20 teams of young creatives and filmmakers gathered at M&C Saatchi in London this morning for the start of the 24 hour ad challenge

After a few brief words from M&C creative director, Graham Fink (above), the teams received their brief - to make a 60 second cinema ad for the ICA, celebrating the 'now'.

After that, all received some advice from 'guerilla filmmaker' extraordinaire Johhny Oddball (pictured above in, for reasons best known to himself, knight outfit and with giant biscuit) creator of the 24-hour filmmaking challenge concept who is acting as advisor. Oddball warned participants about the potential hazards of trying to shoot on London's streets in these over-zealous times, plus he had common sense advice regarding sound quality, lighting and editing.

And with that, they were off, the teams all dispersing across the agency and out into Golden Square with their mentors from the M&C creative department to start their mission.

Follow their antics on Twitter here.

The challenge, organised by M&C and HypTV, runs from 10am this morning until 10am tomorrow (Sunday) at which point all the times must hand in their films at the ICA. The winner's film will run as a trailer at the ICA for 6 weeks.