Marmite: You either love it or you hate it. But Adam&EveDDB just asks this of you: Don't forget it. That's the updated strapline for a new campaign for the divisive spread, directed by James Rouse at Outsider films. The spot is shot in the manner of live rescue programs, and is voiced by BBC journalist Michael Buerk. It features a "Marmite Rescue Unit" barraging into homes where Marmite is being neglected -- shoved in the back of a cupboard, made to go to bed without any supper -- and rescuing it. Then, they take it to a rehoming center, where they can be "adopted" by a loving family.

The fun spot has, however, caused some controversy in the U.K., with Marketing Week reporting that the Advertising Standards Authority there has received over 250 complaints from viewers saying it makes light of real animal cruelty and trivializes the work that rescue teams do around the world. On the brand's Facebook page, comments alternate between the "Shame on you!" variety and the "Oh calm down" type.

It's funnily enough a perfect reaction for a food product that causes so much consternation. After all, shouldn't its ads do the same?