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Isle companies to strut their stuff for Super Bowl


Some 14 local companies and local units of national companies will be sharing Sunday’s Super Bowl spotlight with the likes of, Anheuser-Busch InBev and other national and international advertisers who hope to leverage the biggest U.S. television audience of the year.

Prime time

Local advertisers that will air commercials during Super Bowl XLV on Sunday:
Mobi PCS
Domino’s Pizza — Hawaii
Aloha Kia
Central Pacific Bank
Burger King — Hawaii
Farmers Insurance — Hawaii
EZ Island Pages LLC
GameStop — Hawaii
Maranatha Ministries Hawaii
Admor HVAC Products Inc.
Galiher DeRobertis Ono
Hawaii Pacific University
Jack in the Box Hawaii
Hawaii Pacific Federal Credit Union

Naturally, the local advertisers will only be seen on the Hawaii TV sets. Last time it aired on Fox, "of all people that were watching television … 84 percent were tuned in to the Super Bowl," said Susii Hearst, general sales manager at KHON-TV, the local Fox affiliate.

That’s a lotta potential customer eyeballs.

The local affiliate will get between 51/2 to seven minutes of commercial time, with the exact total uncertain as of yesterday afternoon because "being a live event, (the network) can have last-minute changes," Hearst said.

Some of the local advertisers will debut new commercials and asked Hearst not to divulge that information to maintain the surprise. Not all the spots will run the standard 30 seconds, either.

It would be safe to surmise that none of the local advertisers paid $3 million for 30 seconds, but the exact cost was not clear. Advertisers bought "various different packages" for pre-pre-game, pre-game, in-game and post-game, causing rates to vary.

Tagawa 2.0

It is difficult to boil down a nearly hourlong conversation with actor Cary-Hiroyuki Tagawa into about three column inches because he expresses such expansive thoughts, but time is of the essence.

The actor-teacher-Hawaii-believer who calls himself "PolynAsian" is starting a social network to provide free instruction on healing through breathing; to advance his belief that Hawaiian should become an international language; and to offer paid sports and acting instruction.

His first online broadcast was last night and is archived for replay at, the site he will use to launch the social network "Tagawa Ohana."

He developed the Chuu Shin Breathwork technique 33 years ago after the death of his Molokai-born father. "It’s something that has really kept me going," he said. "I really believe that breath, in and of itself … can become the ultimate self-healing tool."

"Everything about this social network will be about Hawaii," including a Hawaiian Sesame Street. "The Hawaiian language needs to be studied globally as a language of life" so people can learn its "laws of spirit and manao and everything that is Hawaiian at its core," he said, while making it clear he does not view himself as a Hawaiian expert.

His Ninjah Sportsz program builds on a sports medicine program he used with injured University of Hawaii football players during June Jones’ tenure. The acting instruction is not the Stanislavski method, but an expression of the heart he has for Hawaii’s people. "The best part of who they are is exactly what the world needs right now," Tagawa said.


Erika Engle is a reporter with the Star-Advertiser. Reach her by e-mail at

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