Mophie, which makes on-the-go charging for mobile devices, is the first new advertiser to sign up to advertise on NBC's coverage of the Super Bowl since the NFL became a domestic violence poster sport. The company is not well known and, like a lot of advertisers, sees the game as a $4 million, 30-second global megaphone.

McDonald's is taking to social media with a Q&A-style ad campaign to try to change perception that its food is unhealthy. Starting Monday the company started taking Americans' questions, promising to deliver "real answers." Former "MythBusters" host Grant Imahara will visit McDonald's suppliers and restaurants nationwide and appear in a series of online videos.

Effective in 2015, global health care firm Abbott is title sponsor for the World Marathon Majors, a joint effort launched in 2006 that encompasses six of the top competitions around the globe, including the Boston Marathon, NY Marathon, and Tokyo Marathon. Abbot's support includes a new campaign, "Life. To The Fullest," that will include multi-media ads, on-site activation and signage and an effort driven by the firm's employees.

Ashton Kutcher is pitching Lenovo's new Yoga tablet and his own startup investments with a slick go-pro type ad where we don't know who he is until he has a video chat with Lenovo's CEO. He was also involved in the development of the new Yoga. While he checks his email on the device, we see the logos for Secret and Product Hunt, both of which are firms he's invested in. He also, apparently, takes Russian.

Sixty-two percent of consumers expect live chat to be available on mobile devices, and 82% would use it, according to a new study commissioned by Moxie Software. Seventy-five percent of survey respondents stated that they would prefer to use live online chat versus calling to speak with an agent. Seventy two percent said liked online customer support, but 92% like the support via live chat on a mobile device.

Soccer star David Beckham is backing Haig Club, a Scotch whiskey from Diageo. The target audience includes "people who are new to whiskey and whiskey connoisseurs alike" per the campaign that includes print, Internet, social media and a spot. In the TV ad, Beckham serves Haig Club to a party filled with friends and his celebrity wife, Victoria.

General Motors will (finally) give the stage to its GMC truck brand next year. The division, which has toiled generally well in the media shadows, will get a broad advertising campaign via Chicago-based Leo Burnett. It will position GMC as a brand that stands for premium, refined trucks. The Denali SUV gets particular focus, and follow-on spots will feature individual vehicle lines using the same creative theme.

Eastman Kodak, which hadn't had a CMO since 2012, last week named Steven Overman to the position, which also makes him SVP corporate marketing. He will be charged with leading a global renewal of the Kodak brand. Overman, formerly VP-global head of brand strategy and marketing creation for Nokia, talks about how he plans to make the Kodak brand relevant.

Kmart is the latest victim of hacker attacks. The company said it detected a security breach this week. The company's IT found the breach on Oct. 9 and has hired a security firm to assess the insurgency, Kmart said in a filing last week. Customer payment-card information was probably exposed by the attack.

Forbes is out with its latest Fab 40, the 10 most valuable sports brands in each of four categories-businesses, events, teams and athletes - which also quantifies the earning power of each brand relative to its competitors. The most valuable sports business brand is Nike, worth $19 billion. UFC is new on the list.