Glad I wasn't on the shoot.

U.K. baby food company, Cow & Gate, and London advertising agency, BETC, have conned North London's Angel Recording Studios into allowing 90 toddlers to mess with an assortment of musical instruments and an audio recording kit.

The shoot lasted (was endured) for two days.

The result, no doubt after an equally arduous edit process, involves one two minute, plus 60 second, 40 second and 30 second commercials for cinema, television and online, called Supergroup.

The sound is dreadful at first. It's the sound children make when they're given a free rein with a bunch of musical instruments. It morphs into Dexys Midnight Runners' 80s hit, Come on Eileen.

"The idea was to say something about letting children develop at the speed that best suits them rather than getting hung up on developmental milestones," commented Neil Dawson, executive creative director  BETC, London.

"The Supergroup idea is almost ironic, as what we wanted to capture was real kids discovering things and expressing themselves at their own pace, then present this in an honest and truthful way. The rest of the sector can feel so patronizing and false. We wanted to produce something that felt real and truthful--and I think that’s what’s surprises people most when they watch the ad," he added.

"Maybe because of the recession, there is an awful lot of dour or overly sentimental advertising around at the moment," Dawson explained. "We hoped the subject matter combined with the right music would produce something different - something much more upbeat."

The agency used an advert, and mummy bloggers, to source the toddlers. They also recruited online, and Cow & Gate ran a Facebook competition. Two cameras were left on throughout the shoot. Everything that happened was recorded. What is shown is close to natural behaviour.

Supergroup's director is Jim Field Smith, a British film director, comedy writer, and actor.

You zeroed in on comedy writer too, didn't you?