- 5 months ago
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00:00I'm looking for a complete all-rounder, and the bottom line is, this process works.
00:07Lord Sugar is on the hunt for a brand new business partner.
00:13Over the course of the next 12 weeks, you are out of your comfort zone.
00:17Ready to fight for his funding.
00:2118 aspiring entrepreneurs.
00:25This is a bad call on strategy. You haven't used any of your skills, any of your knowledge, any of the things that you claim that you're experiencing.
00:34On the table, a quarter-million-pound investment.
00:39And a 50-50 partnership with Britain's toughest backer.
00:44Supply and demand, that's what this is now. I'm demanding the answers. You better bloody well supply them.
00:50All right, let's go, let's go. Come on!
00:52It's a deal worth fighting for.
00:55What that stuff, in there, speaks to me like that again.
00:59I messed up a bit, didn't I?
01:0018 candidates.
01:02We're gonna be explosive.
01:04Do not talk over me, I am talking to you.
01:0712 tough weeks.
01:11You tell people how terrible they are, and you could do it better.
01:14Don't disrespect me.
01:15One life-changing opportunity.
01:18You're fired. You're fired. You've dug yourself a very, very big hole. You're fired.
01:32Previously on The Apprentice.
01:35I want you to swap.
01:38An early twist from Lord Sugar.
01:40This is the first time we've had mixed teams in the first task.
01:45Next, reel in the readies.
01:47Please go, Sam.
01:48By flogging fresh fish dishes.
01:50Guys, I need bay leafs and milk. I need the potatoes.
01:53Kitchen chaos for April's team.
01:55Package the fish cakes. I need to get out of here.
01:58Meant they missed the lunchtime rush.
02:00Are you on the way to get some lunch this afternoon?
02:01No.
02:02What are you eating, chaps?
02:03And Dan's selling style.
02:04Are you interested in buying some salad?
02:06Sank without trace.
02:08Okay, no worries.
02:09No worries.
02:10On the other team, suspect squid.
02:12We may have a little calamari temperature problem.
02:14Went overboard.
02:15It's actually smelling quite bad.
02:17But flying fish fingers.
02:19Four fish finger sandwiches.
02:21That is the most amazing sandwich that your husband will eat today.
02:24Netted project manager, Selina...
02:27A win.
02:29Handing April a whopping defeat.
02:32A pathetic profit of only £1.87.
02:35A disgusting result.
02:37Navy man, Brett, played by the book.
02:39But everything that I did personally carry up was to a professional standard.
02:42But it was Dan...
02:44I can't sell and I can't cook.
02:46Okay, you know, so shoot me.
02:47Who became the first casualty of the boardroom.
02:50You were the only one who didn't sell anything.
02:53Dan, you're fired.
02:55Now 17 remain to fight for the chance to become Lord Sugar's business partner.
03:02Hello?
03:03Lord Sugar would like you to meet him at the Barbican Conservatory.
03:04The cars will be outside in 20 minutes.
03:05Barbican Conservatory, 20 minutes.
03:06Barbican Conservatory, 20 minutes.
03:07Barbican Conservatory.
03:08Yeah, 20 minutes.
03:09I don't know.
03:10I don't know.
03:11I don't know.
03:12I've heard of the Barbican but I don't know what it is.
03:14The Barbican Centre's like...
03:15It has an art gallery.
03:16It's got a theatre, cinemas.
03:17In my wildest dreams, let's say that it's direct to play and sell tickets to it.
03:19How awesome would that be?
03:20How awesome would that be?
03:21How awesome would that be?
03:22I don't know.
03:23I don't know.
03:24I don't know.
03:25I don't know.
03:26I don't know.
03:27I don't know.
03:28I don't know.
03:29I don't know.
03:30I don't know.
03:31I don't know.
03:32I don't know.
03:33I don't know what it is.
03:34The Barbican Centre's like...
03:36It has an art gallery.
03:37It's got a theatre, cinemas.
03:39In my wildest dreams, let's say that it's direct to play and sell tickets to it.
03:44How awesome would that be?
03:45I'm sure it will be more pleasant than the last time.
03:53Less fish.
03:54Less fish.
03:55Please, Lord.
04:00The Barbican.
04:03World-class centre of performing arts.
04:08At its heart, a hidden oasis.
04:12Home to over 2,000 species of exotic plants.
04:26Good morning.
04:27Good morning, Lord Sugar.
04:28Welcome to the cactus room in the Barbican Conservatory.
04:33The cactus survives in the desert and therefore it has moisture-retaining properties.
04:40And as a result, it's long been used in beauty and cosmetic products.
04:46And that is what this task is all about.
04:49I'm going to give you a shampoo.
04:51No name.
04:52No branding.
04:53It's all up to you.
04:54But within that shampoo, we have used extracts of cactus.
04:59And I want you to produce an advertising campaign for the shampoo's launch.
05:04Including a 30-second TV advert and a digital billboard.
05:08What you've got to worry about is branding that packaging around the cactus and its properties of retaining moisture.
05:17You'll be pitching your campaign to top advertising executives.
05:22But I'm the customer.
05:23In fact, it's fair to say I'm the prickly customer in this case.
05:27I'll be making the ultimate decision.
05:30And in the losing team, at least one of you will be fired.
05:36I mixed the teams up for the very first task.
05:39We're actually going to go back to boys versus girls.
05:42Off you go.
05:48For the teams, two days to come up with an ad campaign for a new shampoo.
05:54I'm happy to be back in the boys' team.
05:57I think that we'll work together very well.
06:00As soon as he said the girls are back together, I did have a sense of like, yay, the girls and the shampoo.
06:05I think the fact that we got rid of Brett because he's bald, that's good.
06:10The girls are going to think that we are not going to be able to do it, not going to have a clue, not have any design experience.
06:17We've got way more experience than they think that we've got.
06:19But Charlene is in the hairdressing industry.
06:22For me, this is what I want.
06:25I want to advertise something that I do.
06:27So, yeah, I'm really excited.
06:29Stuff I know.
06:30I'm really excited.
06:31You're on your own salon, so you're really up for that.
06:34Honestly, she is a nightmare to work with.
06:36If you didn't work with her last time, she will be hen-pecking at every single girl.
06:40That pecking order hasn't been settled.
06:42Yeah.
06:43And this task will wind it back up again.
06:44See, but there is no pecking order for us lot.
06:46Because I'm at the top, you lot are underneath.
06:48Fuck it, isn't that?
06:49Full of it.
06:5111am.
06:54Award-winning creative agency, ARC.
06:58I guess this is the shampoo.
06:59Yeah, it's amazing.
07:02I'd like to put myself forward for this task.
07:04Pitching to lead the girls, Charlene.
07:07I've obviously got a hair and beauty salon.
07:09I talk about hair care continuously.
07:11I work with shampoos every single day.
07:13My future plans is to have my own shampoos.
07:16This is not about shampoos in particular.
07:18It's advertising and marketing.
07:19I have a really strong business running my own brand of hair extensions.
07:23I did launch a product.
07:24I filmed an advert, figured out a whole viral campaign.
07:26So, unless you've actually launched a product yourself,
07:29I think I have the most experience.
07:31So, who wants to vote for Aisha?
07:33Raise your hand.
07:36Aisha, you won.
07:39At the end of the day, my neck is on the line.
07:41My team have to get in line and they have to actually accomplish the task
07:44and we all have to be in it together.
07:46They get one chance and that's it.
07:47They're out.
07:48I just want to say, sorry, but if anybody is not productive in this team
07:51at the end of the day and we lose, they'll be coming into the boardroom with me.
07:54I don't care.
07:55So, everybody needs to get on board.
08:00I've run a marketing agency for eight years.
08:02This is what I do.
08:03Heading up the boys.
08:04Are we all happy with that?
08:05Yes.
08:06All right.
08:07Marketing expert Richard tries a diplomatic style.
08:10I want everybody to have 30 seconds where people can actually pitch their ideas uninterrupted.
08:15You've got to remember it's cactus and moisture.
08:17That's all I ask.
08:18Anything else is up to you guys.
08:21Quite deserty.
08:22Something dry, something wet.
08:24Live life rough, then make it smooth.
08:27I think million dollar hair.
08:29I know it sounds slightly feminine, but I think we have got a little bit of feminine taste.
08:32That's cool, we've got that down.
08:33Let's go.
08:34I do wonder whether Richard has bought a management book and read it cover to cover before he came
08:39here, because he gives everyone the opportunity to speak, everyone the opportunity to put forward
08:43an idea, even if it's a really bad idea.
08:46My idea is that sexiness.
08:49A gentleman with a haircut similar to mine, and slow motion women just looking at his face.
08:55Really well worked team, lots of teamwork.
08:58Personally, I think that we should think about a male market.
09:01I've seen black as a bottle.
09:03Nobody's actually listening to anyone.
09:05I'm not really sure.
09:06He looks like he is, but I think he's pushing very much what he wants all the time.
09:10Guys, I actually think that that was really productive.
09:13Fabulous.
09:14Yep.
09:15Next door.
09:16At the end of the day, I know what Lord Sugar is looking for.
09:18He's a client.
09:19He likes mass market.
09:20The girls are in a lather over who to target.
09:23Can I just say, it has to be female.
09:26I think female.
09:27It's so saturated, the female market.
09:28I was thinking older women.
09:30I know it's not sexy.
09:31I think it's a niche.
09:32Can I just make one point?
09:33I sell champions.
09:34Yes.
09:35Okay, okay.
09:36Wait, hold on, hold on.
09:37Can I just make a point quickly?
09:38The 50 plus generation are the fastest growing in the UK and the US.
09:44So I really think that we should go for those 50 plus.
09:46I really want to believe that.
09:47I passionately believe that.
09:48Shh.
09:49I'll keep ladies happy.
09:50Okay.
09:51Let's go for the Grey Pound, the over 50s then.
09:54Fine.
09:55They've gone with Varner's idea to target women over 50, and there's nothing wrong with
10:00that.
10:01However, most of the team are in their 20s, so they mustn't fall into the trap of creating
10:05a brand for themselves.
10:07Midday.
10:08Go, go, go.
10:09Bye, guys.
10:10Have fun.
10:11While half of each team stays at base to design both bottle and brand.
10:16Just think anything manly.
10:17What about manly moist?
10:19Ugh.
10:20I was thinking the word, like, finesse and how that sounds really sleek, and then I was
10:25thinking cactess.
10:26I like the tess, but I don't like the cack.
10:29The rest head off to produce a digital billboard.
10:33I mean, the thing is, you've got to remember your target audience as well.
10:35If you're doing a big billboard and, you know, by a tube station or a train station,
10:40you know, people walking past, they haven't got half an hour to look at a message and
10:43work out what it is.
10:44They've got a couple of seconds while they're working around and it just needs to be almost
10:47impaltry.
10:48OK, words to do with cactuses.
10:51Moisturization.
10:52Replenish.
10:53Overseeing the branding boys, project manager Richard.
10:57Could we not actually call it cactus?
10:59Someone write that down.
11:00You happy with that spelling?
11:01Yeah.
11:02Obviously.
11:03Western.
11:04West?
11:05That's quite a good one.
11:06That's a wicked one.
11:07Western.
11:08It's a creative process and it's like a river and you've just got to guide it in the
11:13right direction.
11:14Cactuses are like in the desert.
11:15It's quite Western-y out there.
11:16Yeah.
11:17And it's Western.
11:18Western.
11:19If I do everything, then I'm responsible for everything.
11:21And then if the chips do go on the floor, then it's me going home.
11:26So I've got to let people actually step up as well.
11:28Desert-defeating hair.
11:29Yeah.
11:30Desert.
11:31Ooh.
11:32Yeah.
11:33Desert-defeating hair.
11:34That Western-desert-defeating hair.
11:35Yes.
11:36Yes.
11:37Lovely.
11:38That's really good.
11:39Well done, you.
11:40I love it.
11:41How about spelt desert?
11:42We've won it.
11:43Just won us.
11:44OK.
11:45Hello.
11:46Hello, boys.
11:47You all right?
11:48Real well, yeah?
11:49How you doing?
11:50I've got one minute with you to talk about the billboard.
11:53We've made the decision.
11:54The name, Western.
11:55Just simple.
11:56Just one word.
11:57And then the tagline would be, desert-defeating hair.
12:01We are thinking to get the desert with the bloke.
12:05We would like to see sand being hit to the hair.
12:09And he flicks the hair in a slow-mo away from the sand.
12:13Cheers, Richard.
12:14Hello.
12:15Hello.
12:16Western's not a desert.
12:17It's an old American cowboy film.
12:18I think you mentioned the sand element.
12:20Yeah, sand is what?
12:21I don't know how that points to shampoo.
12:25But what about if the guy on the billboard actually had shampoo in his hair?
12:30Like, you know when you have a foamy head?
12:31I don't know what you mean.
12:32The foam, just to me, will say shampoo instantly.
12:34It's going to show it away, yeah.
12:35You boys are showing enthusiasm, right?
12:36So once I say the idea, and he doesn't like, don't leave me hanging.
12:40You need to be like, thank you, mate.
12:44My concept is secrets of the desert.
12:47Aisha's branding girls are targeting the over-50s.
12:50Can you explain the idea behind secret desert?
12:52Because I'm not...
12:53Well, it's a secret.
12:54Not everybody is in on it.
12:55It's going to make people question, oh, have you heard about this?
12:57Have you heard about that?
12:58Desert secrets.
12:59It comes across a bit tacky, I think.
13:02I don't like the word desert.
13:03I don't think we should use desert.
13:04I like it, but...
13:05We've decided to go for desert secrets.
13:07None of us agree with it.
13:08Well, I don't need comments like that.
13:10Because at the end of the day, we're all together in this.
13:12We're really going to struggle with making sure this doesn't appear like some crap.
13:15I mean, ultimately, this will be your call.
13:18I really don't like it.
13:19Let's go with it, okay?
13:20Let's go with it.
13:21I just ignored the general consensus of the team.
13:23If this all backfires, I don't think the team will get behind her,
13:26because we didn't agree with it.
13:28So, Tom, if you just want to come with me...
13:30Across town, the Billboard boys get to work on Joseph's shower scene.
13:35Basically, what's going to happen, focal at the camera,
13:37just pretend to sort of wash your hair as you would do.
13:40Pointing Weston in the right direction, Brett.
13:43Nice and like lavery, going it back.
13:45One of the team is going to be standing on there with a watering can.
13:48Camera go down, down, down, down, down, down, down.
13:50Stop.
13:51Could you stand in this square bucket?
13:54Because the majority of it's going to roll off his body, isn't it?
13:56Into this, you know what I mean?
14:00Like that sort of thing.
14:01See how your feet fit in it.
14:02He's going to wear his trousers, isn't he?
14:04Have you got replacement trousers?
14:06No.
14:07Erm, good point, McGinn.
14:09Well done.
14:10As director, it's not a part that I've really played within the film industry.
14:14Do you mind going in your pants?
14:16We're all men here, aren't we?
14:17And then changing into your dry trousers afterwards, is that right?
14:19Yes.
14:20However, I am a natural leader.
14:21I run a company, so therefore I managed to delegate a little bit.
14:24Guys, positions end, please.
14:26Stop pouring.
14:27Down with the camera.
14:28Down, down.
14:29Put your head back as well.
14:30Look at the camera.
14:31Look at the camera.
14:32That's it.
14:33Don't look at the camera, you helmet.
14:34Keep going, keep going.
14:36In four, three, two, one, stop.
14:40We're going to all wipe him down now.
14:42Yeah, mate, get him dry because he's bolted.
14:44Stay away from the package.
14:45Why not her?
14:46What about this lady?
14:47But what about her?
14:48Back at the agency.
14:49We absolutely would not use her.
14:52She looks like my grandma.
14:54Aisha's girls search for the face of desert secret.
14:57Even in advertising campaigns when they're aimed at older things, they always use younger
15:01people.
15:02Of course, because it's aspirational.
15:03I just wanted to throw in Simona because she has long hair.
15:06And I think she looks like an affluent career woman.
15:09She looks younger than 50 to me.
15:11But that's the point.
15:12They feel 10 years younger than they are.
15:15The older woman doesn't see herself as an older woman.
15:18She sees herself as at least a decade younger.
15:21Using a younger model will be more effective in getting the message across.
15:25So he's defeating desert dry hair.
15:28Next door, Richard's branding boys perfect their packaging.
15:33What we like is the idea of trying to use the outline of a cactus to try and make the
15:38tea within Weston.
15:39We need to get a sense of exactly what the product is.
15:41Yes, I agree.
15:42Looking at the product, it makes me feel proud.
15:45I've come up with the name Weston.
15:47So that clearly shows how strong I am and how much that Richard trusts me and believes
15:51in me as a team member.
15:54For the girls' billboard team, a first glimpse of the models.
15:58Hi, ladies.
15:59Hi.
16:00Booked by their project manager.
16:02It is a product that is specifically designed for elder ages.
16:05If you want to take a seat, ladies, and we'll be with you shortly, OK?
16:10We can't use them.
16:11Ruth, you're in here.
16:12They're not our target market.
16:13Are you happy to do it, Ruth?
16:14Ruth, you're in the advert.
16:15We could use the other one.
16:16We could use the other one.
16:17Well, I'm going to have to be in the advert.
16:18Because I'm the only one that's our target market.
16:20Yes.
16:21OK.
16:22It's fine, you've got lovely hair.
16:23I'm just flabbergasted by Aisha to give us two very young models.
16:28I'm having a problem.
16:32All right, we've got eight minutes to do this.
16:34Charlene, you're doing her hair.
16:35Natalie, I want you to get a little bit of sparkle and just put it on Ruth's eyes.
16:38Don't let you look old.
16:40You know you're gorgeous, Ruth.
16:42You know it.
16:43We just need to get a close-up of her.
16:46Calling the shots.
16:47Business student Jenny.
16:48And I want this much of her, OK?
16:51I absolutely love directing.
16:53It's really creative and that's what I'm really good at.
16:55Charlene, can you move out the shot, please?
16:57Lovely.
16:58Look towards the camera.
16:59And I want you to smile.
17:01And then go shh.
17:02And then I want you to turn around.
17:04Go away!
17:05We're filming!
17:06We're filming!
17:07We're filming!
17:08If I had been project manager, I would have been communicating with my sub team all the time.
17:13We haven't really had any direction.
17:15We've just done our own thing and been creative in our own right.
17:18And cut.
17:19Thank you, Ruth.
17:20Perfect.
17:21All right, so desert secrets I think is great.
17:24We have a great strapline.
17:25Rejuvenating shampoo with cactus seed oil.
17:27It's a very strong statement.
17:29Briefing their bottle designers, Aisha and the rest of the girls.
17:33This is going to be gold text with a purple outline.
17:37And then we were toying with the idea, and I quite like it, of having an outline of a cactus flower
17:41because the extract is actually from the cactus flower itself.
17:44Are we not thinking the actual cactus fruit stencil?
17:47Mm-hmm.
17:48Because maybe they won't know what that's a cactus flower.
17:50We can say cactus flower extract.
17:52For sure cactus, I agree.
17:53I'm just saying, should we use the flower?
17:54Not the cactus flower.
17:55The real cactus.
17:56I do not think that the actual cactus itself is appealing on shampoo.
18:00In the ingredients itself, it's seed oil, it's flower oil.
18:03It's not the actual cactus.
18:04The thing is, we don't want to throw you under the bus.
18:05We're just trying to give you our opinions.
18:06Yes, yes, yes.
18:07I understand that, but I think the cactus flower is better, so let's move on with that.
18:10Aisha is making executive decisions that don't align with our group.
18:14When the leader goes against the team completely, it feels like a dictator.
18:18So I think that is something that I'm really concerned about.
18:217pm.
18:22I'm excited to see this.
18:23I know, I can't wait.
18:24For the billboard teams...
18:25Let's see what we've got, please.
18:26...a first look at the finished products.
18:27That looks smart.
18:28Yeah, I like that.
18:29That doesn't look too bad.
18:30I think it looks better than not too bad.
18:31So here's your bottle.
18:32Goodness.
18:33We thought we were going to go more along the lines of promoting the cactus more.
18:34The ingredient, we can't change that, so we'll have to make up for it in the advertising.
18:46It's ugly, it's not clear what it is on the package.
18:50It looks like a hand wash.
18:52Well, when she's turning, it needs to say, what's her secret?
18:56That is it.
18:57Yes.
18:58It's got the carbon clay look to it.
19:00Say shampoo when he's washing his hair.
19:02I think I've changed the game today with the advert, making a shower effect.
19:06The size is decent, the western's decent.
19:08I think when the public see our billboard, I think they're going to think it's fantastic, just like the team.
19:139.30pm.
19:15Talk to me about it.
19:17Basically, on the way to the studio, I had an idea.
19:20Pour a watering can over the guy's head while he was rubbing shampoo into his hair.
19:24OK, so you've got shampoo in the hair.
19:27The guy was standing in a bucket in his pants, and then he's rubbed soap into his hair.
19:31It looks absolutely amazing.
19:33We were all buzzing off it.
19:34It's going to put western top of the billboards, I'm telling you now.
19:37Well, that clearly didn't use sand.
19:40Yeah, that's a bit worrying.
19:41No sand, shampoo, it sounds clean.
19:45We need to keep, like we said, brand continuity is the most important thing.
19:48It can't go that wrong.
19:509am.
19:51That looks quality.
19:52Just so simple.
19:53Just mmm.
19:54It doesn't shout out shampoo on a shelf to me.
20:08Today, the teams must produce TV adverts.
20:11Mr Director, all I ask, stay on brands.
20:14Oh no, absolutely, absolutely, yeah.
20:16And do you know what?
20:17That's simple, isn't it?
20:18Yeah.
20:19And prepare for tomorrow's launch.
20:20I want to really figure out who feels strongest to actually lead the pitch.
20:24Stepping forward, salon owner Charlene.
20:27I talk about shampoo and conditioners and hair products every single day to every single client that comes through my door.
20:33And account manager Natalie.
20:35In my job, I write pitches and present to businesses on a day to day basis and I think it would be really good if I could do the pitch.
20:40I would think because of your experience, Natalie, you should probably actually lead the pitch.
20:45Yeah, it sounds like you do that every day.
20:47If I can't lead the pitch, you need to make sure that you've got in your TV advert that it's richer than argan oil and it improves elasticity.
20:56If you haven't got that in there, you haven't got a unique selling point, for me, you're missing out key points.
21:01I'm not just a hairdresser, I'm a hairdresser with a very successful business.
21:06Not just a very successful business, I'm rated the best in my area.
21:09I feel like they're intimidated by my knowledge and maybe don't want me to outshine them.
21:169.45am, South East London.
21:20What I'm going to want, top off the body, the sun is shining, get me to heaven.
21:26Shooting Western, the TV advert, business owner David.
21:31So they're going to be putting their hands in the air and they're going to be going like this.
21:34They're going to be enjoying themselves, there's going to be a lot of movement.
21:37As a director, I'm very flamboyant, I like to get in front and show them what I want.
21:41I want you to give me this, this look, you know, how are you feeling?
21:44Okay Tom, I want you to act as if you've got sort of like dry hair for me.
21:48Just watching, project manager Richard.
21:51Sort of grab it and kind of look up towards your hair and action.
21:54Just two seconds.
21:55Move across slightly more to the right, so central, central, central.
21:58I've got it set up here.
22:00Let me get this shot.
22:01Can we move it so that the product is on the left hand side please?
22:04And stop there please.
22:05Let me just re-go over my brief.
22:08I can't accept a cactus getting lost on this.
22:11Okay.
22:12So I'll leave that with you.
22:13If I'm completely honest about this, I think that Richard is delegating.
22:18So if something goes wrong, he can find fault with someone else.
22:22I just think there should be a bit of white space between the top of his hair and the, there you go.
22:27But he wants to keep an overall control so that if it goes right, he can take credit.
22:31I don't want to hold you up.
22:32Yeah, just because if he's going to move his head.
22:34I'm actually being a bit of an irritant to you.
22:36I'll give you a bit of space.
22:37I'll give you a bit of space.
22:38No problems at all.
22:42Yeah, I've got it.
22:43Back at the house, the girls' bathroom doubles as a luxury spa.
22:47So we've got some scripts for you, so you can familiarise yourselves with them.
22:51In the director's chair for Desert Secret, Selina.
22:54This is the product that we've come up with.
22:56So when your hair's dry, utilising that cactus seed oil extract keeps your hair moisturised and illuminated.
23:02Do you think it maybe should have explained that on the bottle and actually said cactus oil is richer than...
23:07There's no point talking about that now, Shelley.
23:09Can I speak?
23:10It's nice to have feedback.
23:11I really appreciate feedback.
23:12Do you think that maybe cactus oil should maybe say that it's richer than argan oil in it?
23:17Would that be more appealing to you?
23:19I would relate to that because there's so many other products with argan oil at the moment.
23:24Yeah.
23:25Yeah, now I've said that.
23:26There's no point really talking about what we haven't done on the bottle.
23:29This is a group effort and everything has to be consistent.
23:32You can't have one person sticking their ore in and, regardless of the effect it has on the team, just want to talk about themselves and what they think and they want.
23:39Sometimes you need to just pipe down in business and just crack on with stuff.
23:42OK, can we have silence on set, please? Stand by.
23:48Your hair looks so healthy.
23:50What's your secret?
23:51Desert Secret shampoo. It's actually made from cactus seed oils, which are far richer than argan oil.
23:59Cut.
24:00We weren't happy with that. We're not going to use that shot.
24:031pm. King's Cross.
24:10Turning heads with Desert Secret, the rest of the girls.
24:14Out of the whole thing, what would you say you like best about it?
24:17It's colourful.
24:18Is it you? It's you up there, isn't it?
24:20It did catch my eye.
24:21There's no doubt about it. That billboard is grabbing people's attention.
24:25It's bright and it's colourful and it seems to be resonating with ladies of a certain age.
24:32At Victoria train station...
24:35Oh, my God, look at that.
24:37..the grand unveiling of the boys' billboard.
24:40I don't suppose you've got time to give us some feedback, have you?
24:43Is that all it is?
24:45That's basically it, yeah.
24:46All right.
24:47So do you think that the billboard displays a clear message?
24:49Not really, no.
24:50They've come here to gather market research to help their pitch tomorrow.
24:53The problem is there's no connection between the video of a man in the shower
24:58and the actual unique property of the product, which is the cactus seed oil.
25:03I'd see the cactus and then maybe link it in, but I wouldn't connect the western
25:06straight away with the selling point of the cactus seed.
25:09Right, OK.
25:10In central London...
25:12Does your hair feel as dry as a desert?
25:14Sam?
25:15Yeah?
25:16Needs to be more enthusiasm.
25:17Didn't seem like it had that much energy in it.
25:18OK, yeah, I'll go for it.
25:19...Richard's half of the boys edit their western movies.
25:22I'm in awe.
25:23I've literally got my mouth open and it's so good.
25:27So cool.
25:28When Lord Sugar put this task out to the group, it was obviously for me.
25:33I just knew that this sort of marketing role was mine.
25:36And I've been able to just use the assets that we've got in our team to create this wonderful
25:40thing and keep it on brand.
25:46Cactus seed oil conditioning shampoo helps to retain the moisture in your hair.
25:50Yes!
25:51That is the one, Sam.
25:52Good.
25:53That is the one.
25:545pm.
25:55I've got an overview of what I think the presentation should contain.
26:00Natalie is at work on her pitch.
26:03I reckon we should do the advert straight away.
26:05After that, we show the billboard to them before we talk about it.
26:08This morning, our project manager, Aisha, decided to delegate the responsibility of controlling
26:12the pitch to me.
26:13I want to say, and now, Varna is going to talk to you about basically,
26:17ah, I'm trying to think, product and packaging.
26:20I find it quite difficult because I'm a bit concerned about the product we've got.
26:24And obviously, tomorrow in the pitch, I'm going to be acting proud of it.
26:27But pitching a product you're not that confident is quite difficult.
26:29Wow, Mum, your hair looks so healthy.
26:32What's your secret?
26:33Desert Secret Shampoo.
26:35It's actually made from cactus seed oils.
26:37I'm quite liking the advert, and I think it flows nicely.
26:40At the end of the day, I feel I have great instincts.
26:42And there have been times when the team has completely disagreed with me.
26:45This is a highly saturated market we're going into.
26:48And this is that different way in.
26:49I feel really confident about tomorrow.
26:51I mean, who can argue with a mother-daughter relationship?
26:54That's universal.
26:55Campaign's complete.
26:57I think our ad is really classy, and it's peeling to the target market
27:00and all of those things.
27:01Could it be considered boring?
27:04Tomorrow, the pitch.
27:079am.
27:08Today, both teams must present their cactus campaigns to a panel of experts.
27:21We're going to be going with Scott, myself and Gary to lead the presentation.
27:26We've been there from the very start with this product, so we know the ins and outs of everything.
27:31So we've got to be able to answer any questions.
27:33The TV advert is so powerful.
27:36That's a mother passing down her beauty secrets.
27:38That's such a powerful thing that everybody can relate to.
27:41Waiting, representatives from ad agency ARC, digital signage heavyweights JC Decoe, and from the industry, Aussie Haircare.
27:55First up, Desert Secrets.
27:59Watching on the rest of the girls.
28:03Good morning, everyone.
28:06We're delighted to be here today.
28:08Are you, Natalie?
28:09Because I'm not convinced.
28:10You don't want it at all.
28:11You don't want it at all.
28:12You're dreading it.
28:13Now, we've got a secret to share with you all today.
28:16A secret from the desert.
28:19Desert secret.
28:22We've used the cactus seed oil to create a brand new shampoo that will rejuvenate, moisturize, and illuminate your hair.
28:32This is too boring.
28:33Our target customer will be a 45-year-old female.
28:36She wouldn't be the type of woman that would buy a very expensive product from a salon.
28:43The green bottle was chosen because the cactus is green.
28:48In addition, we included the cactus flower.
28:51The cactus flower is purple, which is a nice contrast to the green.
28:55The aim of the billboard is to stop people.
28:59It's to make people think, what is that?
29:03We've put a shush in the billboard campaign.
29:07It's supposed to be interesting.
29:08It's supposed to be selling it to them.
29:09I don't feel that these are the four best pictures in the team.
29:12I don't.
29:13Thanks so much for the massage, Mum.
29:14That's exactly what I needed.
29:15Oh, you're welcome, darling.
29:17So, we decided to have a mother and daughter feature in the TV advert.
29:20This is a very strong universal bond that a lot of advertisers actually don't seem to use.
29:24What's your secret?
29:26Desert secret shampoo.
29:28Do you think you're missing something with this target audience in terms of being fun?
29:32Well, we did put a contemporary soundtrack in there.
29:35I just wish I was in there.
29:37I ain't gonna lie.
29:38I just really wish I was.
29:40Really wound up about this.
29:42Nowhere in your communications do you ever mention that it's new, the launch of a product.
29:47Our target customer will be a 45-year-old female.
29:50I think sometimes they can be quite afraid of the unknown in terms of new beauty products.
29:54How do you guys think of it?
29:55How do you think of it?
29:56It worked really well.
29:57They were really interested.
29:58Actually, the delivery was relatively poor.
30:00You make a rod for your own back when you say that this is what you completely do.
30:05I disagree.
30:06Elle, you do this often.
30:07You tell people how terrible they are and act as though you could do it better.
30:10But I think you should give a pat on all the backs of all the girls who stood up there in front of those people,
30:16had the courage to go up there and do what they did.
30:20People looked at them in the eyes and they were so receptive.
30:22And then if something goes wrong, I turn against you.
30:23I'm trying to be honest with you, Vana.
30:24Don't disrespect me and tell me that I put people down and I'm negative because that's not the case.
30:27But I am not going to be the bitch that goes, oh, yeah, it was excellent.
30:30And then tell me that I put people down and I'm negative because that's not the case.
30:32I am not going to be the bitch that goes, oh, yeah, it was excellent and then turns around and says,
30:35listen, there were some things that I didn't like.
30:37Next, High Noon for Western.
30:40The time is now. It is our moment.
30:44I'm really confident in taking the picture on.
30:47I kind of like to be free when I'm presenting.
30:50You know, it's how my mind works.
30:51I don't need cards and all that kind of stuff.
30:53You should be able to just go in there and smash it.
30:56More now than ever before is the men spending more time and money on their appearance.
31:05He's not doing a great job, is he?
31:07Which makes it an open brand for everybody to use and to help their hair replenish and look good.
31:14My mind's gone blank.
31:25So we've made the sleek design be appearing really well on the shelf to ensure that it's bought in by all types of markets and it's not just pushed towards the male industry.
31:47Western for desert dry hair.
31:51I'd like to share with you our TV advert so you can get a grasp of the brand.
31:55Does your hair feel as dry as a desert?
31:58Cactus seed oil conditioning shampoo helps to retain the moisture in your hair.
32:12Simple, clean, on message.
32:15He looks like David Pratt, doesn't he?
32:18I'm just like...
32:20In line with our innovative brand, we are delighted to be promoting our product for the use of digital billboards.
32:27It needed to have impact and it needed to stand out.
32:30But then where is that great hair after you have two different ads and never once do we see the end benefit of this product?
32:38Um, yeah, I take that point on board.
32:42The defeating desert dry hair, we are filming the act of defeating that hair.
32:47No, no.
32:48The statement comes from the fact that we're using cactus oil in our product which survives in a desert.
32:53It all links.
32:54The links are clear.
32:55So thank you very much for listening to us today.
32:57And remember, Western is the best care for desert dry hair.
33:02Thank you very much.
33:04Congratulations man, congratulations.
33:10Hopefully the client's impressed.
33:12Pitch is over.
33:16For the candidates, next stop, the boardroom.
33:23I'm pretty disappointed in myself.
33:25I did feel the pressure.
33:26But our brand is really strong and I don't think we're going to lose.
33:31Everything in the product has been my idea.
33:35I feel it's an innovative campaign.
33:37It's something different.
33:38So I'm proud of it.
33:40For the experts.
33:42It's Lord Sugar here.
33:44Good morning Lord Sugar.
33:45A conference call with the boss.
33:48They started well with a clear consumer insight, knowing about this aging consumer.
33:53And then it all just came undone a little bit.
33:55When it got to execution, it was actually done in a very old fashioned way.
33:58Nowhere on their advertising or their packaging was there a cactus.
34:02They had a great scene where they used wind blowing through the hair to show what the end result would be.
34:07That was good.
34:08I don't know what secret it was.
34:10I thought it was more a dirty secret.
34:12I think the other team showed much more clarity in the core of their brand and their message.
34:16I really like how they've incorporated the cactus.
34:18I like the simplicity of it as well.
34:20Their digital billboard had a synergy with their TV ad as well.
34:24And we really like that.
34:25Oh okay.
34:26However, you'd want to see maybe 10 seconds of him washing his hair and then the end benefit.
34:31Never once in any of their advertising do they show what your hair looks like.
34:35Once you've used the product, you never see the end benefit.
34:38Thank you very much indeed for all of your input.
34:41No problem.
34:42Thank you Lord Sugar.
34:43Thank you Lord Sugar.
34:44You can go through to the boardroom now.
35:01Thank you Lord Sugar.
35:02Thank you Lord Sugar.
35:03Thank you Lord Sugar.
35:04Good afternoon.
35:05Good afternoon.
35:06Good afternoon Sugar.
35:08Well, this particular task has been 50 years in the making, because it came to me when I was about 16 at school.
35:27And it was the first time that I realised I became a bit of a marketing genius actually, if I say so myself.
35:36Because I was given an advert of a product called Prima of Cactus and we had to analyse the message in the advert.
35:45And the thought behind it was to exploit the virtues of the cactus.
35:50And that's exactly what I'm asking you to do in this advertising campaign for the shampoos.
35:57So I'm going to start with Conexus.
36:00And Charlene, you run a hairdressing salon.
36:03I was determined to be project manager.
36:05Yeah.
36:06And that's my first question.
36:07Ayesha, how did you become the project manager?
36:10Well, I was voted in and Charlene was outvoted.
36:13They decided it was more of a marketing campaign, whereas I believed that you needed to have passion in the shampoo.
36:21Take me through it. What did you do first of all?
36:23What I decided to do was to really come up with a strong theme.
36:26And for me, cactuses or cacti conjured up a vision of the desert.
36:30And obviously the desert is a mysterious place. It's got a lot of mysteries, secrets.
36:34So that prompted the idea of desert secrets.
36:37Really?
36:38Yes.
36:39What's the secret?
36:40No, it's, you know, the idea is people go into the desert to find themselves sometimes Lawrence of Arabia, Arabian Nights.
36:46But we're hoping that the virtues of a cactus is not going to be a secret in your advertising campaign.
36:51No, no, it wouldn't be a secret, no.
36:53Okay, good.
36:54We say that specifically, yeah.
36:55So the sector of the market is the next thing.
36:58The team as a collective, but maybe specifically Vana, really put it forward, The Great Pound.
37:02Yeah.
37:03It's targeted to the female over 45.
37:05She was really adamant we should go for that.
37:07It's actually a really large market.
37:08Because of the baby boomers, they're actually feeling a lot younger.
37:11So you could have called it Fifty Shades of Grey there, couldn't you?
37:15Okay, so I've sent you out to come up with a product which talks about the virtues of the cactus.
37:21And you've put this thing on here.
37:23Yes.
37:24You and I know that sometimes a cactus can flower and create this thing here.
37:28But not everyone else.
37:29We were very, very forceful in saying that we wanted the cactus on there.
37:32This looks like someone sneezed with a raspberry in their mouth, actually.
37:35Yeah.
37:36If you used an actual cactus to make this product, then I would put the cactus on there.
37:40But my understanding was it was the seed oil and the cactus flower that was used.
37:44But the seed oil comes from where?
37:46The cactus.
37:47From the cactus.
37:48Yeah.
37:49So it's the same thing, isn't it?
37:50Let's have a look at your digital billboard.
37:54You're rotating like a kebab, Ruth.
37:57Can I just say, Lord Sugar, when we arrived, we had a model of 22.
38:03Another one of 26.
38:04And another one of 26.
38:05It's very difficult to tear off my passport photo.
38:07We did the best we could, which was the best thing to do at the time.
38:10We just tried to make the best of a situation.
38:12And we went for colour.
38:13Colour was good.
38:14Colour's good.
38:15We also included the product throughout the whole 20 seconds.
38:18Good.
38:19Let's see the TV advert now, shall we?
38:21Thanks so much for the massage, Mum.
38:23That's exactly what I needed.
38:24Oh, you're welcome, darling.
38:26Oh, wow, Mum!
38:27Your hair looks so healthy.
38:30What's your secret?
38:31Desert Secret Shampoo.
38:33It's actually made from cactus seed oils, which are far richer than the argan oils.
38:39Cactus!
38:40No wonder it feels so hydrated.
38:42Quench your thirsty hair.
38:44I'm not sure who was supposed to be giving who a massage from that.
38:48They're in a spa.
38:49Yeah, I got that.
38:50But she thanked her mum for the massage.
38:52Yeah, for the treat.
38:53She was the master, was she?
38:54No, they treated her.
38:55And who made that?
38:56I was the director.
38:57We all had a hand in production.
38:59Charlene was on hair and makeup.
39:00Aisha was executive producer.
39:01So, Charlene, do you see it as a demotion that you're now getting the hair right or the towels right?
39:06I actually believe that if I wasn't moved across, a lot of the valid points would have been missed.
39:11They didn't have in there that it's richer than argan oil and I think they are massive key points.
39:15All right.
39:16So, you went then off to pitch.
39:19Natalie was the main pitcher.
39:21How do you think it went?
39:22I did expect it to have more content, so I jumped in there as well.
39:26How was the project manager?
39:28I thought she was good, but also frustrating in places.
39:32All right.
39:33So, gentlemen, Richard, you became the project manager.
39:37That's correct, yeah.
39:38I have a digital marketing agency, so I do these sort of projects all the time.
39:42You've done it for eight years, apparently.
39:44For eight years, exactly right.
39:45So, brand name?
39:47I came up with the name Weston.
39:49Weston.
39:50You came up with this name?
39:51I came up with the name, yes.
39:52They should have given you a name as Billy the Kid.
39:54It was a good suggestion.
39:55Defeating Desert Dry Hair.
39:58Surely it should have been the good, the bad and the frizzy.
40:01The frizzy.
40:02That's good, yeah.
40:03Yeah, thanks a lot.
40:04So, let's have a look at your digital billboard.
40:10I think the biggest error on that is that it shows me him washing his hair,
40:14but it doesn't show me an end product.
40:16It doesn't show me the guy's hair finished.
40:18We felt that, as guys, seeing hair blowing in the wind or anything like that,
40:24that just isn't how we look at things.
40:27We like the fact we wash our hair, we do it quickly, get it done and get out.
40:31So, let's have a look at the television advert, shall we?
40:33Cactus seed oil and our shampoo locks in moisture.
40:40Let's see how much moisture our shampoo can lock in.
40:43Ready?
40:44Cactus seed oil conditioning shampoo helps to retain the moisture in your hair.
40:54Hmm.
40:55And see, the western shows up there.
40:58Yeah.
40:59And you've got the cactus there.
41:00I directed the video.
41:02Richard was on your shoulder telling you what to do.
41:05All the time.
41:06So, you directed it, but he actually directed you to direct it.
41:09My core thing was to be able to let the creators be creatives,
41:13but within some brand guidelines.
41:15We just wanted to go simple and at every point just bringing people back,
41:18reining them in within their confined job roles.
41:21And who did the pitches?
41:22Myself and Gary and Scott.
41:25Scott had what I would call brain fade.
41:27I hold my hand up.
41:28It wasn't the strongest pitch I've ever done.
41:30And Richard?
41:31Good project manager?
41:33Yeah, he was pretty good.
41:34Richard gave everyone a role, didn't you?
41:36I think it's more credit where credit's due and using the skills of my team.
41:40It was Richard and his seven assistants, I think.
41:43You should take responsibility for this campaign.
41:46You do take responsibility for the campaign?
41:49Of course, yeah.
41:50Yeah.
41:51Everything I put in my name.
41:52Good.
41:53All right.
41:54We've now got that very, very clear.
41:55Well, look, ladies and gentlemen.
41:57You went and pitched in front of the professionals.
42:00And I consulted with those professionals.
42:04But I will make the ultimate decision.
42:06In this particular case, great minds think alike.
42:09Because I did agree with them.
42:12And we have concluded that whilst the product has got faults,
42:16it's got some tweaking that needs to be done.
42:22Versatile.
42:23You signed on to everything I told you to do.
42:29So, your team has won.
42:31I will say that in all the years that I have run this task in this boardroom,
42:40this has got to be one of the best.
42:42Thank you, Lord Sugar.
42:43Seriously, it's got to be one of the best.
42:45Fantastic.
42:46Thank you so much.
42:47So, it's time to let your own hair down.
42:50You're going to experience one of the latest crazes, anti-gravity yoga.
42:59Right up my seat, that is.
43:01And I'll see you on the next task.
43:02But that's very well done.
43:04Thank you very much, sir.
43:05Thank you very much, sir.
43:06OK.
43:07Off you go.
43:13That was the best one ever.
43:14Did I not say that?
43:15Ladies, not a very good campaign.
43:18You haven't used any of your skills, any of your knowledge,
43:22any of the things that you claim that you're experts in.
43:27I will be going into much greater detail with you shortly
43:31and deciding who is culpable for the failure of this task.
43:36Off you go.
43:38Three, two, one.
43:43I've pulled a muscle, man.
43:44I'm not going to be able to walk for a week.
43:46Bring the legs up and over.
43:49Oh, shit.
43:55The credits for winning this task should be put firmly at my door.
43:59Disciples, disciples, you're welcome.
44:02It's a marketing task.
44:03I'm a marketing guy.
44:04Baby-faced businessman.
44:06Know your place, people.
44:07Richard gave everyone a different task
44:09so that he could cover his own behind.
44:11Outside of that, I actually didn't think Richard contributed
44:14anything to this task.
44:16So for him to take credit for it,
44:18I think it's completely unfair.
44:29Well, I wasn't for over 50 from the start.
44:31We picked the wrong demographic.
44:33I don't think that was the core issue, though.
44:36If we had taken that concept and run with it,
44:38we might have had a more positive outcome.
44:41I should have really listened to my instincts with the mass market.
44:45Unfortunately, I listened to everybody else in team.
44:47There's a clear issue of the fact that we didn't have the cactus on the bottle.
44:50But then I don't remember having any other contribution.
44:53Ayesha needs to be fired today.
44:55She made a lot of the decisions on her own
44:57against the general consensus of the group.
45:00On that first day, the Billboard team worked absolutely fantastically together.
45:05Why is that relevant?
45:07Because it is relevant.
45:08I know that you want to get your word in and say that you've done a really good job, Charlene.
45:11No, no, it's not about that.
45:12We need to move forward and discuss problems.
45:13It's about all of us.
45:14Selene really struggled on the TV advert.
45:17Some people that state that they're really good at directing
45:19and that's what they do all the time,
45:21I'd kind of beg to differ on that front.
45:31Can you send the candidates in, please?
45:33You can go through to the boardroom now.
45:44Well, the advertising campaign wasn't very good at all.
45:51I guess you could say it was a bad hair day.
45:54Because this bottle, in my view, is like someone offering champagne in a plastic cup.
45:59Who was responsible for the design of this product here?
46:04It was myself, April, Elle, Vanna and Selene.
46:09In terms of the bottle itself, I think there were a lot of executive decisions made by Aisha during the design process.
46:16In the end of the day, this was her vision.
46:18And I think you would agree with that, right?
46:19Yes, it's fine to say that, Vanna, but at the end of the day,
46:21I was the only one who actually brought a concept to the table of substance.
46:24Who put that raspberry on there?
46:26It's a cactus flower.
46:29You and I know what it is.
46:32But our consumer out there, who we're going to sell this to, doesn't.
46:38Did you watch my lips when I set the task, saying this was a cactus-based product?
46:43No-one knows what it is. I said this over and over again.
46:46Yes, I agree.
46:47Don't look at that flower and know it relates to a cactus, which is imperative.
46:49But I don't think just putting the cactus on there would have saved the whole bottle.
46:51There's much more to that design than just putting a cactus on it.
46:53Not necessarily, but the presence of the flower distracts.
46:56I think it's very easy to point the finger when you don't bring anything yourself to the table
46:59and you just want to cover yourself.
47:01The advert itself was pretty poor.
47:06It came across as a confused message.
47:09The young lady in your television advert is actually the one that seems to be impressed with the product.
47:16Mum, all your hair looks wonderful.
47:18So are you saying that she's your market, the young lady in there, or the older lady?
47:23I think actually that was probably where we were confused, but I was told to do an advertising campaign around the grey pound.
47:29The target market, the grey pound market, came from Vana, is that right?
47:34Yes, it wasn't my initial pitch to the group. I did say I do know Lord Sugar likes mass market products.
47:41This was not accepted well by the group.
47:43The vision wasn't, it had no continuity. The message got lost along the way.
47:49The digital billboard, Ruth, you put yourself forward to be the...
47:54The face, the face of, yeah.
47:56So what was the shush for and what's all the secret about? I don't get it.
48:00I'm sending you out to make an advert which shouldn't be a secret.
48:03You should be telling people what's in the product. There's no secret.
48:07I didn't like it from the start. I don't think the word secret should be used in any sort of product,
48:10especially when you're first starting it out.
48:12And I was concerned that it would come across a little seedy and a bit cheesy as well.
48:16Can I just point out, this is the second time that Ella's mentioned that she didn't like it, she didn't like it.
48:20She's not once verbalised what she actually does like. And I was there for a long time.
48:25I don't think I heard a positive comment.
48:27I mean, personally, I don't think that's fair. I will just say that I did come up with ideas.
48:31I did come up with things. I was so passionate on the cactus.
48:34I did say these things and I wasn't listened to.
48:36Does I should not respect your opinion?
48:38Well, as a group, no.
48:39There's a difference between a manager and a leader. I felt like there was a bit of a dictatorship going on.
48:44You were responsible for the digital sign, right?
48:47Yeah, I was directing it. We literally did it in one take.
48:50And I know that's not an excuse. I really don't want to use that as an excuse at all.
48:53Having worked with both sides, Jenny worked really hard on her direction.
48:58Then coming to the other side, I wouldn't say the direction was as strong as Jenny's.
49:03I think there were some maybe ill feelings there.
49:05Unfortunately, we had people on the sub team that really wanted to be project manager.
49:09Now, Natalie, the pitch. I got some very poor feedback from the professionals.
49:16They think you went on a little bit too much.
49:18I take that on board. Boring, I think.
49:19I disagree. I think if I hadn't gone on...
49:21Well, you wouldn't agree, but they were the ones listening.
49:23Do you think you understand your market?
49:25I'm 46, and you said that people over the age of 45 don't understand anything new.
49:30I don't think you said that. No, I don't think I said they don't understand anything new.
49:35No, actually, you said they're scared of anything new.
49:37So, can I... I'll explain what I meant by that.
49:38That's what you said. Yeah, yeah, yeah.
49:39It doesn't matter what you meant by it. It was very insulting.
49:42OK, well, I didn't get it to be insulting.
49:45So, Aisha, tell me which two people you're bringing back into this boardroom.
49:49Bana. And also Natalie.
49:53Can I just say something in my defence really quickly?
49:56Well, you'll be able to do that shortly, yeah.
49:59The rest of you go back to the house.
50:06You three, step outside, and I'll call you back in later,
50:09because at least one of you is going to be fired, OK?
50:17There's a lot of people pointing the finger at Aisha.
50:20Aisha was put in a difficult position.
50:22There were not too many ideas coming forward,
50:24so she latched onto one and ran with it.
50:27Varna was the one that came up with the grey pound market.
50:30It could have been successful,
50:32but somehow or other it all went awry.
50:35And Natalie.
50:36I got bad reports from the professionals over her presentation.
50:40It fell flat.
50:41I felt like I was in a university lecture.
50:43What else did she do in the task?
50:45It's quite fair to say she didn't do much.
50:47PHONE RINGS
50:48Yes, Lord Sugar.
50:50Can you send the three of them in, please?
50:52Lord Sugar will see you now.
50:53Aisha, perhaps you'd like to tell me why have you brought Varna back into this boardroom?
51:08Simply because I do specifically remember her really pushing the grey pound,
51:12even when I was trying to say that mass markets is the way to go.
51:16But the grey pound is not the reason why the task failed there.
51:20The task failed because the advertising campaign was no good.
51:25Well, we did go down that route.
51:27I think it was a contributing factor.
51:28And also, I don't feel like Varna really contributed much
51:31in terms of actually bringing ideas to the table.
51:33Really?
51:34I don't think you could say that with good faith
51:35without feeling that you are actually telling a lie.
51:37My idea was desert secret.
51:39Did you bring any other alternative idea to the table?
51:42I brought you so many different ideas.
51:44No, no, no.
51:45Can you give me a...
51:46I said cactus, which was a combination between finesse and cactus.
51:48The obvious.
51:49No, it's not that obvious and it's not something you should write off.
51:52And you said, veto, veto, I'm making a decision.
51:55I'm the project manager.
51:56I'm going to do this.
51:57So, in the end of the day, you drowned out my opinion.
51:59Natalie, what's she doing here?
52:01Natalie is here simply because she really pushed to do the pitch.
52:04So, if she's here and she's claiming to be such an industry expert
52:07and pitching to industry experts
52:09and she can't even deliver a five-minute pitch,
52:11to me, that's worrying.
52:13Natalie, you say in your CV that I'm naturally good at speaking
52:16in front of people.
52:18But generally, when I'm speaking in front of people or pitching,
52:21it's a good product.
52:22It's something that I'm passionate about.
52:24And I think it's the product, the marketing, the advertising
52:27that was the downfall of this task.
52:29And I was left with a horrible product, a horrible campaign to pitch,
52:33which I think is really unfair.
52:35A professional pitcher should be able to pitch no matter what.
52:37We'd already failed the task before the pitch.
52:39We'd already lost the task before.
52:40Oh, so it's nice to know you had the voice of confidence.
52:41If you went in with that mindset...
52:42I've seen the product.
52:43Of course, you weren't going to do well at pitch.
52:44If you went in with that attitude.
52:45Can you explain, then, why you haven't brought anyone in
52:47who was responsible for the product?
52:49Why didn't you bring Elle into the room?
52:51Why didn't you bring April into the room?
52:52Who didn't do much?
52:53Because I have told you I brought in the people that didn't deliver.
52:55You did not deliver.
52:56And what I specifically asked you to do,
52:58you really pushed yourself forward to be the main pitcher on this project.
53:00Am I lying?
53:01Yeah.
53:02No, I'm not lying.
53:03You really did.
53:04Let me just answer your question.
53:05So what I've proved.
53:06Sorry, don't touch me.
53:07Okay.
53:08So when I put myself forward to pitch,
53:10if I'd have seen the product in the campaign,
53:12I'd have never wanted to pitch it.
53:14And I think the people...
53:15Hold on.
53:16A terrible product.
53:17When did you decide it was a terrible product?
53:19Did it suddenly dawn upon you?
53:21As soon as I saw the bottle.
53:22Wow.
53:23You did not communicate that.
53:24And it's a bit worrying to me, you know,
53:26because Claude will tell you,
53:27over the years,
53:28some of our engineers have churned out products
53:31that we were committed to,
53:32and we get it wrong sometimes,
53:34and we won't use the terminology terrible product,
53:37but we have to use our best endeavours
53:39to make sure that we are seen to be behind it.
53:41Yeah.
53:42So did you give up on the product?
53:43No, I didn't give up on the product,
53:44but I was very concerned that I had to pitch it,
53:46and I still tried to do a pitch,
53:48but it was very hard.
53:49And I think...
53:50A bit worrying that to me, you know.
53:52Yeah, I am disappointed.
53:53It sounds as though you weren't even there.
53:55No.
53:56Like you were an observer watching this all going on.
53:58Terrible product, terrible effort,
53:59terrible billboard, terrible pitch.
54:01But I know that the pitch wasn't great today,
54:03but I think that I deserve the chance
54:05to remain in this process,
54:06even if you just base it on the performance
54:08last week in the task.
54:09I'm not taking into account anything to do
54:11with last week's task.
54:13It's got nothing to do with it.
54:14Lord Sugar, I have the most potential
54:16over anybody sitting here at this table
54:18between the three of us.
54:19I asked a simple task to be completed
54:21by this lady here to my right.
54:22She couldn't deliver.
54:23Vanna seemed to miss the whole concept
54:25of the marketing task
54:26by even leading us down the Grey Pound area
54:28in the first place.
54:29Well, let's stop there for one moment.
54:31You signed on to the Grey Pound.
54:34Done deal. Finished.
54:35It was agreed.
54:36May not be a great market,
54:37may not be the greatest market in the world,
54:39but that's what you all agreed on.
54:40Now go off and produce an advert
54:42to project it properly.
54:44And that's what you didn't do.
54:47Ayesha, a lot of people are saying
54:51that you didn't do a good job.
54:53And you were a project manager of a disaster.
54:59Natalie, the pitch was bad
55:02and I'm very, very disappointed
55:04that you gave up on the product.
55:06That's not true.
55:07I'll let you.
55:08I don't want to hear anything more from you.
55:10Anybody that worked for me
55:11that gave up on their product
55:13they'd be out that door very, very quickly.
55:15Very, very quickly.
55:16You cannot give up on your product.
55:18And for that reason,
55:20I struggle badly.
55:23One thing I am sure about though
55:25is that, Vanna,
55:27I don't personally think you should be
55:30sitting here today in this last boardroom.
55:33And so, on that basis,
55:35you're going to remain in the process.
55:39Ayesha, you brought the wrong person back
55:42in the case of Vanna.
55:43I haven't got a clue why you brought her back
55:45and that's a sign of your poor judgement.
55:48But Natalie, I have to say this to you,
55:50that I am terribly disappointed
55:52at somebody who messes up a pitch
55:55and then goes downhill on the product.
56:02Ayesha, you came up with the name,
56:05you came up with the brand,
56:08and you came up with the flower.
56:13So, Ayesha, you're fired.
56:16Thank you, Lord Sugar.
56:25Natalie, don't ever give up on your product.
56:26You've been given a job to do,
56:27you should stick with it, okay?
56:28On your way, the pair of you,
56:29back to the house.
56:30Thanks.
56:31I was the only one who actually brought any ideas to the table.
56:34The others just basically turned on me,
56:35because it's easy to turn on the PM at the end of the day
56:37when things go wrong,
56:38but then they didn't deliver anything themselves.
56:40I was the only one who actually brought any ideas to the table.
56:42The others just basically turned on me,
56:44because it's easy to turn on the PM at the end of the day
56:46when things go wrong,
56:47but then they didn't deliver anything themselves.
56:48Scott, can you and Sam get in the shower later
56:49and recreate your game in obviously?
56:50Yes!
56:51Woo!
56:54I'm the only one who actually brought any ideas to the table.
56:55I was the only one who actually brought any ideas to the table.
56:58The others just basically turned on me,
57:01because it's easy to turn on the PM at the end of the day
57:03when things go wrong,
57:04but then they didn't deliver anything themselves.
57:09Scott?
57:10Can you and Sam get in the shower later
57:11and recreate your game in obviously?
57:13Yes!
57:16I think your biggest problem was not having Sarlene as a project manager
57:21I ain't gonna lie boys. I'd actually put your product on my show
57:33Aisha tried to blame Varner for the failure of the task that didn't work
57:37So then she tried to blame me for the task guys shit those down there at the end of the day if you're leaving the team
57:42It starts at the top
57:46Now 16 candidates remain
57:51Lord Sugar's search for his next business partner
57:55continues
57:59Next time I'm sending you on a mission to negotiate
58:05Two countries
58:10I actually want to be the charming bumbling English guy nine items
58:16We came all the way here just for cheese
58:18Stop causing friction we're trying to move on
58:20And in the boardroom
58:21Couldn't get anything more French than snouts
58:24One boss
58:25They couldn't have gone very far could they?
58:27You're fired
58:28You're fired
58:28You're fired
58:28You're fired
58:28You're fired
58:29You're fired
58:29You're fired
58:29You're fired
58:29You're fired
58:30You're fired
58:30You're fired
58:30You're fired
58:30You're fired
58:30You're fired
58:31You're fired
58:31You're fired
58:31You're fired
58:32You're fired
58:32You're fired
58:32You're fired
58:33You're fired
58:33You're fired
58:33You're fired
58:33You're fired
58:34You're fired
58:34You're fired
58:35You're fired
58:35You're fired
58:36You're fired
58:36You're fired
58:37You're fired
58:37You're fired
58:38You're fired
58:38You're fired
58:39You're fired
58:40You're fired
58:40You're fired
58:41You're fired
58:41You're fired
58:42You're fired
58:42You're fired
58:43You're fired
58:43You're fired
58:44You're fired
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