When it comes to commercials from SoftBank, one of the major mobile carriers, the Shirato family series featuring the white dog father leaves a strong impression, doesn’t it?
Not only are there many delightfully surreal touches that make them entertaining, but the father dog also has a lot of fans.
Recently, the PayPay campaign announcement commercials have also been fun and memorable.
In this article, we’ll showcase all the SoftBank commercials produced to date.
Enjoy as you watch, paying attention to the stories and direction.
SoftBank commercial roundup: charming humorous ads like the Shirato Family (1–10)
SoftBank: Providing answers to social issues. “Food Loss (Sakimiru)” editionNEW!Masaharu Fukuyama
SoftBank Commercial: An Answer to Social Issues. “Food Loss (Sakimiru)” Edition
This content features Masaharu Fukuyama and the AI “Masha-haru” reflecting on social issues we notice in everyday moments.
From there, it shifts to SoftBank’s initiatives, expressing how Sakimiru, an AI demand-forecasting service, can help solve food loss.
What further highlights the warmth of these future-focused efforts is Masaharu Fukuyama’s song “Kazoku ni Narou yo.” With its gentle, family-themed atmosphere, the song strongly conveys a warmth that leads toward happiness.
SoftBank AI Mashaharu’s What-is-this? “HAPS” Version / “Disaster Response Drone” VersionNEW!
SoftBank AI Mashaharu’s What Is This? “HAPS” Version (60 seconds)
SoftBank AI Mashaharu’s What Is This? “Disaster-Response Drone” Edition (60 seconds)
This is a series in which AI Mashaharu, an AI that closely resembles Masaharu Fukuyama, learns about SoftBank’s initiatives to solve various social issues.
It features disaster-response drones and HAPS, an airborne communication base station, and clearly explains what they are.
It also depicts the roles they play in society and how they connect to the future, conveying a positive, forward-looking outlook toward what lies ahead.
SoftBank: Answering social challenges. 'AI Declaration' editionNEW!Masaharu Fukuyama
SoftBank CM Answering Social Issues: “AI Declaration” Edition
This commercial introducing SoftBank’s AI initiatives features Masaharu Fukuyama and his AI partner, AI Mashaharu.
As Fukuyama marvels at the capabilities of SoftBank’s AI, AI Mashaharu walks him through the company’s AI business.
Learning that SoftBank’s AI is being utilized across a variety of fields—and is becoming a partner in solving social challenges—Fukuyama is even more impressed, and the commercial concludes with that scene.
This is a commercial that introduces the contents of Peitoku through conversations within the Shirato family.
However, in this particular ad, instead of the cast speaking directly, they hold speech bubbles with lines written on them, and the dialogue is added later as voice-over—a distinctive stylistic choice.
The conversations are humorous and entertaining, and among them, the “That Syntax” segment focuses on the so-called “middle-aged man texting style,” delivering laugh-out-loud moments.
The background music features The Shepherds’ Dance from The Nutcracker, a familiar tune in the Shirato Family series of commercials.
Many people probably recognize the melody but don’t know its title, don’t you think?
SoftBank SoftBank Air “Dance” Version / SoftBank Hikari “Dance” Version / SoftBank Hikari “Blue Sky Dance” Version
SBAir_WEB_SoftBank Air - Dance Version
SB Hikari_WEB_SoftBank Hikari - Dance Version
SB Hikari TV Commercial: SoftBank Hikari - Blue Sky Dance Edition
This commercial, which introduces SoftBank Air and SoftBank Hikari, features a catchy song that brings to mind the buzzworthy 2024 release “POKÉDANCE.” In addition to clearly presenting the appeal of each product, the “Dance” version—where the features are introduced while pointing out similarities with Pikachu—is particularly memorable.
SoftBank Shirato Family: “Dad Saves a Ton” Version / “The Big-Earning Family” VersionAya Ueto, Kanako Higuchi, Dante Carver, Yuno Nagao
SoftBank commercial: “Shirato Family – Dad Rakes in the Savings”
SoftBank commercial: “The Shirato Family: Raking It In” edition
This commercial features Aya Ueto and the other SoftBank image characters, portraying the everyday life of the Shirato family while also conveying how SoftBank’s services support daily living.
Through scenes like settling the bill at a restaurant and sending a Mother’s Day gift, it promotes the fact that you can earn points with PayPay.
With a comedic touch—such as the father walking away from the register or being teased for buying a present with points—it depicts cheerful days enhanced by using points.
The music that highlights the relaxed atmosphere of these everyday scenes is “Dance of the Reed Pipes” from Tchaikovsky’s The Nutcracker.
Its structure features high flute lines gently supported by strings, and the buoyant flute performance creates a light, airy feel.
