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 ‘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!
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 “Beautiful Fighter” VersionMao Daichi, Hiroki Konno
In a scene at a combat sports event during the fighters’ entrances, the fighter pulls back their hood and—surprise—it turns out to be an okami-san (a traditional inn proprietress).
Their hairstyle and shadowboxing exude intensity, and their expression radiates strong confidence.
Delivered with that powerful presence is the familiar message, “Is there love in that?”—clearly emphasizing a commitment to spreading love.
While it makes sense if you think of them as a fighter promoting the importance of love, the fact that it’s an okami-san makes the whole thing comical.
Aiful ‘Monk and Landlady’ EditionMao Daichi, Hiroki Konno
It’s about a proprietress addressing a gathered crowd, like a monk delivering life advice.
The line she shares is the familiar, “Hey you, is there love in what you’re doing?” and she says she’s lived her life with that in her heart.
Up to that point it sounds plausible, but then she says that if there’s no love in the world, the A-row of the Japanese syllabary would be only “u,” “e,” and “o,” which is confusing.
Konno is bewildered, yet the proprietress’s expression shows confidence, making the whole thing a brisk, comedic clip.
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: “The Strongest Landlady” EditionHiroki Konno
It’s a story where Mr.
Konno enjoys a game in his room that looks like something you’ve seen somewhere before, and then the landlady barges in as a character.
Although he’s confused about unleashing a special move along with the familiar phrase, “Is there love in that?”, the landlady’s character gets dizzy and is defeated.
While he’s still bewildered, she acts freely and leaves—overall, it’s the kind of content where you can feel the momentum.