GungHo Online Entertainment, Inc. began broadcasting the new TV commercial, “Always Loved It” (15-sec, 30-sec), for the puzzle RPG, Puzzle & Dragons (hereinafter PAD), starring brand ambassador Kazunari Ninomiya on Friday, August 14, 2026.
GungHo also released behind-the-scenes stories from the shoot and an interview with Kazunari Ninomiya.
Broadcast Begins for New Puzzle & Dragons TV Commercial! “Always Loved It” Starring Kazunari Ninomiya Released
The new Puzzle & Dragons TV commercial, “Always Loved It,” (15-sec, 30-sec) starring Kazunari Ninomiya began airing nationwide in Japan!
Known as an avid Puzzle & Dragons player himself, Kazunari Ninomiya (@nino_honmono) shows genuine enjoyment playing the game, completely engrossed in his phone while interacting with cute monsters that popped out of the game world.
Marking his 12th year as brand ambassador, Ninomiya has portrayed a variety of roles in past commercials—including Leader of the PAD Party, a VTuber, and a Showa-era Father. Be sure to check out his wonderfully natural acting in this latest installment!
TAMADRA and Friends Gather Around! Concept of the New Commercial, “Always Loved It”
In the new Puzzle & Dragons TV commercial, “Always Loved It,” Ninomiya appears as himself as a player who truly loves Puzzle & Dragons.
Through his expressions of complete immersion in the game, the commercial simply and effectively conveys the fun of Puzzle & Dragons.
Furthermore, adorable monsters that popped out of the game world appear in the space where Ninomiya is enjoying the game.
Popular monsters such as TAMADRA, Tyrra, Flamie, Bubblie, Woodsie, Plessie, and Brachys gather around, snuggling up to Ninomiya as if begging to play together in a charming scene.
Story
As Ninomiya plays his beloved Puzzle & Dragons with a relaxed expression, "something" softly approaches him.
Its true identity... was a group of cute monsters that leaped out from the world of Puzzle & Dragons.
As Ninomiya hums Departure while enjoying Puzzle & Dragons, TAMADRA peeks at the screen over his shoulder, and Tyrra trots up close.
Even when Woodsie drops right onto his head, Ninomiya stays completely focused on his game without minding it, and before he knows it, he is surrounded by monsters.
Though slightly surprised, Ninomiya breaks into a smile and spends a delightful time with the gathered monsters.
(Translated from Japanese)
PR TIMESBehind-the-Scenes Stories with Ninomiya! Making-of Footage Also Available
You can watch the making-of footage from the commercial shoot.
GungHo also revealed stories showcasing Ninomiya's detailed, nuanced acting during filming!
Meticulous Attention to the Gaming Immersion Scene
Because of the simple story, the production team shot the commercial in a minimalist studio environment.
Sitting on the floor, Ninomiya delivered a sophisticated performance—humming along to the background music and reacting to monsters that were not physically on set.
Even though the smartphone screen in his hand is not visible in the commercial, Ninomiya was actually playing Puzzle & Dragons during filming.
After the director called "cut," he even muttered to himself, "That combo went really well!"
Delicate Performance Pursuing Realism in Interacting with Monsters
In the scene where he interacts with monsters approaching him during gameplay, Ninomiya demonstrated exceptional commitment to acting precision as monsters climbed on his head or tugged at his leg.
While the monsters were composited in post-production, Ninomiya's reactions had to be filmed live.
Knowing that "it's Woodsie sitting on my head...", he adjusted his body movements while imagining the monster's size, movements, and personality.
For the scene where Brachys pulls on his leg, Ninomiya consulted with staff members who pulled a thin thread tied to his leg, fine-tuning the tension to achieve completely realistic motion.
Impromptu Humming of Theme Song Departure!
Amid the commercial's minimalist staging, a major highlight is the humming.
During pre-shoot discussions, the director asked Ninomiya if he could sing the Puzzle & Dragons theme song, Departure.
Having the melody fully memorized, Ninomiya immediately performed a humming rendition of Departure on the spot.
Interview with Ninomiya Released! Looking Back on Past Commercials with ARASHI
Ninomiya shared his impressions of the shoot and his feelings toward Puzzle & Dragons.
Please tell us your thoughts on wrapping up the shoot for the new Puzzle & Dragons TV commercial co-starring cute monsters.
Ninomiya: "I am really looking forward to the final result. It might sound funny to say, but it was just me... and three staff members in green morphsuits, so it's truly a collaborative masterpiece (laughs). Since this shoot involved co-starring with various monsters, they needed precise timing, so I had a count ticking in my ear the entire time. Creating something together with everyone under those conditions felt very fresh (laughs)."
(Translated from Japanese)PR TIMES
In the new TV commercial, your deep immersion and fun playing Puzzle & Dragons leaves a strong impression. In what kind of situations do you get fully immersed in Puzzle & Dragons?
Ninomiya: "I get immersed when I'm in an environment where I can really concentrate. Playing at home on the sofa gives me the best 'quality.' The quality of my 'Puzzle & Dragons' gameplay is at its peak. Times when I can properly focus on my device are when I'm most immersed, and that's the most luxurious time for playing 'Puzzle & Dragons.'"
(Translated from Japanese)PR TIMES
In the new commercial, you don't even notice the monsters climbing on you or pulling your leg. Are you usually the type who doesn't mind your surroundings, or do small details bother you?
Ninomiya: "I don't really mind. While I generally have a rough grasp of what's happening around me, I don't let it bother me... Since I see most of what's going on, I feel like 'I can handle whatever comes up.' I tend to be aware of what's happening without letting it distract me. Because I move around expecting things to happen, I rarely get shaken."
(Translated from Japanese)PR TIMES
The commercial depicts cute monsters gathering around you. If monsters actually gathered around you in real life, what would you like to do with them?
Ninomiya: "Flying through the sky, breathing fire... I'd love to see that in person. I always see it as visual effects in the game, so seeing it live would be great—though it might cause trouble for the neighbors (laughs). Flying around and breathing fire would probably bother people (laughs). Still, just once, if we could actually exist in the same dimension, I'd really love to see it."
(Translated from Japanese)PR TIMES
The new commercial features the memorable phrase 'Always loved it, Puzzle & Dragons.' Having appeared in numerous 'Puzzle & Dragons' commercials over the years, please share any particularly memorable episodes.
Ninomiya: "Commercials filmed with all five members of ARASHI definitely leave a deep impression. Filming in a single continuous cut, moving as actual pieces on a 'Puzzle & Dragons' board, or sliding across conveyor belts—those are all very fond memories."
(Translated from Japanese)PR TIMES
2026 marks a major milestone year for you. Could you share your candid thoughts at this moment?
Ninomiya: "It really feels like a fresh start. Passing June marks my 30th year in the entertainment industry... which is almost scary to think about. It's my 30th year. Saying it out loud makes me realize how long it's been (laughs). As times change, 'Puzzle & Dragons' has been with me for a third of my career, which is deeply moving. There are different seasons for everything, but in the summer, playing 'Puzzle & Dragons' in a briskly air-conditioned room is true luxury. With 'Puzzle & Dragons,' you can play at home or at cafes without causing trouble for anyone, though you want to be careful not to catch a cold (laughs). As I embark on a new start, I want to keep playing whenever I take a breather. Fortunately, I've had wonderful encounters throughout my work that I cherish deeply, and this year makes me realize all over again that new encounters keep happening even after 30 years."
(Translated from Japanese)
PR TIMES
Win Signed Exclusive Items! Campaign Commemorating the New Commercial
Campaign Special WebsiteTo celebrate the release of the new TV commercial, GungHo is hosting the Ninomiya New Commercial Celebration Double Campaign, offering participants a chance to win exclusive items signed by Ninomiya through two entry routes—in-game and via official X—with the campaign schedule as follows:
- Campaign Period: Friday, August 14, 2026, 12:00 PM – Monday, August 24, 2026, 11:59 AM JST
Course A: Enter via Official X!
- Prize: Tote Bag Hand-Signed by Ninomiya
- Winners: 3 people
- How to Enter: Follow the official Puzzle & Dragons PR account on X (@puzzdra_PR) and repost the campaign post
Course B: Enter In-Game!
- Prize: Clear File Folder with Ninomiya's Printed Signature
- Winners: 50 people
- How to Enter: Apply via Others in the Puzzle & Dragons game app
For more details, check the official campaign website.
New TV Commercial, “Always Loved It,” Released August 14! Digital Signage Broadcast in Kyoto
The new Puzzle & Dragons commercial, “Always Loved It,” starring Ninomiya began broadcasting nationwide in Japan on Friday, August 14, 2026.
Additionally, broadcasts on digital signage around Kyoto Station are also underway!
If you are in the area, check out the new commercial on the big screens.
For the latest game information, follow the official Puzzle & Dragons PR account on X (@puzzdra_PR)!
| Commercial Overview | |
|---|---|
| Title | Puzzle & Dragons “Always Loved It” (15-sec, 30-sec) |
| Cast | Kazunari Ninomiya |
| Air Date | Friday, August 14, 2026 |
| Broadcast Region | Japan |
