'...and That's Why They Call It Continental Drift!'

Australia's Kettle Chips tries its hand at self-aware gratuitous advertising -- the trick's that's fast become a must-do for any brand that wants to demonstrate it's down with savvy ad-saturated users.

The piece is, blatantly enough, labeled "Commerce Blatantly Parading as Entertainment" by Ads of the World. It features a rich douchey guy reading a storybook to a harem of hot girls at a party. They show off their ironic smarts, and he reminds us more than once what the score is.

"Tonight we are reading the tale of the hare and tortoise, and we'll attempt to relate it to Kettle Chips, who are paying for this ad..."

Derivative stuff by Bulldozer/Sydney, but it'll win its share of laughs, we're sure, especially when the sweet brunette starts fondling the Kettle bag and asking sweetly for the gratuitous potshot.