A local advertising agency has hitched its wagon to a cable TV star, namely “;Mad Men,”; an Emmy-, Peabody- and Golden Globe-winning show on AMC about a 1960s-era advertising agency.

Milici Valenti Ng Pack Advertising Inc. is not just running commercials in the show, but is its local sponsor.

Advertising is often the first expense to be cut during an economic downturn, but the agency took the advice it gives to clients - by taking a creative risk to stand out from the pack.

The advertising agency theme of the show naturally drew MVNP to the sponsorship, but it was also the buzz about the show within and beyond the advertising industry, said Nick Ng Pack, president and chief executive officer.

Its viewers are drawn like fireflies to the show on Sundays at 7, 8 and 10 p.m.

That reference was a wink to MVNP interactive unit Firefly.

The show is decidedly not family fare, but “;there's a certain reality to it,”; Ng Pack said.

He is impressed by the show's attention to detail in accurately depicting various aspects of the era, from costume design to desks and furnishings. “;It's very well done.”;

However, the agency's clients are smarter and more sophisticated than those depicted, he said.

MVNP latched on to the exploits at the fictitious Sterling Cooper agency to differentiate itself from them in its commercials.

Graphics in the first MVNP spot say, “;They drink all day long. We wait until work is over.”;

“;They think women belong in the kitchen. Tell that to our Creative Director,”; with a graphic showing a pump-wearing foot, tapping, in disapproval.

The second spot says, “;They have sex in the office. We're usually too busy.”;

Usually?

So, who's not too busy?

“;We're always too busy,”; Ng Pack laughed.

AM firepower

Honokaa, on the Big Island, will get a new 50,000-watt AM radio station within three years.

The Federal Communications Commission has granted a construction permit for the 50kw station at 1010 AM for Honokaa, along the Hamakua Coast.

Louisiana-based Family Worship Center Church Inc., a ministry of Jimmy Swaggart, first requested the construction permit in 2004, but various issues delayed the FCC from accepting the application until November.

There are as yet no call letters for the station.