A major campaign in Japan had an impact comparable to that of Gidget the Taco Bell dog in America, instigating a spike in the fad for the chihuahua breed.

AIFUL commercial banking used a little dog called Qoo-chan as their spokes-doggy for about two years. There were television and radio commercials, billboard signs, ads in magazines and on buses. Qoo-chan even appeared in two children's books, in 2002 (above) and 2003 (middle).

Qoo-chan's first two television commercials are appended below. These tell the story about a typical "salaryman" who unexpectedly falls in love with the chihuahua. And it's pretty darned effective as sentimental comedy.