The Apprentice UK S03E08 (2007)
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00:00Previously on The Apprentice, Katie's relationship with Paul was exposed.
00:15They've got a personal relationship.
00:17Are you telling me they're carrying on in the house?
00:19Yes, they are.
00:21Christina and Adam made a pact to keep their revelation a secret.
00:25I'm not going to go jeopardise my chances.
00:28It needed saying in the boardroom.
00:30It did.
00:31Sir Alan gave the candidates a shopping list.
00:34I want to see your skills in negotiating.
00:37They had to buy ten different products as cheaply as possible.
00:41Do you sell unicycles?
00:43Have you got any white rabbits at the moment?
00:46Simon's team got off to a flying start.
00:49They're round the corner.
00:52On the other team, Adam's negotiating skills vanished.
00:56I think you could do one as a one-off for about £20.
00:58No.
00:59Could you do anything at all for us?
01:01No.
01:02Anything?
01:03No, I'm sorry.
01:05He returned to the boardroom missing one crucial item.
01:09Unfortunately, we've now run out of time.
01:11And Katie learned her secret was out.
01:14I only knew about you and your relationship with Paul
01:17because Christina brought it to my attention.
01:20That's all.
01:22Gazelle pleaded her case.
01:24Give me an opportunity.
01:25Make me a project manager on the next task.
01:27And Adam made a last desperate bid for survival.
01:30I'll prove that I can sell.
01:32I'll prove that I can lead a team and motivate people.
01:34You are talking to me as if I ain't been here for the last seven weeks.
01:37Adam, your luck has run out.
01:40You're fired.
01:42Adam became the eighth casualty of the boardroom.
01:45The only thing that would make me even happier
01:47is if it was a double firing with Christina.
01:50She's just a hard, evil little wench.
01:54We're to keep her out of our way.
02:08Good morning.
02:10It's Francis calling from Sir Alan's office.
02:12He wants you to meet him at Piccadilly Circus in 30 minutes' time.
02:1730 minutes!
02:19Wake up, bitch.
02:21I'm ready to go.
02:316.30am.
02:36Eight candidates remain.
02:40One job is on offer.
02:42And the competition is hotting up.
02:45I think it's time we had to win.
02:47I think it's time.
02:49This is the stage where Sir Alan is considering, seriously, the contenders.
02:55I've got a lot of respect in this place from a lot of people.
02:58I wouldn't go that far.
03:00I have, though. It's because people know that I'm bloody good at what I do.
03:04There are a few people whose time is up also.
03:09You wanker.
03:15Sir Alan has called the teams to the dome
03:17overlooking London's Piccadilly Circus.
03:23Good morning.
03:25Right, Jadine, been a bit quiet for the last few weeks,
03:29so you're going to be the team leader, OK?
03:32Gazelle, you wanted to be a team leader? You are.
03:35Fantastic, thank you.
03:37Now, to balance the teams up, Jadine,
03:40you decide who you want to fling over there.
03:43Mammy.
03:45Off you go.
03:48Here we are in Piccadilly Circus,
03:51the most famous advertising arena in the world.
03:54Brands fight for those positions over there.
03:58You're going to create a brand,
04:00and you're going to make some adverts.
04:03The commodity I want you to brand is this.
04:08Trainers.
04:10Billion pound market.
04:12What you've got to do is to come up with a brand name
04:16and a logo and apply them to these trainers
04:20and then go off and advertise them.
04:23I've lined up one of the top agencies in this country,
04:27CHI, who are going to give you all the facilities to do this,
04:31although the creativity is yours.
04:34When you finish your advertising campaign,
04:37you're going to present it to them,
04:39and they are going to give me a recommendation.
04:41But as you can imagine,
04:43I am the one that's actually going to make the decision.
04:46Here's a little bit of friendly advice.
04:48What I want is an advert that sells kit.
04:52I do not want an advert that wins the Montrose Award
04:56for advertising tossers.
04:58Off you go. Good luck.
05:00You've got a lot of work to do.
05:03The teams have just 48 hours
05:05to launch their own brand of trainers.
05:09The campaigns must include a 30-second TV ad
05:12featuring the team's music and lyrics,
05:15plus a billboard poster.
05:18Jadine's first act as project manager
05:21was to axe advertising sales manager Naomi.
05:25Naomi had to go.
05:28Naomi had to go because she's so patronising, it's unbelievable.
05:32JJ moved me,
05:34A, because perhaps she feels threatened by me,
05:37B, because she doesn't really like working with girls,
05:40as far as I've seen.
05:42But Jadine does have Trey, a marketing and design consultant.
05:46This is totally up my street. I do advertising all the time.
05:50I've done billboards, I've done TV, I've done magazines,
05:53I've done newspapers.
05:55This is my forte. I build brands for a living.
05:58Provided everyone listens to Trey, we should be fine.
06:04The teams will be based at CHR, an award-winning ad agency.
06:08Its clients include British Gas, Tango and Carphone Warehouse.
06:13Before they start, some simple advice from ad executive Johnny Hornby.
06:18The world doesn't need another Trey.
06:21The thing that will lift it and make a difference for this Trey
06:24will be your ability to find what we call a big idea for it.
06:27So what is it that's different about this product
06:30that could make consumers think about it in a different way?
06:35Next, it's off to London's West End to speak to the crucial youth market.
06:39I wear hoodies, but I'm no hip-hop dude.
06:42They're not called dudes for starters.
06:44Hip-hop brother.
06:46Morning.
06:48You must love speaking about trainers.
06:50The market is saturated with hundreds of styles.
06:53Yours are quite trendy, aren't they, over there?
06:56You're not bothered about your trainers, are you?
06:59For their brand to stand out, the teams will need a distinct design
07:03and a strong idea for the ad campaign.
07:09We're thinking there's a big idea.
07:11I would imagine we've got to think about it.
07:14We're thinking there's a big idea.
07:16I would imagine we've got to think about something that's been active
07:20and getting people to use the shoe.
07:22I like this idea of getting away from...
07:24What I like is the idea of giving a culture or a group
07:28an identity that they don't currently have.
07:31Marketing consultant Trey is quick to push his own big idea.
07:35It's all about the b-boy, it's all about the bump and grind,
07:38it's all about that fashion of dancing and street dancing.
07:41I think I need a glossary for some of this. What's a b-boy?
07:44A b-boy is the whole breakdancing culture that you've got going on.
07:47You get what they call the b-boys who do the whole kind of flips
07:50and the whole kind of street dance style.
07:52What about the bump and grind generation?
07:54It's actually a programme that's on it.
07:56It's a dance, like the twist, or the tango.
08:00All the street culture is now being taken over by the big brands.
08:03We're reclaiming the streets, we're taking it back to the streets.
08:06We're giving them an underground alternative
08:08to the mass-produced representation of their culture.
08:11I think it needs to be something that is street.
08:15I think we all agreed, because we know that sells.
08:18I think they're clear on what they mean by street.
08:20It's a sort of street dancing culture.
08:22They think they're being underground in their choice of brand and logo,
08:26but actually calling it street and aiming at street culture is pretty obvious.
08:31In the girls' team, project manager Gazelle
08:34has two advertising professionals to call on.
08:37Brand consultant Katie and Naomi, an advertising sales manager.
08:42Right, so let's get... Guys?
08:44Naomi? Guys?
08:47As project manager, my only concern at this point would be that
08:51there are people that tend to talk too much and tend to talk over you,
08:57and I need to demonstrate that I'm strong enough to say,
09:00no, hold on, I'm speaking just now, just kind of zip it.
09:03Everything it came down to was image, wasn't it?
09:06Absolutely image.
09:07But all they wanted to be like was to be cool.
09:10To be like someone who is cool.
09:12How do you translate that into actually a big idea?
09:14Because image is everything.
09:16Because to be successful, to be like the most popular girl in school
09:20or boy in school, to be like their icon, image is everything.
09:23I mean, that is definitely the concept that we want to go with.
09:26I just don't know about... Image is everything is just...
09:30Is that not too superficial?
09:33I'm not getting you, Katie, in terms of,
09:36give me an idea other than image is everything.
09:41Image is everything? I don't know what that means.
09:43I'm completely confused about it.
09:45Our big idea, just now, is image is everything.
09:49Katie fought against this idea, but it was adopted,
09:52and I think they might get a thick ear from the advertising directors
09:56when they put that up as a big idea, because it's not an idea.
09:59That's nicer.
10:01The darker the green.
10:03With the logo for their street brand agreed...
10:06Yeah, I think we're quite happy with that.
10:09Jadine's team can get on with their ad campaign.
10:14Simon and Trey tackle the soundtrack.
10:19This is what I've got.
10:21Street is not about X, it's not about Y.
10:23Street is not about Z, or doing A, B or C.
10:26Street is not about D, or your mum and dad telling you to do E, F.
10:30You know what I mean?
10:31And then at the end, having the slogan,
10:33Street is about knowing yourself, knowing your style,
10:35knowing your street, reclaiming the street.
10:37Something punchy, an ending punch.
10:39Yeah.
10:40Street is not about this, it's not about that.
10:42You don't want to be telling the people in the street
10:44what's street and what's not street.
10:47They know what's not street, they're from the street.
10:49That's your target market, remember?
10:51I don't know, I was just coming up with random ideas.
10:54Trey likes to think of himself as an innovator, not an imitator,
10:57and he's not very good at taking on board other people's ideas,
10:59which doesn't make him an ideal candidate to be the apprentice, unfortunately,
11:02because he's not going to be very good at being told what to do.
11:05Jadine and Lohit check out a potential location for their advert.
11:09I like this space.
11:11But Trey has a problem with the actors they've booked to audition.
11:15Hello.
11:16Hi, Lohit, listen, we've just spoken to the talent scout.
11:19And who have you asked to see from them?
11:21Do you need the exact names now?
11:23No, no, no, no, because obviously we're doing a street dance video.
11:27Yeah?
11:28So she wasn't even aware that there had to be dancers.
11:31I mean, if they come along and they're not, you know, they're not multifaceted,
11:35and they haven't got many talents in the way of dance,
11:37then we have to just look at a contingency plan.
11:40Bye-bye.
11:41What's the point in seeing six actors who can't dance for a dance video?
11:44I'm a dance man.
11:47If there are no street dancers, then we have to look at a whole different...
11:49Well, no, because we can get them doing little things, and I can do the big things.
11:52Can you do a handstand?
11:54I can do other things as well.
11:55Not in my seat, but I can do other things.
11:57Demonstrate. It doesn't matter what you're wearing.
11:58Show me what you've got. Show me your moves.
11:59I think Simon's a very talented boy.
12:01I know he can do handstands, but I'm not sure he's much of a break dancer.
12:05So I'm not sure if I want Simon to be dancing in the video,
12:08because there's a fine line between good dancers and totally shite bollocks dancers.
12:141pm.
12:16Gazelle's team is still searching for a brand name.
12:22Tribe.
12:23Throw everything down.
12:25Tribe.
12:26Badge.
12:30So...
12:31Punch.
12:32Cheek.
12:33Jam.
12:34I like jam.
12:35I do like jam.
12:36I like it, but I'm slightly concerned it sounds like a preserve.
12:40That's all.
12:41I prefer stamp.
12:42What's your logo? Let me have a look.
12:43I'm thinking something to that effect.
12:45It looks quite kind of... funky.
12:48That's what you could do with jam.
12:49That's excellent. I like that.
12:50Right, so can we say that we're going to go for that in terms of our logo?
12:53Yeah, we're going for that.
12:54And that's the colouring, OK?
12:55Yep.
12:56Super.
12:57That's a done deal.
12:58Christina really does not understand brands or brand strategy quite clearly.
13:02She's drawn a logo, the guys think it's great,
13:05and we haven't even decided on what we're doing,
13:07what this trainer actually stands for.
13:09Do you know, I never knew I was artistic.
13:11Sounds really good.
13:12And you really need to start thinking about this in terms of an exercise around a brand,
13:16not an exercise around crayoning a trainer.
13:20Gazelle's team divides, and Katie takes control of the logo.
13:24We decided in terms of brands and the way people think
13:27and the way these guys are thinking, so they don't want anything too literal.
13:30Right.
13:31Why is it up to Katie today? She's normally good at things like this.
13:34Yeah.
13:35She's actually made us waste loads of time.
13:37Is she trying to get rid of Gazelle?
13:39That's what I thought, but I don't know.
13:41Yeah.
13:42Cambridge graduate Simon,
13:44a native of London's leafy Hampstead Garden suburb,
13:47has written his rap.
13:49You ready?
13:50Yeah.
13:51OK.
13:52Street is not about buying your clothes in a supermarket.
13:55Street is not about package holidays or low-cost airlines.
13:58Street is not about country walks or village faiths.
14:01Street is not about corporate branding or international events.
14:04You can't buy street in a catalogue or on a website.
14:07Street isn't about knowing where you're from or where you're going.
14:10Street is about where you're at.
14:12Street is about knowing yourself, knowing your style,
14:15know your street, reclaim the street.
14:18That timed it quite well, didn't I?
14:21He likes that. He likes it.
14:24I like the whole knowing yourself, knowing your style and know your street,
14:27reclaim the street. I think that's wicked.
14:29My concept is, at the beginning, just to drill home the point of what street is not.
14:33Because street trainers, you shouldn't be able to buy at Georgia Asda.
14:38Buying clothes in a supermarket. I thought that was quite a good line.
14:41I think the jokes are funny too.
14:456.30pm.
14:49Jadine's team is at a casting studio to audition young actors for the street dance advert.
14:55Good evening, Jamal. How are you? I'm fine, thank you.
14:58Tomorrow we're shooting a TV advert and it's going to be in the vein of street.
15:02So street vibe, street culture.
15:04First of all, we need to watch if you've got any dance experience.
15:07No. No dance experience.
15:09If they can't dance, it's not even worth asking them to do us,
15:12because we need a proper dancer, man.
15:14I'm a dancer, man. Shut up.
15:16We'll give you a screen test in a minute.
15:18I've got two left feet, to be honest with you.
15:20Shake your body, move your body.
15:22No time for dancing, no time for dancing.
15:24You look good doing that.
15:26That was good, though.
15:28You can come out with my line.
15:30That was good.
15:34I'm Jo Marley. I'm 14.
15:37And I've had no experience at all, dancing.
15:44Thanks very much.
15:46My name is Jessica Jones.
15:48I do dancing, but not professionally.
15:53Good, good, good, good, good, good, good.
15:55It's all right, it's good. You look all right.
15:57Just keep going.
15:58That's enough, that's cool.
16:00Thanks, Jake. Ready for the next one?
16:02This is not looking good at all, man.
16:04What do you reckon, Trey?
16:06I'm not feeling much confidence, my son.
16:08Who have we got here? This is Amelia, everyone.
16:10Hi, Amelia. Hi, Amelia.
16:12Stand out there in front, in the middle of the blue,
16:14and just look straight at the camera for us, please.
16:16I dance on Mondays, Tuesdays, Thursdays and Fridays.
16:20What kind of dance do you do?
16:22Disco, rock and roll, Latin, ballet and tap.
16:25Would you be happy to show us Street?
16:28I don't do Street.
16:29Well, you can jazz it up.
16:31If we give you a beat, would you dance to it?
16:33Yeah. Yeah?
16:35Just feel free and do what you feel.
16:37Just dance? Just dance.
16:39How would you dance to that?
16:45It'd be easy without...
16:47LAUGHTER
16:50OK.
16:52Jadine books two of the actors,
16:54but she still needs the elusive Street dancer.
16:57We have no dancer at all.
16:59Yeah, Simon, take your jacket off.
17:01We're going to have to come and give us an audition.
17:03Oh, you know you've been gagging to do it,
17:05so just take your jacket off.
17:07Stop it. Listen, I'm not... This is serious, yeah?
17:09We've got advert to finish. We don't have a dancer.
17:13All right, Simon, go for it.
17:15We need to get home.
17:17Oh, God.
17:19Wicked! Easy.
17:23Oh, for fuck's sake. This is just going wrong.
17:25It will happen. It will come together.
17:28For Christ's sake, you've put lyrics down.
17:30We've auditioned. We've got a location.
17:33We've brainstormed. We have done so much as a group.
17:35You're going to be fine.
17:37So we've got a 15-year-old girl and a 19-year-old boy
17:39and a school as a backdrop.
17:41And then we've got a voiceover with Simon rapping about
17:45street isn't about going to the shopping mall.
17:47Street isn't about low-cost airlines and passenger blah, blah, blah.
17:51OK. Now, let's go. Let's go.
17:53This is going to be a fucking wicked advert, isn't it?
17:56You've got to not let Trey get to you.
17:58You've got the greatest dance moves ever,
18:00so you've just got to be confident in yourself.
18:02I will be confident.
18:04And don't let Trey's negativity bring you down.
18:06Trey's been in a bad fucking mood all day long.
18:08He's acting like a child. I'm so glad he's not project manager
18:10on an advertising task.
18:12He'll be all inside crappy ideas.
18:14You should have seen his face when I recorded that spoken word thing.
18:18He looked gutted. He looked green with envy.
18:20And you sounded amazing on it. You reckon?
18:22You sounded so black.
18:24Oh, my God. More black than Jadine.
18:26Really? Yeah, totally.
18:28Yeah, she's not street. More black than I am street.
18:30She's not street. If you're not street, she definitely isn't street.
18:33Maybe I am street. Well, you're not straight.
18:399pm.
18:42Christina and Naomi get their first look at the trainer with Katie's logo.
18:47They are sweet.
18:52Not as good as what I thought.
18:54Really? Yeah.
18:56Wow, they're not really my size.
18:58I see a grandma on a cruise wearing these,
19:01which goes hard to see the size.
19:03I'm thinking this is too small,
19:05and I'm not too sure if it's locational either.
19:07We're not going to go changing the logo.
19:09Guys, we need to go.
19:11Thank you. See you guys at home.
19:13Bye. Bye.
19:15Christina is a total arse coverer.
19:17Whenever there's an issue, she tries to cover her arse.
19:21It's a shame she doesn't do it a little better with the skirt she wears.
19:27Well, we've got to get over it now.
19:29But now I'm nervous about leaving them to do...
19:32Anything. ..the poster.
19:34Are they doing the poster?
19:36Yeah, because we need to go and edit the...
19:39TV, movie, video ad thing.
19:44Shit.
19:46Back at the house, Jadine's team can't agree how to pitch their street brand.
19:51There's lots of different streets.
19:53Street doesn't... It's not only, you know,
19:55people from the street live on a street.
19:58The street connects two places,
20:00so I think it makes sense that the street is where you're coming from,
20:03where you're going to.
20:05It's driving me bananas.
20:07We all live on the street. We're all going down the street.
20:10If I could say that my bullshit was up to here,
20:13I'd be lying, cos I'm about six feet under in bullshit right now,
20:16and I'm finding it very difficult to breathe.
20:19They have lost sight of the main concept,
20:21which is we need to show that we're part of the community.
20:23We need to show them that we are different to the other brands.
20:26So ultimately, right, the main message we're talking about
20:28is taking it back to the street, yeah?
20:30Reclaiming the streets.
20:31To reclaim the streets, we need to give something back to the streets.
20:34So, do we say something like,
20:35a percentage of our profits goes towards building youth centres
20:38or setting up dance academies or something like that?
20:40That's a nice idea.
20:4110% of my profits, and then our messaging becomes much stronger,
20:45and that's what our advertising has to do.
20:47Guys, I think we've got a really strong message,
20:49and, you know, we are looking at something that's really quite striking,
20:53quite touching to me, actually.
20:55And I think the ideas that come up this evening are just amazing.
21:0010pm.
21:02Gazelle's girls are back late to work on the lyrics for their ad.
21:07Hanging together, creating the vibe.
21:10Feeling the music as we move in time.
21:15Something, just help me out, something to do with image.
21:18We've got a guy arriving at nine o'clock tomorrow morning to sing these.
21:21Funky moves, feel the groove.
21:23Funky moves, let you fly, making jam with the W-I.
21:28LAUGHTER
21:31We've got semi-cheesy lyrics with a really quite good track going on,
21:35so I think we can do this.
21:37It's nine hours since Gazelle gave the green light
21:40to her team's big idea, Image Is Everything.
21:43And Katie still has doubts.
21:45I really believe that when we present this at the pitch,
21:48we want to sell them this idea that guys want to belong to the group,
21:53music is a way of accessing or entering the group
21:57through a shared passion,
21:59and that's why, for us, music is the big idea.
22:03I 100% appreciate and take on board your comments,
22:06but I do think Image Is Everything, I feel it's right.
22:10I think we're on the right track.
22:237.45am.
22:26Jadine's team heads off to shoot its street ad.
22:32But overnight, in Gazelle's team, there's been a change of plans.
22:36Quite an important part of our big idea I'm going to change.
22:42And I'll tell you my reason for it, so hear me out.
22:45We're going for music as everything.
22:48The reason being, I've woken up this morning
22:50and I've thought it'll make more sense.
22:52Music as anything does not make sense.
22:54The same with trainers not singing to us.
22:56Music is everything would be great for marketing
22:58like an iPod or something that delivers music,
23:01but a trainer actually has nothing to do with music at all.
23:04OK, if Image Is Everything, what is it about your trainer
23:07that shows Image Is Everything, where is that direct link?
23:10And there's not.
23:11I don't get your concept, and I don't think I will get your concept,
23:15to be honest.
23:16And I need you to get the concept
23:19because the concept is basically the foundations to the TV advert
23:22and it's not difficult to understand.
23:26I'm not happy with it. I'm not happy, but I'll go with it.
23:29We're going with it anyway.
23:31Well done. OK.
23:34Katie's obviously had a good chat with Gazelle
23:37and convinced her that music is everything.
23:40Mm-hm.
23:41To change your mind at five to eight
23:45is really stupid.
23:52Katie's now the de facto project manager.
23:55And actually, Gazelle doesn't mind.
23:59I think she's caved in.
24:00I think the more specific your big idea, the better it is.
24:03And at the moment, the music story is tighter than Image Is Everything.
24:07But, yeah, we could end up with gang warfare.
24:10Action!
24:11Location, a basement in Soho.
24:16Naomi and Christina's job, to direct the ad for the jam trainers.
24:20Is there anything that we can do so we can see these?
24:22Cos I need to see that logo.
24:24If our big idea is weak and we're going to have a problem pitching,
24:26then we need our ad to be shit hot.
24:28Guys, more kind of attitude.
24:30Attitude, bouncier.
24:32I want to see that kind of real swing that comes from you, Adrian.
24:36As well as producing 30-second TV ads...
24:39That's good.
24:41..the teams have got to shoot photos for a poster.
24:46That's good. It's a better light.
24:49Jamal, go!
24:52The street trainer shoot.
24:54Because it's dance best, yesterday's failure to book professionals...
24:58Call her over now.
25:00..is turning out to be a big problem.
25:04Well, I think now I understand what bump and grind is.
25:12No, it's not working.
25:14Jadine's last hope is Simon.
25:18But he's across town, laying down his rap.
25:22Street is not about corporate branding,
25:24high street fashions and rip-off pricing.
25:26It is not about country walks or village fates.
25:29Street is about giving back, revolutionising the system,
25:32taking back control.
25:34It's about knowing yourself, knowing your style, and...
25:39Make it a little bit slower and keep the passion there,
25:42especially when you're talking about high street fashion and corporate branding
25:45and rip-off pricing. Say it like you feel it.
25:48Feel it, son.
25:49Reclaim the street! Reclaim the street!
25:52Reclaim the street!
25:54That was a good one.
26:05Katie has booked a professional singer to record the jam soundtrack.
26:10We put these lyrics together.
26:12So what would be brilliant is for you to go,
26:15guys, that's not what we'd say, I'd say this.
26:18Or this is really not fitting, I'd prefer this.
26:21I think wherever you go with it will be a distinct improvement.
26:24HE SINGS
26:26Shall we lay one down and see what you think?
26:28Yeah. Let's lay one down, Cliff. Take one.
26:31You, you, you...
26:33HE CLEARS HIS THROAT
26:55Daniel, you totally rock.
26:57Or whatever the correct expression is in the R&B world.
26:59You're the man. You're the man. You're the man. OK.
27:02Daniel is our vocalist. He is fantastic.
27:05We were due to get some bloke called Derek,
27:07and I was very dubious about the credentials from an R&B
27:10and soul perspective of anyone that's been named Derek at birth.
27:14So I was very delighted to get Daniel,
27:16and I think everybody has now fallen in love with him.
27:19Hanging out, jamming by, cutting moves.
27:22I think we're nailing the female appeal, Daniel.
27:25Yeah, you know, yeah.
27:27I think the soundtrack's very good, actually.
27:29It's based on an R&B rhythm.
27:31The lyrics are difficult for me to understand.
27:35I'm the wrong age group. I think it's come together.
27:38I think they've snatched a potential victory
27:41from the jaws of almost certain defeat.
27:44At Jadine's shoot, Simon is ready for his starring role.
27:48This is your money shot.
27:50Cue Simon.
27:51Playing with your shadow.
27:53That's it.
27:55Yeah. Yeah, that's good.
27:58Awesome. Cool.
28:03Sir Alan always says he wants someone
28:05with a wide portfolio of skills.
28:08If he wants a rapping acrobat, I think Simon's his man.
28:11Nice. Perfect. Dust your hands at the end.
28:14Wicked. Cool.
28:16All right, cut. Brilliant.
28:18Simon's just being a plum, as usual,
28:20and it's doing my head in, because I do this for a living,
28:23and it's just discrediting me now,
28:25and it's making us all look like a bunch of idiots.
28:305pm.
28:34Back at CHI, both teams have just six hours to edit their TV ads...
28:39That's good. There's some great stuff in here that we can use.
28:43..and design billboard posters.
28:46I think this one here is really good.
28:48You highlight that one as one.
28:50We just extend this black, and then we have to copy onto the black.
28:54Jadine calls a meeting.
28:56They can't agree on their advert's message.
28:58Now it's really important to get the strap line and the poster.
29:02Donate to charity 10% of the sale price, or 10% of the profit.
29:0710% of profit is great, but in the same breath,
29:11I think you've got to be clear about how much you're giving.
29:14I disagree.
29:15Because you're just opening yourself to a lot of criticism.
29:18No, I completely disagree.
29:19I think saying sales is a bit silly,
29:21because you might as well give £5 to charity and buy £35 pair of shoes.
29:2410% of sales is a lot more ambiguous to me than 10% of profit.
29:27Remember, we're giving back to the community,
29:29but we're keeping it a business thing.
29:31I think we need to look at both arguments before we come to a decision.
29:34Do you want to make a decision, then?
29:3610% of every sale.
29:37Every sale.
29:38All right, 10% of every sale will go towards Street Youth Centres.
29:41Is that close enough?
29:42That's fine.
29:43For me to say 10% of every sale suggests an instant figure
29:46that comes into people's minds, and they might think,
29:48why not just charge me £36? I don't want to give anything back.
29:51Speak soon.
29:52Come on, let's go downstairs.
29:53And to me, it doesn't make massive corporate sense.
29:55But then I'm a businessman and they're not, so shit happens.
30:00Gazelle and Katie have a print of the Jam poster.
30:04Super light, super durable sole.
30:06I like it.
30:07Right, I'm going to quickly show these to the guys.
30:09Well done.
30:10Yeah.
30:11Hello.
30:12Hey, guys.
30:13Hi.
30:14Not bad.
30:15Poster.
30:16Everything about the picture is excellent.
30:18It just all works in nicely.
30:19Guys, the only thing I'd say is that you shouldn't have capital on that sole.
30:23Where?
30:24Super light, super durable sole.
30:27What that looks like is that you're making three statements about the product, OK?
30:30Those three statements are super light, super durable, and sole, OK?
30:34Which obviously isn't what we're trying to say.
30:36It's a pleon wide sole.
30:37You know what? We love the image.
30:39We love what you're saying here. We love this.
30:41But what the hell is this that doesn't make sense?
30:43And that was the first thing that my eye was drawn to.
30:45Super light, that ticks the box.
30:46Super durable, that ticks the box.
30:48Sole, well, I bloody well expect so because it's a shoe.
30:51If that's your opinion, fine.
30:53But on this, I'm not going to change it.
30:55How are you guys getting on with this?
30:56We're doing good.
30:57OK, I'll catch you guys in a bit.
30:58Cool.
30:59Cheers.
31:00Honestly, guys.
31:01It doesn't make sense.
31:02It is so, so wrong.
31:04I'm all for her taking control,
31:06but every executive decision she's made so far has been bollocks.
31:129.40pm.
31:14In less than 12 hours,
31:16the teams will pitch their ad campaigns to the agency bosses.
31:23For the girls, project manager Gazelle wants Katie to pitch.
31:27Our consumer.
31:28Who is he?
31:29Our consumer is 12 through 17.
31:31He's mainly a guy.
31:33Why don't we give him an identity at that point?
31:35OK.
31:36Who is he?
31:37Let me talk to you about Jay.
31:38Exactly.
31:39Jay is this.
31:40And when we spoke to him, Jay told us that.
31:42Yeah.
31:43I like these type of occasions.
31:45I like this type of pressure and I like doing presentations.
31:48So I'm fairly calm about it all.
31:52For the street trainer,
31:53Jadine has decided she'll do the pitch for her team.
31:57Yeah, we've got to do an advert.
31:58Yes, we've got to do a poster.
32:00Yes, we've got to choose a brand name.
32:01Yes, we've got to get a logo.
32:02But at the end of that,
32:04we have to come up with a presentation
32:06that's going to knock these guys' socks off.
32:09Yeah.
32:198am, the day of the pitch.
32:27First off, Gazal's girls and the jammed trainer.
32:31Send the bag, send the bag.
32:35The bosses from CHI will judge the pitches
32:38based on their thoughts to Sir Alan.
32:44Good morning, one and all.
32:45Morning.
32:46What I'd like to do is just introduce you,
32:48if I may, to our consumer.
32:50Our consumer is Jay.
32:52He's about 14 years old.
32:54His whole world really is about hanging out with his mates,
32:57how he looks and how he feels.
32:59When he wakes up in the morning,
33:01he grabs his clothes that he has thought about
33:03what he's going to wear,
33:04even though it may look a little sort of carefree
33:06to the rest of us,
33:07and then he grabs his MP3 player.
33:10He'll grab his mobile phone and off he'll go.
33:13And he'll spend his day with his friends.
33:15They're playing music again.
33:17They're hanging out maybe in front of the TV.
33:19Maybe they're gaming a bit.
33:20And then at the end of the day, Jay goes home.
33:22He'll undress,
33:23but the thing he'll put back into his wardrobe,
33:25we're hearing, is his trainers.
33:27So how do we motivate Jay and his friends
33:30to purchase the jammed trainer?
33:33The big idea.
33:35Cos music's in your soul.
33:56Can I ask you about the line,
33:58cos music's in your soul?
34:01Been on a bit of a grammatical rollercoaster there.
34:05Yes.
34:07Do we like that?
34:08Is that a good thing, do you think?
34:10Yes, I believe it is.
34:12We're trying to portray a strong brand,
34:15which is quirky, which is a bit different,
34:17and this is our identity.
34:19Thank you very much.
34:20Thank you. Well done.
34:29Next, Jadine and the street trainer.
34:34In the street footwear market,
34:36corporate eagles are swooping down,
34:38capturing street culture,
34:40tapping into a lucrative market
34:42in order to maximise their own profit.
34:45Our big idea is to take back the street,
34:49reclaiming the street from the corporate giants.
34:53As our shoes are street in everything they represent,
34:57we have suggested an affordable selling point of 39.99
35:01and we will donate a percentage of sales
35:04towards youth centres
35:05so that the consumer knows
35:07we are keeping in line with the street ethos.
35:10Our aim is to be so popular
35:12that the word street becomes synonymous
35:15with the word trainer.
35:16Where is my trainer?
35:18No, where are my streets?
35:20Cue video.
35:22Street is about your culture,
35:24your beats, your styles and your people.
35:26Street is not about corporate branding,
35:28high street fashions and rip-off pricing.
35:30Street is about giving back,
35:32revolutionising the system,
35:33knowing your style and representing your culture,
35:36representing the street, reclaim the street.
35:40You talked about your consumer insight being
35:43that there are people who have a cynicism
35:46about big global brands.
35:49Is that true of 11-year-olds?
35:52I think that big brands push their brands on children
35:55without them even knowing
35:56and I think that's the crime
35:58and that's what we're trying to salvage,
35:59that's what we're trying to reclaim.
36:01Well done. Thank you.
36:02Thank you for your time.
36:03Thanks very much.
36:10Time to call Sir Alan.
36:13While the candidates head for the boardroom.
36:16The brand originated from myself,
36:18the big idea originated from myself
36:20and our key pitch came from me.
36:22So, yes, I have led from the shadows.
36:26A 14-year-old looks at a rad,
36:28they're going to think that is cool
36:30and that is the reason that they're going to purchase these trainers
36:32and that is the reason why Sir Alan's going to say,
36:34Gazelle, stealth is one.
36:43You can go through to the boardroom now.
36:58Afternoon.
36:59Good afternoon, Sir Alan.
37:02Mariah.
37:04Jaydeen.
37:05Mariah.
37:06Jaydeen.
37:07Jaydeen.
37:08Jaydeen.
37:09Jaydeen.
37:11Jaydeen, there's your pitch.
37:14Off you go.
37:18The Street Trainers' big idea is to reclaim the street
37:22from the corporate brands.
37:25We have decided to have 10% of every sale
37:28which will go to street youth centres.
37:30You're up.
37:3110% of every sale will go to street youth centres.
37:35Cue the video, please.
37:38Video.
37:40Street is about your culture,
37:42your beats, your styles and your people.
37:44Street is where you're from and where you're at.
37:46Street is not about corporate branding,
37:48high street fashions and rip-off pricing.
37:50It's not about country walks or village fates.
37:53Street is about giving back,
37:55revolutionising the system,
37:56taking back control.
37:58It's about knowing yourself,
37:59knowing your style
38:00and representing your culture,
38:02representing the street.
38:04Reclaim the street.
38:06Right.
38:07I think I recognise one of the artists.
38:09Yeah.
38:11You've got arthritis there, Simon.
38:13You as the resident Hampstead hoodie there.
38:16Yeah.
38:17Country walks and village fates.
38:19It was a comical line to emphasise the fact
38:21that it's for urban people.
38:23I'm splitting myself over that.
38:24It was supposed to drive home the big idea
38:26which was 10% of every sale will go back to the street.
38:29Tell me something, in practical terms,
38:32how do you give back 10% of the retail price?
38:35I don't want to give back 10% of the retail price.
38:37I thought we'd give 10% of overall profits.
38:39Don't get me wrong, it's a good idea,
38:40but here's the mentality from a business point of view.
38:43Your price is £39.99.
38:45Yeah, cheap.
38:46So straight away, £4 is going to be paid out of that
38:49to some cause that you're running.
38:51Yeah.
38:52It's a mistake.
38:53You're forcing the consumer to pay £4.
38:55They won't like that, I can promise you.
38:57They will not like that.
38:59What it should have been is you're going to give away
39:01some of your profits.
39:02That way the customer doesn't know
39:03what you're actually going to give away,
39:05but the sentiment is there.
39:08Giselle.
39:09Yep.
39:10Who's doing your one?
39:11Katie did it this morning.
39:12OK.
39:14So, speaking to our consumer, we really understood Jay's story.
39:18Jay, for us, is a young guy, he's all about music.
39:22Who? Jay who?
39:23Jay. Our consumer, he's called Jay.
39:25Ah, OK.
39:26Our insight was that guys like Jay
39:28really want to access an identity that's all about being cool.
39:32And music is one way to do that.
39:34Our big idea was CosMusic's In Your Soul.
39:38There's a play on the word soul, S-O-U-L, S-O-L-E.
39:42Our brand was letting you know that by being part of Jam...
39:46Jam?
39:48Where's Jam? Where's Jam come from?
39:50I'll just bring you to Jam, our brand.
39:52All right. Get on with it, will you?
39:54OK, I'd like to play the ad for you, if I may.
39:56All right, OK, the television ad.
39:58And, Sir Alan, because music's in your soul,
40:01I'm going to ask you to think like Jay.
40:03Yeah, all right.
40:06Uh, what?
40:10You look good
40:12You look fine
40:14Work that look
40:16That makes you mine
40:18Turn it on
40:20Burn it up
40:22Rip the tunes
40:24To the honeycomb
40:26Hanging out, jamming by, cutting moves
40:30CosMusic's in your soul
40:34Hmm.
40:35So, the big idea is what the advertising agency talked about, yeah?
40:40Correct.
40:41So what was your big idea?
40:43Initially, it was about music...
40:45Sorry, image is everything.
40:47But I changed...
40:49I took the decision to change that to music as your soul.
40:54Yeah.
40:55At the end of the day, was it not my brief,
40:59and I made it perfectly clear to everybody,
41:02what I want you to do is to produce an advertisement
41:06that consumers of your target will go into the shop and say,
41:10I want a pair of them.
41:12And that's exactly what we concentrated on.
41:14Did you?
41:15Yeah, we did, really. I agree.
41:17So what are they going to ask for, in your case? A pair of what?
41:20A pair of jam trainers, which are perceived...
41:22But I didn't hear the word jam on your advert.
41:24I don't see it on here.
41:26Jamming is analytics, and jam comes up at the end.
41:29Well, I'm sorry, maybe I need my ears washed out.
41:32I didn't hear it.
41:33The last frame of the...
41:35That's it, the last frame.
41:36It says jam.
41:37It's on there, it says jam.
41:38Yeah.
41:39No?
41:40Don't you see?
41:42Don't you see your fundamental error here?
41:44Don't you see that me as the client,
41:46who guided you as to what I wanted you to do,
41:49you've actually screwed up big time here.
41:52All I'm hearing is a music track on your advert there.
41:55I don't know whether that's an advert for a pop group or what.
41:59It doesn't jump out at me and say,
42:01I'm selling trainers.
42:03Sorry, you're lost.
42:05And you know what?
42:06For once in my life, an advertising agency agrees with me,
42:09because that's what they said.
42:11They said it was the pits, quite frankly.
42:13Graphics was good, the craft was good,
42:16the directing, the photographs and all that stuff was good.
42:19The message, completely lost.
42:21No big idea there.
42:23None whatsoever.
42:25You've done all right, you lot here.
42:27I would have kicked your ass out over the 10%, that's for sure.
42:30As far as your equivalent of 50 cent over there,
42:34I would say it's more like two bob if you ask me.
42:37Anyway, well done.
42:39Now your treat today is that you are going to the American bar in the Savoy,
42:45where you are going to learn how to make cocktails.
42:48Wow.
42:49And if you're lucky, you might be able to drink a few.
42:52All right, off you go.
42:53Have a good time and I'll see you on the next task.
42:58I told you it was going to be the message.
43:01Ladies, you go and work out what you're going to tell me later on.
43:05You come back here, one of you will get fired.
43:08OK?
43:12Thanks.
43:19To us, guys. To the street.
43:20To the street.
43:21Another famous picture.
43:23That's it, baby.
43:32Pick up, boy.
43:34On the way back, there's something new on the street,
43:37fixed up by Saran.
43:39Oh, my God, that's so funny.
43:41Look.
43:42What?
43:43The poster of the bus stop.
43:44Fuck.
43:45No.
43:46Fuck off.
43:48For the losers, an inquest, and the knives are out.
43:53We've gone with images everything.
43:56In hindsight, we can turn around and say all these things, but...
43:58It's not hindsight.
43:59No, but it is.
44:00It's not from me.
44:01No, but...
44:02Is it for you?
44:03No, no.
44:04It's not hindsight.
44:05No.
44:06Cos I was a pretty weak project manager,
44:08and, quite frankly, I don't think any of our resources were utilised correctly.
44:11Naomi has such a strong advertising background,
44:13and why did she not bring better ideas to the table?
44:15She did nothing but moan.
44:17Katie's been really objectionable.
44:19She's had some really bad ideas.
44:21She's been moody.
44:22She's been pouting.
44:24Is Katie showing her true colours now?
44:26If I had my dream world today, it would be that Christina was fired,
44:31but probably more physically than just in a boardroom scenario.
44:36Hello?
44:37Hello, Frances. Can you send the four of them in, please?
44:40Yes, Your Honour.
44:42Your Honour, we'll see you now.
45:06Giselle, what a waste.
45:10What a waste of some talent that you have within your team.
45:13You didn't know what the task was, and bingo, Sir Alan said,
45:17it's all about branding.
45:19You inherited Naomi.
45:21To me, I would think to myself, my boat has just come in.
45:25I have just won the bloody lottery.
45:27I was delighted to have both Katie and Naomi as part of the team.
45:32I sent you off to advertise trainers.
45:34Correct.
45:35I gave you a very clear brief.
45:37You must agree now that you sit there and look at that,
45:41you don't even know what that advert's about.
45:43Yeah.
45:44And who out of the four of you, you know, bright people,
45:47you're in advertising, you, I've read your CV,
45:51it goes on and rambles on.
45:53Global luxury brands, leading brand builder,
45:56based in New York, South Africa,
45:58I mean, what happened here?
46:00I thought I was supportive.
46:02Katie, with all of the companies that you have worked through
46:05throughout the world, somebody says to you, like I did,
46:10I want you to sell trainers with that advert.
46:13I don't want you to win an award somewhere at an advertising bash.
46:17But I'm really proud of that advert, Sir Alan.
46:19Well, that's terrible, that's terrible.
46:21You're telling me the worst thing,
46:23because you wouldn't work for me if that's your mentality.
46:26Because I wouldn't be proud of that,
46:28because I wouldn't sell any kit tomorrow.
46:30The message ain't there.
46:32Yeah, fair enough.
46:33Fair enough?
46:34You didn't say that, Gazelle, we kept saying that.
46:36Hold on, hold on.
46:37Now that I'm looking at it, now that it's been made aware to me...
46:40Hindsight's wonderful.
46:41Gazelle, a week ago you kind of near enough begged me
46:45to be the team leader.
46:47Correct.
46:48Was you the team leader in this?
46:49I was indeed.
46:50Or was Katie kind of...
46:51I was the team leader.
46:52She was in control.
46:53100%.
46:55Do you feel that was what happened, Katie?
46:58Maybe my reflex is taking over.
47:00Maybe that's what I did.
47:01Do you think she tried to take over or what?
47:03I think that, you know, Katie made a lot of the decisions, yes.
47:08It was you and Katie.
47:10Correct.
47:11Right, and Naomi and Christina here.
47:13Correct.
47:14As if there were two separate teams, teams apart.
47:16Well, Sir Alan, there was negativity right from the beginning.
47:19People are very quick to start being negative
47:21and not present solutions.
47:24Unfortunately.
47:25Because I did give you solutions.
47:26Which was what?
47:27We thought image is everything as an umbrella theme
47:30would allow us to be more structured with it,
47:32and from the start I said we needed a clear and concise story.
47:36How about image as everything presents a better ad?
47:40Image is everything, all it is is a big statement.
47:43How would such a statement differentiate your trainer
47:47from the competition?
47:49I don't think it could.
47:50Exactly.
47:51I think we might have been more focused.
47:52I had to go with the music theme and the music idea
47:55because there was nothing else on the table.
47:57Image is everything would not have done anything for us.
47:59You can very easily sit here and...
48:01Where was your ideas? Are you blaming them?
48:03I'm not blaming them, Sir Alan.
48:05What I'm saying is, Naomi, you're from an advertising background.
48:08None of us collectively...
48:09Yeah, now you're acknowledgable.
48:11I acknowledge... Hold on one second.
48:13The PM is not to blame for it.
48:15She's saying that every time they raised an issue, you dismissed it.
48:18That is not true.
48:19That would be negative as far as you're concerned, Gazelle.
48:21Right, thanks for that dig.
48:22OK, can you shush for a second?
48:24I presented you a solution also.
48:26But now I want to take you down another road here, Gazelle.
48:29You're going to have to bring two people back into this boardroom.
48:32Who are you bringing back in?
48:34I'm going to bring in Katie and I'm going to bring in Naomi.
48:36OK.
48:38Christina, you're off the hook.
48:40All of you leave now and I'll call you three back in here shortly.
48:44One of you will get fired.
48:48Where's the trainers? Show me the trainers.
48:50Tell me about the trainers.
48:51Sell me the trainers.
48:52What am I looking at?
48:54I think it's a triumph of style over substance, really, the whole thing.
48:57Looks pretty, says nothing.
48:59That's where I say all four of them are at fault there, really.
49:01Because if they're all kind of laying on to...
49:03Well, she's not experienced.
49:05You are. You are.
49:12PHONE RINGS
49:14Hello?
49:16Send the three in, please.
49:17Yes, sir.
49:20Sir Alan will see you now.
49:37Giselle, what's Naomi doing here?
49:39Naomi was the first person to say,
49:41I have an advertising background, I don't agree with what you're doing,
49:44but she didn't actually come up with any other ideas to help me.
49:47She didn't come up with anything personal,
49:49as a fact that she didn't have anything else to say apart from be negative.
49:52You didn't listen to our input at all.
49:54What can I do with an idea, OK, with an idea which is...
49:57You can make the best of that idea.
49:59You can remove grammatical errors.
50:01You can remove copy that just doesn't make sense.
50:04Image is everything. What other ideas did you have
50:06that image is everything, being the advertising expert?
50:09I haven't said I'm an advertising expert,
50:12but I do know how to pitch an agency.
50:14I didn't come up with a full, hardy solution for it,
50:17but I certainly opened the arena for more discussion,
50:20knowing that what we had at the time was not suitable to carry us through.
50:24You did not open the arena for anything.
50:26Giselle, you closed the arena.
50:28I said, I'm not happy with this, it's not great,
50:31it's not going to have a consistent story.
50:33You said, I'm standing by my guns.
50:35I had to make the change, because image is everything...
50:38It's the change you're talking about at eight o'clock in the morning.
50:41...from the image is everything to music, right?
50:43Yep.
50:44Naomi, is it correct that about five or ten minutes
50:47before you go off to produce the advert,
50:50you're being told to turn 180 degrees and apply it to music?
50:53Yes.
50:55That is complete nonsense.
50:57Did or did we not say that whatever decision I make,
51:00it will not have an impact and will not change what you guys are doing?
51:03Because we had already discussed how you guys are directing this.
51:06Did you or did you not agree to that? Yes or no?
51:08We said... Yes or no?
51:10Excuse me, I'm going to give her the tolerance
51:12to be able to say more than yes and no to that, OK?
51:14OK, fine, fine.
51:16When you made that decision in the morning,
51:18I didn't think it was the right decision.
51:20I felt that it weakened what we were going to pitch the following day.
51:23But I went out at that meeting and said,
51:25right, if we've got a weak pitch, we've got to have a very strong advert.
51:28So we went out and we worked as hard as we could to make that advert
51:32as good as possible to help carry us through,
51:35because the idea around it was so confused.
51:38Right, OK. So, anyway, what's the reason for bringing Katie in?
51:41Everybody's accusing you of you being in cahoots, the pair of you.
51:44That is not true. Katie did support me.
51:46Anyway, what's she doing here? OK.
51:48The reason that Katie is here is because there are certain decisions
51:51which I made and I trusted Katie's judgement
51:53because Katie does have more experience than I do in this specific field.
51:56That is my reason. Is that what you get for supporting me?
51:59I will still... And putting the fire in, like?
52:01She supported me... Should she get fired, then?
52:03Sir Alan, she supported me, if you can let me speak...
52:06Who should be fired, then, huh?
52:08You need to decide, Sir Alan, where this went wrong.
52:10Katie, are you still interested in this job?
52:13You still want this, because it's all about body language, you know?
52:17I'm looking at you and you're sliding down there,
52:19looking up, rolling your eyes. Sir Alan!
52:21Are you giving up on this thing? No, Sir Alan.
52:23You're sitting there like as if to say, you know what?
52:25You know what, Sir Alan... Blame me for what you want.
52:27Sir Alan, when there's noise going on, like this,
52:30there's no point me trying to say something.
52:33When it's my turn to speak, I will, and you know I can speak,
52:36and I will speak...
52:37Well, I've been told that you spoke a load of rubbish
52:39in front of the agency.
52:41The frightening thing, Katie,
52:43is that you still think that advert is good.
52:48I think when you look at it, it's credible.
52:51Have you not signed on to the fact yet
52:53that you have not delivered me what I asked for?
52:56Or am I banging my head up against a brick wall with you on this?
53:00No, you're not, Sir Alan. You're still talking about this...
53:02No, you're not, Sir Alan. I do understand why we've lost.
53:04We've lost because there was no big idea
53:06that led through to a clear message,
53:08which then was not delivered coherently.
53:10I think I do understand why we've lost. Yes, Sir Alan.
53:13Six times on the losing team so far, Katie.
53:15You know, I had far greater expectations of you.
53:18But, you know, there's a person that is a loser.
53:21Are you just a loser? I'm not a damn loser.
53:23You are a loser! You've lost six times. I'm not a loser!
53:26Out of eight. It's not a winner, is it?
53:28You know I've been involved in the football industry.
53:30So when you play eight games of football and you lose six,
53:33you're called a bloody loser.
53:35I get it, yeah? I get the math.
53:37But you can win on other things.
53:39I won when I led my task. I can win again.
53:42I won a contract once. I can win again if you let me lead a team.
53:45I won an egg and spoon race once. So what?
53:47Well, if you give me the opportunity to lead again, I'll win again.
53:52I've heard that before, Gazelle, haven't I?
53:54Give me the opportunity. Yep.
53:56Yeah, I gave you the opportunity. Yep.
53:58And, you know, last week I thought to myself,
54:01you're too young, four or five years away
54:04from really justifying being in this contest, OK?
54:08And do you know what? I'll demonstrate something to you.
54:11I don't think I'm right, actually.
54:13I think you just all talk and no do.
54:16And I don't think it's got anything to do...
54:18I don't think it's got anything to do with being young,
54:21to be perfectly frank.
54:23I think, you know, instinctively you just argue for the sake of arguing.
54:26I've heard nothing constructive in the argument.
54:29I disagree with you. Well, you can disagree.
54:32Naomi, that is a great photo.
54:35The actual TV advert is quite good, but the message is not there.
54:40I guess none of us came up with a stronger idea. Yeah, I think so.
54:44Katie, you asked me to think like Jay, OK?
54:49I'm thinking like Jay.
54:51Jay thinks your advert sucks.
54:55And Jay says, Gazelle, you're fired.
54:58Thanks, Jay.
55:05All right, ladies, off you go.
55:25A week ago, I would have given her a wild card and said,
55:29go on, come back in five years' time, you've got a direct entry.
55:32Not now, not now.
55:34I think that she actually is no good, to be quite frank.
55:37I think she's plenty of talk, plenty of talk and no do.