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THE APPRENTICE
  • 2 days ago

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00:01We are in tough economic times and in this climate you need to stand out from the crowd.
00:09From across the country, 16 of Britain's brightest business prospects have come to London.
00:16I'm not interested in any steady eddies or cautious carols. I'm looking for someone who's exceptional.
00:23They're here to compete for a job with a six-figure salary working for Britain's most belligerent boss.
00:31Where's all your brains then? You, purported as useless. You, purported as doing naff all.
00:39Serial entrepreneur and multi-millionaire, Lord Sugar is once again on the hunt for an apprentice.
00:45Some of the stuff I've heard coming out of your mouth is a lot of hot air, so in the interest of climate change, I don't want to hear any more crap.
00:51Come on, come on, come on, come on. To land their dream job.
00:55Time is ticking. The candidates need to work as teams.
00:59I thought that you would have known how to nail this.
01:02I think that's a bit unfair. No, I'm not being unfair.
01:05I can't work with them anymore. I can't do it.
01:07But shine as individuals.
01:09There's no need to get arsey with me. There's no need to get rude at me. There's just no point in that.
01:13Because in the end, there's just one job.
01:17You're fired. You're fired. A bunch of bloody amateurs. You are fired.
01:21You're fired.
01:23You're fired.
01:25Previously on The Apprentice.
01:28You're going to stock your shop with two fashion labels that you think are going to sell to the mass market in Manchester.
01:37The teams took London fashions up north.
01:39I don't want to offend the Mancunians, but they're always a step behind Londoners.
01:44Do you know what? I'd buy this.
01:46Liz was on trend with a collection of party dresses.
01:50It looks fantastic. Have it. Get it.
01:51And sales sparkled.
01:53If you don't mind taking a seat for a couple of minutes, then we'll get you in as quickly as possible.
01:59While on the other team, Paloma gambled on a recycled range.
02:05There we go, sir.
02:06It's 100% wool. I mean, that looks hot. That's smoking.
02:09With a hefty price tag.
02:11Just going to flip out in a minute.
02:13Her retail guru, Alex.
02:15Do you like this dress?
02:17Lost his way with his promo stand.
02:19All the way to the other side, opposite French Connection.
02:21It's just on your right-hand side, next to accessorize. Have a look.
02:23But lit up sales with a big-screen smash.
02:27Uh-oh.
02:29In the boardroom, a stylish win for Liz.
02:32You won by £500, basically.
02:35Paloma lost her rag with Alex.
02:37You were terrible at drumming up business. You were shying people away.
02:40You were irritating. You were more of a hindrance than you were a help.
02:43But overstepped the mark.
02:45I don't like your last outburst. I don't like what I've seen across the table here today.
02:50And became the fifth casualty of the boardroom.
02:53You've talked yourself out of this, Paloma. You're fired.
02:56Now ten remain to fight for the chance to become The Apprentice.
03:147.30am.
03:18For the candidates, a lie-in.
03:21This morning, a wake-up call.
03:30In person.
03:32Good morning.
03:33Good morning, Lord Sugar. How are you? Good.
03:37Good to see you this morning. Yeah.
03:41Oh, good morning.
03:42Shall I round the tree, sir?
03:43Yeah, if you could.
03:44Guys, Lord Sugar's waiting downstairs for us.
03:45Is he really serious?
03:46No, I'm not joking. You are joking. I'm not joking.
03:47You are joking.
03:48You are joking.
03:49I'm not joking.
03:50You are joking.
03:51You are joking.
03:52You are joking.
03:53You are joking.
03:54You are joking.
03:55You are joking.
03:56You are joking.
03:57You are joking.
03:58You are joking.
03:59You are joking.
04:00You have to come right now.
04:01Are you joking?
04:02No, I'm not joking.
04:03But you have to come.
04:04Just come as you are.
04:05Come on, just come as you are and come on.
04:07Do you look a bit of a state first thing in the morning?
04:33the brand. Who are we waiting for? Well your task today is one of my favorites
04:44and that's advertising. Now I hope you've been enjoying this house here. It's a big
04:51house as you can imagine it needs a lot of cleaning and the subject of this
04:56advertising task is for you to create a new brand of household cleaner. What
05:02you're going to have to do is give it a brand name, package it and make a radio
05:08and a TV advert to head up your campaign. Now I've laid on a top advertising
05:13agency you have the total use of their facilities and in two days time you'll
05:19be pitching your brand and your campaign to them but don't forget I'm the one
05:24that makes the final decision. The team that delivers the best campaign will win
05:30and in the losing team one of you will get fired. Okay? You need to appoint
05:36yourself a team leader. I want to see someone who hasn't been team leader
05:40before in both teams. Good luck and I'll see you back in the boardroom.
05:45The teams have two days to brand and launch a new household cleaning product with a TV and radio
05:56advertising campaign. I cannot believe I've just met Lord Sugar with my pyjamas on. I reckon Joe is a bit of a
06:05scrubber. But Joe owns a cleaning company. We've got Jojo as our secret ally. Yes. As long as we've got the product right, everything should fall into place.
06:15South Kensington. 9.30 a.m. Advertising agency Lowe will be the base for both teams. First job, choose a leader.
06:28First job, choose a leader. Right guys, I'd like to put myself forward as project manager. I think this task is not just about necessary relevant skills. It's also about maximising everybody here, making everyone pull together as a team and also maybe have some of the great skills on the ground. Like Alex, he's obviously phenomenal with advertising.
06:46Yeah, absolutely guys. You know, my background is marketing, advertising, PR. So I think I'm sort of best placed to sort of really lead this task.
06:54I'm not just another corporate clone. I'm always thinking outside of the box. And you know what? If I was an apple pie, the apples inside would be orange.
07:02Myself, I'd like to support Alex in this. It would be foolish not to go with that experience.
07:07Yeah, make no mistake. If we lose this, the PM is probably going to be fired. So if somebody needs to be aware of that, they're going to be falling.
07:13Just to prove everyone with their confidence. I'm being serious. Failure is not an option.
07:18If you think in any way you won't be as creative because you're managing it, then I'd rather you didn't do it. But if you, you know, promise it won't happen.
07:24Yeah, I mean, you know, leading the task, you know, it won't affect my creative input.
07:28Right, decision made then. Well done, Alex, project manager. Well done. Brilliant. Good.
07:32I think Lord Sugar asked for someone who hasn't been PM before. You have, I have, you have.
07:38So by default it's me. Yeah.
07:40I was a sniper in the Royal Marines. I take that killer instinct across into business.
07:44And when you're a leader, you have to lead from the front. If too many other people get involved, it all ends up as a mess.
07:49Oh, that's really lemony that one.
07:51Both teams have been given a multipurpose cleaner in a plain spray bottle that they'll need to brand.
07:57Cleaning makes you feel happy. You know, your home is happier. And I was thinking about something like happy home. And then when you start cleaning with this stuff, it gets colourful.
08:06And there's maybe, you know, passion going on with people because they're happy in the house. They're having parties.
08:12So are you thinking black and white and disheveled person going...
08:16Yeah, exactly. And then someone comes on. And single and lonely.
08:20And someone comes on saying, have you used this? And it's all clean.
08:25Let's say you met me in a lift. How would you explain our product in just a few words?
08:30Next door, a brainstorm run by Alex.
08:34How is this different? How is this different?
08:36I like swipe because it's very quick. You swipe.
08:40Yeah. It's quite cheesy, but I had an idea for an advertising campaign you could do as well. Germinate.
08:46I must admit, I don't like germinate. Any more sort of ideas? I was trying to think myself of something sort of, you know...
08:52Keep going, guys. Keep them coming. Lots and lots.
08:56I think germinate is a good one. Like, terminate the germs.
08:58Because you could have a... Like, the character was then going to be like the Germinator.
09:01The Germinator. Germinate will get laughed at, I'm telling you. The ad agency will laugh it off.
09:07We want to base this on consumer insight. So, good work, guys. And off we go.
09:13I thought, to be honest, considering he was meant to be the ideas man, he would have come up with more ideas himself.
09:17What did I say to you? He didn't actually suggest any ideas.
09:19What did I say to you? This has got to be credible.
09:21No, I agree. I didn't want to say it too abruptly in the brainstorm, but I don't like Germinator.
09:27I just think it won't be taken seriously.
09:33Hi. How are you guys?
09:34Yeah, really good, thanks.
09:36We've been thinking about what we were talking about this morning, about the kind of, like, helping mums or...
09:40Helping normal people.
09:41OK.
09:42So, we're thinking around a concept of, like, a helping hand.
09:45I mean, think of it as a concept.
09:46Cheers, guys.
09:47Bye-bye.
09:48Thanks a lot. Bye.
09:49Does anyone not think a helping hand is the worst idea ever?
09:52No.
09:53There's some helping hand.
09:54Slightly better than water.
09:55Exactly, yeah.
09:56Don't like it.
09:57It will do a kind of good job. It will give you a bit of a helping hand.
10:00Well, it's probably better than nothing.
10:02Midday.
10:03A mother and toddler group.
10:08Chance for ex-Marine Christopher and his team to gather some intelligence.
10:14I'm a working mum.
10:15I've got my own business.
10:16I work from home.
10:17Time things.
10:18You've obviously got your time constraints, because obviously...
10:20Well, you don't want to clean the side down after tea.
10:22Yeah.
10:23You come back five minutes later and it's worn off.
10:25You've got to do it again or it's all streaky.
10:26Yeah.
10:27That's the concept, isn't it?
10:28It's that you're making light of hard work.
10:29I know what you're saying.
10:30You're just having an octopus.
10:31Because then you can have one arm in the sink, one arm in the hob, one arm with a moth.
10:36You can have something like octoclean or something like that.
10:38Well, Ollie.
10:39I mean, octomar.
10:40Ollie the octopus.
10:41I like that.
10:42You know, like, other things that gives you wings, this gives you arms.
10:44Eve, are you taking credit?
10:45You're getting a royalty on this octopus idea?
10:48I think Eve has come up with a smashing idea here.
10:53Hi, guys.
10:54Across town, Alex's team test out their concepts.
10:58Scratch that one.
10:59OK, I had a bit of an idea.
11:00Have you had something called Germinator?
11:04Maybe a softer name.
11:05Too strong, I think, for the mums.
11:07But you are talking to mothers, so...
11:09What colour would you associate with clean and...?
11:11Yellow, for me.
11:12Yeah, because it's yellow, bright and happy.
11:14Can we run one more name by you?
11:16Helping hand.
11:17That's boring.
11:18You can't really be too serious.
11:20Erm...
11:21I'll take this one, and if you want to take another one...
11:23OK, I'll go.
11:24Still without a brand name, project manager Alex and Laura look for inspiration.
11:29Fragrance match to colour.
11:31We've got multi-action.
11:32Is that a word on yours?
11:33One for all.
11:34So, yes, it...
11:35One for all.
11:36How about we turn this on its head?
11:38None of them single-mindedly focus and say, you know, this is the one you need.
11:42Like, you know, you've got one for all, erm...
11:44Yeah, but the main brand...
11:45All in one.
11:46There's a lot that market that.
11:47Yeah, but we'd be leading with this very single-minded, very focused idea that this is the one you need.
11:52Maybe something more fun, like making cleaning fun.
11:55Blitz!
11:56Could we do Blitz?
11:57The Blitz was like a big bombing thing, wasn't it, years ago, like the Blitz in London?
12:01Yeah, Blitz clean, that's the word that people use, yeah.
12:02I think most of the people that were alive then are dead anyway, so...
12:05Alex!
12:06What, sorry?
12:07I'm just saying, Blitz to me means quick.
12:12Gripped by the octopus idea, project manager Christopher calls Jamie and Joe.
12:17Hi, Jamie, it's Chris.
12:18Hi, Chris.
12:19Hi, Chris.
12:20Listen, we've just had a really good focus group, we've come out with some amazing ideas,
12:23and we've actually got like a brand identity and everything which we want to throw across to you.
12:28Yeah?
12:29Yeah.
12:30You know, in the morning...
12:31Mum's getting ready to go to work, kids and Dad's going to work and school.
12:34It's like a hectic lifestyle.
12:35She almost wishes like she had eight hands, yeah, to be able to do the work.
12:39We thought of an octopus because it's got the eight tentacles.
12:42Yeah?
12:43And eight arms are better than two would be the strap line.
12:46The whole octopus idea, having an octopus on front of a bottle.
12:51I'm not really buying, I'll be honest.
12:52I wouldn't pick up that.
12:53The last thing I think of is an octopus.
12:56We're rarely keen on this, honestly.
12:58We've come away, spoke to the mums, and they were sort of bouncing off the seats as much as we were.
13:02They were rarely excited.
13:03So, I mean, are you quite happy with the confidential idea or something?
13:06Chris, Chris, please let me speak.
13:08Chris.
13:09Let's get 100% behind it, guys.
13:10Really confident about the idea.
13:11I reckon we can smash this out the park.
13:13I've built up a successful cleaning business, and I think that Chris has made a bad decision.
13:19I just can't understand that an octopus relates to cleaning the kitchen.
13:232pm.
13:25Hi, guys.
13:26Hi.
13:27With no brand name and running out of time, it's back to the agency for Alex and his team.
13:32I want you to...
13:33Yeah.
13:34The only one we've come up with so far is the one.
13:35This is it.
13:36Something like that.
13:37The only one.
13:38All you need.
13:39You could have a germinator being like a kid, though.
13:41But, I mean, I know you're not crazy about it, but we were brainstorming ideas for a TV advert in the car.
13:46You'd have, like, this really big muscular guy, like, trying to clean, like, the surfaces with a standard sort of soap.
13:52Then this little kid will come in.
13:53Basically, he just basically gets the germinator, squirts it on the surface, only needs to give it one wipe while the other massive guy can't get it clean.
14:01And then he says, hasta la vista, gravy.
14:04Yeah, yeah, yeah.
14:05It just made people laugh, you know.
14:07We need to check.
14:08Would you not remember that?
14:10Hasta la vista, gravy.
14:11No, I like that.
14:12I think it's a funny idea.
14:13And at the end of the day, I'd be more than happy to put my neck on the line and go and direct a TV advert.
14:17I said to you, fun, in the supermarket.
14:19It's something Laura said.
14:20I said there's nothing fun.
14:21They're all boring.
14:22They're all trying to be jasmine and orange and blossom.
14:24So you've got to give it a real personality.
14:25Yeah.
14:26We'll have a lot of personality.
14:27It'll be funny for people.
14:28God help me.
14:29Any publicity is good publicity.
14:30This is going to be memorable.
14:34Armed with the brand name OxiClean, Christopher, Stella and Elizabeth brief their designer.
14:43Can we try a background bottle colour of either a lightish green or a lightish orange?
14:47They're the two options I think that are available.
14:49A sort of lime green.
14:50Orange.
14:53I like that.
14:54Yeah.
14:55Shall we go with orange?
14:56It's a bit fun and vibrant, isn't it?
14:57Go with the orange then.
14:58Orange.
14:59Yeah.
15:00Mmm.
15:01I love that.
15:02That is actually a logo.
15:03It's brilliant, isn't it?
15:04I think that looks good.
15:05I think that looks really clever, yeah.
15:07Next door, the Germinator comes to life.
15:10And then you've got Germinator written here.
15:13Quite dark, mysterious.
15:14Yeah.
15:15And I like that.
15:16I like that.
15:17And something that's going to look unusual compared to all the other sort of cleaners that
15:20are out there.
15:21The colours red and black for the actual product bottle may suit the very strong image, the
15:26tough image that they want to get across, but actually they're not natural colours that
15:31you would associate with cleaning products.
15:33Does that look like a boy?
15:34He looks like he's got boobs though.
15:35That's what I mean.
15:36That's why I thought it looked a bit woman-like.
15:38Sorry.
15:39This is a bit weird.
15:41It says here it must be kept out of reach for children.
15:44Yeah.
15:45Our advert is a child using this product.
15:48That's quite a big thing.
15:50I see what you're saying.
15:53So we're advertising kids to use this?
15:56We've got a child and his dad.
15:59Perhaps we have the dad using the product and the child is talking to his father.
16:04I still think there's a bit of a problem because it says keep out of reach.
16:07It's my neck on the line here.
16:09I'm saying that will be perfectly fine.
16:127pm.
16:18Hi, guys.
16:20Casting himself as the dad in tomorrow's shoot, Christopher is auditioning for a wife.
16:26It's got to be important that this actress can relate to you as well if you're going to be the dad.
16:31That's it, yeah.
16:32I mean, if she's a minger, I ain't going to...
16:34No, no.
16:35Hi.
16:36Hello, nice to meet you.
16:37Hi.
16:38Will you just get you a bit close forward?
16:40You've got this child who's spilling their breakfast everywhere and you say to them,
16:44Jack, you're spilling your breakfast everywhere.
16:47Please be careful.
16:49Oh, Jack!
16:50You're spilling your breakfast everywhere!
16:52Just be careful, will you?
16:53Please stop it.
16:55Can you come and look after my children, please?
16:57Wow.
16:58Okay.
16:59Gosh, Jack, you're spilling your breakfast everywhere.
17:02Please be careful.
17:03Is that the one who I...
17:04Yeah.
17:05I didn't match her with you either.
17:06No.
17:07You were more like her dad.
17:08Yeah.
17:09Jack, you're spilling your breakfast everywhere.
17:12Please be careful.
17:13Okay, and then after that, it's got this lovely smell of citrus.
17:18Okay.
17:19That's really good, yeah.
17:20Very good.
17:21I think it's quite shady how Chris has chosen the young, attractive girls.
17:35I think it's more convenient that he's going to be acting as the father.
17:38Daddy Chris.
17:39That's right.
17:40Who's your daddy?
17:41Who's your daddy?
17:42Sex sells, doesn't it?
17:43Let's be fair.
17:44Sex sells everything.
17:458am.
17:47Hi there.
17:48Hello.
17:49Oh, you've got a box for Apollo.
17:50Hello.
17:51Here we go.
17:52Open that, Chris.
17:53There it is.
17:54There it is.
17:55Hello.
17:56Yeah.
17:57Um, well.
17:58It's...
17:59It does a job.
18:00It's a label.
18:01Can I have a look, Chris?
18:02I've not actually seen that.
18:03Cuminator.
18:04To me, that is going to become the iconic cleaner.
18:05Good choice of the black and the red.
18:06You know, I think that really is strong.
18:31It's like Christmas, isn't it?
18:38Aww.
18:39I mean, there are a few things that I would change.
18:41You see, to me, that says bathroom.
18:44Do you know what I mean?
18:45Yeah.
18:46So...
18:47Why do you think it says bathroom?
18:48Because of the octopus.
18:49But apart from that, do you feel confident with the product?
18:52Do you like the product?
18:53Do you think it looks good or...?
18:55We're going to work with it.
18:58Products fixed.
18:59The next job.
19:00Record the TV and radio commercials.
19:02Right.
19:03So we should get you in the booth then?
19:04Yep.
19:05Taking the mic.
19:06Stuart.
19:07Voice of the Germinator.
19:11OK.
19:12All right.
19:13You're listening to Radio Apollo.
19:14Hello, Laura.
19:15Thanks for texting in.
19:16Coming up next is a little song by me.
19:19We're rolling, so this is take one.
19:20OK.
19:21We'll be ready.
19:22Coming soon to a kitchen or bathroom near you.
19:26There'll be no mercy.
19:28Only total devastation.
19:30Very good.
19:31I think now we need to move on to trying to do E. coli influenza.
19:34We haven't scripted this though.
19:35No, we haven't.
19:36I was thinking for one of the gems, a voice like this.
19:39Help me.
19:40Let's hide down here.
19:41Yeah.
19:42OK.
19:43So that's E. coli.
19:44Yeah.
19:45And influenza is going to be...
19:46Cockney.
19:47Cockney.
19:48Influenza is Cockney.
19:49No.
19:50Let's hide down here.
19:51They won't find us down here, mate.
19:52Yeah.
19:53OK.
19:54Influenza is Cockney.
19:55We're rolling.
19:56Don't worry, E. coli.
19:57Come and hide down here with me.
19:59No cleaner cleans this deep.
20:01Oh, no!
20:02It's the Germinator!
20:04Argh!
20:05That sounds a bit like someone's being sick.
20:08I'll be honest, it doesn't sound brilliant.
20:10Right, come on in.
20:12Brilliant.
20:13On the other team, Jamie, Joe and their script for OctiClean.
20:17Do-Re-Mi-Fa-So.
20:18Do-Re-Mi-Fa-So.
20:19I'm just going to go straight into it.
20:21Oh, you say OctiClean first.
20:23Jamie?
20:24Oh, hello.
20:25If we'll just run it through a few times so you just get used to it, yeah?
20:28OK.
20:29Ready, Jamie?
20:30Look at this mess.
20:31If only I was an octopus and had eight hands.
20:34How can I get rid of all this grease and grime?
20:37OctiClean!
20:38Germs?
20:39OctiClean!
20:40For a streak-free, citrus fresh finish, try new OctiClean.
20:44Where eight hands are better than two.
20:47Brilliant.
20:48Oh, it's all sound very good.
20:50It sounds good.
20:5210.30am.
20:55Location, a family home in Hampstead.
21:00The kitchen scene, starring Christopher...
21:03In your own time.
21:05..and his on-screen wife.
21:07Look at all this mess.
21:09If only I was an octopus and had eight hands,
21:12this will be done in no time.
21:14And then shoot to bottle.
21:16That kind of thing.
21:17Yeah, but just make it as big as possible.
21:19OK, yeah, that's great.
21:20Yeah, that's super.
21:21Right, can we move on to the next one now?
21:23Go.
21:25Fancy on early nights?
21:27Take Lucy to bed and leave this to me.
21:30OK.
21:31So much for the liberated woman.
21:33This commercial is a stereotypical mumsy housewife,
21:37cleaning up, sending the daughter off to bed
21:40so that she can, as an octopus perhaps,
21:44grope her husband.
21:46Are you OK?
21:48Right, let's put your arms in.
21:51Very fancy.
21:52Very fancy, Clapham.
21:54That's it.
21:55Camera's at speed, so in your own time.
21:59The initial walk you've been on the set.
22:02Clapham.
22:04Setting for Germinator, the movie.
22:08Thick, rich, meaty gravy.
22:13Director, investment banker, Chris Bates.
22:17Yep, it's definitely working.
22:18All right, you can turn it off now, mate.
22:20Yes.
22:21It's quite stylish and ready, to be honest.
22:23And then really kind of spread it out quite thinly,
22:25so it gets the opportunity to dry quite quickly.
22:28Is that a big enough area?
22:30Yep.
22:31It's good.
22:32Action.
22:35I just can't get rid of this gravy.
22:38It'd be even more dramatic, Sean, to be honest.
22:40I really kind of...
22:42Just can't get rid of this gravy.
22:45OK, no problem.
22:46OK.
22:50I just can't get rid of this gravy.
22:53That's great, actually.
22:55That's brilliant.
22:56That's just what I'm looking for.
22:58Can you get that smoke machine started then, Alex?
23:00See what?
23:01Bit of smoke.
23:02It's working well, actually.
23:03I think it's going to be a very funny advert.
23:05The idea where it makes it quite funny is the fact
23:07that this very big guy can't get this gravy stain off.
23:09But yeah, actually, a little boy can manage to do it.
23:11It's half his size.
23:13And action.
23:14Move over, big guy!
23:18That's quite funny.
23:19Yeah, that's good.
23:20Grab a bit more smoke, please, Alex.
23:27Time for Germinator's big entrance.
23:30It's like a scene from London's Burning.
23:34Let the smoke come out for a couple of seconds.
23:36You're going to say,
23:37looks like you need the Germinator.
23:41Pretty well tucked up.
23:44Action.
23:52Looks like you need the Germinator.
23:55That's good for me.
23:57Yeah, that's brilliant.
24:00Coming soon to a kitchen or bathroom near you.
24:03An epic tale.
24:04Okay, stop.
24:05You see the an epic tale?
24:06Yeah.
24:07Can you move that?
24:08500 milliseconds.
24:09Okay.
24:10Almost in the can.
24:11Germinator.
24:12The radio ad.
24:14Oh no!
24:15Look what's coming!
24:16You alright?
24:17Yeah, fine, yeah.
24:18There's obviously something up.
24:19I just feel like I'm a wasted skill.
24:21No!
24:22Yeah.
24:23You could do this on your own.
24:24That's all I'm saying.
24:25Why don't we just call him?
24:26We're getting called by the other team, by the way.
24:28One second.
24:32Hello, Alex speaking.
24:33Alex, we're actually running well ahead of schedule.
24:36We could finish pretty soon, then come over to you guys, to be honest.
24:39I don't think it's going to happen.
24:40I don't think any more people are going to help.
24:41Yeah, I mean, we can't really take any more people on here.
24:44We've got a full house, seriously, but we'll give you a call when our brain kicks in.
24:48Okay, we'll speak to you later.
24:52Okay, cool.
24:53Let's crack on with this.
24:55Oh no!
24:56Look what's coming!
24:57I'm just so frustrated.
24:58If people volunteer for a role, you don't put them somewhere where they're going to be
25:01a loose part.
25:02And he should recognise that me and him are the only people on this team that I've got
25:05experience in marketing and advertising.
25:07The only ones.
25:08And I'm the only person that's not doing any of the advertising and marketing.
25:11We're going to have Mum sort of coming in, bringing in the glass of wine.
25:15Yeah, I don't think you can see...
25:16OxyClean.
25:17The climax.
25:19With extra hands, cleaning's done.
25:21Making time for husband Christopher.
25:24You're going to give him a sexy little smirk.
25:26It's really important for me and the actress to sort of have a sort of chemistry,
25:29as it were, an on-screen chemistry.
25:31It's really got to work.
25:32You know, if it doesn't work, it's going to look uncomfortable.
25:34It's going to look cheesy.
25:35OK.
25:36Go.
25:37Wow, that was quick.
25:38You sort of look a bit like uncomfortable.
25:39Do you know what I mean?
25:40OK.
25:41Pretend it's Brad Pitt you sat next to.
25:42You don't have to worry about Chris.
25:43In 2010, you do not show this sort of 1950s schmaltz.
25:44Octoclean.
25:45Eight hands are definitely better than two.
25:46Very good.
25:47You happy?
25:48Yeah.
25:49Done.
25:50People want antibacterial and they want great cleaning.
25:516pm.
25:52The 8pm.
25:53The 8pm.
25:54Product.
25:55An advert.
25:56Speak for themselves.
25:57Tomorrow, the teams will pick for themselves.
25:58Tomorrow, the teams will pitch their products.
25:59The 8pm.
26:00The 8pm.
26:01The 8pm.
26:02The 8pm.
26:03The 8pm.
26:04The 8pm.
26:05You do not show this sort of 1950s schmaltz.
26:07Octoclean.
26:08That's right.
26:09Done.
26:10People want antibacterial and they want great cleaning.
26:196pm.
26:21The agency.
26:22Product.
26:23An advert.
26:24Speak for themselves.
26:25Tomorrow, the teams will pitch their products to industry experts.
26:29Hi guys.
26:30Hi guys.
26:31Keen for the job, marketing professional Laura has made an early start.
26:35That's my pitch and that's my pitch.
26:36So, you're in your place.
26:37pitch and that's my pitch so far okay now in terms of the pitch my thought is
26:42you know in past tasks I know you have pitched before I know Sandeesh hasn't
26:47had an opportunity to do a pitch so on this occasion I would like you to do the
26:50pitch Sandeesh like I said I just think it's only fair that everyone is given a
26:54sort of opportunity
26:58the world has changed mp3 players search engines but with cleaning products has
27:05anything really changed it's very stagnant saturated the market is crying
27:10out for a product to come along and clean up that's fine there's no problem with
27:14the concept you've got to believe a bit more when you're doing it I need to
27:18practice it yeah of course okay of course you don't you know I don't think anybody
27:21really expects you to nail it and it'd be amazing right now can I just make an
27:25important point there I didn't like the beginning I'll be really honest here
27:28because I think it needs to be good what did you know I don't think you should
27:31say we're team Apollo and we've come here because we were asked to create a
27:34brand and we weren't allowed to change the product that wasn't my idea we were
27:39given a set formulation so you know it was very difficult for us to come up
27:43with a very original USP or point of difference it is it this is the market
27:47we're in concept not only have they come up with the biggest pile of crap I've
27:57ever heard for a really important pitch tomorrow they're ignoring my ideas I just
28:02see this as a complete disaster nothing made me sense the content is bollocks
28:10have you ever seen me this pissed off no okay but equally I think we're all just a
28:15bit tired and a bit strained we're probably best just leaving it okay
28:21the morning of the pitch once you just make a few little notes you're going to give me a bit of a sort
28:37of a read-through yep can do at the agency the in-house experts executives Tom Hudson and Rebecca Morgan from market leaders Unilever Sean Gogarty
28:53coming soon to a kitchen or bathroom near you starting with the radio ad premier
29:00Sandish and germinator terminates germs and dirt good morning ladies and gentlemen I'm here today to introduce to you a big brand idea in the cleaning product market
29:13germinator I think you'll agree most cleaning products look very similar what we did was
29:19create a visual point of difference eye catching black and red for buying the
29:24product at the point of sale the product has a powerful and catchy slogan it
29:29terminates germs and dirt we've got a fun and memorable advert and we hope it's
29:35going to have a mass market appeal can we have the adverts please I just can't get rid of this gravy
29:46looks like you need the germinator whoa move over big guy wow tough bacteria and grime
29:57e coli and influenza easy hasta la vista gravy wow thanks germinator germinator
30:05terminates germs and dirt we really enjoyed the phrase hasta la vista gravy and like e coli and
30:13influenza this brand is going viral thank you for your time how funny on a scale of one to ten do you think
30:21your ad is I've watched it about 20 times now and I've laughed every time so you give it a 10 would you
30:27um I would give it an eight or nine I would say I'm interested in your use of resin black it looks
30:33like something I might use to clean the car why do you think that that would appeal to me would it grab
30:39your attention if you walk past it in the supermarket I kind of like it to an ugly man he'd rather get some
30:45attention so he can convince somebody that he's a nice guy and just have people walk past him so if
30:49if people actually go that's ugly oh but it actually works I might think it's going to take the paint
30:55off though as well as terminate germans and I would hope not I mean we've tried to soften the image
31:00down by using a child is that a child it looks to me like a woman dark glasses all right guys thank you
31:08very much indeed next Jamie presenting OctiClean where eight hands are better than two good morning
31:26our research showed that last year a quarter of men admitted that they would pass up the opportunity
31:34of a night of passion if their home was dirty we then visited a mother and baby focus group
31:39and they all agreed in volumes that as a modern working woman keeping up with the demands of a
31:46hectic life they felt like they had to be like an octopus and literally have eight hands just to keep
31:53up so let me introduce you to OctiClean look at all this mess if only I was an octopus and this would be
32:02done in no time fancy and early nights and leave this to me OctiClean a multi-purpose kitchen cleaner
32:10with a powerful one wipe system can be used on various surfaces where eight hands are better than
32:16two wow that was quick OctiClean eight hands are definitely better than two OctiClean the multi-purpose
32:27kitchen cleaner as you can see with the help of OctiClean this home is a happy home with relationships
32:34improved at every level my question is just to be clear whether you're selling marital harmony or a
32:39cleaning product when you looked at your actress there dressed in the octopus costume and she walked
32:44onto your set did you say to yourselves that's it that's the image this woman with this comedy
32:52octopus head on is how we want to represent our brands we didn't try to focus too much on the
32:57octopus you know we purposely didn't have it in the octopus outfit for very long it wasn't the main
33:01focus of the advert but it's the bit that i remember it's a good thing if you're remembering it
33:05i know but if it wasn't the main focus am i remembering it for the right reasons or the wrong ones
33:09okay guys thank you very much indeed thank you very much for your time
33:12time for the experts to report back to the boss
33:22go ahead you tell me what you think i think there's a good idea there struggling to get out but
33:27unfortunately it didn't quite make it it's got to be said the execution was an absolute travesty
33:31a travesty right yeah and i did find some of it even distasteful bad mistakes made on both sides
33:39there's a bit of a dilemma here well listening is a close call
34:00he can go for you to the boardroom now
34:09the boardroom now
34:26afternoon good afternoon right apollo team leader yeah i was the team leader on this task so alex in
34:38in the past weeks you've told me about your marketing expertise and this was the opportunity yeah
34:44did you clean up or mess up then
34:49silence oh dear why don't we see the television advert first of all
34:55i'll just can't get rid of this gravy
34:58looks like you need the germinator
35:05whoa tough bacteria and grime e coli and influenza easy
35:12hasta la vista gravy wow thanks germinator germinator terminates germs and dirt
35:19right so who masterminded the television advert the idea was actually chris's you know quite often
35:29there's not much differentiation in terms of the product you know they're all-purpose
35:32multi-surface however the ones which really stick out in your minds are the ones which have adverts
35:35which are either appallingly bad or shocking or humorous so i thought you decided to make a shockingly
35:40bad advert also well i mean the idea was that we were going to go down the amusing route i see to be
35:45fair i think tied in well with the name i thought it was quite a humorous parody yeah yeah germinator is
35:51a very good name actually i would just think that if you're going with germinator then you have set your
35:56stall out germs your television advert says it's a deep stain remover it doesn't go with a name does it
36:05okay christopher the marine you're the team leader i understand oh that's lord sugar yeah yeah okay
36:13was he a good team leader by the way yeah yeah joanna you run a cleaning business yes i do lord
36:19sugar so you had a bit of an expert in your midst did you take any notice of it we did we sort of
36:23asked joanna for her input and we were looking at all unless she's got something wrong with her neck
36:28she doesn't seem to agree do you think you've got listened to in this i feel that i could have been
36:31utilized a bit better well i think we'll go straight into your advert first of all and see
36:37what you've got to offer look at all this mess if only i was an octopus and this will be done in no
36:44time fancy and early nights and leave this to me octi clean a multi-purpose kitchen cleaner with a
36:52powerful one wipe system can be used on various surfaces where eight hands are better than two wow
36:59wow that was quick octi clean eight hands are definitely better than two
37:09hmm reminds of one of your friends midnight movie dvds nick
37:16right tell me what gender normally goes and buys this in the shops the females females okay do you think
37:25what i would call a 1960s advert which actually depicts that the husband says go on you get on
37:31with the cleaning i'm going to go and sit on the couch somewhere you go and scrub up and all that
37:36stuff come in and see me when you've done it it's going to go down too well with the i thought it was
37:41just the sort of aspect of sort of normal family day life you know dad takes the little one up to bed
37:46while mum sort of finishes up downstairs dad looked like he was just laying on the couch while mum was
37:50doing all the cleaning he'll go down like a lead balloon that would where'd the name octi clean
37:56come from then basically it was like that mothers could do with extra set of hands so someone said
38:00you know almost like an octopus and then the name octi clean came from there the first time octopus was
38:06mentioned it was mentioned by the woman at the focus group and as soon as she mentioned octopus you're
38:10all over it like a tramp on chips yeah the strap line and the name and the theme did come from the focus
38:17group hmm i mean that is that is the clever bit about your campaign the eight hands are better than
38:25two so to speak that is it now under normal circumstances the advertising agencies me and
38:34them don't normally get on too well because i have my own strong views i have to say on this occasion we are
38:42one synergy let me put it this way i wouldn't say you've won i put it more like technically you haven't lost
39:03you breathe a sigh of relief there christopher because the reason you won was because of the
39:09octopus and the eight for two and also the fact that your bottle looks more in line with what you
39:16would expect for a clean like that it's bright and the thing that tipped the scales for me is that you
39:22clearly understood what you needed to show in that advert although it was shown very very badly
39:30so i've got a treat for you i've arranged a private karaoke party for you so yeah so you can go and
39:38celebrate in style and have some cocktails enjoy yourself and i'll see you on the next task okay
39:53you know technically you have lost it's as simple as that i mean this thing is the most horrible thing
39:59i would have seen in the bathroom since psycho i think there's a lot of faults on this campaign i'd
40:05like you to go off and have a discussion amongst yourself i'll be calling you back in here one of
40:10you at least one of you will be going today okay thank you
40:21all right cheers thank you guys
40:44that was a real look of satisfaction that's good
40:57quite frankly i'm quite shocked at lord sugar's decision and i actually disagree with it so i'd be
41:01more than happy to discuss this in depth with him it's very difficult for me here because you know
41:06i'm looking around the table you know i'm not seeing any sort of guilty hands i think everyone worked very
41:11very very well i think we did have a good idea i mean what about myself have you any sort of feedback
41:15as to how i manage the task
41:21it's gone very silent is that good news or bad news guys
41:35it's gone very quickly
41:49could you send the mall in please
41:53you can go through to the board
41:54right alex have you had time to deliberate i wanted to sort of perhaps defend what we did i'm a
42:19a little bit bit surprised looking at what the other team produced in that bottle it's just
42:23this isn't anything i'm not consulting you over the reason why they have won do you understand
42:30i'm here to talk about why you lost okay so forget about them and talk about this
42:36i must admit you know we took a risk we went for something that looks and feels very different to what
42:41people have seen before but we did that for a reason lots of companies launch very similarly to's but
42:47they don't have any success because it's just another this is a me this is a me too that i would
42:52expect to find in a car accessory shop as a degreaser this does not lend itself to somewhere in the
43:00kitchen or the bathroom who designed this label you you and him right yeah i mean who is this on here
43:08posh spice who is it who's it meant to be it's meant to be the culminator character looking at the
43:14products in the supermarket you know i really felt we wanted something that would visually stand out
43:19that will it would stand out in the car accessory department and if you did your market research
43:24properly in the supermarket you would have seen that most of the colors of bottles of this stuff
43:29are pastely and light shades our focus group also led back to pastel colors and light shades as
43:34well which is something interesting to note yeah they said yellow when we got back and we were talking
43:38about colors nobody mentioned that somebody in the focus group had mentioned yellow we did we we
43:42told you exactly what we found out from you didn't and laura here is agreeing with me no we didn't
43:47sorry chris do i get the feeling that you took the helm on this thing here once you had this
43:54germinator idea it was just taking a notice of anything else i'm just going gung-ho and i'm going
43:59to do it i wouldn't say it was like that at all you know i presented an idea which has failed and
44:03i'll fully accept responsibility for that but at least i'm providing an idea and to back up chris as
44:07well i did have an idea of the whole hasta la vista gravy thing which was incorporated so i obviously
44:12wouldn't have done that if i wasn't happy with the brand i think the problem here is that the product
44:17got lost in the process definitely i mean what you were doing was focusing on an advert which you wanted
44:24to make people laugh wanted to be funny wanted to be memorable and forgot the product you know the
44:30titanic won 12 oscars but it wasn't a good advert for cruise ships was it yeah and you're cleaning
44:37gravy with something called germinator so you kind of half-heartedly through the young boy say oh and
44:44it's killed the influenza bug also at the same time and worse than that as a parent myself of young kids
44:50i'd certainly be looking at the back where it says keep product out of reach of children yeah having a
44:55boy is just a no-go area on a product like this i mean in our defense we did want it's an irritant i mean
45:02it's the kid hands it's doing a bloody good job irritating me at the moment right on this yeah
45:07okay you can't deny that's something that really worried me i read that absolutely you brought that
45:12up laura and you were right to bring that up laura you keep saying i discussed it with alex about the
45:17kid so why didn't we shut it down i don't think alex will disagree that i stressed again and again and
45:22again my worries about this but i wasn't allowed involvement in the tv advert so where was your
45:27input into this doesn't seem like there was any it seems like you're being a little bit quiet and
45:32feeble and standing back and doing nothing no i have to stress that i have asked for a lot more
45:37involvement in this than i have received every idea i had laura had an angry attitude all day i was
45:43so no i was frustrated like you weren't listening both times you were angry no because both times
45:48alex i'm stressed when we were trying to write your pitch to me laura wasn't trying to be helpful
45:54she was like shouting at you and shouting different things at you instead of actually
45:57trying to help you because what you wrote was was not going to work one thing you know i heard when
46:03i spoke to the advertising agency this morning is that you did a very good pitch there sandish so
46:10about one of the first time i've heard something positive you know they said it was very very good
46:15sandish and laura put themselves forward you know to do the pitching i think sandish you know was
46:21really really enthusiastic and and really wanted to sort of step up she delivered a good pitch and
46:26she did yes okay who are you bringing back in the boardroom alex well you know i believe the failure
46:30of this task very much seems to lie around the tv ad and you know the two other people who were
46:36involved in that were myself sandish and chris and those are the people she did a good job for you
46:42she did a good job in the pitch you just said you relied upon her and and and laura did a good
46:48job earlier in the day you know i'm not saying laura didn't do a good job i'm just but the reason
46:52i'm choosing sandish is because during that focus group it was mentioned that yellow would have been
46:59a good color there were three of us in the focus hold on there were three of us in the focus
47:02group and chris said red i understand you're bringing me in here but bringing in her in here when
47:06apparently the pitch was the only good thing in the whole thing i don't really understand that at
47:09all to be perfectly honest you just sat here and said to me that you knew that somebody had mentioned
47:13yellow but you never offered that we mentioned pastoral colors and you said you did not mention
47:16that those are my choices well alex you're not good at choosing concepts you're not good at choosing
47:26ideas but i would say this to you laura that frankly you're getting away scot-free i think i've had enough
47:33of listening to you about you know not being given the opportunity to do this not being given the
47:38opportunity to do that you two people back to the house thank you right i'm gonna have a consultation
47:51with karen and nick on this so i'd like you to step outside i hope he's bringing people back in this
48:08boardroom for the right reasons and listen i'm not a great fan of sandish she did a good pitch but
48:16actually her contribution to this task was less than anybody else yeah well i think chris should have
48:24supported alex not the other way around he's an investment banker what does he know about i'll get
48:30them back in hello yes send three of them in please yes lord you can go for you to the boardroom now
48:46you know throughout the course of the last few weeks i've heard people say about you alex that
49:02you've always got some good ideas and yet when it comes to this task in what you do for a day job
49:09it's gone wrong i'll agree it was quite a challenge in terms of managing all the timings
49:15and being super creative at the same time i think i did manage the task well you didn't manage the
49:20task well alex you didn't in my day job i am a marketing manager i'm not a creative so i would
49:26argue that you know i i am skilled in managing a team of people i delegated effectively have you ever
49:32heard the expression pouring more oil on the fire i have yeah and what you've just said to me is that's
49:38what i actually do i'm not creative i manage people and the point i've just made to you is that
49:44you didn't manage well you didn't manage well you know laura was complaining although for some reason
49:51has become an ally of yours and has got nothing good to say about you in this particular instance
49:56because yesterday laura was she was in a bad mood she was very very angry but a lot of what she did was
50:01very very good in terms of the brainstorming you know i i can't say laura did a bad job yesterday
50:06how do you not bring somebody in who you said you sidelined from doing anything productive
50:10throughout a whole day not the whole day and then you don't bring them into the board room
50:13for the pitch you're bringing two people who did a lot more than she did but the reason you're both
50:18here is you know we failed because of our tv ad it didn't fail just on the basis of the tv advert
50:25it fouled on the basis of that thing first of all that's right and it fouled on the fact that the
50:31content of the advert did not portray the bullet points of the product the actual advert itself
50:38wasn't that bad what was bad was that the message wasn't there well all the things you said there
50:45those are all things that chris wrote and conceived yeah at the time can i just speak for a second you
50:53signed up on it you said you loved it you're the manager i'm not saying that i'm just giving you an
50:57idea carried away with and you agreed and went no but you got very angry is that the reason we
51:02look when when when we discussed the leather jacket because you're talking over me and it's very rude
51:09it's very rude to talk over people so do you want to just slow down for a second stop shouting it's
51:15bizarre you didn't try and change that i think he got carried away in trying to sort of create this
51:21overall theme this homage to the film isn't that your role as a manager to reign that okay okay so
51:27listen i personally reject your logic of bringing people back and i'm wondering alex as to whether
51:37there is some motive for bringing her back in here now last week you heard me say that i wasn't happy
51:43with a pair of you sure yeah and i'm wondering whether you've brought her back in here because
51:48she's thinking that she might be the lackey today definitely not the reason i've chosen sandish is
51:53i know you've made a very strong point about the color of the bottle and in this boardroom sandish has
52:00made an admission that she knew in the focus group that they had said the same yellow would have been
52:06to first yeah when we discussed this she never offered this information so i feel that was a key
52:13reason for that's ridiculous alex you know what i delivered a good pitch so why did you bring me
52:19most of that material in the picture was material that i gave you i had to deliver that picture i had
52:24to make it my own and i stepped up to mark and i took a risk i wanted to prove myself so i did that
52:29because i wanted to take a risk and prove i don't do enough all don't get carried away sandish that because
52:35she got a good pitch let me tell you that the reports back from karen was that you were still
52:41not doing much at all on this task but on the other hand if it was yellow don't think you were
52:46being home and dry but that's why chris is here because i mean on the scale you know you'll let
52:50us talk for a minute okay go ahead yeah the point he's making which is quite clear is if you still
52:56believe that the color of the bottle rather than the fact that it doesn't sell the product is what lost
53:00the task then you clearly don't understand marketing to the extent you think that you do
53:05chris it seemed that you're the one that wanted to push this thing all the way through that's correct
53:10yeah therefore do you not feel responsible i don't at the end of the day at the end of the day there
53:15was a lack of ideas and i'll admit that maybe i made a mistake perhaps of conceiving an advert before
53:20maybe necessarily addressing all the product points but the point was when i delivered the idea
53:24everybody else without me bulldozing it or impressing it on anyone said you know what actually i think
53:29it's a great idea we'll go with it so the failure of this task who is responsible for the failure
53:33ultimately alex has to be at the end of the day i didn't see a great deal of good management from
53:37him but equally he didn't actually had anything creatively whatsoever alex out of the three of
53:42you who is responsible would you say i would say chris even after they came up with the idea i said to
53:48them guys i don't like this germinator it's not going to work you know and then and then it was the
53:54and then there came a point in the day when we had to run with that it wasn't sure your answer is
53:59chris is that what you're saying yes and sandish i don't expect i need to ask you because you're
54:05also going to tell me it's alex is that right alex was panicky and he wasn't creative and he didn't
54:10lead us well and i don't really know much of what he did right i have heard enough really
54:16the first thing i'd like to say is this i don't agree with the reason sandish why you're in this
54:29boardroom so you go back to the house now thank you lord sugar
54:34alex i'm still lost as to why on this a task which you are supposed to be expert in went so
54:49miserably wrong and miserably wrong it did i'm mindful of your abilities and i'm also mindful
54:57of some of the things that you've done in the last six weeks
55:00chris i think that this task is really not the one for you to have taken the helm on and take the
55:08helm you did and that is a flaw really it's an example of someone getting a little bit too cocky
55:17it's really unforgivable
55:21but i think that the positive things that you have done in the previous weeks outweigh that
55:28and so it is with regret that having given you the chance and opportunity alex that i'm going
55:34to have to say to you you're fired nice to meet you lord sugar likewise nick and karen thank you very
55:41much indeed
55:49chris go back to the house i'll see you on the next task thanks very much take on board what i've said i will
55:55do good luck good luck see you see you see i'll dress kind of an excitable gentleman but he had a
56:07difficulty in accepting he's ever done anything wrong your car's ready for you now decent enough
56:13bloke though yeah nice enough fellow but on balance i think the right person went today
56:25i think lord sugar has made a big mistake i am successful i'm going to be successful i'm going
56:38to found my own businesses i don't need him alex is stupid because if he had brought laura in
56:44he might still be here i know everyone's shocked i'm here which is really obvious so thanks but anyway
56:51if alex comes back then i will genuinely eat an item of clothing from every single one of you
57:01i'm sure that alex didn't go down without fights what what did he say he was trying to talk
57:12over me he was like oh yeah yeah
57:17one job now nine candidates lord sugar's search for his apprentice continues
57:25next time your task is to sell the big screen experience to the general public working with
57:35animals and children in search of big box office this is your dvd another gem are you interested in being
57:47in our movie no if they don't want it then just chuck it in the bed someone as meticulous as you
57:54should have picked it up you're fired well personally i'll never forgive him for that apple orange pie line
58:04alex makes his excuses you're fired over on bbc 2 now or join some people who really know about
58:10advertising madman continues on bbc 4