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00:00I'm looking for a complete all-rounder, and the bottom line is, this process works.
00:09Lord Sugar is on the hunt for a brand new business partner.
00:12Over the course of the next 12 weeks, you are out of your comfort zone.
00:19Ready to fight for his funding, 18 aspiring entrepreneurs.
00:26This is a bad call on strategy.
00:28You haven't used any of your skills, any of your knowledge,
00:31any of the things that you claim that you're experts in.
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 about.
00:46I'm demanding the answers, you better bloody well supply them.
00:50Right, let's go, let's go, let's go.
00:51Come on!
00:52It's a deal worth fighting for.
00:55I want that stuff in there.
00:57Speak to me like that again.
00:58I messed up a bit, didn't I?
01:0018 candidates.
01:02We're going to be explosive.
01:04Do not talk over me, I am the king.
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.
01:17You're fired, you're fired.
01:19You've dug yourself a very, very big hole.
01:22You're fired.
01:25You're fired.
01:32Previously on The Apprentice.
01:35I want you to swap.
01:37An 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.
01:47You disgust them.
01:48By flogging fresh fish dishes.
01:50Guys, I need bay leaves and milk, I need the potatoes.
01:53Kitchen chaos for April's team.
01:55Package the fish cakes.
01:56I 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.
02:07OK, no worries, no worries.
02:09On the other team, suspect squid.
02:11We may have a little calamari temperature problem.
02:14Went overboard.
02:15They're 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 Selena.
02:27A win.
02:29Handing April a whopping defeat.
02:31A pathetic profit of only £1.87.
02:35A disgusting result.
02:36Navy man Brett played by the book.
02:39But everything that I did personally carry out was to a professional standard.
02:42But it was Dan.
02:43I can't sell and I can't cook, OK?
02:45You know, someone shoot me.
02:47Who became the first casualty of the boardroom.
02:51You were the only one who didn't sell anything.
02:53Dan, you're fired.
02:56Now 17 remain to fight for the chance to become Lord Sugar's business partner.
03:105.50am.
03:16Hello?
03:17Lord Sugar would like you to meet him at the Barbican Conservatory.
03:20The cars will be outside in 20 minutes.
03:22Barbican Conservatory, 20 minutes.
03:25Barbican Conservatory.
03:27Yeah, 20 minutes.
03:31I don't know, what do you think we'll be doing?
03:32I've heard of the Barbican but I don't know what it is.
03:34The Barbican Centre's like, it has an art gallery, 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?
03:51I'm sure it'll be more pleasant than the last time.
03:53Let's fish.
03:53Let's fish.
03:54Please, Lord.
03:59The Barbican.
04:02World-class centre of performing arts.
04:08At its heart, a hidden oasis.
04:11Home to over 2,000 species of exotic plants.
04:20The Barbican.
04:26Good morning.
04:26Good morning, Lord Sugar.
04:28Welcome to the cactus room in the Barbican Conservatory.
04:34The 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, no branding.
04:52It'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,
05:03including a 30-second TV advert and a digital billboard.
05:08What you've got to worry about is branding that packaging around the cactus
05:14and its properties of retaining moisture.
05:18You'll be pitching your campaign to top advertising executives.
05:22But I'm the customer.
05:24In fact, it's fair to say I'm the prickly customer in this case.
05:28I'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.
05:43Off you go.
05:49For the teams, two days to come up with an ad campaign for a new shampoo.
05:56I'm happy to be back in the boys' team.
05:58I think that we'll work together very well.
06:00As soon as he said the girls are back together,
06:02I did have a sense of, like, yay, the girls and the shampoo.
06:06I think the fact that we got rid of Brett because he's bald, that's good.
06:11The girls are going to think that we are not going to be able to do it,
06:15not 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.
06:23For me, this is what I want.
06:25I want to advertise something that I do.
06:27So, yeah, I'm really excited.
06:28Stuff I know.
06:29Stuff you know.
06:30I'm really excited.
06:31You're in salon, so you're really up for that.
06:34Honestly, she is a nightmare to work with.
06:36You didn't work with her last time.
06:37She will be hen pecking at every single girl.
06:40That pecking order hasn't been settled.
06:42And this task will wind it back up again.
06:44See, but there is no pecking order for us lot.
06:45Because I'm at the top, you lot are underneath.
06:47Park it in there, full of it.
06:5111am.
06:54Award-winning creative agency, ARK.
06:57Guess 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 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
07:21running my own brand of hair extensions.
07:22I 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,
07:30I 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
07:42and 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, they're out.
07:48I just want to say, sorry,
07:49but if anybody is not productive in this team
07:51at the end of the day and we lose,
07:52they'll be coming into the boardroom with me.
07:54I don't care.
07:54So everybody needs to get on board.
07:59I've run a marketing agency for eight years.
08:02This is what I do.
08:03Heading up the boys.
08:04We're all happy with that?
08:05Yeah.
08:06All right.
08:06Marketing expert Richard tries a diplomatic style.
08:10I want everybody to have 30 seconds
08:12where 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.
08:20Um, quite 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,
08:30but I think we have got a little bit of feminine taste.
08:32That's cool, we got that down.
08:33Let's go.
08:34I do wonder whether Richard has bought a management book
08:36and read it cover to cover before he came here
08:39because he gives everyone the opportunity to speak,
08:42everyone the opportunity to put forward an idea,
08:44even if it's a really bad idea.
08:47My idea is that sexiness.
08:49A gentleman with a haircut similar to mine
08:51and slow motion women just looking at his face.
08:55Really well worked team, lots of teamwork.
08:57Personally, I think that we should think about a male market.
09:01I've seen black as a bottle.
09:02But is actually he listening to anyone?
09:04I'm not really sure.
09:06He looks like he is,
09:07but I think he's pushing very much what he wants all the time.
09:10Guys, I actually think that that was really productive.
09:14Fabulous.
09:14Yeah.
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.
09:24Can 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 champagne.
09:35Okay, okay.
09:35Wait, 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.
09:43So I really think that we should go with those 50 plus.
09:46I really want to.
09:46I passionately believe that.
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 Vanna's idea to target women over 50.
09:59And there's nothing wrong with that.
10:00However, most of the team are in their 20s.
10:02So they mustn't fall into the trap of creating a brand for themselves.
10:07Midday.
10:08Go, go, go.
10:09Bye, guys.
10:09Have 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?
10:20I was thinking the word like finesse and how that sounds really sleek.
10:24And then I was thinking cactess.
10:26I like the tess, but I don't love the cac.
10:29The rest head off to produce a digital billboard.
10:33I mean, the thing is, you gotta 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,
10:41they haven't got half an hour to look at a message and work out what it is.
10:44They've got a couple of seconds while they're working around.
10:46It just needs to be almost impulsive.
10:49Okay, words to do with cactuses.
10:51Moisturisation, replenish.
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.
11:02How about western?
11:03Western, that's quite a good one.
11:05That's a wicked one.
11:07Western.
11:08It's a creative process and it's like a river
11:11and you just got to guide it in the right direction.
11:14Cactuses are like in a desert.
11:15It's quite westerny out there and it's western.
11:18If I do everything, then I'm responsible for everything.
11:21And then if the chips do go down the floor,
11:24then it's me going home.
11:26So I've got to let people actually step up as well.
11:28Desert defeating hat.
11:31Yeah.
11:31Desert, oh yeah.
11:32Desert defeating hair.
11:34That western, desert defeating hair.
11:36Yes, yes, lovely.
11:38That's really good.
11:38Well done you, well done you.
11:40How have I spelt desert?
11:42With one S?
11:42Just one S.
11:43Okay.
11:45Hello?
11:47Hello boys, you all right?
11:48We're well, yeah.
11:49How are you doing?
11:49I've got one minute with you to talk about the billboard.
11:52We made the decision on the name.
11:54Western.
11:55Just simple, just 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.
12:15Western's not a desert, it's an old American cowboy film.
12:18I thought you mentioned the sand element.
12:20Yeah, sand is what?
12:21Are we going to do sand background or throw sand at him?
12:23I don't know how that points to shampoo,
12:25but what about if the guy on the billboard
12:28actually had shampoo in his hair?
12:30You know when you have a foamy head?
12:31I know what you mean.
12:32The foam just to me will say shampoo instantly.
12:35You boys are showing enthusiasm, right?
12:36So once I say the idea and he doesn't like it,
12:38don't leave me hanging.
12:41You 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.
12:51Can you explain the idea behind secret desert?
12:53Because I'm not...
12:53Well, it's a secret.
12:54Not everybody is in on it.
12:55It's going to make people question,
12:56oh, have you heard about this?
12:57Have you heard about that?
12:58Desert secrets.
13:00It 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.
13:05We've decided to go for desert secrets.
13:07None of us agree with it.
13:09I don't need comments like that
13:10because at the end of the day,
13:11we're all together in this.
13:12We're really going to struggle with making sure
13:14this doesn't appear like some crap.
13:15I mean, ultimately, Aisha, this will be your call.
13:18I really don't like it.
13:19Let's go with it.
13:20OK, let's go with it.
13:21I just ignored the general consensus of the team.
13:23If this all backfires,
13:25I 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
13:33on Joseph's shower scene.
13:35Basically, what's going to happen,
13:36focal 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, larvary, going it back.
13:45One of the team is going to be standing on there
13:47with 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 is going to roll off his body, isn't it?
13:56Into this, you know what I mean?
13:59Like that sort of thing.
14:00See how your feet fit in it.
14:02He's got to wear his trousers, doesn't he?
14:04Have you got replacement trousers?
14:06No.
14:08Good point, McGinn.
14:09Well done.
14:09As director, it's not a part that I've really played
14:13within the film industry.
14:14Do you mind going in your pants?
14:15We're all men here, aren't we?
14:16And then changing into your dry trousers afterwards,
14:18is that right?
14:19However, I am a natural leader.
14:21I run a company,
14:22so therefore I managed to delegate a little bit.
14:24Guys, positions then, please.
14:26Stop pouring.
14:27Down for the camera.
14:29Put your head back as well.
14:31Look at the camera.
14:32Don't look at the camera, you helmet.
14:34Keep going, keep going.
14:36Four, three, two, one.
14:40Stop.
14:40We're going to all wipe him down now.
14:42Yeah, make him dry because he's bolted.
14:44Stay away from the package.
14:45Why not her?
14:46What about this lady?
14:47It's over 50.
14:47But what about her?
14:49Back at the agency...
14:50We absolutely would not use her.
14:53She looks like my grandma.
14:54Aisha's girls search for the face of Desert Secret.
14:58Even in advertising campaigns
14:59when they're aimed at older things,
15:00they always use younger people.
15:01Of course, because it's aspirational.
15:03I just wanted to throw in Simona
15:05because she has long hair.
15:06And I think she looks like an affluent career woman.
15:10She 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
15:22will be more effective in getting the message across.
15:25So he's defeating Desert Dry.
15:28Next door, Richard's branding boys perfect their packaging.
15:33What we like is the idea of trying to use the outline
15:35of a cactus to try and make the tea within Weston.
15:39We need to get a sense of exactly what the product is.
15:41Yes, I agree.
15:41Looking at the product, it makes me feel proud.
15:45I've come up with the name Weston.
15:46So that clearly shows how strong I am
15:48and how much that Richard trusts me
15:50and believes in me as a team member.
15:53For the girls' billboard team, a first glimpse of the models.
15:58Hi, ladies.
15:59Booked 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,
16:07and we'll be with you shortly, OK?
16:10We can't use them.
16:11Ruth, you're in it.
16:12Are you happy to do it?
16:13Ruth, you're in the outfit.
16:14You can be in the outfit.
16:16Well, I'm going to have to be in the outfit
16:17because I'm the only one that's our target market.
16:20OK, it's fine.
16:21You've got lovely hair.
16:22I am just flabbergasted by Ayesha
16:25to give us two very young models.
16:29I'm having a problem.
16:32All right, we've got eight minutes to do this.
16:33Charlene, you're doing her hair.
16:35Natalie, I want you to get a little bit of sparkle
16:37and just put it on Ruth's eyes.
16:38Don't make her 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.
16:49And 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.
17:00And I want you to smile.
17:01And then go, shh.
17:03And then I want you to turn around.
17:07Go away.
17:08We're filming.
17:09We're filming.
17:10If I had been project manager,
17:11I 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
17:16and 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 strap line.
17:25Rejuvenating shampoo with cactus seed oil.
17:27It's a very strong statement.
17:29Briefing their bottle designers,
17:31Aisha and the rest of the girls.
17:33This is going to be gold text with a purple outline.
17:36And then we were toying with the idea,
17:38and I quite like it,
17:39of 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?
17:48Because maybe they won't know that it's a cactus flower.
17:50We can say cactus flower extract.
17:52For a short cactus, I agree.
17:53I'm just saying you should use the flower.
17:54Not the cactus flower.
17:55The real cactus.
17:57I do not think that the actual cactus itself is appealing on shampoo.
18:00In the ingredients itself, it's seed oil.
18:02It's flower oil.
18:03It's not the actual cactus.
18:04The thing is, Aisha, we don't want to throw you onto the bus.
18:05We're just trying to give you our opinion.
18:07I understand that, but I think the cactus flower is better.
18:09So 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,
18:16it feels like a dictator.
18:18So I think that is something that I'm really concerned about.
18:237pm.
18:25I'm excited to see this.
18:26I know, can't wait.
18:27For the billboard teams...
18:28Let's see what we've got, please.
18:29A first look at the finished products.
18:32That looks smart.
18:33Yeah, I like that.
18:34That doesn't look too bad.
18:35I think it looks better than not too bad.
18:37So here's your bottle.
18:39We thought we were going to go more along the lines of promoting the cactus more.
18:42The ingredient, we can't change that.
18:44So we'll have to make up for it in the advertising.
18:47It's ugly.
18:48It's not clear what it is on the package.
18:49It looks like a hand wash.
18:51Well, when she's turning, it needs to say what's her secret.
18:56Seems like that is it.
18:58Yes.
18:58It's got the Calvin Klein look to it.
19:00Says shampoo when he's washing his hair.
19:01I think I've changed the game today with the advert making a shower effect.
19:05Size is decent.
19:06The western's decent.
19:07I think when the public see our billboard,
19:09I think they're going to think it's fantastic, just like the team.
19:139.30pm.
19:15Talk to me about it.
19:16Basically, on the way to the studio, I had an idea.
19:19Pour a watering can over the guy's head while he was rubbing shampoo into his hair.
19:23OK, so you've got shampoo in the hair.
19:25The guy was standing in a bucket in his pants,
19:28and then he's rubbed soap into his hair.
19:30It looks absolutely amazing.
19:32We was all buzzing off it.
19:33It's going to put Western top of the billboards, I'm telling you now.
19:37Well, that clearly didn't use sand.
19:39Yeah, that's a bit worrying.
19:40No sand, shampoo.
19:42It sounds clean.
19:44We need to keep, like we said, brand continuity is the most important thing.
19:47It can't go that wrong.
19:579am.
19:59That looks quality.
20:00Just so simple, just, mm.
20:03It doesn't shout out shampoo on a shelf to me.
20:06Today, the teams must produce TV adverts.
20:09Mr Director, all I ask, stay on brands.
20:13Oh, no, absolutely, absolutely, yeah.
20:14And do you know what? That's simple, isn't it?
20:16And prepare for tomorrow's launch.
20:19I want to really figure out who feels strongest, actually lead the pitch.
20:23Stepping forward, salon owner Charlene.
20:26I talk about shampoo and conditioners and hair products
20:29every single day to every single client that comes through my door.
20:32And account manager Natalie.
20:34In my job, I write pitches and present to businesses on a day-to-day basis,
20:37and I think I'm really good if I can do the pitch.
20:39I would think, because of your experience, Natalie,
20:42you should probably actually lead the pitch.
20:44OK. Yeah, it sounds like you do that every day.
20:46If I can't lead the pitch, you need to make sure that you've got,
20:50in your TV advert, that it's richer than argan oil and it improves elasticity.
20:55If you haven't got that in there, you haven't got a unique selling point,
20:58for me, you're missing out key points.
21:00I'm not just a hairdresser, I'm a hairdresser with a very successful business.
21:05Not just a very successful business, I'm rated the best in my area.
21:08I feel like they're intimidated by my knowledge
21:11and maybe don't want me to outshine them.
21:159.45am.
21:17South-East London.
21:19What I'm going to want is a top half of the body,
21:22the sun is shining, gateway to heaven.
21:25Shooting Western, the TV advert, business owner David.
21:30So, they're going to be putting their hands in the air,
21:32and they're going to be going like this,
21:33they're going to be enjoying themselves, there's going to be a lot of movement.
21:35As a director, I'm very flamboyant, I like to get in front and show them what I want.
21:39I want you to give me this look, you know, how are you feeling?
21:43OK, Tom, I want you to act as if you've got dry hair for me.
21:47Just watching project manager Richard.
21:50So, grab it and kind of look up towards your hair, and action.
21:53Just two seconds, let's move across slightly more to the right,
21:55so he's central, central, central.
21:57I've got it set up here, let me get this shot.
22:00Can we move it so that the product is on the left-hand side?
22:03And stop there, please.
22:04Let me just re-go over my brief.
22:06I can't accept a cactus getting lost on this, so I'll leave that with you.
22:12If I'm completely honest about this, I think that Richard is delegating,
22:17so if something goes wrong, he can find fault with someone else.
22:21I just think there should be a bit of white space
22:23between the top of his hair and the... No, OK.
22:26But he wants to keep an overall control,
22:28so that if it goes right, he can take credit.
22:30I'm actually being a bit of an irritant to you.
22:32I'll give you a bit of space. I'll give you a bit of space.
22:34No problems at all.
22:38Yeah, I've got it.
22:39Back at the house, the girls' bathroom doubles as a luxury spa.
22:44So, we've got some scripts for you,
22:46so you can familiarise yourselves with them.
22:48In the director's chair for Desert Secret, Selena.
22:52This is the product that we've come up with,
22:54so when your hair's dry, utilising that cactus seed oil extra,
22:59keeps your hair moisturised and illuminated.
23:01Do you think it maybe should have explained that on the bottle
23:04and actually said, cactus oil is richer than...
23:06There's no point talking about that now, Charlene.
23:08Can I speak? It's nice to have feedback.
23:10I really appreciate feedback.
23:12Do you think that maybe cactus oil should maybe say
23:14that it's richer than argan oil in it?
23:16Would that be more appealing to you?
23:18I would relate to that,
23:20because there's so many other products with argan oil at the moment.
23:23Yeah, now I've said that.
23:25There'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.
23:32We can't have one person sticking their oar in
23:35and, regardless of the effect it has on the team,
23:37just want to talk about themselves and what they think and they want.
23:40Sometimes you need to just pipe down on business and just crack on with stuff.
23:43OK, can we have silence on set, please? Stand by.
23:48Your hair looks so healthy.
23:50What's your secret?
23:52Desert Secret shampoo is actually made from cactus seed oils,
23:57so it's richer than argan oil.
23:59Cut. We weren't happy with that. We're not going to use that shot.
24:031pm, King's Cross.
24:06Woo-hoo!
24:10Turning heads with Desert Secret, the rest of the girls.
24:15Out of the whole thing, what would you say you like best about it?
24:18It's colourful. Is it you? It's you up there, isn't it?
24:20It did catch my eye.
24:22There's no doubt about it, that billboard is grabbing people's attention.
24:26It's bright and it's colourful
24:28and it seems to be resonating with ladies of a certain age.
24:33At Victoria train station...
24:35Oh, that's the... Oh, my God, look at that!
24:38..the grand unveiling of the boys' billboard.
24:41I don't suppose you've got time to give us some feedback, have you?
24:44Is that all it is? That's basically it, yeah.
24:47So do you think that the billboard displays a clear message?
24:50Not really, no.
24:52They've come here to gather market research to help their pitch tomorrow.
24:56There's a line there between the video of a man in the shower
24:59and the actual unique property of the product,
25:02which is the cactus seed oil.
25:04I'd see the cactus and then maybe link it in,
25:06but I wouldn't connect the Western straight away
25:08with the selling point of the cactus seed.
25:10Right, OK.
25:12In central London...
25:14Does your hair feel as dry as a desert?
25:16Sam? Yeah? It needs to be more enthusiasm.
25:18Didn't seem like it had that much energy in it.
25:20Richard's half of the boys edit their Western movie.
25:24I've literally got my mouth open and it's so good.
25:27So cool.
25:29When Lord Sugar put this task out to the group,
25:32it was obviously for me.
25:34I 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 with our team
25:39to create this wonderful thing and keep it on brand.
25:46Cactus seed oil conditioning shampoo
25:48helps to retain the moisture in your hair.
25:50Yes! That is the one, Sam.
25:52Good. That is the one.
25:555pm.
25:57I've got an overview of what I think the presentation should contain.
26:01Natalie 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,
26:10decided to delegate the responsibility
26:12of controlling the pitch to me.
26:14I want to say a nirvana is going to talk to you
26:16about basically our...
26:18I'm trying to think. ..product and packaging.
26:20I find it quite difficult because I'm a bit concerned
26:24Tomorrow, in the pitch, I'm going to be acting proud of it.
26:26But pitching a product, you're not that confident.
26:28It's quite difficult.
26:30Wow, Mum, your hair looks so healthy.
26:32What's your secret?
26:34Desert secret shampoo. It's actually made from cactus seed oils.
26:37I'm quite liking the advert. I think it flows nicely.
26:40At the end of the day, I feel I have great instincts.
26:43And there have been times when the team has completely disagreed with me.
26:46This is a highly saturated market we're going into.
26:48And this is that different weigh-in.
26:50I feel really confident about tomorrow.
26:52Who can argue with a mother-daughter relationship?
26:54That's universal.
26:56Campaigns complete.
26:58I think our ad is really classy and appealing to the target market
27:00and all of those things.
27:02Could it be considered boring?
27:04Tomorrow, the pitch.
27:129am.
27:16Today, both teams must present their cactus campaigns
27:19to a panel of experts.
27:22We're going to be going with Scott, myself and Gary
27:24to lead the presentation.
27:26We've been there from the very start with this product,
27:28so we know the ins and outs of everything.
27:30So we've got to be able to answer any questions.
27:33The TV advert is so powerful.
27:35That's a mother passing down her beauty secrets.
27:38That's such a powerful thing that everybody can relate to.
27:41Weighting representatives from ad agency ARK,
27:45digital signage heavyweights JC Deco,
27:50and from the industry, Aussie Haircare.
27:55First up, desert secrets.
27:59Watching on, the rest of the girls.
28:03Good morning, everyone.
28:05We're delighted to be here today.
28:07Are you, Natalie?
28:09You don't want it.
28:11Now, we've got a secret to share with you all today.
28:16A secret from the desert.
28:19Desert secret.
28:21We've used the cactus seed oil
28:23to create a brand-new shampoo
28:25that will rejuvenate, moisturise and illuminate your hair.
28:31This is too boring.
28:33Our target customer will be a 45-year-old female.
28:36She wouldn't be the type of woman
28:38that would buy a very expensive product from a salon.
28:43The green bottle was chosen
28:46because the cactus is green.
28:48In addition, we included the cactus flower.
28:51The cactus flower is purple,
28:53which is a nice contrast to the green.
28:55The aim of the billboard is to stop people.
28:59It's to make people think,
29:01what is that?
29:03We've put a shush in the billboard campaign.
29:06It's supposed to be interesting.
29:08It's supposed to be selling it to them.
29:10I don't feel that these are the four best pictures in the team.
29:14That's exactly what I needed.
29:16You're welcome, darling.
29:18We decided to have a mother and daughter feature in the TV advert.
29:21This is a strong universal bond
29:23that a lot of advertisers don't seem to use.
29:25What's your secret?
29:27Desert secret shampoo.
29:29Do you think you're missing something in this target audience
29:32in terms of being fun?
29:34We did put a contemporary soundtrack in there.
29:37I just wish I was in there, I ain't going to lie.
29:40I really wish I was.
29:43Nowhere in your communications
29:45do you ever mention that it's new, a launch of a product.
29:48Our target customer will be a 45-year-old female.
29:51I think sometimes they can be quite afraid of the unknown
29:54in terms of new beauty products.
29:58How do you think it went? It went really well.
30:00They were really interested.
30:02Actually, the delivery was relatively poor.
30:05You make a rod for your own back
30:07when you say this is what you completely do.
30:09I disagree. Elle, you do this often.
30:12I don't know how terrible they are
30:14and act as though you could do it better,
30:16but I think you should give a pat on all the backs
30:18of all the girls who stood up there in front of those people,
30:21had the courage to go up there and do what they did.
30:23I sit there and go, yeah, well done, that was excellent,
30:25and then if something goes wrong, I turn against you.
30:27I'm trying to be honest with you, Vanna.
30:29Don't disrespect me and tell me that I put people down
30:31and I'm negative, because that's not the case.
30:33But I am not going to be the bitch that goes,
30:35oh, yeah, it was excellent, and then turns around and says,
30:37listen, there were some things that I didn't like.
30:39Next, high noon for Weston.
30:41It is now. It is our moment.
30:44Really confident in taking the picture on.
30:46I kind of like to be free when I'm presenting.
30:49You know, it's how my mind works.
30:51I don't need cards and all that kind of stuff.
30:53I should be able to just go in there and smash it.
30:58More now than ever before
31:00is the men spending more time and money on their appearance.
31:05He's not doing a great job, is he?
31:08Which makes it an open brand for everybody to use
31:12and to help their hair replenish and look good.
31:24Mine's gone blank.
31:34So we've made the sleek design
31:37be appearing really well on the shelf
31:39to ensure that it is brought in by all types of markets
31:43and it's not just pushed towards the male industry.
31:47Weston, for desert dry hair.
31:50I'd like to share with you our TV advert
31:52so you can get a grasp of the brand.
31:55Does your hair feel as dry as a desert?
32:07Cactus seed oil conditioning shampoo
32:09helps to retain the moisture in your hair.
32:12Simple, clean, on message.
32:15He looks like David Brent, doesn't he?
32:18I'm just like...
32:21In line with our innovative brand,
32:23we are delighted to be promoting our product
32:25through 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?
32:32You have two different ads
32:35and never once do we see the end benefit of this product.
32:40I take that point on board.
32:42The defeating desert dry hair,
32:44we are filming the act of defeating that hair.
32:48No, the statement comes from the fact
32:50that we're using cactus oil in our product
32:52which survives in a desert.
32:54It all links, the links are clear.
32:56So thank you very much for listening to us today
32:58and remember,
33:00Weston is the best care for desert dry hair.
33:02Thank you very much.
33:05Yay!
33:08Congratulations, man, congratulations.
33:10Hopefully the client's impressed.
33:15Pitch is over.
33:18For the candidates,
33:20next stop, the boardroom.
33:23I'm pretty disappointed in myself.
33:25I did feel the pressure,
33:26but our brand is really strong
33:28and I don't think we're going to lose.
33:31Everything in the product has been my idea.
33:34I feel it's an innovative campaign,
33:36it'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.
33:46A conference call with the boss.
33:48They started well with a clear consumer insight,
33:50knowing about this ageing consumer
33:52and then it all just came undone a little bit.
33:54When it got to execution,
33:56it was actually done in a very old-fashioned way.
33:59Nowhere on their advertising or their packaging
34:01was there a cactus.
34:03They had a great scene where they used wind blowing
34:05through the hair to show what the end result would be.
34:07That was good.
34:09I don't know what secret it was.
34:11I thought it was more a dirty secret.
34:13I think the other team showed much more clarity
34:15in the core of their brand and their message.
34:17I really like how they've incorporated the cactus.
34:19I like the simplicity of it as well.
34:21Their digital billboard had a synergy
34:23with the TV ad as well,
34:25and we really liked that.
34:28I want to see maybe 10 seconds of him washing his hair
34:30and then the end benefit.
34:32Never once in any of their advertising
34:34do they show what your hair looks like
34:36once you've used the product.
34:38You never see the end benefit.
34:40Thank you very much indeed for all of your input.
34:42No problem.
34:44Thank you, Lord Sugar.
34:58You can go through to the boardroom now.
35:16Good afternoon.
35:18Good afternoon, Lord Sugar.
35:20Well, this particular task
35:22has been 50 years in the making
35:24because it came to me
35:27when I was about 16 at school
35:29and it was the first time
35:31that I realised I'd become
35:33a bit of a marketing genius actually
35:35if I say so myself
35:37because I was given an advert
35:39of a product called Prima of Cactus
35:41and we had to analyse
35:43the message in the advert
35:45and the thought behind it
35:47was to exploit the virtues
35:49of the cactus
35:51and that's exactly what I'm asking you
35:53to do in this advertising campaign
35:55for the shampoos.
35:57So I'm going to start with Connexus
35:59and Charlene,
36:01you run a hairdressing salon.
36:03I was determined to be project manager.
36:05And that's my first question.
36:07Aisha, how did you become the project manager?
36:09Well, I was voted in
36:11and Charlene was outvoted.
36:13They decided it was more of a marketing campaign
36:15whereas I believe
36:17that you needed to have passion
36:19in the shampoo.
36:21Take me through it. What did you do first of all?
36:24What I wanted to do was to really come up with a strong theme
36:26and for me, cactuses
36:28or cacti conjured up a vision of the desert
36:30and obviously the desert is a mysterious place
36:32it's got a lot of mysteries, secrets
36:34so that prompted the idea of desert secrets.
36:36Really? Yes.
36:38What's the secret?
36:40The idea is people go into the desert
36:42to find themselves sometimes Lawrence of Arabia
36:44or Arabian Nights.
36:46But we're hoping that the virtues of a cactus
36:48is not going to be a secret
36:50in your advertising campaign.
36:53We say that specifically.
36:55So the sector of the market is the next thing.
36:57The team as a collective
36:59but maybe specifically Vahna
37:01really put it forward, the grey pound.
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
37:09because of the baby boomers.
37:11They're actually feeling a lot younger.
37:13So you could have called it Fifty Shades of Grey there, couldn't you?
37:15Okay, so I've sent you out
37:17to come up with a product
37:19which talks about the virtues of the cactus
37:22and you've put this thing on here.
37:24Yes.
37:26You and I know that sometimes a cactus can flower
37:28and create this thing here.
37:30But not everyone else.
37:32We were very, very forceful in saying that we wanted the cactus on there.
37:34This looks like someone sneezed with a raspberry in their mouth, actually.
37:36If you use an actual cactus to make this product
37:38then I would have put the cactus on there
37:40but my understanding was it was the seed oil
37:42and this cactus flower that was used.
37:44But the seed oil comes from where?
37:46The cactus.
37:48So it's the same thing, isn't it?
37:51Let's have a look at your digital billboard.
37:53You're rotating like a kebab, Ruth.
37:57Can I just say, Lord Sugar,
37:59when we arrived
38:01we had a model of 22
38:03and another one of 26.
38:05It's very difficult to take off my passport photo.
38:07We did the best we could, which was the best thing to do at the time.
38:09We just tried to make the best of a situation.
38:11We went for colour.
38:13Colour was good.
38:15We also included the product
38:17throughout the whole 20 seconds.
38:20Let's do a TV advert now, shall we?
38:22Thanks so much for the massage, Mum.
38:24That's exactly what I needed.
38:26Oh, you're welcome, darling.
38:28Oh, wow, Mum!
38:30Your hair looks so healthy.
38:32What's your secret?
38:34Desert Secret shampoo.
38:36It's actually made from cactus seed oils
38:38which are far richer than the argan oils.
38:40Cactus!
38:42No wonder it feels so hydrated.
38:44Quench your thirsty hair.
38:46I'm not sure who was supposed to be given who
38:49They're in a spa.
38:51Yeah, I got that, but she thanked her mum for the massage.
38:53Yeah, for the treat.
38:55No, they treated her.
38:57And who made that?
38:59I was the director.
39:01We all had a hand in production.
39:03Charlene was on hair and make-up.
39:05I was executive producer.
39:07Charlene, do you see it as a demotion
39:09that you're now doing the hair right
39:11or the towels right?
39:13I actually believe that if I wasn't moved across
39:15a lot of the valid points would have been missed.
39:18Charlene, then off to pitch.
39:20Natalie was the main pitcher.
39:22How do you think it went?
39:24I did expect it to have more content,
39:26so I jumped in there as well.
39:28How was the project manager?
39:30I thought she was good, but also frustrating in places.
39:32All right.
39:34So, gentlemen, Richard,
39:36you became the project manager.
39:38That's correct, yeah.
39:40I have a digital marketing agency,
39:42so I do these sort of projects all the time.
39:44You've done it for eight years, apparently.
39:47I came up with the name Weston.
39:49Weston. You came up with this name?
39:51I came up with the name, yes.
39:53They should have given you a name, Billy the Kid.
39:55It was a good suggestion.
39:57Defeating desert dry hair.
39:59Surely it should have been the good, the bad and the frizzy.
40:01The frizzy. That's good, yeah.
40:03Thanks a lot.
40:05So let's have a look at your digital billboard.
40:11I think the biggest error on that
40:13is that it shows me him washing his hair,
40:15but it doesn't show me an end product.
40:17It doesn't show me the guy's hair finished.
40:19We felt that, as guys,
40:21seeing hair blowing in the wind
40:23or anything like that,
40:25that just isn't how we look at things.
40:27We like the fact we wash our hair,
40:29we do it quickly, get it done and get out.
40:31So let's have a look at the television advert, shall we?
40:35Cactus seed oil and our shampoo
40:37locks in moisture.
40:39Let's see how much moisture
40:41our shampoo can lock in.
40:44I give it.
40:48I give it.
40:50Cactus seed oil conditioning shampoo
40:52helps to retain the moisture in your hair.
40:54Mmm.
40:56And see, the western shows up there.
40:58Yeah, and you've got the cactus there.
41:00I directed the video.
41:02Richard was on your shoulder
41:04telling you what to do.
41:06All the time.
41:08So you directed it,
41:10but he actually directed you to direct it.
41:13We wanted to go simple
41:15and at every point
41:17just bringing people back,
41:19reining them in
41:21within their confined job roles.
41:23And who did the pitches?
41:25Myself and Gary and Scott.
41:27Scott had what I would call brain fade.
41:29I hold my hand up.
41:31It wasn't the strongest pitch I've ever done.
41:33And Richard, good project manager?
41:35Yeah, he was pretty good.
41:37Richard gave everyone a role, didn't you?
41:39I think it's more credit where credit's due
41:42than assistance, I think.
41:44You should take responsibility for this campaign.
41:46You do take responsibility for the campaign?
41:48Of course, yeah.
41:50Everything I put my name to.
41:52Good, all right.
41:54We've now got that very, very clear.
41:56What about, ladies and gentlemen,
41:58you went and pitched in front of the professionals
42:00and I consulted
42:02with those professionals
42:04but I will make the ultimate decision.
42:06In this particular case,
42:08great minds think alike
42:11because I did agree with them
42:13and we have concluded
42:15that whilst the product has got faults,
42:17it's got some tweaking that needs to be done.
42:23Versatile, you signed on
42:25to everything I told you to do.
42:29So your team has won.
42:35I will say that
42:37in all the years that I have
42:40done this task in this boardroom,
42:42this has got to be one of the best.
42:44Thank you, Lord Sugar.
42:46Seriously, it's got to be one of the best.
42:48Thank you very much.
42:50So, it's time to let your own hair down.
42:52You're going to experience
42:54one of the latest crazes,
42:56anti-gravity yoga.
43:00Right up my street, that is.
43:02And I'll see you on the next task.
43:04But that's very well done.
43:06Thank you very much, Lord Sugar.
43:09Oh!
43:11Oh!
43:13That's the best one ever.
43:15Did I not say that?
43:17Blade is not a very good campaign.
43:19You haven't used any of your skills,
43:21any of your knowledge,
43:23any of the things that you claim
43:25that you're experts in.
43:27I will be going into much greater detail
43:29with you shortly
43:31and deciding who is culpable
43:33for the failure of this task.
43:35Off you go.
43:39Three, two, one.
43:43I've pulled a muscle, man.
43:45I'm not going to be able to walk for a week.
43:47Bring the legs up and over.
43:49Oh, shit.
43:51Oh, my.
43:55The credits
43:57for winning this task should be
43:59put firmly at my door.
44:01Disciples, you're welcome.
44:03It's a marketing task. I'm a marketing guy.
44:05Baby-faced businessman.
44:08Richard gave everyone a different task
44:10so that he could cover his own behind.
44:12Outside of that, I actually didn't think
44:14Richard contributed anything to this task.
44:16So for him to take credit for it,
44:18I think is completely unfair.
44:30Well, I wasn't for over 50 from the start.
44:32We picked the wrong demographic.
44:34I 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.
44:40I should have really listened
44:42to my instincts with the mass market.
44:44Unfortunately, I listened to everybody else in the team.
44:46There's a clear issue of the fact
44:48that we didn't have the characters on the box.
44:50But then I don't remember having any other contribution.
44:52Aisha needs to be fired today.
44:54She made a lot of the decisions
44:56on her own against the general consensus of the group.
44:58On that first day,
45:00the billboard team
45:02worked absolutely fantastically together
45:05Why is that relevant?
45:07Because it is relevant.
45:09I know that you want to get your word in
45:11and say that you've done a really good job,
45:13but we need to move forward and discuss problems.
45:15It's about all of us.
45:17Selena really struggled on the TV advert.
45:19Some people that state that they're really good at directing
45:21and that's what they do all the time,
45:23I'd kind of beg to differ on that front.
45:29Can you send the candidates in, please?
45:31You can go through to the boardroom now.
45:34Well, the advertising campaign
45:36wasn't very good at all.
45:38I guess you could say
45:40it was a bad hair day.
45:42Because this bottle, in my view,
45:44is like someone offering champagne
45:46in a plastic cup.
45:48Who was responsible
45:50for the design of this bottle?
45:52I don't know.
45:54I don't know.
45:56I don't know.
45:58I don't know.
46:00I don't know.
46:03Who was responsible
46:05for the design of this product here?
46:07It was myself, April,
46:09Elle, Vahna and Selena.
46:11In terms of the bottle itself,
46:13I think there were a lot of executive decisions
46:15made by Aisha during the design process.
46:17In the end of the day, this was her vision.
46:19And I think you would agree with that, right?
46:21Yes, it's fine to say that, Vahna,
46:23but at the end of the day,
46:25I was the only one who actually brought a concept
46:27to the table of substance.
46:29Who put that raspberry on there?
46:32You and I know what it is,
46:34but our consumer out there
46:36who we're going to sell this to doesn't.
46:38Did you watch my lips
46:40when I set the task
46:42saying this was a cactus-based product?
46:44No one knows what it is.
46:46I said this over and over again.
46:48Don't look at that flower
46:50and know it relates to a cactus.
46:52But I don't think just putting the cactus
46:54on there would have saved the whole bottle.
46:56There's much more to that design
46:58than just putting a cactus on it.
47:01The advert itself
47:03was pretty poor.
47:05It came across
47:07as a confused message.
47:09The young lady in your television advert
47:11is actually the one
47:13that seems to be impressed
47:15with the product.
47:17Look, Mum, all your hair looks wonderful.
47:19So are you saying she's your market,
47:21the young lady in there,
47:23or the older lady?
47:25I think actually that was probably where we were confused,
47:27but I was told to do an advertising campaign
47:30The target market, the Grey Pound market,
47:32came from Vala, is that right?
47:34Yes, it wasn't my initial pitch
47:36to the group.
47:38I did say I do know Lord Sugar
47:40likes mass-market products.
47:42This was not accepted well by the group.
47:44The vision
47:46had no continuity.
47:48The message got lost along the way.
47:50The digital billboard, Ruth,
47:52you put yourself forward
47:54to be the main...
47:56The face off, yeah.
47:59I don't get it.
48:01I'm sending you out to make an advert
48:03which shouldn't be a secret.
48:05You should be telling people what's in the product.
48:07There's no secret.
48:09I didn't like it from the start.
48:11I don't think the word secret should be used
48:13in any sort of product,
48:15especially when you're first starting it out.
48:17I was concerned that it would come across
48:19a little seedy and a bit cheesy as well.
48:21Alan, can I just point out
48:23this is the second time that Ella's mentioned
48:25that she didn't like it, she didn't like it.
48:27I mean, personally, I don't think that's fair.
48:29I will just say that I did come up with ideas.
48:31I did come up with things.
48:33I was so passionate on the cactus,
48:35I did say these things and I wasn't listened to.
48:37Does it say I should not respect your opinion?
48:39Well, as a group, no.
48:41There's a difference between a manager and a leader.
48:43I felt like there was a bit of a dictatorship going on.
48:45You were responsible for the digital sign, right?
48:47Yeah, I was directing it.
48:49We literally did it in one take
48:51and I know that's not an excuse.
48:53I really don't want to use that as an excuse at all.
48:55Coming to one side,
48:57Jenny worked really hard on her direction.
48:59Then coming to the other side,
49:01I 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
49:07that really wanted to be project manager.
49:09Now, Natalie, the pitch,
49:11I got some very poor feedback
49:13from the professionals.
49:15They think you went on a little bit too much.
49:17I 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.
49:27And you said that people over the age of 45
49:29don't understand anything new.
49:31I don't think I said that.
49:33No, I don't think I said they don't understand anything new.
49:35No, actually, you said they're scared of anything new.
49:37I'll explain what I meant by that.
49:39That's what you said. It doesn't matter what you meant by it.
49:41It was very insulting.
49:43OK, well, I didn't mean it to be insulting.
49:45So, Aisha, tell me
49:47which two people you're bringing back into this boardroom.
49:49Vahana
49:51and also Natalie.
49:53Can I just say something in my defence really quickly?
49:55Well, you'll be able to do that shortly, yeah?
49:57The rest of you,
49:59go back to the house.
50:05You three, step outside
50:07and I'll call you back in later
50:09because at least one of you
50:11is going to be fired, OK?
50:17There's a lot of people pointing the finger at Aisha.
50:19Aisha was put in a difficult position.
50:21There were not too many ideas coming forward
50:23so she latched onto one and ran with it.
50:25Vahana was the one
50:27that came up with the grey pound market.
50:29It could have been successful
50:31but somehow or other it all went awry.
50:33And Natalie,
50:35I got bad reports from the professionals
50:37over her presentation.
50:39It fell flat.
50:41I felt like I was in a university lecture.
50:43What else did she do in the task?
50:45Quite fair to say she didn't do much.
50:47PHONE RINGS
50:49Yes, Lord Trigger?
50:51Can you send the three of them in, please?
50:53Lord Trigger will see you now.
51:05Aisha, perhaps you'd like to tell me
51:07why have you brought Vahana back into this boardroom?
51:09Simply because I do specifically remember
51:11her really pushing the grey pound
51:13even when I was trying to say
51:15that Bass Market is the way to go.
51:17But the grey pound is not the reason
51:19why the task failed, though.
51:21The task failed
51:23because the advertising campaign was no good.
51:25Well, we did go down that route.
51:27I think it was a contributing factor
51:29and also I don't feel like Vahana really contributed much
51:31in terms of actually bringing ideas to the table.
51:33Really?
51:35I don't think you could say that with good faith
51:37without feeling that you are actually telling a lie.
51:39My idea was Desert Secret.
51:41Did you bring any other alternative ideas to the table?
51:43There were so many different ideas.
51:45No, no. Can you give me a...
51:47I said Cactus, which was a combination
51:49between Finesse and Cactus.
51:51No, it's not that obvious and it's not something
51:53you should just write off.
51:55And you said, Veto, Veto, I'm making a decision.
51:57I'm the project manager. I'm going to do this.
51:59So in the end of the day, you drowned out my opinion.
52:01Natalie, what's she doing here?
52:03Natalie is here simply because she really pushed
52:05to do the pitch, so if she's here
52:07and she's claiming to be such an industry expert
52:09and pitching to industry experts
52:11in a five-minute pitch, to me that's worrying.
52:13Natalie, you say in your CV that I'm naturally good
52:15at speaking in front of people.
52:17But generally, when I'm speaking in front of people
52:19or pitching, it's a good product.
52:21It's something that I'm passionate about.
52:23And I think it's the product, the marketing,
52:25the advertising that was the downfall of this task.
52:27And I was left with a horrible product,
52:29a horrible campaign to pitch,
52:31which I think is really unfair.
52:33A professional pitcher should be able to pitch no matter what.
52:35We'd already failed the task before the pitch.
52:37We'd already lost the task before.
52:39Oh, so it's nice to know you had a voice of confidence.
52:41If you went in with that mindset,
52:43of course you weren't going to do well at the pitch
52:45if you went in without attitude.
52:47Can you explain, then, why you haven't brought anyone in
52:49who was responsible for the product?
52:51Why didn't you bring Elle into the room?
52:53Why didn't you bring April into the room,
52:55who didn't do much?
52:57Because I have told you I brought in the people
52:59that didn't deliver.
53:01You did not deliver, and what I specifically asked you to do,
53:03you really pushed yourself forward to be the main pitcher
53:05on this project. Am I lying?
53:07So, when I put myself forward to pitch,
53:09if I'd have seen the product in the campaign,
53:11I'd have never wanted to pitch it,
53:13and I think the people...
53:15Hold on. A 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.
53:23You did not communicate that.
53:25It's a bit worrying to me, you know,
53:27because Claude will tell you, over the years,
53:29some of our engineers have churned out products
53:31that we were committed to, and we get it wrong sometimes,
53:33and we won't use the terminology
53:35terrible product.
53:37Well, we have to use our best endeavours
53:39to make sure that we are seen to be behind it.
53:41So, did you give up on the product?
53:43No, I didn't give up on the product,
53:45but I was very concerned that I had to pitch it,
53:47and I still tried to do a pitch, but it was very hard,
53:49and I think...
53:51A bit worrying, that, to me.
53:53Yeah, I am disappointed.
53:55It sounds as though you weren't even there.
53:57You were an observer, watching this all going on.
53:59Terrible product, terrible effort, terrible billboard,
54:01terrible pitch.
54:03I think I've done a great job today,
54:05but I think that I deserve the chance
54:07to remain in this process,
54:09even if you just base it on my performance last week in the task.
54:11I'm not taking into account anything to do
54:13with last week's task.
54:15It's got nothing to do with it.
54:17Lord Sugar, I have the most potential
54:19over anybody sitting here at this table,
54:21between the three of us.
54:23I asked a simple task to be completed by this lady here
54:25to my right, she couldn't deliver.
54:27Vanna seemed to miss the whole concept of the marketing task
54:29by even leading us down the grey pound area in the first place.
54:31You signed on to the grey pound.
54:33Done deal. Finished. It was agreed.
54:35May not be a great market,
54:37may not be the greatest market in the world,
54:39but that's what you all agreed on.
54:41Now go off and produce an advert to project it properly,
54:43and that's what you didn't do.
54:47Ayesha,
54:49a lot of people are saying
54:51that you didn't do a good job,
54:53and you were a project manager
54:55of a disaster.
54:57Natalie,
54:59the pitch was bad,
55:01and I'm very, very disappointed
55:03that you gave up on the product.
55:05That's not true.
55:07I don't want to hear anything more from you.
55:09Anybody 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.
55:17You cannot give up on your product.
55:19And for that reason,
55:21I struggle badly.
55:23One thing I am sure about, though,
55:25is that, Varna,
55:27I don't personally
55:29think you should be sitting here today
55:31in this last boardroom.
55:33And so, on that basis,
55:35I'm going to remain in the process.
55:39Ayesha,
55:41you brought the wrong person back in the case of Varna,
55:43and I haven't got a clue why you brought her back,
55:45and that's a sign of your poor judgment.
55:47But, Natalie,
55:49I have to say this to you,
55:51that I am terribly disappointed
55:53at somebody who messes up a pitch
55:55and then goes downhill
55:57on the product.
56:03Ayesha, you came up with the name,
56:05you came up with the brand,
56:07and you came up
56:09with the flower.
56:13So, Ayesha,
56:15you're fired.
56:17Thank you, Lord Sugar.
56:23Natalie,
56:25don't ever give up on your product.
56:27You've been given a job to do.
56:29You should stick with it, okay?
56:31On your way, the pair of you, back to the house.
56:35Bye.
56:54I was the only one who actually brought
56:56any ideas to the table.
56:58The others just basically turned on me
57:00because it's easy to turn on the PM
57:02at the end of the day when things go wrong,
57:04but then they didn't deliver anything themselves.
57:09Scott, can you and Sam get in the shower later
57:11and recreate your game?
57:17I think your biggest problem was
57:19not having Charlene as your project manager.
57:21100%.
57:23I ain't going to lie, boys,
57:25I'd actually put your product on my shelf.
57:33Varna!
57:35Ayesha tried to blame Varna for the failure of the task.
57:37That didn't work, so then she tried to blame me for the task.
57:39Guys, shit goes downhill.
57:41At the end of the day, if you're leading the team,
57:43it starts at the top.
57:46Now 16 candidates remain.
57:51Lord Sugar's search for his next business partner continues.
57:58Next time...
58:00I'm sending you on a mission to negotiate.
58:02Oops!
58:04I've lost my shoe, I've lost my shoe.
58:06..two countries...
58:08Parlez-vous l'anglais?
58:10No, not por favor, civil play.
58:12I actually want to be the charming, bumbling English guy.
58:15..nine items...
58:17We came all the way here just for cheese?
58:19Stop causing friction, we're trying to move on.
58:21..and in the boardroom...
58:23Couldn't get anything more French than snails.
58:25..one boss...
58:27They couldn't have gone very far, could they?
58:29You're fired.