People who complain about obviously 'Tongue in Cheek' ads like this need to get a life. There are many more important things to worry about than a Marmite AD.
There were complaints about the GoCompare ad when they showed the annoying singer being shot at with an RPG by Sue Barker, and other 'nasty' attacks by other celebs but he always managed to walk out unscathed. Despite the people who complained the ads were still very popular.
I agree about the Kindle ads being a bit silly. Sitting in a pool reading it also seems a bit risky, I really don't think they like getting wet.
Just for the record I too LIKE Marmite. I've even got a big fridge magnet which says 'Love Marmite, a spread we can believe in' Sad I know but so what?