The ad, created by BMP DDB, features a lifeguard who has just eaten a Marmite sandwich giving the kiss of life to a drowning man. The man likes the taste of Marmite so much that he prolongs the kiss.
The complainants are thought to find this offensive, together with the fact that there are no restrictions on when the ad is aired. However an ITC spokesman said that on the basis of previous cases, the humorous nature of the ads meant it was unlikely that the complaints would be upheld.
The 'lifeguard' ads are the latest in the Love It or Hate It series of ads, which are unusual by being so up-front about the fact that some people dislike the taste of the product.
Recent ads have cashed in on the brand's links with childhood nostalgia by using Zippy the loudmouth puppet from kids TV show Rainbow.
_1.jpg)
.jpg)
