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 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 “Poster” VersionMao Daichi, Hiroki Konno
It’s a scene where, while walking through town, you casually glance at an election poster and are surprised to see the proprietress featured as a candidate.
Her self-introduction uses the familiar catchphrase, “Is there love in it?” With lines like “Building a city where love comes first,” the poster emphasizes love, and you can sense her commitment to staying true to herself.
The poster itself looks proper enough, but the comedic touch comes from the fact that she’s openly running as “the proprietress,” making that identity her main selling point.
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 “CG Landlady” VersionMao Daichi, Hiroki Konno
As Konno, who’s browsing livestreams, stumbles upon a show called “Okami Channel,” the vocabulary used there leads to the realization that it’s actually the Okami-san.
It’s harder to notice because it’s a CG character, but once the classic phrase “Is there love in that?” pops up, the true identity becomes obvious.
Precisely because the Okami-san usually has such a strong, dignified presence, seeing her throwing herself into a character performance is disorienting.
The flow of an ordinary livestream-watching moment being interrupted by a very different side of the Okami-san heightens the comedic feel.
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.
AIFUL “Love Poem” VersionMao Daichi, Hiroki Konno
It follows a flow where the proprietress stands before the microphone, gently questioning love and gradually shifting into song.
There’s a tender atmosphere that clearly evokes the title “Love Poem,” and you can also sense the aura of classic chanson.
Amid the calm mood, there’s a definite flamboyance as well—glamorous costumes and a microphone lavishly adorned with love-themed decorations.
It’s an intriguing piece precisely because you can’t quite grasp the situation—why the proprietress is singing, why Mr.
Konno is playing the piano, and so on.
Aiful Commercial Roundup: Introducing Commercials with a Distinctive Worldview (21–30)
Aiful “Yard Cleaning” VersionMao Daichi, Hiroki Konno
It unfolds with Mr.
Konno calling out to the apprentices as they clean the garden, and the proprietress, watching this, remarking on the love within him.
The reason they stopped cleaning was because a butterfly was there, and she tells him that Mr.
Konno, who gently watches over that small life, has love.
You can clearly see from his expression that he accepts the words—“You have love”—and that he becomes aware of the love within himself.
Doesn’t it straightforwardly convey the tagline, “Love comes first”?