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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Aiful Commercial Roundup: Introducing Commercials with a Distinctive Worldview (21–30)
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: ‘Tiny Alien Landlady’ EpisodeMao Daichi, Hiroki Konno
This commercial features Mao Daichi as an innkeeper who humorously questions the importance of love.
In this scene, Mao Daichi appears to Hiroki Konno as a tiny alien and, as always, speaks to him about whether there is love.
With that single line, Konno realizes the alien is actually the innkeeper and gives a comedic retort.
It’s a humorous development.
The short spot still establishes a distinctly whimsical world, showing touches like the alien getting bored with the exchange and pedaling a bicycle back to a UFO.
Aiful: “Use Money Wisely” VersionMao Daichi, Hiroki Konno
In the series of AIFUL commercials where Mao Daichi plays the inn proprietress appearing in various guises, this time she takes on the look of a 1970s folk singer and performs a solo acoustic set.
The lyrics are the highlight: the surreal twist is that she sings the utterly obvious line, “Money, you know—when you spend it, it goes down.” Two versions, A and B, with different lyrics have been released, so be sure to listen to both and compare them.
AIFUL “Photo Shoot” EditionMao Daichi, Hiroki Konno
This scene shows Mr.
Konno pushing his way into the crowd at a photo session, and Ai calling out to correct his shameless behavior.
At the center of the crowd being photographed is the proprietress dressed in a character costume, who delivers Mr.
Konno his usual line, “Is there love in that?” In response to the proprietress’s full-throttle character performance, Mr.
Konno says, “That’s the best,” reflects on his own conduct, and joins the photo session.
The situation where the proprietress is hugely popular, and even her way of speaking resembles the character, is quite comical.
AIFUL “True Love” ChapterMao Daichi, Hiroki Konno
This is the fourth commercial in the series, featuring a scene where a man visits the proprietress and begs to get back together.
In this tense moment, Konno-san appears and coolly tells the man, “Please leave.
You don’t understand what true love is,” which is just wonderful to watch.
Just when you think she nailed it, the punchline lands as the proprietress quips, “You don’t get it either,” making for an excellent finish.
Aiful “Beautiful Woman of Artistic Swimming” VersionMao Daichi, Hiroki Konno
While Mr.
Konno is dining at a café and glances at the TV, it turns out the proprietress is being interviewed as an artistic swimming athlete.
The scene conveys his bewilderment well—both at seeing a familiar face on television and at her speech peppered with her usual catchphrase, “Is there love in that?” Speaking of artistic swimming, athletes usually pinch their noses during performance, and the fact that she’s answering the interview in that state is comical.
It’s a cheerful bit where she talks about the importance of love while her pronunciation is impaired, creating an amusing situation that’s hard to fully grasp from context alone.
AIFUL “Delivery Okami (Proprietress)” VersionMao Daichi, Hiroki Konno
In this scene, the landlady appears before Mr.
Konno, who has grown irritable and harsh with his words because of traffic, and she powerfully conveys the importance of love.
Arriving by bicycle, she delivers her usual line—“Is there love in that?”—which makes him realize that attacking others isn’t right.
After saying her piece, she darts off on her bike; the fact that it’s for a delivery also shows her energetic spirit.
The sudden entrance and immediate exit for a delivery create a brisk pace that adds a sense of comedy, don’t you think?