Mother has produced a humorous cinema ad for Xfm, to highlight that it only plays the best new music. Taking literally the idea that kids identify the best music, the spot follows the antics of child roadies. Directed by Tony Barry, the ad is shot in the style of a rockumentary. It features performances from live bands such as Hard-fi and the Lost Profits who give backstage interviews in which they praise the professionalism of the crew. Behind the scenes footage, shot at the Carling Academies in Brixton and Islington, tells a different story, however. While out of sight of adults, they play "knock and run" on dressing room doors, cause havoc in the studio and drop guitars down stairs.