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 “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 ‘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.
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”?
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 “Ai-man” VersionSeven 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 “Movie Theater” VersionMao Daichi, Hiroki Konno
The Aiful commercial features the now-familiar landlady played by Mao Daichi and the chef played by Hiroki Konno.
Lately, Mao Daichi’s landlady has been venturing beyond her usual duties, and in this “Movie Theater” version, while Konno is watching a film, the landlady suddenly bursts onto the screen and says her usual line, “Is there love there?” But it’s a French film, and she says it in Japanese.
What’s more, Daichi delivers the Japanese in a way that somehow sounds vaguely French, which makes the ad hilarious.
Aiful Commercial Roundup: Introducing Commercials with a Distinctive Worldview (21–30)
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.