In 2007, Japanese telecom company SoftBank began using a white Hokkaido named in its commercial campaigns for their White Plan where he stars as or , the patriarch of the Shirato family, with his wife portrayed by Kanako Higuchi, children portrayed by Aya Ueto and Dante Carver, and mother portrayed by Ayako Wakao; Father's speaking voice is provided by Kin'ya Kitaōji. The commercial series won the 2008 ACC Grand Prix Minister of Internal Affairs and Communications Award. The American director, producer, screenwriter, and noted Japanophile Quentin Tarantino guest-starred in an installment of this series of commercials. Kai-kun passed away at the age of 16 on June 28th, 2018