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00:00This is not a game. This is a job interview from hell.
00:13From all corners of the country, 16 people have come to London.
00:19I don't care where you come from, whether you started in a council flat or born with a silver spoon in your mouth.
00:25All I'm looking for is somebody who is drop-dead true.
00:30They're here to compete for a job worth £100,000, with a man famously hard to please.
00:40No-one's going to make a fool out of me.
00:44Sir Alan Sugar has built a global business empire worth £800 million.
00:51Now, once again, he's on the hunt for an apprentice.
00:55I think this has been a bloody disaster.
00:58And I promise you, my friend, you will be out that door so quick, you wouldn't know what's hit you.
01:02To succeed, they're going to have to live...
01:05This is the life.
01:06...and work together.
01:08We are going to make some money.
01:10We really are.
01:11I am your boss.
01:12No, you're not my boss. You're a project manager.
01:14I am your boss.
01:15You're nothing to me.
01:16It's the chance of a lifetime.
01:18You went out and lost me money.
01:20You're five. You're five.
01:22You're a total shambles.
01:24You're five.
01:24Previously on The Apprentice, Katie's relationship with Paul was exposed.
01:40They've got a personal relationship.
01:41Are you telling me they're carrying on in the house?
01:43Yes, they are.
01:46Christina and Adam made a pact to keep their revelation a secret.
01:50I'm not going to go jeopardise my chances for that.
01:53It needed saying in the boardroom.
01:54It did.
01:55Sir Alan gave the candidates a shopping list.
01:58I want to see your skills in negotiating.
02:02They had to buy ten different products as cheaply as possible.
02:06Do you sell unicycles?
02:07Have you got any white rabbits at the moment?
02:11Simon's team got off to a flying start.
02:13Are they around the corner?
02:14Yeah, I know.
02:16On the other team, Adam's negotiating skills vanished.
02:20I think you could do one as a one-off about £20.
02:23No.
02:23Could you do anything at all for us?
02:25No.
02:26Anything?
02:27No, I'm sorry.
02:28He returned to the boardroom, missing one crucial item.
02:33Fortunately, no.
02:34We've run out of time.
02:36And Katie learned her secret was out.
02:38I only knew about you and your relationship with Paul
02:41because Christina brought it to my attention.
02:44That's all.
02:46Gazelle pleaded her case.
02:49Give me an opportunity.
02:50Make me a project manager on the next task.
02:52And Adam made a last desperate bid for survival.
02:54I'll prove that I can sell.
02:56I'll prove that I can lead a team.
02:57and motivate people.
02:59You are talking to me as if I ain't been here
03:00for the last seven weeks.
03:02Adam, your luck has run out.
03:04You're fired.
03:06Adam became the eighth casualty of the boardroom.
03:10The only thing that would make me even happier
03:12is if it was a double firing with Christina.
03:14She's just a hard, evil little wench.
03:18Well, we need to keep...
03:20With a fort, are we?
03:21It's Francis calling from Sir Alan's office.
03:37He wanted to meet him at Piccadilly Circus
03:38in 30 minutes' time.
03:4130 minutes!
03:42I'm ready to go.
03:466.30 a.m.
04:00Eight candidates remain.
04:04One job is on offer.
04:05And the competition is hotting up.
04:09I think it is time we had to win.
04:11I think it's time.
04:12Especially at this stage
04:14where Sir Alan is considering
04:16seriously
04:17the contenders.
04:19I've got a lot of respect in this place
04:20from a lot of people.
04:22I wouldn't go that far.
04:24I have, though.
04:25It's because people know
04:26that I'm bloody good at what I do, Sunshine.
04:27There are a few people
04:29whose time is up also.
04:33You won't go.
04:39Sir Alan has called the teams
04:41to the dome
04:41overlooking London's Piccadilly Circus.
04:48Good morning.
04:49Good morning.
04:50Right.
04:51Jadine,
04:52been a bit quiet
04:52for the last few weeks
04:53so you're going to be
04:54the team leader.
04:55OK?
04:56Ghazal,
04:57you wanted to be a team leader?
04:59You are.
05:00Fantastic.
05:02Now, to balance the teams up,
05:03Jadine,
05:04you decide
05:05who you want to
05:06fling over there.
05:10Naomi.
05:11Off you go.
05:14Here we are
05:15in Piccadilly Circus,
05:17most famous
05:18advertising arena
05:19in the world.
05:21Brands
05:21fight for those positions
05:23over there.
05:24You're going to create a brand.
05:27And you're going to make
05:28some adverts.
05:29The commodity
05:30I want you to brand
05:31is this.
05:37Trainers.
05:39Billion pound market.
05:41What you've got to do
05:42is to come up with a brand name
05:44and a logo
05:45and apply them
05:47to these trainers
05:48and then go off
05:49and advertise them.
05:51I've lined up
05:52one of the top agencies
05:53in this country,
05:55CHI,
05:56who are going to give you
05:57all the facilities
05:58to do this.
05:59Although,
05:59the creativity
06:00is yours.
06:02And when you finish
06:03your advertising campaign,
06:04you're going to present it to them
06:06and they are going to give me
06:07a recommendation.
06:08But as you can imagine,
06:10I am the one
06:11that's actually going to make
06:12the decision.
06:13Here's a little bit
06:14of friendly advice.
06:15What I want
06:16is an advert
06:17that sells kit.
06:20I do not want
06:21an advert
06:21that wins
06:22the Montrose Award
06:23for advertising tosses.
06:26Off you go.
06:27Good luck.
06:27You've got a lot
06:28of work to do.
06:32The teams
06:33have just 48 hours
06:35to launch
06:35their own brand
06:36of trainers.
06:38The campaigns
06:40must include
06:40a 30-second TV ad
06:42featuring the team's
06:43music and lyrics
06:44plus a billboard poster.
06:48Jadine's first act
06:49as project manager
06:50was to axe
06:51advertising sales manager
06:53Naomi.
06:55Naomi had to go
06:56because she's so patronizing.
06:58It's unbelievable.
07:00JJ moved me
07:01A, because perhaps
07:03she feels threatened by me.
07:05B, because she doesn't
07:06really like working
07:08with girls
07:08as far as I've seen.
07:10But Jadine does have Trey,
07:11a marketing
07:12and design consultant.
07:14This is totally
07:15up my street.
07:16I do advertising
07:16all the time.
07:18I've done billboards,
07:19I've done TV,
07:19I've done magazines,
07:21I've done newspapers.
07:22This is my forte.
07:24I build brands
07:25for a living.
07:27Provided everyone
07:28listens to Trey,
07:29we should be fine.
07:32The teams
07:33will be based
07:33at CHR,
07:34an award-winning
07:35ad agency.
07:36Its clients
07:37include British Gas,
07:38Tango
07:39and Carphone Warehouse.
07:41Before they start,
07:43some simple advice
07:44from ad executive
07:45Johnny Hornby.
07:47The world doesn't need
07:48another trainer.
07:50The thing that will lift it
07:51and make a difference
07:52for this trainer
07:53will be your ability
07:54to find what we call
07:55a big idea for it.
07:56OK?
07:56So what is it
07:57that's different
07:58about this product
07:58that could make
07:59consumers think about it
08:00in a different way?
08:01Next,
08:04it's off to London's
08:05West End
08:06to speak to
08:07the crucial youth market.
08:08I wear hoodies.
08:09Yeah.
08:10But I'm no hip-hop
08:10dude.
08:12But they're not called
08:13dudes.
08:13Hip-hop brother.
08:15Morning.
08:16Nice feature
08:16about your trainers.
08:17About my trainers?
08:17Yeah.
08:18You must love
08:18speaking about trainers.
08:19The market is saturated
08:21with hundreds of styles.
08:23Yours are quite trendy,
08:24aren't they,
08:25over there?
08:25Yeah.
08:26You're not bothered
08:27about your trainers,
08:27are you?
08:28Not really.
08:28For their brand
08:29to stand out,
08:30the teams will need
08:31a distinct design
08:32and a strong idea
08:34for the ad campaign.
08:38We're thinking
08:39it's a big idea.
08:40I would imagine
08:41we've got to think
08:42about something
08:43that's been active
08:44in getting people
08:45out, getting them
08:45to use the shoot.
08:46Yeah, definitely.
08:47And I like this idea
08:48of getting away
08:48from the community games.
08:49What I like is the idea
08:50of giving a culture
08:51or a group
08:53an identity
08:54that they don't
08:54currently have.
08:55Marketing consultant
08:56Trey is quick
08:58to push
08:58his own big idea.
09:00It's all about
09:00the B-boy,
09:02it's all about
09:02the bump and grind,
09:03it's all about
09:03that fashion
09:04of dancing
09:04and street dancing.
09:06I think I need
09:06a glossary
09:06for some of this.
09:07What's a B-boy?
09:08A B-boy is like
09:09the whole breakdancing
09:10culture that you've
09:11got going on nowadays.
09:12So you get these,
09:12what they're called
09:13the B-boys
09:13who do the whole
09:14kind of flips
09:15and the whole
09:15kind of street dance style.
09:17What about
09:17the bump and grind
09:18generation?
09:18The bump and grind
09:19generation,
09:19it's actually
09:20a programme that's on it.
09:21Like the twist
09:22or the tango.
09:24All the street culture
09:25is now being taken
09:28and what we're doing
09:28is we're reclaiming
09:29the streets,
09:29we're taking it
09:30back to the streets.
09:30We're giving them
09:31an underground alternative
09:33to the mass-produced
09:34representation
09:35of their culture.
09:36I think it needs
09:37to be something
09:38that is a street.
09:40I think we all
09:41agreed because
09:41we know that sells.
09:43I think they're clear
09:43on what they mean
09:44by street.
09:45It's a sort of
09:45street dancing culture.
09:47They think they're
09:48being underground
09:48in their choice
09:49of brand and logo
09:51but actually calling
09:52it street and aiming
09:53at street culture
09:54is pretty obvious.
09:56In the girls' team,
09:58project manager
09:59Gazelle has two
10:00advertising professionals
10:01to call on.
10:03Brand consultant
10:03Katie and Naomi,
10:05an advertising sales manager.
10:07Right, so let's get...
10:08Guys.
10:09Fair enough.
10:10Naomi.
10:11Guys.
10:11We're going on behind you.
10:12As project manager,
10:13my only concern
10:14at this point
10:15would be that
10:16there are people
10:18that tend to
10:19talk too much
10:20and tend to talk
10:21over you
10:22and I need to
10:23demonstrate
10:24that I'm strong enough
10:25to say,
10:25no, hold on,
10:25I'm speaking just now
10:26just kind of
10:27zapper.
10:28Everything it came
10:29down to
10:29was image,
10:30wasn't it?
10:31Absolutely image.
10:32But all they wanted
10:32to be like
10:33was to be cool,
10:34to be like someone
10:35who is cool.
10:36How do you translate
10:37that into actually
10:38a big idea?
10:39Because image is
10:40everything.
10:40Because to be successful,
10:42to be like the most
10:43popular girl in school
10:44or boy in school,
10:45to be like their
10:46icon,
10:47image is everything.
10:48I mean that
10:48is definitely
10:49the concept
10:50that we want
10:50to go with.
10:51I just don't
10:52know about
10:52image is everything.
10:53It's just,
10:54is that not
10:55too superficial?
10:58I'm not getting you,
10:59Katie,
11:00in terms of
11:00give me an idea
11:02other than
11:02image is everything.
11:05Image is everything,
11:06I don't know
11:07what that means.
11:07I'm completely
11:08confused about it.
11:09Our big idea
11:10just now
11:12is image
11:13is everything.
11:14Katie
11:14fought against
11:15this idea
11:16but it was
11:16adopted
11:17and I think
11:18they might get
11:18a thick ear
11:19from the
11:20advertising directors
11:21when they put
11:21that up as a
11:22big idea
11:22because it's
11:23not an idea.
11:24That's nicer.
11:26The darker
11:26the green.
11:27With the logo
11:28for their street
11:29brand agreed,
11:31Yeah,
11:31I think we're
11:31quite happy with that.
11:33Jadine's team
11:34can get on
11:34with their ad
11:35campaign.
11:38Simon and
11:39Trey tackle
11:40the soundtrack.
11:44This is what
11:44I've got.
11:45Street is not
11:46about X
11:46it's not
11:47about Y
11:47Street is not
11:48about Z
11:49or doing
11:49A, B or C
11:50Street is not
11:51about D
11:52or your mum
11:52and dad
11:53telling you
11:53to do E, F
11:54Do you know
11:54what I mean?
11:55And then at the
11:55end having
11:55the slogan
11:57Street is about
11:58knowing yourself
11:58knowing your style
11:59know your street
12:00reclaim the street
12:01something punchy
12:02ending punch
12:02Yeah
12:03Street is not
12:05about this
12:05it's not about
12:06that
12:06You don't want
12:06to be telling
12:07the people
12:07in the street
12:08what's street
12:08and what's
12:09not street
12:09Why?
12:11They know
12:12what's not street
12:13they're from
12:13the street
12:14that's your target
12:14market
12:15I don't know
12:16I was just
12:16coming up with
12:16random ideas
12:17Trey likes to
12:19think of himself
12:19as an innovator
12:20not an imitator
12:21and he's not
12:21very good at
12:22taking on board
12:22other people's
12:23ideas
12:23which doesn't
12:24make him an
12:25ideal candidate
12:25to be an
12:25apprentice
12:26unfortunately
12:26because he's
12:27not going to be
12:27very good at
12:28being told
12:28what to do
12:29jadeen and
12:30jadeen and
12:30lowhit
12:30check out
12:31a potential
12:31location
12:32for their
12:32advert
12:33like this
12:33base
12:34but
12:35Trey
12:35has a
12:36problem
12:36with
12:36the
12:36actors
12:37they've
12:37booked
12:37to
12:37audition
12:38who's
12:39going to be
12:39going to be
12:40like this
12:41and
12:42who have you asked to see from them
12:45do you need the exact names now
12:47no no no no because obviously we're doing a street dance video
12:51so she wasn't even aware that there had to be dancers
12:55if they come along and they're not you know they're not multifaceted and they haven't
13:00got many talents in the way of dance then we have to just look at a contingency plan
13:04bye bye
13:04what's the point in seeing six actors who can't dance for a dance video
13:08i'm a dancer man
13:09if there are no street dancers then we have to look at a whole different
13:13well no because we can get them doing little things and i can do the big things
13:16do you do a handstand
13:18i can do other things as well
13:19not in my seat but i can do other things
13:21demonstrate it doesn't matter what you're wearing show me what you've got show me your moves
13:23i think simon's a very talented boy
13:25um i know he can do handstands but i'm not sure he's much of a break dancer
13:29um so i'm not sure if i want simon to be dancing in the video because there's a fine line
13:33between um good dancers and totally shite bollocks dancers
13:36one p.m.
13:41gazelle's team is still searching for a brand name
13:44gazelle's team is still searching for a brand name
13:46tribe
13:47tribe
13:48throw everything down
13:49tribe
13:50badge
13:51punch
13:55so punch
13:56cheek
13:57jam
14:21super
14:22that's a done deal
14:23christina really does not understand brands or brand strategy quite clearly
14:27um she's drawn a logo the guys think it's great and we haven't even decided on what
14:31we're doing what this trainer actually stands for
14:34do you know i never knew i was artistic
14:35sounds really good
14:36and we really need to start thinking about this in terms of an exercise around a brand
14:40not an exercise around craning a trainer gazelle's team divides and katie takes control of the
14:48logo we decided in terms of brands and the way people think and the way these guys are
14:53thinking so they don't want anything too literal right why is up with katie today she's normally
14:57good at things like this she's actually made us waste loads of time is she trying to get rid
15:03of gazelle that's what i thought but i don't know
15:05cambridge graduate simon a native of london's leafy hampstead garden suburb has written his rap
15:13you ready yeah
15:15street is not about buying your clothes in the supermarket street is not about package holidays
15:22or low-cost airlines street is not about country walks or village fates street is not about corporate
15:27branding or international events you can't buy street in a catalogue or on a website street isn't
15:32about knowing where you're from or where you're going street is about where you're at street is
15:37about knowing yourself knowing your style know your street reclaim the street
15:41it was quite i've timed it quite well didn't i he likes that he likes it
15:46i like the whole knowing yourself knowing your style and know your street reclaim the street i think
15:52that's wicked okay my concept is at the beginning just to drill home the point of what street is
15:56not because you can't street trainers you shouldn't buy you shouldn't be able to buy georgia asda
16:01buying clothes in the supermarket i thought that was quite a good line yeah i know but you always
16:05think your jokes are funny too
16:066 30 p.m
16:11judeen's team is at a casting studio to audition young actors for the street dance advert
16:19good evening how are you
16:21good tomorrow we're shooting um a tv advert and it's going to be in the vein of street
16:26so street vibe street culture first of all we need to watch if you've got any dance experience
16:31no no no dance experience okay if they can't dance it's not even worth asking them to do
16:36us because we need a proper dancer man i'm a dance man shut up you might have to give you a
16:41screen test in a minute i've got two left feet to be honest with you can you never shake your
16:45buttie move your buttie move your buttie no time you look good doing that that was good though
16:55I'm Joe Marnie, I'm 14, and I've had no experience at all dancing.
17:08Thanks very much.
17:10My name is Jessica Jones.
17:12I do dancing, but not professionally.
17:17It's good, it's good, it's good, it's good, it's all right, it's good, you look right.
17:21Just keep going.
17:22That's enough, that's cool.
17:23Thanks, Jake. Ready for the next one?
17:26This is not looking good at all, mate.
17:28What do you reckon, Trey?
17:30I'm not feeling much confidence, my son.
17:32Who have we got here?
17:33This is Amelia, everyone.
17:34Hi, Amelia.
17:35Hi, Amelia.
17:36Can you just stand out there in the middle of the blue and just look straight at the camera
17:39for us, please?
17:40I dance on Mondays, Tuesdays, Thursdays and Fridays.
17:44What kind of dance are you doing?
17:46Disco, rock and roll, Latin, ballet and tap.
17:49Would you be happy to show us street?
17:52I don't do street.
17:53Well, you can jazz it up.
17:55If we give you a beat, would you dance to it?
17:57Yeah.
17:58Yeah?
17:59Just feel free and do what you feel.
18:01Just dance.
18:02Just dance.
18:03How would you dance to that?
18:05I'd be easier without this.
18:06That was good.
18:07That was good.
18:08Okay.
18:09Jardine books two of the actors, but she still needs the elusive street dancer.
18:22Oh.
18:23We have no dancer at all.
18:24Simon, take your jacket off.
18:25You're going to have to come and give us an audition.
18:27What?
18:28Oh, you know you've been gagging to do it, so just take your jacket off.
18:31Stop it.
18:32Listen, I'm not serious, yeah?
18:33We've got an advert to finish.
18:34We don't have a dance on.
18:35All right, Simon, go for it.
18:36Even if we just use it then.
18:37We need to get home.
18:38Oh, God.
18:39Wicked.
18:40Easy.
18:41Oh, for fuck's sake.
18:42This is just going wrong.
18:43It will happen.
18:44It will come together.
18:45For Christ's sake, you've put lyrics down.
18:46We've auditioned.
18:47We've got a location.
18:48We've brainstormed.
18:49We have done so much as a group.
18:50You're going to be fine.
18:51So we've got a 15-year-old girl and a 19-year-old boy and a school as a backdrop.
18:52And then we've got a voiceover with Simon rapping about, street isn't about going to the shopping mall.
18:58Street isn't about low-cost airlines and passenger, blah, blah, blah.
19:13Okay?
19:14Now let's go.
19:15Let's go.
19:16It's going to be a fucking wicked advert, isn't it?
19:17You've got to not let Trey get to you.
19:22You've got the greatest dance moves ever, so you've just got to be confident in yourself.
19:27I will be confident.
19:28And don't let Trey's negativity bring you down.
19:30Trey's been in a bad fucking mood all day long.
19:32All day.
19:33He's actually like a child.
19:34I'm so glad he's not project manager on an advertising task.
19:36He'll never let do anything.
19:37He'll be all inside in crappy ideas.
19:38You should have seen your face when I recorded that sort of spoken word thing.
19:42He looked gutted.
19:43He looked green with envy.
19:44And you sounded amazing on him.
19:45You reckon?
19:46You sounded so black.
19:47Oh, my God.
19:48More black than Jadine.
19:49Really?
19:50Yeah, totally.
19:51Yeah, she's not straight.
19:52More black than I am street.
19:53She's not street.
19:54If you're not street, she definitely isn't street.
19:55Maybe I am street.
19:56Well, you're not straight.
19:579pm.
19:58Christina and Naomi get their first look at the trainer with Katie's logo.
20:11They are sweet.
20:12They are sweet.
20:13Yeah.
20:17Not as good as what I thought.
20:18Really?
20:19Yeah.
20:20Wow, they're not really my size.
20:23I see a grandma on a cruise wearing these when she goes out to see the size.
20:27I think this is too small and I'm not too sure if it's location either.
20:31We're not going to go changing the logo.
20:34Guys, we need to go.
20:36See you guys at home.
20:37Bye.
20:38Bye.
20:39Christina is a total arse coverer.
20:41Whenever there's an issue, she tries to cover her arse.
20:44It's a shame she doesn't do it a little better with the skirt she wears.
20:51Well, we've got to get over it now.
20:53But now I'm nervous about leaving them to do...
20:56Anything.
20:57The poster.
20:58Are they doing the poster?
20:59Yeah, because we need to go and edit the TV movie video ad thing.
21:07Shit.
21:09Back at the house, Judene's team can't agree how to pitch their street brand.
21:15There's lots of different streets.
21:17The street doesn't...
21:18It's not only, you know, people from the street live on a street.
21:23The street connects two places, so I think it makes sense that the street is where you're
21:27coming from, where you're going to.
21:29It's driving me bananas.
21:31We all live on the street.
21:33We're all going down the street.
21:34If I could say that my bullshit was up to here, I'd be lying,
21:38because I'm about six feet under in bullshit right now,
21:41and I'm finding it very difficult to breathe.
21:43They have lost sight of the main concept, which is,
21:45we need to show that we're part of the community.
21:47We need to show them that we are different to the other brands.
21:50So, ultimately, right, the main message we're talking about
21:52is taking it back to the street.
21:54Yeah?
21:55Reclaiming the streets.
21:56To reclaim the streets, we need to give something back to the streets.
21:58So, do we say something like,
22:00a percentage of our profits goes towards building youth centres,
22:03or setting up dance academies, or something like that?
22:04That's a nice idea.
22:0510% of my profits, and then our messaging becomes much stronger,
22:09and that's what our advertising has to do.
22:11Guys, I think we've got a really strong message,
22:13and, you know, we are looking at something that's really quite striking,
22:17quite touching to me, actually.
22:19And I think the ideas that come up this evening are just amazing.
22:22It's amazing.
22:2310pm.
22:25Ghazal's girls are back late to work on the lyrics for their ad.
22:30They're hanging together, creating the vibe,
22:34feeling the music as we move in time.
22:37Something, just help me out, something to do with image.
22:42Right, we've got to go out riding at 9 o'clock tomorrow morning to sing these.
22:45Funky moves, feel the groove.
22:47Oh, wow.
22:48Funky moves, feel fly, making jam with the WI.
22:52We've got semi-cheesy lyrics with a really, quite a good track going on,
22:59so I think we can do this.
23:01It's nine hours since Ghazal gave the green light
23:04to her team's big idea, image is everything.
23:07And Katie still has doubts.
23:09I really believe that when we present this at the pitch,
23:13we want to sell them this idea that guys want to belong to the group.
23:18Music is a way of accessing or entering the group through a shared passion,
23:23and that's why, for us, music is the big idea.
23:27I 100% appreciate and take on board your comments.
23:30But I do think image is everything.
23:32I feel it's right.
23:34I think we're on the right track.
23:477.45am.
23:49Judene's team heads off to shoot its street ad.
23:55But overnight in Ghazal's team, there's been a change of plans.
23:59Quite an important part of our big idea.
24:04I'm going to change.
24:06And I'll tell you my reason for it, so hear me out.
24:08Right.
24:09We're going for music is everything.
24:11And the reason being, I've woken up this morning,
24:13and I've thought it'll make more sense.
24:15Music is everything does not make sense.
24:17The trainer's not singing to us.
24:19Music is everything would be great for marketing like an iPod or something that delivers music,
24:24but a trainer actually has nothing to do with music at all.
24:28OK, if image is everything, what is it about your trainer that shows image is everything?
24:32Where is that direct link? And there's not?
24:34I don't get your concept, and I don't think I will get your concept, to be honest.
24:40And I need you to get the concept because the concept is basically the foundations to the TV advert,
24:46and it's not difficult to understand.
24:48I'm not happy with it, but I'm here with it.
24:51I'm not happy, but I'll go with it.
24:53Yeah, we're going with it.
24:54Are you happy? Let's go.
24:55Well done. OK.
24:58Katie's obviously had a good chat with Gazelle and convinced her that music is everything.
25:04Mm-hm.
25:05To change your mind at five to eight is really stupid.
25:13Katie's now the de facto project manager, and actually, um, Gazelle doesn't mind.
25:23I think she's caved in.
25:24I think the more specific your big idea, the better it is.
25:27And at the moment, the music story is tighter than the image is everything.
25:30But, yeah, we could end up with gang warfare.
25:35Action!
25:36Location, a basement in Soho.
25:38Naomi and Christina's job to direct the ad for the JAN trainers.
25:44Is there anything that we can do so we can see these?
25:46Because I need to see that logo.
25:48If our big idea is weak and we're going to have a problem pitching,
25:50then we need our ad to be shit-hot.
25:52Guys, more kind of attitude.
25:54Attitude, bouncier.
25:55I want to see that kind of real swing that comes from you, Adrian.
25:59As well as producing 30-second TV ads...
26:03That's good.
26:05..the teams have got to shoot photos for a poster.
26:10That's good.
26:11It's better lights.
26:14Jamal, go!
26:17The street trainer shoot.
26:18Because it's dance best, yesterday's failure to book professionals...
26:22Call her over now.
26:24..is turning out to be a big problem.
26:28Well, I think now-one understands what bump and grind is.
26:31No, it's not working.
26:37Jadine's last hope is Simon.
26:42But he's across town, laying down his rap.
26:46Street is not about corporate branding, high street fashions and rip-off pricing.
26:50It is not about country walks or village fates.
26:53Street is about giving back, revolutionising the system, taking back control.
26:57It's about knowing yourself.
26:59Knowing your style.
27:00And we've...
27:01La, la, la, la, la, la, la.
27:04Make it a little bit slower and keep the passion there.
27:06Especially when you're talking about high street fashion and corporate branding.
27:09Okay.
27:10And rip-off pricing.
27:11Say it like you feel it.
27:12Okay.
27:13Feel it, son.
27:14Reclaim the street.
27:15Reclaim the street.
27:16Reclaim the street.
27:17Reclaim the street.
27:18Cool.
27:19That was a good one.
27:20Cheers.
27:21Cheers.
27:22Cheers.
27:23Cheers.
27:24Cheers.
27:25Cheers.
27:26Cheers.
27:30Katie has booked a professional singer to record the jam soundtrack.
27:36We put these lyrics together.
27:38So what would be brilliant is for you to go, guys, that's not what we'd say.
27:42I'd say this.
27:43Or this is really not fitting.
27:45I'd prefer this.
27:46I think wherever you go with it will be a distinct improvement.
27:49Shall we lay one down and see what you think?
27:50Yeah.
27:51Let's lay one down, Cliff.
27:52Pick one.
27:53You, you, you.
27:54You look good.
27:55You look fine.
27:56Work that luck.
27:57Then make your mind.
27:58Turn it on.
27:59Burn it up.
28:00With the tunes to the honeycups.
28:02Daniel, you totally rock.
28:03Or whatever the correct expression is.
28:04You are the man.
28:05You're the man.
28:06You're the man.
28:07Okay.
28:08Daniel is our vocalist.
28:09He is fantastic.
28:10We were due to get some bloke called Derek and I was very dubious about the credentials
28:17from an R&B and soul perspective of anyone that's been named Derek at birth.
28:22So I was very delighted to get Daniel and I think everybody has now fallen in love with him.
28:23Hanging out, jamming by, cutting moves.
28:24I think we're nailing the female appeal, Daniel.
28:25Yeah, you know.
28:26Yeah.
28:27Yeah.
28:28I think the soundtrack is very good actually.
28:31It's based on an R&B rhythm.
28:33The lyrics are all good.
28:34I know.
28:35I know.
28:36What is the result?
28:37How much is it that?
28:38How much is it that?
28:39How much is it that?
28:40How much is it that?
28:41How much is it that?
28:43How much is it that?
28:46How much is it that?
28:48How much is it that?
28:50Well, I was like, how cool.
28:51And I did that with these songs.
28:53It's grown up to two songs, you know?
28:54And I didn't even know what's going on, you've got a good song, and that's what
28:55them the lyrics are difficult for me to understand i'm the wrong age group i think it's come together
29:02i think they've snatched a potential victory from from the jaws of almost certain defeat
29:08at jadeen's shoot simon is ready for his starring role this is your money shot
29:13cue simon playing with your shadow that's it yeah yeah that's good
29:28sir alan always says he wants someone with a wide portfolio of skills
29:33if he wants a rapping acrobat i think simon's his man nice perfect dust your hands at the end
29:38wicked cool all right brilliant simon's just being a plum as usual and it's doing my head in
29:46because i do this for a living and it's just it's discrediting me now and it's just making us all
29:50look like a bunch of videos 5 p.m
29:58back at chi both teams have just six hours to edit their tv ads good there's some great stuff in here
30:05that we can use and design billboard posters i think this one here is really good
30:13highlight that one is one we just extend this black and then we have the copy onto the black
30:19jadeen calls a meeting they can't agree on their advert's message now it's really important to get
30:24the strap line for the poster donate to charity 10 of the sale price or 10 of the profit 10 of profits is
30:34great but in the same breath i think you've got to be clear about how much you're giving i disagree
30:39just opening yourself to a lot of criticism no i completely disagree i think saying sales is a
30:45bit silly because you might as well just give five pounds to charity yourself and buy a 35 pound
30:48pair of shoes is a lot more ambiguous to me than 10 of profit remember this is we're giving back to
30:53the community but we're keeping it a business thing it's see it from both sides i think we need to look
30:56at those arguments before we come to a decision do you want to make a decision then 10 of every sale
31:01every sale all right 10 of every sale will go towards street use centers is that closing up
31:06that's fine that's fine for me to say 10 of every sale suggests an instant figure that comes into
31:11people's minds and they might think well why not just charge me 36 quid i don't want to give anything
31:14back speak soon okay come inside let's go downstairs and to me doesn't make massive corporate sense but
31:19then i'm a businessman and they're not so shit happens gazelle and katie have a print of the jam
31:27poster super light super durable soul i like it right i'm going to quickly show these to the guys
31:33well done yeah hello hey guys hi not bad poster everything about the picture is excellent it just
31:42all works in nicely guys the only thing i'd say is that you shouldn't have capital on that soul
31:47where super light super durable soul what that looks like is that you're making three statements about
31:54the product okay those three statements are super light super durable and soul okay which obviously
31:59isn't what we're trying to say it's a play on words though you know what we love the image we love what
32:04you're saying here we love this but what the hell is this that doesn't make sense and that was the
32:07first thing that my eye was drawn to super light that ticks the box super durable that takes the book
32:12soul well i bloody well expect so because it's a shoe if that's your opinion fine but on this i'm not
32:18going to change it how are you guys getting on with us we're doing good okay cheers honestly it doesn't
32:24make it is so so wrong i'm all for her taking control but every executive decision she's made so far
32:33it's been bollocks
32:389 40 pm in less than 12 hours the teams will pitch their ad campaigns to the agency bosses
32:44that's wicked for the girls project manager gazelle wants katie to pitch our consumer who is he our
32:54consumer is 12 through 17. he's mainly a guy why do we give him an identity at that point okay who is
33:01he so let me talk to you about jay exactly is this and when we spoke to him jay told us that yeah
33:07i like these type of occasions i like this type of pressure and i like doing presentations um so i'm
33:13pretty calm about it at all for the street trainer judeen has decided she'll do the pitch for her team
33:21yeah we've got to do an advert yes we've got to do a poster yes we've got to choose a brand name yes
33:25we've got get logo but at the end of that we have to come up with a presentation that's going to knock
33:31these guys socks off 8am the day of the pitch
33:51first off gazelle's girls and the jam trainer send the bag send the bag
33:56the bosses from chi will judge the pitches and pass on their thoughts to sir alan
34:08good morning one and all um what i'd like to do is just introduce you if i may to our consumer
34:14our consumer is jay he's about 14 years old his whole world really is about hanging out with his mates
34:21how he looks and how he feels when he wakes up in the morning he grabs his clothes that he has
34:27thought about what he's going to wear even though it may look a little sort of carefree to the rest
34:31of us and then he grabs his mp3 player he'll grab his mobile phone and off he'll go and he'll spend his
34:38day with his friends they're playing music again they're hanging out maybe in front the tv there maybe
34:43they're gaming a bit and then at the end of the day jay goes home he'll undress but the thing he'll put
34:48back into his wardrobe we're hearing is his trainers so how do we motivate jay and his friends to purchase
34:55the jam trainer the big idea because music's in your soul what you look good you look fine work that look
35:11that makes you hanging out jamming vibe cutting moves because music's in your soul
35:20can i ask you about um the the line because music's in your soul you've been on a bit of a
35:27grammatical roller coaster yeah yes um do we like that is that is that a good thing do you think
35:34yes i believe it is and we're trying to portray a strong brand which is quirky which is a bit
35:42different and this is our identity thank you very much yeah thank you well done thank you
35:46next jadeen and the street trainer
35:58in the street footwear market corporate eagles are swooping down
36:03capturing street culture tapping into a lucrative market in order to maximize their own profit
36:09our big idea is to take back the street reclaiming the street from the corporate giants
36:17as our shoes are street in everything they represent we have suggested an affordable selling point of 39.99
36:26and we will donate a percentage of sales towards youth centers so the consumer knows we are keeping
36:32in line with the street ethos our aim is to be so popular that the word street becomes synonymous with
36:39the word trainer where is my trainer no where are my streets cue video street is about your culture
36:48your beats your styles and your people street is not about corporate branding high street fashions and
36:53rip-off pricing street is about giving back revolutionizing the system knowing your style
36:59and representing your culture representing the street reclaim the street you talked about your
37:05consumer insight being that there are people who have a cynicism about big global brands
37:14is that true of 11 year olds i think that big brands push their brands on children without them
37:20even knowing and i think that's the crime and that's what we're trying to salvage that's what we're trying
37:24to reclaim well done thank you thank you for your time thank you time to call sir alan
37:38while the candidates head for the boardroom the brand originated for myself the big idea originated
37:43for myself and our key pitch came from me so yes i have led from the shadows
37:49a 14 year old looks at a rad they're going to think that is cool and that is the reason that they're
37:55going to purchase these trainers and that is the reason why sir alan's going to say gazelle stealth is one
38:08you can go through to the boardroom now
38:18the street trainers big idea is to reclaim the street from the corporate brands
38:48we have decided to have 10 of every sale which will go to street youth centers
38:55do what 10 of every cell will go to street youth centers
39:00cue the video please video
39:05street is about your culture your beats your styles and your people street is where you're from and where
39:10you're at street is not about corporate branding high street fashions and roof off pricing it's not
39:15about country walks or village fates street is about giving back revolutionizing the system
39:21taking back control it's about knowing yourself knowing your style and representing your culture
39:27representing the street reclaim the street right i recognize one of the artistes yeah you got arthritis there
39:37sign you as the resident hamstered hoodie there yeah country walks and village fate well it was a
39:44comical line to emphasize the fact that it's for urban people i'm splitting myself over that it was
39:49supposed to drive home the big idea which was 10 of every cell will go back to the street
39:54tell me something in practical terms how do you give back 10 of the retail price i didn't want to give
40:00back 10 of the retail price i thought we'd give 10 of overall profits don't get me wrong it's a good
40:04idea but here's the mentality from a business point of view your price is 39.99 yeah so straight away
40:11four pounds is going to be paid out of that to some calls that you're running yeah it's a mistake
40:17you're forcing the consumer to pay four pounds they won't like that i can promise you they will not
40:23like that what it should have been is you're going to give away some of your profits that way the
40:27customer doesn't know what you're actually going to give away but the sentiment is there
40:31yeah gazelle yep who's doing your one okay this morning okay um so speaking to our consumer we
40:41really understood jay's story jay for us is a young guy he's all about um music jay our consumer he's
40:49called jay we call him jay okay our insight was that guys like jay really want to access an identity
40:55that's all about being cool and music is one way to do that our big idea was because music's in your
41:02soul there's a play on the word soul s-o-u-l-s-o-l-e our brand was letting you know that by being part of
41:10jam jam where's jam what's where's jam coming to jam our brand all right get on with it okay i'd like
41:19to play the ad for you if i may so all right okay the television ad okay sir allan because music's in
41:24your soul may ask you to think like jay yeah all right
41:35you look good you look fine work that look that makes you mad turn it on burn it up rip the tune
41:49to the honeycomb hanging out jamming by cutting moves because music's in your soul
41:59hmm so the big idea is what the advertising agency talked about yeah so what was your big idea
42:08initially it was about music sorry image is everything but i changed i took the decision to
42:15change that to music as your soul yeah at the end of the day was it not my brief and i made it perfectly
42:25clear to everybody what i want you to do is to produce an advertisement that consumers of your
42:33target will go into the shop and say i want a pair of them and that's exactly what we concentrated on did
42:39you yeah we did really i i agree so what are they going to ask for in your case a pair of what
42:44pair of jam trainers which are perceived but i didn't hear the word jam on your advert i don't see
42:49it on here jamming jamming is in the lyrics and jam comes up at the end well i'm sorry you know maybe
42:55i need my ears washed out i didn't hear it the last frame is there that's it the last time it's on
43:02there it says jam yeah don't you see don't you see your fundamental error here don't you see that
43:09me as the client who guided you as to what i wanted you to do you've actually screwed up big time here
43:16all i'm hearing is a music track on your on your advert there i don't know whether that's an advert for
43:22a pop group or what it doesn't jump out at me and say i'm selling trainers sorry you're lost
43:30and you know what for once in my life an advertising agency agrees with me because that's what they
43:35said they said it was the pits quite frankly graphics was good the craft was good the directing the
43:41photographs and all that stuff was good the message completely lost no big idea there none whatsoever
43:50you've done all right you lot here i would have kicked your ass out over the 10 that's for sure
43:55far as your equivalent of 50 cent over there i would i would say it's more like two bob if you
44:01ask me anyway well done now your treat today is that you are going to the american bar in the savoy
44:10where you're going to learn how to make cocktails wow and if you're lucky you might be able to drink a
44:15you all right off you go have a good time and i'll see you on the next task i told you it was going
44:23to be the message ladies you go and work out what you're going to tell me later on you come back here
44:31one of you will get fired to us guys to the street to another famous pictures
44:47that's it baby
44:58on the way back there's something new on the street fixed up by saran oh my god that's so funny
45:04look what the poster at the bus stop no for the losers an inquest and the knives are out
45:19if we've gone with images everything in hindsight we can turn around and see all all these things but
45:25it's not hindsight no but it is it's not for me no no no because i was a pretty weak project manager
45:32and quite frankly i don't think any of our resources were utilized correctly naomi has such
45:38a strong advertising background and why did she not bring better ideas to the table she did nothing
45:42but moan katie's been really objectionable she's had some really bad ideas she's been moody she's
45:49been panting is katie showing her true colors now if i had my dream uh world today it would be that
45:56christina was fired but probably more physically than just in the boardroom scenario hello hello francis
46:10can you send the four of them in please yes sir i will see you now
46:28what a waste what a waste of some talent that you have within your team you didn't know what the
46:41task was and bingo sir alan said it's all about branding you inherited naomi to me i would think
46:49to myself my boat has just come in i have just won the bloody lottery i was delighted to have both katie
46:57and naomi as part of the team i sent you off to advertise trainers i gave you a very clear brief
47:04you must agree now that you sit there and look at that you don't even know what that advert's about
47:11and who out of the four of you you know bright people you're in advertising you i've read your cv
47:19it goes on and rambles on global luxury brands leading brand builder based in new york south africa
47:25i mean what happened here i thought i was supportive katie with all of the companies that
47:32you have worked through throughout the world somebody says to you like i did i want you to
47:39sell trainers with that advert i don't want you to win an award somewhere at an advertising bash i'm
47:45really proud of that advert well that's terrible that's terrible you're telling me the worst thing
47:49because you wouldn't work for me if that's your mentality because i wouldn't be proud of that
47:53because i wouldn't sell any kit tomorrow the message ain't there yeah fair enough
47:59fair enough for you to be saying that we kept saying that hold on hold on now that i'm looking
48:03at it now that it's been made aware hindsight's wonderful gazelle a week ago you you kind of near
48:09enough begged me to be the team leader correct was you the team leader in this or or was katie kind of
48:16i was a team leader she was in control 100 do you feel that was what happened katie
48:23maybe my reflex is taking over maybe that's what i did do you think she tried to take over or what
48:28i i i think that you know katie made a lot of the decisions yes it was you and katie correct right
48:36naomi and christina here as if there were two separate teams teams apart well sir alan there was
48:41negativity right from the beginning people are very quick to start being negative and not present
48:47solutions unfortunately because i would give you solutions which was what image is everything as
48:54an umbrella theme would allow us to be more structured with it from the start i said we needed
48:59a clear and concise story how about image as everything presents a better ad image is everything
49:06all it is is a big statement how would such a statement differentiate your trainer from the
49:12competition i don't think it could exactly i think we might have been more focused i had to go with
49:18the music theme and the music idea because there was nothing else on the table image is everything
49:22would not have done anything for us you can very easily sit here and you're where were your ideas are
49:27you blaming them i'm not blaming them sir alan at what i'm saying is naomi you're from an advertising
49:32background none of us yeah now you're acknowledging oh yeah i have knowledge hold on one second the pm
49:38is that she's saying every time they raised an issue you've dismissed it that is not true that
49:43would be negative as far as you're concerned gazelle right thanks for that dig okay can you just for a
49:48second okay i presented your solution but now i want to take you down another road okay gazelle you're
49:54going to have to bring two people back into this boardroom yeah who are you bringing back in i'm going
49:58to bring in katie and i'm going to bring in naomi okay christina you're off the hook all of you
50:06leave now and i'll call you three back in here shortly one of you will get fired
50:13where's the trainers you know show me the trainers tell me about the trainers sell me the trainers
50:17what am i looking at i think it's a triumph of style over substance really the whole thing
50:22looks pretty says nothing that's where i say all four of them are at fault there really because if
50:26they're all kind of laying on to her well she's not experienced you are you are
50:40hello send the three in please
50:41yes sarana we'll see you now
51:01gazelle what's naomi doing here naomi was the first person to say i have an advertising background i don't
51:07agree with what you're doing but she didn't actually come up with any other ideas to help
51:10me so it was nothing personal as the fact that she didn't have anything else to say apart from
51:14be negative you didn't listen to our input what what can i do with an idea okay with an idea which
51:20is you can make the best of that idea you can remove grammatical errors you can remove copy that
51:25just doesn't make sense image is everything what other ideas did you have that image is everything
51:31being the advertising expert image i haven't said i'm an advertising expert but i do know how to
51:36pitch an agency maybe i didn't come up with a full hardy solution for it but i certainly opened the
51:42arena for more discussion knowing that what we had at the time was not suitable to carry us through
51:48you did not having a name for anything gazelle you closed the arena i said i'm not happy with this it's
51:54not great it's not going to have a consistent story you said i'm standing by my guns i had to make the
51:59change because image is everything is the change you're talking about at eight o'clock in the morning
52:04correct you've gone from the image is everything to music right naomi is it correct that about five
52:11or ten minutes before you go off to produce the advert you've been told to turn 180 degrees and apply it
52:17to music yes that is complete nonsense did or did we not say that whatever decision i make it will not
52:25have an impact and will not change what you guys are doing because we had already discussed how
52:30you guys are directing this did you or did you not agree to that yes or no we said yes or no excuse me
52:35i'm gonna give her the tolerance to be able to say more than yes and no okay fine fine when you made
52:42that decision in the morning i didn't think it was the right decision i felt that it weakened what we
52:46were going to pitch the following day but i went out of that meeting and said right if we've got a weak
52:51pitch we've got to have a very strong advert so we went out and we worked as hard as we could to make
52:56that advert as good as possible to help carry us through because the idea around it was so confused
53:03right okay so anyway what's the reason for bringing katie and everybody's accusing you of you being in
53:08cahoots the pair of you that is not true katie did support anyway what's she doing here okay reason
53:13that katie is here is because there's certain decisions which i made and i trusted katie's judgment
53:17because katie does have more experience than i do in this specific field that is my reason is that
53:23what you get for school to bring her in and put in the firing line she she supported me should she
53:28get fired then said alan she supported me if you can let me who should be fired then huh you need to
53:33decide said alan where this went wrong katie you're still interested in this job you still want this
53:39because it's all about body language you know i'm looking at you and you're sliding down there
53:44looking up rolling your eyes are you giving up on this thing you're sitting there like as if to say
53:49you know what you know what slink blame me for what you want when there's noise going on like this
53:55there's no point me trying to say something when it's my turn to speak i will and you know i can speak
54:01and i will say i've been told that you spoke a lot of rubbish in front of the agency
54:06the frightening thing katie is that you still think that advert is is good i think when you look at it
54:14it's credible have you not signed on to the fact yet that you have not delivered me what i asked for
54:21oh am i banging my head up against a brick wall with you on this no you're not i mean you're still
54:26talking about this i do understand why we've lost we've lost because there was no big idea that led
54:31through to a clear message which then was not delivered coherently i think i do understand why
54:35we've lost yes sir alan six times on the losing team so far katie you know i had far greater
54:41expectations of you but you know there's a person that is a loser are you just a loser i'm not a
54:47damn loser you are a loser you've lost six times out of eight it's not a winner is it you know i've
54:52been involved in the football industry so when you play eight games of football and you lose six
54:58you're called a bloody loser i get it yeah i get good good but you can win on other things i won when
55:05i led my task i can win again i won a contract again if you let me lead it i won an egg and spoon
55:10race once so what well if you give me the opportunity to lead again i'll win again
55:16i've heard that before gazelle haven't i give me the opportunity yep yeah i gave you the opportunity and you
55:22know last week i thought to myself you're too young yeah four or five years away from really
55:29justifying being in this contest okay and you know what i'll demonstrate something i don't think i'm
55:35right actually i think you just all talk and no do and i don't think it's got anything to do i don't
55:42think it's got anything to do with being young to be perfectly frank i think you know instinctively
55:48you just argue for the sake of arguing i've heard nothing constructive in the argument i disagree with
55:54you well you can disagree naomi that is a great photo the actual tv advert is quite good but the
56:04message is not there i guess none of us came up with a strong idea i think so katie you asked me to
56:12to think like jay okay i'm thinking like jay jay thinks your advert sucks and jay says gazelle you're fired
56:26all right ladies off you go
56:40a week ago i would have given her a wild card and said go on come back in five years time you've got
56:56a direct entry not now not now i think that she actually is no good to be quite frankly i think
57:02she's plenty of talk plenty of talk and no do back at the house the remaining candidates wait to see
57:17who survived the boardroom katie was moody she was pouting she was making objections all the time
57:24but gazelle really made a lot of our decisions from a personal preference i would like to see
57:30you go to the back i think gazelle's got a lot to offer and i think katie's probably ball
57:33does her into making decisions i don't think katie's apprentice material i think she's set in her
57:37ways and you can't teach an old dog new tricks
57:50i don't think i should have been fired especially not when you have people like naomi who doesn't really
57:57do much and christina who will be forever scheming but for a 23 year old i think i've done pretty well
58:04to be where i'm at so with that in mind i'm content one job now seven candidates sir alan's search for
58:13his apprentice continues next week on the apprentice you're gonna go and sell to the tray sir alan made his
58:23fortune selling to retail now it's their turn looking like this seriously i think it's a doorstop
58:30we've just sold a hundred pair of souls i want to speak to the manager or the buyer for your store
58:41if you haven't sold in a month i'll come down here for a day and i'll sell them for you
58:44but sir alan doesn't buy it you have messed up big time on this task you're fired
59:00now gazelle's being given the boot she shares the experience in the apprentice you're fired on bbc
59:05two now and if you have a digital recorder why not record the entire series by setting series link or
59:12series record well later here on bbc one why do some people believe they're too ugly for love
59:18they confront their illness at 10 40.
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