, right? Among them, the most unconventional piece is the “Photogenic Proprietress” edition.
The previous entries in the series made the most of video as a medium, creating dynamic visuals.
But this one is structured around the theme of photography, with almost no movement on screen.
It holds a mysterious allure that makes you want to carefully examine every detail.
A roundup of Aiful commercials: Introducing ads with a uniquely captivating world view (11–20)
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 “Wedding” VersionMao Daichi, Hiroki Konno
It’s a story where the proprietress gives a speech at Mr.
Konno’s wedding and throws out the question of whether this is really the place to be asking such a thing to him.
Along with words of congratulations, she adds her usual line, “Is there love in it?” which ends up making everyone wonder as if this marriage lacks love.
Even if love is something to be cherished, you can see from Mr.
Konno’s expression his lament that, just this once, he didn’t want that phrase to be used.
It conveys how even a famous quote, depending on timing, can make the atmosphere feel uneasy.
AIFUL “Two Types of People” VersionMao Daichi, Hiroki Konno, Nene Mori
It’s a striking commercial that begins with Hiroki Konno being seduced by Nene Mori saying, “I don’t want to go home yet…” As Konno is flustered by Mori’s line, Mao Daichi appears as a proprietress—this time dressed as a construction site worker—and poses a fiery question: “In this world, there are two kinds of people: those who give in to temptation and those who hold their ground.
Which are you?” With that one line, Konno snaps back to his senses and manages to hold firm.
Keep an eye on Daichi, who looks incredibly cool not only in what she says but also in her workwear.
The CM features a new song that hadn’t been released at the time of the broadcast.
Aiful ‘Tasting’ EditionMao Daichi, Hiroki Konno
As she has the proprietress taste a new dish, the story takes a turn when she’s confronted with a question about the love put into the cooking.
Cutting off the preface about being confident in the flavor, the phrase “Is there love in it?” is thrown in, prompting reflection on whether the current dish is truly the right answer.
In response to that question, Konno-san chooses to start over, which suggests the judgment that love is essential in cooking as well.
While the people involved seem satisfied, the fact that they’re being overruled by “love” without even tasting it gives the scene a comedic feel.