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00:01This is a job interview from hell.
00:05I've been in business for 40 years. Your prize is working with me.
00:10From across the country, 16 tycoons of tomorrow have come to London.
00:16Don't start telling me that you're just like me, because no one's like me. I'm unique.
00:21They're here to compete for a job with a six-figure salary,
00:26working for Britain's most belligerent boss.
00:29This is outrageous. You haven't got a bloody clue. Not a bloody clue.
00:35Famously hard to please, Sir Alan Sugar controls a vast business empire,
00:41worth over 800 million pounds. Once again, he's on the hunt for an apprentice.
00:47It's up to you. You open your bloody mouth, or I'll fire the bloody fire with you if I have to.
00:52I don't give a shit.
00:54To land their dream job...
00:56I'm not going to get by it!
00:58...the candidates will have to live...
01:00If you don't perform, you're out. Simple as that.
01:04...and work together.
01:06I am.
01:07Just let me get on with what I'm doing and we'll win the task.
01:09This is far too much for us.
01:10But there's just one job.
01:16You're fired. You're fired. This was a total disaster. You're fired.
01:20You're fired.
01:27Previously on The Apprentice.
01:30I have four of my very trusted colleagues and they're going to put you through a very intensive interview process.
01:40The interviewers were impressed by four of the candidates.
01:43I had to file a 42-year-old man who had two kids. It had to be done for the business.
01:48To get where I have in a male-dominated environment, you have to be bloody ballsy.
01:51When somebody says to me, I'll have an email to you for 10 o'clock, I expect an email there.
01:56My previous job was 100% commission. So if I didn't motivate my teams, then I wouldn't make any money myself.
02:02In the boardroom, Lucinda was shown the door.
02:05I'm afraid to say that you're a little bit too zany for me. You're fired.
02:14For the others, a surprise.
02:17All four of you are in the final.
02:21And the reason is because you're all very, very good candidates, I think.
02:26You've all got something about you.
02:28Come on! We're in the final!
02:30Four survived for a final chance to become Sir Alan Sugar's apprentice.
02:54On the eve of Sir Alan's final task, a treat.
02:58I'm really excited. I can't believe that.
03:00I'm in the final of The Apprentice and I'm going out for dinner with Sir Alan.
03:03Seriously bizarre.
03:04Guys, imagine if Sir Alan's taking his back to his roots and we're going to like his local chippy in Hackney.
03:09This is where it all started and we're all dressed up to the nines.
03:12But then he'd have to sit there and eat chips with us.
03:14I think he'd be quite happy. He hasn't got 800 million through splashing out on lobster dinners, has he?
03:19Does he?
03:26Good evening, folks.
03:28How are you all?
03:29Good, thank you.
03:30Good?
03:31Good?
03:32Good?
03:33Good?
03:34Good?
03:35You're the four finalists, so I don't suppose you expected that at all?
03:39No.
03:40Not at all.
03:41It's because it's so difficult to work out who's going to be The Apprentice.
03:44There's a lot of work still to go.
03:47So, here's a toast to you all.
03:49Good luck.
03:51Thank you very much. Cheers.
03:52Cheers.
03:53To be sat in a restaurant like this, you know, eating fillet steak coated with truffles, it's just ridiculous.
03:59It's unbelievable.
04:00I couldn't think of anything more that I wanted than to work for Sir Alan and be, you know, be The Apprentice.
04:05What team do you support?
04:06I support Tottenham Hotspur.
04:07Ah, that tells me a lot about you if you support Tottenham Hotspur.
04:10Yeah.
04:12We realise now we've got so much work ahead of us, we understand that.
04:15You know, we want to put it in, I want to put it in, definitely.
04:18He's a really nice guy, you know, he's down to earth.
04:22He's great.
04:23Can't stop smiling.
04:24It's brilliant.
04:25I'll make somebody a great wife.
04:27No, I'm sure you will.
04:28I'm sure you will.
04:29Whatever happens, you'll introduce him to me, will you?
04:32Why?
04:33I will give him a bleeding medal.
04:36We're all very mindful that, yes, we've got into the final, but there's only one job.
04:40It's going to be really tough, you know.
04:41I think we're all going to have to really raise our game, fight really hard.
04:45And, you know, there's no weak link now.
04:48Are we having three courses there, aren't we?
04:50You have whatever you like.
04:51Really?
04:52Please pay.
04:53Hello.
04:54Hello, this is Frances calling from Sir Alan's office.
05:00Sir Alan wants you to meet him in West London.
05:02The cars will be ready to pick you up in 30 minutes' time.
05:09At the end of this week, one of these candidates will have a job with Sir Alan, and a six-figure salary.
05:32Today, their destination, an empty art gallery.
05:52Good morning.
05:53Good morning, Sir Alan.
05:54Good morning, Sir Alan.
05:55Good morning, Sir Alan.
05:57Now, you're most probably wondering what we're going to be doing next.
06:10There's going to be two teams.
06:11Claire and Lee, Alex and Helen.
06:16So just step aside a little bit.
06:17You're joint team leaders, but you're going to need some assistance.
06:20Ohhhhhhhh.
06:41Ha-ha-ha.
06:43Welcome back, ladies and gentlemen. Lee and Claire.
06:56Jenny C, please.
06:58Alex and Helen.
07:00Ralph, please.
07:03Michael, please.
07:05Kevin, please.
07:09Simon, please.
07:10Okay, Jennifer, over to this team.
07:18Well, what it is, is I want you to go off and design a men's fragrance.
07:26Now, you see this room?
07:29This is your blank canvas.
07:32Each team will have half, and it will be here that you will launch your fragrance
07:38to a panel of experts and myself.
07:43One team will win, and the other will lose.
07:47And in that losing team, the two finalists will regretfully leave this process.
07:53And in the winning team, one of the finalists is going to get hired.
07:58Everything clear?
07:59Yes, sir.
07:59Good.
08:00Good luck.
08:01Off you go.
08:11You know what?
08:12If it had said to me today, you've got to pick one of the candidates to work with,
08:15I wouldn't have picked Claire, because she just takes over.
08:18Lee's going to have a nightmare, because he's the more insecure character.
08:22He is.
08:22I could have picked today who I was going to work with.
08:24It would have been you.
08:29Claire, all we've got to do, basically, is fucking nail it, and we work for Swann.
08:33I know you're my competition, and I'm your competition, but we can't fight each other on this task.
08:36This tarsely, we're not competition.
08:37Exactly, otherwise we lose.
08:40Half of me feels quite sick.
08:42I feel sick.
08:45Should just be sick together.
08:46The teams must create and brand an original fragrance for the modern man, retailing at £29.95.
08:58To succeed, they must show their product can be profitable, and promote it with a well-targeted advertising campaign.
09:10London-based creative agency, Draft FCB.
09:14It's offices will be the base for both teams.
09:29Paul Smith, that's quite a popular one.
09:31On Alex and Helene's team, ex-candidates Kevin, Jennifer and Rafe.
09:37Being called vain used to be kind of a derogatory term.
09:40Now it pretty much means somebody who takes care of their appearance.
09:43The modern man, I think, you know, young, professional, reasonable amount of disposable income.
09:48Get married, mid-30s.
09:49Yeah, and I would say, generally, that's kind of specifically us.
09:54Alex Wotherspoon is the youngest ever finalist.
09:58My CV's not as long in the tooth as many of the other candidates, and, you know, I can't help that.
10:03I'm 24 years old, I can't extend my age.
10:06But I am dynamic, I'm agile, I've got the full package to be the apprentice.
10:15Down the corridor, the other team leaders have split up for some market research.
10:21Lee maps out his vision of modern man to ex-candidate Jenny.
10:25He moisturises before he shaves, he worries about ingrown hairs, he worries about, you know, his appearance, he needs to be able to look good.
10:33And he goes to the hairdressers to have his hair styled rather than going to the barbers.
10:36Yes, I like it, yeah, that's the type of person that he is.
10:40He might go and even get manicured, pedicured, that type of person.
10:44He might wax, he might have a back sack and crack, he definitely shaves his balls.
10:48Claire, with the rest of their team, is in London's West End to talk about perfume to modern man.
10:59First stop, plumbers.
11:02What type of smells do you like?
11:05Something strong that's going to last.
11:08What do you think of, like, unisex fragrances?
11:12Or do you rather just use a fragrance that's masculine orientated?
11:15That's masculine, it's all about being a man.
11:19Of all the finalists, Claire Young has faced Sir Alan in the boardroom the most times.
11:24I hope Sir Alan likes me, because I've seen it quite a lot of him.
11:28I've been in the boardroom five times, I've almost got a season ticket to go in there.
11:33I've been told, really, I have to change my personality.
11:36I think he thinks I've got some balls and that's what it comes down to.
11:39Market research completed, Lee and Claire's plan is to buck the metrosexual trend and go for a macho brand.
11:51My first name's Psst, and it's the sound that you do when you spray the eau de toilette.
11:56Psst.
11:58I've got primal.
12:00Dollar.
12:01You could call it roulette.
12:03That's quite nice.
12:04That's a good name.
12:06Roulette?
12:06Yeah, roulette.
12:08Think of James Bond and think of, like, everybody...
12:11Surely there's not men who doesn't aspire to be like a James Bond.
12:15I really like it.
12:16On Alex and Helene's team, Alex is on his way to a design company to create a bottle for their fragrance.
12:30Partner Helene has the job of market research and must invent a brand name.
12:36But after two hours brainstorming, still no decisions.
12:41It's about something, like, strong.
12:44Oh.
12:46Gus.
12:53The suggestions are phoned through to Alex.
12:56Keep asking me what I'm wearing tonight.
12:57What are you wearing tonight?
12:58Driven.
12:59Alex, what are you wearing tonight?
13:01Stimulating.
13:02Alex, you smell great.
13:03What are you wearing?
13:05Trust.
13:07Alex, what do you smell like?
13:08Arrogant.
13:11Hi, Alex, it's Helene.
13:12I'm just ringing because we're literally going to go into an appointment in a couple of minutes
13:15and I just want to run through...
13:16We've whittled down the ones that we think of the list that you've given us.
13:19Let's go for it.
13:21All right.
13:21In third place, we've got Enigma.
13:24We scrapped that.
13:25All right, cool.
13:26In second place, we've got Trust.
13:28We didn't even have that.
13:30We didn't like that.
13:31We don't want that.
13:32Number one, right, we think is not connection, but connect.
13:36We hate it.
13:38All right, so what names are you going to put forward to the focus group?
13:43Hello?
13:46Making decisions is something that isn't her strong point.
13:50Yeah.
13:50And if we don't make these decisions, we're just going to waste time and time isn't what
13:54we've got.
13:55You know, if she's not willing to make a decision, then I will make it for her and that
13:58is the top of my mind.
13:59Yeah.
13:59Sir Alan's made it dual project manager.
14:02Well, in my eyes, it doesn't mean that you can't manage her.
14:05Yeah.
14:111 p.m.
14:13With brand name Roulette to work with, Lee briefs his designers on the shape of the bottle.
14:20The cost of mass producing the bottle must be as low as possible to maximise profit.
14:28Alex also arrives at the design company.
14:30With him, Kevin, fired six weeks ago.
14:35I'm really glad I came back for the last task because, for me, it's a pride thing.
14:38You know, I left The Apprentice at the wrong time, far too early, and I made a mistake.
14:45And I'm really gutted that I'm not in the position, though, where I could be winning this
14:48because I feel that I've got the capability of doing that.
14:51Under pressure to brief his bottle designers, Alex still has no concept or name to work
15:00on.
15:00Nice to meet you.
15:01We think that we need to kind of ascertain what the final name is, and that might play
15:05a big factor in what the design actually looks like, I'm sure.
15:08Sure.
15:08We've not actually got to that point yet.
15:12Right.
15:14With no ideas on the table, bank manager Kevin steps in.
15:19Potentially, is it possible to have a perfume that kind of the exterior of it feels like
15:28kind of like a stressful material?
15:30Is that possible?
15:32Kind of like the Rubik's Cube type effect, you know, it's something really basic, straightforward
15:38that people will play with, and, you know, it's got another use.
15:43I mean, I think if you were to walk into a store and see a brand that you've never seen
15:47before, and it's got a stress ball attached in some way to the bottle, I think you keep
15:51walking, to be honest with you.
15:52You know, no one's really going to take that concept seriously.
15:54If you've got a substantial size bottle, and it's sitting on the side at home, you don't
15:59really want to be carting that around the way.
16:01Could we come up with a way of decanting some of it into a smaller container that you can take
16:06out with you?
16:07You get the story across straight away, because you've got your, you know, you keep it at
16:10home, and then you can just top up like a secondary container and take that out with you.
16:15Potentially, the...
16:16Suddenly, Alex and Helene have a bottled design, but still no idea for their brand.
16:23And after five hours of fruitless brainstorming, Helene is late for her focus group.
16:28Hello.
16:29I'll just run you through what this design's looking like now.
16:31We're really, it's looking, it's looking really good, basically.
16:34I tell you what, Alex, can we run you through ours, more importantly?
16:36We're running late at this point in time.
16:38We don't have a name or anything.
16:40I feel like we're in no man's land.
16:42No, no, we're not.
16:43Don't panic.
16:44I mean, the bottom, the bottle is the most important factor of it.
16:47It's not.
16:48Alex, it isn't.
16:49Believe me, it's all about how you sell your brand, your advertising.
16:52You're not panicking, are you?
16:54No, I'm just a bit annoyed, that's all.
16:56But I'll be fine in five minutes.
16:57Erm, I'll just tell you essentially what the bottle looks like quickly.
17:01It's going to have, like, a very fine split down the middle where a little bit breaks off.
17:05That's why Kinect is coming back.
17:07Another name could be Dual, because, you know, it's Kinect and it's dual functional.
17:12Alex, I'm going to have to go, I'm sorry.
17:14Yeah, OK then, all right.
17:15All right, bye.
17:17What is she annoyed about?
17:18All she's done is into two bloody focus groups.
17:20She hasn't made any decisions today.
17:22She doesn't make any decisions.
17:23God, I feel like she's stressing me out, I don't know why.
17:26Working with Helene, she was quite moody and quite negative.
17:29And I was like, you know, well, you're in the final, you should be really happy.
17:33And I know you're under a lot of stress, but we're all here to help.
17:35Maybe it was because she was feeling a bit insecure, nerves, whatever.
17:39But you don't have to be like that.
17:4348 hours to go before the teams must run slick 30-minute presentations
17:49to launch their men's fragrances at a party for over 100 industry experts.
17:58And people are like, Jesus, what's going on, what's going on?
18:00Like, it's a big launch thing.
18:01And all of a sudden, night glow sticks come through, like, running around.
18:04It's like, did-a-lil-a-lil.
18:05And they're like, night glow, night glow.
18:07Like, three spotlights or whatever go onto our product.
18:10And it just lights up our product on the roulette wheel.
18:13Or the roulette wheel, even better, linking into idea,
18:16the roulette wheel is spinning.
18:18And all you can see is the lights on the roulette wheel.
18:21And then Claire and I appear, and then we present, and we win the task.
18:24Yeah.
18:26That's what I'm talking about.
18:29Although finalist Lee has the best record so far in the competition,
18:33his weakness is presenting.
18:36I'm feeling nervous about the presentation.
18:38My confidence took a knock when I've done a previous presentation
18:41and one of the last tasks.
18:43We've got our brand.
18:44We know our identity.
18:45All of that will go out the window unless we do a good presentation.
18:48If we nail it, I could be his next apprentice.
18:51And that's just the way it is.
18:59Day two, 7.35am.
19:03Today, the teams must create the scent for their male fragrance
19:07and shoot their advertising campaigns.
19:12Cut.
19:14Finalist Alex is making his commercial with Rafe.
19:18To match their two-part bottle, their fragrance is now called Duel.
19:23The concept of Duel is conveying the duality of human beings.
19:28We all have an inner self that occasionally wants to come out,
19:32a naughtier self, if you like.
19:34Perhaps, I don't know, stockbroker, etc.
19:36But by night, you know, one sees before their very eyes, you know,
19:40a completely transformed creature.
19:43Their bottle arrives from the prototype company.
19:46So that's the duel for men that's the bit that would sit on, you know,
19:52on your counter at home.
19:53Yesterday was one of the most depressing days I've had to endure.
19:57Helene was a shambles.
19:59But fortunately, Alex seems to have been doing something rather good at the other end.
20:02He's come up with a two-part bottle,
20:04a concept that I've never seen before.
20:07And I think that's a great advance on things.
20:10He's also, with Rafe directing this commercial,
20:12which seems to tie in with the bottle.
20:15So, I'm buoyed.
20:27Alex's partner, Helene, is at a fragrance house on the outskirts of London.
20:31I don't think Alex is as good as me.
20:36I don't think he's got the depth of knowledge.
20:37I've got an awful lot more work experience.
20:40You know, Alex is sometimes a bit moody and a bit narky
20:42and very much sees it from his own point of view.
20:46At the end of the day, you know, he's put us in a team of two people
20:48and I'm really looking forward to the pitch.
20:50I'm really going to go for it.
20:52So, I think that's when I'm going to really stand out is tomorrow night.
20:56Her plan?
20:57Brief the perfumer to match the modern bottle
21:00with an unconventional scent.
21:03But you mentioned chocolate.
21:04Yeah.
21:05Yeah.
21:06And obviously then, for chocolate,
21:09you would have something like vanilla.
21:11All right, yeah.
21:11Now, you mentioned also spicy.
21:13Yeah.
21:13This material has almost a slightly a curry note.
21:17All right.
21:18Combining it with...
21:19You don't want to smell like a chicken take a bowl today.
21:21No, no, no, no.
21:21That's quite good.
21:22But that brings it more back into line.
21:25How about combining it with something like that,
21:27which is kind of candy floss-like.
21:29Oh, yeah.
21:30Yeah?
21:32On Claire and Lee's team,
21:34with Claire off creating their scent,
21:37fellow leader Lee will shoot the roulette commercial
21:39and poster campaign.
21:42His idea is to revive the old-fashioned gambling gentleman.
21:46Mate, you're looking great, man. Look at that.
21:48The location, a nightclub,
21:51dressed up to be a Monte Carlo casino.
21:57Action!
22:04That was much better.
22:06Absolutely nothing.
22:11You're starting, so you're looking really good,
22:13but just try and get them into...
22:14Oh, I want you.
22:16I want you.
22:16You don't have that desire, yeah?
22:17Can you do it for me?
22:18Okay, guys, come on.
22:20Desire him.
22:20Chloe, you want him.
22:21You want him to make love to you.
22:23Really take him to that next place.
22:26You know, you want to take him to that next place.
22:28Get closer to her.
22:30Really show that you want him for your eyes.
22:33And you want...
22:33And just...
22:34Oh, yeah.
22:35And move...
22:35Oh, this is good.
22:36Look at that, Chloe.
22:37That is fantastic.
22:38Your lips are pouting
22:39and your eyes are pushing forward
22:41and you want the guy.
22:42You've wanted him for months
22:43and now you've finally got him
22:44because of the fragrance.
22:46Seriously, that was really good.
22:47Really good.
22:4810.30pm.
22:55Back at the house,
22:56discussing plans for tomorrow's big pitch,
22:59Alex and Helene's team.
23:01Me and you need to spend a lot of time together tomorrow
23:04because...
23:04We're doing the pitch.
23:05Yeah.
23:06But I'm just saying,
23:07in terms of logistics...
23:08We'll get up whatever time you want.
23:09If you want to get up at 8, that's fine.
23:11If I want to get out of bed at 7, that's fine.
23:13And then we'll just do the pitch together
23:14and then get critiques off these guys throughout the day.
23:16Perfect.
23:17Get the alarms on for 7.
23:19If you want to get up at 6, mate,
23:20I'm not telling you what time you're getting up.
23:22I'm sorry,
23:22are we leaving here at 8 or 7.30?
23:25I don't know what you're laughing at, Jane.
23:26I'm not laughing at you.
23:27I'm laughing at the fact that he said he was getting up at 7
23:29and you said you want to have a lie in
23:31and now we're all getting up at 7 o'clock.
23:32I didn't want to get up at 6.
23:34Well, I'll go to bed then.
23:36Let me get up at 7.
23:37So, half 7, okay, so...
23:38Can you stay here for a minute?
23:39Yeah, cool.
23:40I mean, I don't understand why you're getting started.
23:41Well, can you sit down and let me talk about it?
23:43Let's not do any more work now.
23:44Let's get up at 8 and we'll just do the pitch tomorrow.
23:46And that's all I was saying.
23:47I've not said it.
23:48I want to get up at 5 o'clock in the morning.
23:49And it's like...
23:50I'm enthusiastic.
23:50No, I want to say my point.
23:51Believe me, the people I've worked with today have said
23:53you are a lot more of a panicker than me
23:55and yet the first person to say,
23:57Helen, you're panicking.
23:58Helen, believe me,
23:59I'm not worried about this pitch tomorrow.
24:00I've done it for years, Alex.
24:02That's good for you. Brilliant.
24:03But because of that, I know what works.
24:05And forget these other people.
24:07This is about me and you winning tomorrow.
24:09We're not even united now.
24:10We're conflicting against each other.
24:11I'm absolutely not conflicting against you.
24:13We are.
24:13Look at the body language.
24:15I'm not conflicting.
24:16Helen, I'm not conflicting against you at all.
24:18Forget other people now.
24:19This is about me and you getting on that stage tomorrow
24:21and nearing it.
24:21I'm fully aware of that.
24:22Right, why are you being so defensive?
24:25Alex.
24:25Just stop it.
24:26And we both want the same goal.
24:27I think I'm adult enough to express myself.
24:29I'm not being defensive.
24:30I'm telling you how it is.
24:45The day of the pitch.
24:47Eight hours before the teams must launch
24:50their new branded fragrances
24:51to a gallery full of hard-nosed industry experts.
24:56Claire and Lee plan to make their roulette brand a winner
24:59by dressing the launch space
25:01to mirror their glamorous commercial.
25:04Oh, man!
25:08Very good.
25:09He is a good-looking guy, isn't he?
25:12Can you put a white one on top of the black, Simon?
25:15A white on top of the black for you, yeah?
25:16Oh, that looks quite nice.
25:22Definitely.
25:25I think it's going to look really good.
25:27I'll do it as well.
25:27It isn't cheesy at all, is it?
25:28It's very classy.
25:29The roulette wheels come up on the screen.
25:34It's gone...
25:35The lights have gone bang onto the plinth,
25:38so they see the product...
25:39Presentations will have to be word-perfect.
25:43Ryan drives a Golf GTI,
25:46and he shops in high-end...
25:48Sorry, and he shops in high-street top-end agencies.
25:51No, he doesn't.
25:52He doesn't go there at all.
25:55Let me just start again,
25:56because that was just really shit.
25:57Sorry.
25:58It's all right, just start the beginning.
26:00OK.
26:00Ryan, I know somebody...
26:02I know somebody who likes to play to bet.
26:03His name's Ryan.
26:04Ryan is the new modern man.
26:06He looks good and wants to feel good as well.
26:08In order to do this, he goes to the gym.
26:11It's just shit.
26:12I can't do this.
26:13It's all right.
26:13I can't do this right now.
26:14It's all right.
26:15OK, fine.
26:15I'm not ready.
26:16OK, fine.
26:16We'll just carry on practising.
26:19Can you do the bottles and all that stuff?
26:22I can't do it, Claire.
26:24Of course you can.
26:312.45pm.
26:34Helene and Alex have spent the morning
26:35rehearsing their pitch alone.
26:39Now they're joining the rest of their team
26:41at the launch space,
26:42where samplers of Helene's fragrance
26:44have just arrived.
26:46Can you smell the chocolate in it?
26:47The chocolate's...
26:48Peter out.
26:49Peter out.
26:50Peter out.
26:51It is quite chocolatey.
26:52I'll tell you what, it's different.
26:53Two of Ryan's necessities before he leaves the home is...
26:55Ryan also looks...
26:56Ryan likes to go to...
26:57I don't know.
26:58I don't know.
26:59I don't know.
27:00I don't know.
27:01Just look at my notes.
27:02It's fine.
27:03Outside, Lee is still stumbling through his pitch.
27:04The Lee I'm seeing in the last couple of hours isn't the Lee I've worked with.
27:05He's just...
27:06He's not focused, he's fluffing.
27:07And so I think it's really good that he's got off by himself for some fresh air.
27:08He can get his head together.
27:09He won't crack.
27:10Because if he does, I'm in trouble.
27:11He understands that he wants the finer things to do.
27:12Ryan likes to go to...
27:13Just look at my notes.
27:14I don't know.
27:15It's fine.
27:16Outside, Lee is still stumbling through his pitch.
27:21The Lee I'm seeing in the last couple of hours isn't the Lee I've worked with.
27:26He's just...
27:27He's not focused.
27:28He's fluffing.
27:29And so I think it's really good that he's got off by himself for some fresh air.
27:32He can get his head together.
27:33He won't...
27:34He won't crack.
27:35Because if he does, I'm in trouble.
27:38He understands that he wants the finer things in life, but has to work hard...
27:43Fuck.
27:44I'm doing it to myself.
27:47What's different this time is everything's at stake.
27:50You know, this is everything that we've worked towards over the last 12 weeks.
27:53Ryan is the new modern man.
27:55He's a 27-year-old sounds professional.
28:01What do you think?
28:02Yeah, that looks brilliant, isn't it?
28:04On the set for Duel, and late in the day, Helen and Alex finally reveal their presentation to their assistants.
28:14Good evening, ladies and gentlemen.
28:16Tonight, we are going to take you on a journey.
28:19Our modern man is called Adam.
28:21He lives in Leeds and is 26 years old.
28:24He works for a large high street bank and works a five-day week.
28:30Adam is ambitious and wants the nicer things in life.
28:33It was the worst thing I've ever heard in my life, is the worst presentation.
28:37They stood there.
28:38They were boring.
28:39They were monotonous.
28:41They had no facial expression, no body language.
28:44I thought, oh my God.
28:46I fell asleep almost, you know, through the presentation.
28:49And I really love the product because I've, you know, created it.
28:52Exactly.
28:53With one hour to go, the assistants step in.
28:56Adam is fucking great.
29:00Men want to be you.
29:01Women want to be you.
29:02Adam is going to buy this product.
29:04I think what I need to do is try and inject some of my personality into Alex and Helen.
29:10Rafe's working with Alex, so he's probably not benefiting really from what I'm saying.
29:15It's more Helen.
29:16He's sexy.
29:17He's cool.
29:18But he's got a really playful, fiery side.
29:226.15pm.
29:3215 minutes to go, before the finalists face their judges.
29:51Among Sir Alan's guests, top people from perfume houses Estee Lauder and Givenchy.
29:58First up, Roulette by Leigh and Claire.
30:08I'm feeling really, really focused.
30:11This is like the end of such a long road.
30:13And I've just, oh, I feel quite emotional.
30:15I can't cry.
30:18No.
30:19If we execute this well, I could be the next apprentice.
30:22And I've worked my tits off for the last 12 weeks.
30:30I've worked my tits off for the last 12 weeks and made this happen.
30:32It's pressure.
30:34It has changed.
30:35Ladies and gentlemen, I present to you Team Alpha and their new fragrance.
30:47I love you.
30:50We can't stand behind.
30:54We've been walking through the last 12 weeks.
30:58We've placed the first two times when our new house and our new house.
31:01We've been pouring with joy.
31:02I've been pouring with you.
31:03We've been pouring with you.
31:04a warm welcome ladies and gentlemen gambling is important last year in the UK 60 billion pounds
31:32were spent on this industry it's the fastest growing online industry and shows no signs of
31:38slowing down this evening we'd like to talk to you about an opportunity which taps into two booming
31:44industries fragrance and gambling they're both fun sexy exciting and accessible so come on who's
31:55up for it who's going to place a bet I know a little cheeky chap that likes to place a
32:02bet his name is Ryan he's a 27 year old salesman working for an international organization he likes
32:09his job he's good at his job he aspires to be better in the job that he does the metrosexual
32:16trends that we've seen over over the last eight to ten years are dead we are looking at the new
32:23modern man he looks like a man he feels like a man and now Ryan wants to smell like a man
32:29welcome to the world of roulette where we make the rules
32:37this is a man's world
32:44this is a man's world
32:49but it would be nothing
32:55nothing
32:57without a woman or a girl
33:04we've listened to what men want from a fragrance they're border flowers they don't smell like their girlfriends what we've created is a very warm rich fragrance it's a spicy amber oriental blend with sensual animal
33:12notes thank you very much I open the floor for any questions when you make a perfume for men more often than not it's actually women that buy it do you think it's appealing for a woman to know that the man have her choice is going to be a gambler
33:19thank you very much thank you very much for your questions
33:38thank you for your questions
33:42the negative connotations of old-fashioned gambling are long gone I think it's become quite glamorous and the introduction of mega casinos and it's become very accessible and very aspirational
34:01just coming on to that point again how overt would the reference to gambling be because coming from a retailer's point of view I need to protect my own brand
34:09and I wouldn't want to be seen to be promoting and endorsing gambling
34:13it's important that the playful aspect so I the game remains in the campaign but we make no references to gambling we make no references to winning taking a chance
34:22it's all about this gorgeous man who walks into a casino places his money on zero because he's so confident he's going to win it's about making his own rules and so we wouldn't we'd be focusing more on that side of the campaign as opposed to anything else
34:37thank you very much indeed for your time and we hope to see you again soon
34:52as much as I love the other guys I'm here to win it and I hope they ballsed it up and I hope they've got a crap perfume because I want to win the competition
34:59next a new setting for Alex and Helen's launch of Duel
35:10let's go
35:35Good evening ladies and gentlemen, Sir Alan.
35:44Tonight we are going to take you on a journey.
35:47We are launching a breakthrough in the male fragrance market.
35:52Our target market is a man called Adam.
35:55He lives in a 24-hour vibrant cosmopolitan city.
35:59His hectic lifestyle makes convenience very, very appealing for him.
36:06The values of the brand fulfil Adam's needs and fulfil Adam's wants.
36:11Our brand is the versatility of mankind.
36:16It's about Adam releasing his inner self.
36:19Ladies and gentlemen, I would like to unveil our new fragrance, Jewel for Men.
36:29Jewel, there is nothing else like this on the market.
36:36Here we see the portable piece.
36:38It's a 25 milliliter bottle that you can take with you.
36:42The main body of our bottle is beautiful and sleek and stylish.
36:45It matches the contemporary home of our target audience.
36:49We see our design as a major factor to the success of our fragrance.
36:54We are giving the retailers, you sell something new on your shelves,
36:58something that will stand out.
37:00And it's a retail, a recommended retail price of £29.95.
37:05We see this as the next market leader.
37:28Jewel, a new fragrance, release your inner self.
37:39Okay, can we get a microphone down to the front, please?
37:43I'd like to make a comment on it, if I can.
37:45I may be the most quoted authority on perfumery in the world.
37:48That's what I do.
37:48I might say, having nearly every product in the market sent into my office,
37:54considering you've had three days to make this, I think it's extraordinary.
37:57I think very few companies communicate messages that are coherent.
38:09And the one thing that I think is excellent with this is the message is totally coherent.
38:14And I think that it personally fits in the marketplace very well.
38:19So congratulations on it.
38:20From a very pure, commercial, hard-nosed, boring angle on this one,
38:30did you have any time to research how much that bottle would actually cost to produce?
38:35They did say it may be a few percentage points higher to produce it because of the jewel function.
38:41But we believe in incremental sales going into the future, that profit would be able to be drawn back
38:48because of the unique aspects of the perfume and the volume it would sell.
38:53Okay, well, thank you very much for this evening. It's been fantastic.
39:04At the price that Sir Alan had set on Jewel, £29,
39:08the cost of the bottle would be so prohibitive that would they have enough money to actually spend on advertising?
39:14So how would they tell their consumers about it?
39:18I think the positive virtue of Roulette is that it's a commercial product.
39:23I could see it go onto Tesco tomorrow.
39:25It could probably sell reasonably well.
39:28Now, the longevity of Roulette would be a question mark
39:30because there's nothing really very special about it.
39:34But I think commercially it would work immediately,
39:36whereas Jewel needs probably a lot more work to work out.
39:56Sir Alan's boardroom beckons.
39:58In the air, the scent of victory
40:02and the smell of defeat.
40:17We're going through to the boardroom now.
40:19We'll see you next time.
40:28So let's take it.
40:40good afternoon good afternoon sir alan we'll start off with uh lee and claire's team how was the
41:06team michael how was how was it good yeah i think that claire and lee uh were fantastic project
41:13managers good and simon they were both absolutely outstanding good you all work together nicely as
41:20as a team yeah okay so tell me what you did so alan on day one we got some ideas down and uh roulette
41:28was a strong idea that we come up with we wanted to do something a little bit bolder the loss of the
41:33men didn't like unisex fragrance because they said i'm a man and i want to smell like a man and i
41:37want something bold consumers were being bored of the fluffy metrosexual what is this metrosexual man
41:43supposed to be i mean we've got any here have we these all of them are you're one of them what you're
41:48you're plastering your face with uh lotions and hand lotions you're not simon no no i didn't think
41:54you'd come across as well no no i'm soaked toothpaste deodorant out right i really wasn't i see so this
42:01metrosexual person that your project was all to do with against this this person they've done it
42:07they've been there they've used it 80 of this stuff is purchased by a female for a male the female
42:16is maybe being off put by the gambling connotation we were quite sensitive about not using gamble and
42:23chance in our marketing for any negative connotations sorry to have to tell you but in my view roulette
42:28equals gambling equals debt equals misery
42:32okay and then you went off and you went and developed a fragrance at the laboratory the
42:41experts they felt that it was um not distinctive at all one of them said it was retro 1970s
42:51in other words boring it could be rotten cabbage smell as far as i'm concerned i don't care at least
42:57it would actually say wow this is different and this was not different okay i'm not arguing with
43:03experts here of course i'm not but at the end of the day the consumers are the ones that are going
43:06to buy it's likable and people like it right okay now um renaissance um i think on day one we did
43:16things slightly different in that we didn't have any concrete thoughts behind the name or you know the
43:21actual brand we wanted to get out there and get a feel for the market by actually seeing so when
43:25did the name jewel pop up kevin had an idea of uh the chap's always on the move and then the idea
43:31evolved into jewel this didn't pop up until 5 15 so bloody late in the day yeah it was the day was a
43:38washout who do you think championed the task what would you say kevin the decisions were made by
43:45alex in my own what would you say about that helen um i'm not surprised by the response but i've got
43:52that feeling before i came into the room but i feel that you know what i did do i was guided the team
43:57through a brainstorm and in fact jewel spelt d-u-a-l alex phoned me and said i'm thinking of
44:03doing it d-u-e-l and i said can you tell me the story behind that decision and he said stop panicking
44:08and believe me i wasn't panicking i just wanted to understand i wasn't panicking i just wanted to know
44:13if we're going to change tags part of this task is the capability of you to show me again that you
44:20can work with people and show me again that you can mesh as a team who was the nose amongst you
44:28right and what you produced was definitely distinctive there's no question about that
44:35this chocolate and caramel smell that it had personally i didn't like it what perfume do you
44:41actually wear helen angel angel yeah and you know what he said to me it's very similar it's a copy of
44:47angel it's a copy of amen it's not a copy so i had no idea what goes into angel having said that you
44:55impressed one of the greatest um experts professor of of fragrances in the world and who who came up
45:02with this uh concept of the um removable um thing here um i mean that wasn't that seems to be a bit
45:12of a gray area it started off let's make it black and white all right i'll make it black and white
45:16kevin came up with the initial idea of the stress ball that we were just discussing it and evolved
45:20into into the you know the product it is now i haven't got an answer there i haven't got an answer
45:26there can you give me an answer whose mouth did the words come out of you know what let's do a double
45:33bottle i think i think when sitting with the designer he said you know have you thought about
45:40um it was a brainstorming session with the with the designer and right we have heard generally what
45:51went on perhaps the six of you would kindly go out there now because i want to deal with the uh four
45:57people here right you know i've got to decide now and two people here are going to leave this process
46:13yeah you are all four finalists you've all done very very well to get to this position out of twenty
46:20thousand people but now two of you have got to go alpha i think you made an error on this roulette
46:27the campaign and anything you put forward leaves a negative connotation on roulette i think lee
46:34your presentation you've improved a hundred percent i think claire your q a handling was brilliant
46:42a q a doesn't sell perfume i'm afraid
46:48renaissance on the bottle um let me tell you and i didn't need the experts to tell me this when i saw
46:56it first of all it it dawned upon me that the business side of the task had been had slipped your
47:04mind i'm no engineering genius and neither was the gentleman from give on show sitting next to me
47:10he told me straight off this will cost at least three to four times more than a normal bottle that
47:18you we would use on any one of our fragrances he said i don't know where their budget's coming from if
47:24they've got to make 29.99 out of this product they've got seventeen and a half percent vat they've
47:30got massive dealer margin you're left with nothing to advertise it and promote it we didn't go into
47:36depth of the costing however what we did do you didn't you know you're supposed to research the thing
47:41and one of the things that you could have found out as to how much margin people have to make and
47:47then do a quick work back yourself i don't think you did that no we didn't no and i think that's a
47:52big flaw and a big hole in the business plan right it's time for me to make a decision
48:00now and here's how it is
48:05i kind of summarize it in this way i think that the task is made up of many many elements to test
48:12you to see that some of my concerns that i may have about you individuals over the past weeks
48:19to kind of bring it to a crescendo and to throw everything in
48:22into this last task to see whether you've signed on
48:30this was a business task which
48:35there were lots and lots of elements in and i have to go and look at the people that ticked most of those
48:41boxes
48:52i want to put you out your misery
48:56alex and helen you are fired from this process
49:00thank you for everything thanks for the experience thank you so much
49:13here we are we're left with the the final two but what i'd like you to do now is to step out there
49:26and i'll be calling you back in shortly where i've got to decide which of you is going to get hired
49:32to think about why saran is now saying we've failed
49:45it's all to do with the bottle so i didn't design the bottle i didn't come up with a design i didn't
50:05i wasn't on that side of the task so it's quite interesting for me sitting here after being almost
50:10ganged up on a bit in the boardroom that what really lost it for us is the fact the bottle cost
50:16too much to make so
50:21when you're truly impassioned about what you actually want to do and you've got your eyes
50:25on the goal and you've not taken them off for 12 weeks and you've hardly slept and you're hardly
50:28eating because you're so wanting to actually achieve it and then you get so close and
50:32so alan says you're fired and you're so close you can turn to your right and just see the two people
50:41who have got it over you it's it's heartbreaking
50:56lee and claire worked very well together and they inspired real loyalty in their team they let them have
51:02their heads to do things while controlling them and so on it was a very good exercise and that came
51:08through very very clearly didn't it a lot ahead of us now we have to decide on um claire and lee
51:16we'll bring the other three people back and then also and we'll have another session until
51:20we get down to who i'm gonna hire so alan's ready for you now
51:32well welcome back claire and lee are here um
51:50and one of them will get hired um bearing in mind your experiences in the previous weeks not just on
51:58this task um michael it'd be unfair to not recognize what people have done in the past
52:04i agree claire's been in the boardroom a number of times and she's just shown so much tenacity and
52:10strength but that might mean if you're in the boardroom a number of times it might mean that
52:14you've made a number of mistakes well yes there is that claire's had a tougher route
52:18simon similar question trying to remember the times that that you were here and the encounters that
52:23you had with both of them if you'd have told me eight weeks ago that i would be coming back here
52:29and championing claire i i wouldn't have known what to say but being invited back on the final
52:34and being managed by this lady i can't choose between them sir alan if you could go for claire
52:39you've got a candidate that's evolved all the way through this competition and taken on board what
52:43people have said to her and with lee you've got somebody that's been consistently consistently
52:48strong and consistently a winner from the start tough one right i wouldn't want your job sir right
52:54okay and jenny a similar question the one thing that i will say about lee is that he is such an
53:02amazing guy this guy opens doors for people he no matter what's been going on in the house he has
53:09always remained a real gentleman and i think in this day and age that is hugely important not only in
53:14life but in business as well well i'm going to bid you a final farewell now and thank you once again
53:25so thanks a lot to you three okay thank you thank you cheers guys good luck
53:44i do feel that lee cracked under the pressure and he did struggle and had i not been sort of like
53:53cool calm and collected and kept kept on going being positive and focused it would have fallen apart
54:01everybody wants to win i want to win and i want it i want the job with sir alan
54:14well lee and claire uh it's getting close to that time now that um i have to make my decision as to
54:27who i'm going to hire lee um your presentation was certainly much better uh than the last time you did a
54:36presentation back in advertising it was still i still felt you're a little bit uncomfortable whereas
54:42uh claire one has to say and i think we all we would all agree here you were superb
54:50claire why should why should i hire you i think i came into this competition with huge amount of
54:55drive and i was going 100 miles an hour and i was going to cause accidents and what i've learned to
55:00do is become more calmer and considered i want to become better at business and i want to become a
55:06better person and now i've got i feel that i've got all my pieces of a jigsaw together that i'm ready to do
55:11anything and why are you a better winner for me than lee here i feel that i'm the tougher person i
55:16think if things are going bad in the office if a project's going completely wrong i'm not going to
55:21crumble and i just feel i've got more drive and i want this more well how do you know how he wants it
55:29lee do you want this more than anyone that's been in this process and tell me why i should hire you then
55:35so alan you should hire me because i've demonstrated over the last 12 weeks my sales ability my management
55:43ability leading by example and man management as well i've project managed three tasks now which i've
55:48won consistently delivering throughout this intense process makes me in my opinion your next apprentice
55:58i think i've proven that i really want this because when they're going it's good it's great but you
56:03really test people when when things are going badly most people at some point what i've been
56:09through would have cracked they would have flared up they would have lost their temper or they would
56:13have just broken down and walked out and i'm tough and i'm made of resilient stuff and can see how much
56:18i want this you're tough so alan why get yourself into that situation in the first place you know i
56:24didn't get myself into that situation because i've delivered every single time and i've continued
56:28whilst improving self-confidence though because you know i heard that even up to yesterday you
56:33were kind of throwing the towel in in your rehearsals you were kind of saying that's it i can't do this
56:38absolutely and again look claire's talking about resilience look how resilient that was
56:42i did do that i did think that and i've pulled myself together that might be a moment of blip through
56:4712 weeks of intense process and that's one of the only things that we can say about my character
56:52but claire makes a great point about her resilience i mean she's certainly got some resilience that's
56:58for sure he's very convincing this guy don't you think i'm not interrupting no good yes okay i noticed
57:10it's been a long a long long journey as you know but now it's the final hurdle where i have to make this
57:17very serious decision and so lee i wonder whether you are a one-trick pony in the sense of sales and
57:29that's the thing that's worrying me and bothering me claire i'm not sure whether i can put up with
57:39someone like you claire but you do have some great attributes lee you're very very convincing very very
57:52convincing and i've concluded
57:57lee lee you're hired
58:27i can't describe how i'm feeling right now to go through everything and to set myself goals to get
58:51certain stages through the competition and to and to think that actually maybe maybe i could
58:57win this and you know i know what i can do to win this and and then actually win it is i can't describe it it's unbelievable
59:0616 candidates one job sir alan's search for his apprentice is over
59:13so he's made his mind up now adrian child's debriefs the candidates who came so close in you're fired
59:28over on bbc2 after that back here on bbc1 sir alan reveals the thinking behind his decision in you're
59:34hired at 10 40. and good news there'll be a new series of the apprentice next year
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