Hitachi commercial roundup: Introducing the Tree series and the latest commercials
Hitachi is one of the well-loved, classic brands in the home appliance industry, and when it comes to Hitachi commercials, the long-running “Hitachi no Ki” series—featuring the song that has aired for decades—is especially famous.
They’ve also released many eye-catching commercials featuring star-studded casts.
In this article, we’ll introduce Hitachi’s commercials all at once!
You might find the commercial you’ve been looking for—whether it’s a spot you recently saw on TV that caught your attention, or a nostalgic ad that aired in the past.
Hitachi commercials roundup: Introducing the Hitachi Tree series and the latest commercials (1–10)
Hitachi Shirokuma-kun: “I see! It’s a clean air conditioner!” — ‘Frost Wash’ Version / ‘Fan Cleaning Robot’ VersionRiho Yoshioka
This commercial shows Riho Yoshioka receiving an explanation about a Hitachi air conditioner, conveying the features built into it.
Among the various functions, it highlights the Frost Wash feature, emphasizing that because it cleans automatically, it stays hygienic and can be used with confidence.
It gives the impression of being an excellent air conditioner that thoroughly cleans even areas that are easy to overlook.
Her smiling expression as she listens also conveys a sense of reassurance and trust.
Leader's Nominationstorm
Since 2010, the members of Arashi have served as image characters for Hitachi.
This commercial, “Leader’s Nomination,” marks the beginning of that series.
The members are gathered in what appears to be a dressing room when the leader, Satoshi Ohno, bursts in, flinging the door open.
He suddenly declares, “Sho-kun gets the vacuum cleaner.” The members look puzzled but banter with him as if it’s a joke.
Then he says, “Aiba-chan gets the washing machine.” So that’s when the home appliances each member would represent were decided! Watching it now, it all makes perfect sense.
Shirokuma-kun: “It’s the era of freezing your air conditioner to clean it.”Satomi Ishihara
This commercial features Satomi Ishihara cheerfully explaining the useful features of Hitachi’s Shirokuma-kun air conditioner.
Satomi Ishihara and the Shirokuma-kun mascot appear to help people choose an air conditioner, highlighting the Freeze Cleaning function among the features.
It clearly explains the mechanism that keeps the unit clean, and above all, her smile during the explanation conveys a strong sense of reassurance and trust.
"Evolving Happiness (Refrigerator)" Version
Arashi put a pause on their activities at the end of 2020.
They starred in a lot of commercials for Hitachi’s home appliances, right? This commercial, “Evolving Happiness,” is for a Hitachi refrigerator, but it’s like a compilation reel: a collection of past CM footage narrated by Satoshi Ohno.
It aired around the fall of 2020, but here and there you can spot moments where some members look a bit younger, can’t you? The title also plays on “Happiness,” one of Arashi’s signature songs.
Stainless Clean Shirokuma-kun: “Comfortable Hospitality” VersionJun Matsumoto
The Hitachi commercial “The Man Who Hospitably Makes You Comfortable,” featuring Jun Matsumoto of Arashi, aired starting in November 2010.
Appointed by Arashi’s team leader Satoshi Ohno, he was in charge of air conditioners, taking the final slot in the series where Arashi members each selected a home appliance to represent.
Playing on the air conditioner brand ‘Shirokuma-kun’ (literally ‘polar bear’), the ad ends comically with Matsumoto picking up a white dog and exclaiming, “Shirokuma!?” The song is by Sayulee, a singer-songwriter born in Japan and raised in New Zealand.
Pay attention to the subtle variations in the arrangement across the different commercials.
Ohitsu Gozen: Piping-Hot Rice of HappinessSho Sakurai
This video is a commercial for Hitachi’s Ohitsu Gozen that aired in 2014.
Masaki Aiba from Arashi appears in the CM as the role of a rice cooker.
His gentle gaze perfectly fits the image of a home appliance watching over a family during a solo work assignment.
The scene where he eats pickles made by the wife who occasionally visits is something people who are currently on, or have experienced, a solo assignment will likely relate to.
Hitachi Washer-Dryer: “Ironing with Air” EditionSho Sakurai, Kazunari Ninomiya
In the 2017 “Sakurai Sho ROOM” series, where Arashi’s Sho Sakurai explains home appliance features to the other members, the “Iron with Wind” episode has him recommending a washer-dryer to fellow Arashi member Kazunari Ninomiya that dries clothes with high-speed air so you can wear them without ironing.
It’s also worth watching for the quirky, hero-like pose Sakurai strikes at the end.