It's definitely a 'love it or hate it' thing, something which the recent TV ads for Marmite have been using. The ad starts with a guy and a beautiful blonde model-type entering a flat. She tells him to make himself comfortable on the sofa and that she won't be a minute.

On her return from the kitchen, she settles onto the sofa next to him and they starts snogging, only for him to pull away from her, his face contorted in disgust, and start doing that tongue-out spitting thing.

The camera then cuts to the kitchen where there's a jar of Marmite and a slogan appears saying something like 'Love It or Hate It'.

Seems a bizarre way of advertising your product to me, but there you go.