Marmite should be rescued against the ASA, not consumers

Marmite yesterday launched a new ad in which rescue teams go and salvage jars of Marmite from owners who’ve kept them hidden in the back of cupboards, unused for a long time. While this ad is a funny approach exaggerating the importance of Marmite in order to remind consumers of it, some have taken a different interpretation approach to it. According to Brand Republic, the Advertising Standards Authority (ASA) has received 250 complaints concerning the offensive approach towards animal welfare organisation and child protection agencies.

It could even be argued that Marmite want it to spark some online conversation to their ad, but did they anticipate so much negative sentiment to it? To me, the ad seems to take a humourous view on the importance of Marmite and it’s not in any way offensive to people working in such honourable careers. What could definitely be said is that Marmite created an ad that, like their product, you either love it or hate it.

What do you think about this ad? I would love to read your thoughts on it.