Paddington Bear Kicks Marmalade Habit for Marmite

Paddington Bear has broken the habit of a lifetime, swapping his trademark marmalade sandwich for Marmite in a TV ad campaign.

In the commercial, Paddington - who for the past 49 years has kept an "emergency" marmalade sandwich to hand - decides that he "ought to try something different".

Settling on Marmite and cheese, which he finds "really rather good", Paddington proceeds to feed a piece of the sandwich to a bird that lands nearby.

Playing on Marmite's advertising catchline of "You either love it or hate it", the bird hates the taste and flies off, triggering a chain reaction that sees a taxi crash into a shop and a watermelon catapulted to hit a policeman.