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 “LOVE PHANTOM OKAMI” VersionNEW!Mao Daichi
Mao Daichi appears accompanied by a sweeping, trailer-like score.
This time she shows up wearing a bright red mask, delivering a positive message: “For now, let’s keep moving forward.” It wraps up with the familiar tagline “Love comes first,” as Daichi strikes a pose alongside the text.
It’s an undeniably impactful commercial.
Aiful 2002Shogo Shimizu
This commercial, which sparked a major movement with the phrase “What should I do? Aiful,” is a series that began airing in 2002 with actor Shogo Shimizu falling in love at first sight with a Chihuahua with soulful eyes at a pet shop.
Shogo Shimizu broke out thanks to this ad, and the irresistible charm of the animal talent, the Chihuahua Ku-chan, sent the popularity of long-haired Chihuahuas soaring nationwide.
The commercial’s success made Ku-chan so popular that a photo book was even released.
AIFUL: ‘The Sushi Chef and the Okami’ VersionMao Daichi, Hiroki Konno
This is the AIFUL commercial “Sushi Chef and Okami,” featuring a woman who keeps taking photos at what looks like a high-end sushi restaurant.
The story unfolds as Mao Daichi, playing the head sushi chef, firmly admonishes the woman for her extremely out-of-place behavior.
Although giving Daichi a crew cut would normally come off as humorous, it became a hot topic for how cool she looked.
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 “The Unexpected Landlady” VersionMao Daichi, Hiroki Konno
Aiful commercials featuring Mao Daichi and Hiroki Konno have had plenty of funny ones in the past, and the “Unexpected Landlady” installment is also packed with humor.
Because they supposedly ran out of budget for the shoot, the ad ends up showing a gorilla photo with the two of them dubbing over it.
Many viewers were likely glued to the screen by this punchy, unexpected twist.
Aiful: “Mini-Patrol Landlady” VersionMao Daichi, Hiroki Konno
The AIFUL commercial “Mini-Patrol Madam,” which has been getting attention for its impactful content.
It depicts a police officer played by Mao Daichi catching a speeding car.
Hiroki Konno’s reaction as a witness is really funny.
The surreal tone of the direction makes you laugh.
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.