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This isn't the first Calorie Mate ad that has featured the Jack Bauer character. 24 has become quite popular over here and Keifer is one of several American actors (as well as a few French) that have signed on to do random commercials.
Also, one of the girls makes a comment about the fact that the Calorie Mate in a pouch is a jelly. It's one of those power drinks, marketed for people (mostly young women) who don't want to eat too much. There's also a "calorie mate block" which is a small rectangle, high fiber, thing that comes in several flavors - chocolate, fruit, plain.