Anything remotely controversial on TV is often the subject of mass complaints, and the latest target is a new Marmite campaign. In the 90-second ad, a faux-documentary crew follows a group of emergency responders trying to stop ‘Marmite neglect’. The ad is riffing on the innumerable animal rescue and child welfare documentaries and advertisements that have been released over the years, while also continuing to build on the familiar “love it or hate it” Marmite slogan.

In the 24 hours since its premiere on Monday night, at least 250 viewers have complained to the UK’s Advertising Standards Authority, with even more taking to the various social networks to express their unhappiness with the way the ad makes light of the very important work done by actual rescue groups. The RSPCA has briefly commented on the issue:

@adlandclient Thanks for your concerns. We plan to contact Marmite to discuss how we can work together to promote animal welfare

— RSPCA (@RSPCA_official) August 7, 2013

Not everyone has gotten up in arms, however. Many Youtube, Twitter and Facebook users have praised the ad’s humour and delivery. The infamously outspoken animal rights group PETA has actually welcomed the advertisement, releasing a statement saying “as an organisation with great affection for Marmite and for all living beings, PETA welcomes the advert because while it is tongue in cheek about the neglect of the jarred yeasty spread, it is jarring enough to remind viewers of the hard job that animal law-enforcement officers have”.

You can watch the offending advertisement below, which we must confess we think is brilliantly done: