Marketing in Marketing

I find it strange that at the beginning of the latest PlayStation move commercial you have Coke appear. Is Coke sponsoring the commercial? That had to be product placement. We are starting to get to the point where commercials have commercials or ads in them. Weird.

Here's a link to the ad, for some reason I can't embed it

I like the funny series of shorts starring the Kevin Butler character, I just find it strange to see marketing within marketing.