Marmite's ad spoofs animal rescue documentaries

Marmite’s new TV ad has apparently prompted hundreds of complaints to the ASA for being in ‘poor taste’. Well, Bogof wants it on the record that it’s firmly in the ‘love it’ rather than ‘hate it’ camp.

There’s a touch of The Day Today about the documentary-style ad, which follows Marmite Rescue Teams recovering forgotten jars of the black stuff at the back of kitchen cupboards.

This approach succeeds or fails on the details - and touches such as a Michael Buerk voiceover, and the shame on the faces of guilty householders, make this a winner.

Our favourite bit? When ‘new recruit Callum’ finds a small jar and stammers, horror-struck: “Oh no, it’s a baby one.” Chris Morris would be proud.