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00:01This is a job interview from hell.
00:04First prize, you get to work for me.
00:07Second prize, don't exist.
00:09From across the country,
00:1115 of Britain's brightest business prospects have come to London.
00:15Pressure. That's what business is all about.
00:18Pressure. Are you tough enough to put up with it?
00:21They're here to compete for a job with a six-figure salary,
00:25working for Britain's most belligerent boss.
00:28You ever open your mouth like that again
00:30and don't even bother to come back in this boardroom?
00:33Do you understand me?
00:35Famously hard to please,
00:37Sir Alan Sugar controls a vast business empire.
00:41Once again, he's on the hunt for an apprentice.
00:45You didn't sell, you didn't sell and you didn't sell.
00:48Order book. Zero.
00:50What the hell's gone wrong here?
00:52Come on, ladies and gentlemen.
00:54To land their dream job...
00:55What are we going to do? We're going to win!
00:57The candidates need to work as teams.
01:00I'm going to have this fight.
01:01You want to see me at bars? I'm going to give you bars right now.
01:03We are screwed.
01:05But shine as individuals.
01:07Stop shouting at me. You're giving me a headache.
01:10We were looking like complete prats.
01:12Because in the end, there's only one job.
01:15You're fired. You're fired. A total mess. You're fired.
01:19You're fired.
01:28Previously on The Apprentice.
01:30You are going to produce original and natural body care products.
01:35The teams cooked up cosmetics in the laboratory.
01:38Look at that. The chemists.
01:40DNA level chemistry.
01:42It had to be natural. For Empire, seaweed.
01:45Oh, Jesus, look at that!
01:46For Ignite, a taste of honey.
01:49But the mood turned bitter between Noro and his team.
01:54We don't get hold of it. We are screwed.
01:57Right, just hang on.
01:58And Kimberley lost it with Philip.
02:01I'm going to have this fight. You want to see me with balls?
02:03I'm going to give you balls right now.
02:05You're yelling. It's upsetting me. It's upsetting her.
02:07It's upsetting him.
02:08For Empire, Paula and Yasmina scented victory.
02:12Sandalwood... Sandalwood and... Something.
02:15..but slipped up on the costs.
02:18Would it surprise you to know you've spent over £700?
02:21Yes. On what?
02:23Fragrances and oils, yeah.
02:25Oh, no. Oh, my God.
02:27They doubled their prices.
02:29Sold all their stock. That's a deal.
02:32That's a deal.
02:33And still they made a loss.
02:35We just can't go under £400. We can't.
02:37Absolutely base level.
02:39Sir Alan blamed the project manager.
02:41Well, you know how to work out redundancy on a calculator, don't you?
02:44Yes, sir.
02:45Paula, you're fired.
02:49And Paula became the fourth victim of the boardroom.
02:54Now 11 remain to fight for the chance to become the apprentice.
03:066am.
03:11Good morning.
03:12This is Sir Alan's office calling.
03:14Sir Alan wants you to meet him at the British Film Institute IMAX Cinema.
03:19The cards will be with you in 30 minutes.
03:22British Film Institute.
03:26They're making movies.
03:27I don't know.
03:28They're dead.
03:29They're nearly done.
03:30Did you hear that, Ken?
03:31Special effects?
03:32At London's IMAX cinema, everything is larger than life.
03:53And that includes Sir Alan.
04:03Welcome to the British Film Institute IMAX theatre in London.
04:08As you walked in, you may have noticed the massive billboard outside.
04:13At over 1,500 square metres, it's one of the largest advertising holdings in this country.
04:20Big companies pay top dollar to launch their new products here.
04:24And your task today is creating a new brand identity for a brand new product.
04:30I've come up with a new breakfast cereal.
04:32And what you've got to do is give it a brand name, create a character, give it an identity,
04:38and then go off and make a TV advert.
04:41I've laid on one of the world's biggest advertising agencies for you.
04:45In two days' time, you're going to be pitching your advert back to the agency.
04:50But be under no illusion, I'm the one that's going to make the final decision.
04:54The team that comes back with the best campaign is going to win,
04:57and the team that doesn't is going to lose,
04:59and in that team, one of you is going to get fired.
05:02Ignite, I'll be watching you.
05:04Empire, I'll be with you.
05:06So, off you go, have a good time, happy filming, and I'll see you back in this boardroom.
05:11The teams have two days to launch the cereal.
05:22While reassuring health-conscious parents,
05:25the TV ad campaign must feature a new cartoon character
05:29and a well-designed box.
05:32This is the task I've been waiting for.
05:35I've been saying since day one...
05:37For Team Ignite, the project manager will be marketing
05:40consultant, Kimberly.
05:43As we go through the creative process and stuff like that,
05:45you're going to have to trust me at some point.
05:47You tell me something to do, and I do it, and it doesn't work out,
05:50all I say to you is you're accountable for that.
05:52All right.
05:55No sex sells ideas.
05:58Empire will be led by licensing development manager, Kate.
06:02That's why I'm project manager for this task.
06:05There's no red bikinis coming out.
06:0710am.
06:12McCann Erickson.
06:16The London-based advertising agency will be the creative home for both teams.
06:23First on the menu, breakfast.
06:25Sir Alan's healthy combination of bran flakes, rice puffs and dried fruit.
06:34Banana, I think.
06:35What are your first impressions in terms of what this appeal to children?
06:38Yeah, because it's got the rice puffs in it.
06:40With the target market's children, Kate's team hunts for ideas in the contents.
06:47I'm trying to get into child's head.
06:49You know, I'm thinking rubies there, I'm thinking gold coins here.
06:52He's right.
06:53These things do stand out like diamonds and coins and...
06:56Exactly.
06:57You're thinking, you know, collecting the treasure, blah, blah, blah, something along those lines.
07:01Character.
07:02An explorer.
07:03Yeah, he's basically a treasure hunter.
07:05Yeah, like pirates?
07:07Could you make it...?
07:08It is treasure.
07:09I mean, as we're saying, it is rubies and coins, like Ben suggested.
07:12I've got bran flakes.
07:14Next door, Kimberly has got her team brainstorming characters.
07:18That's right.
07:19How's the serial killer thing already been doing?
07:21The serial killer?
07:22The serial killer.
07:23The serial killer.
07:24I can imagine if we had an adult market.
07:27My idea would be to have it characterised as in the fruit, kind of a Mr. Men thing, in terms of the fruit.
07:32For example, Berry Mary, sweet sugar, apricot soup, Banana Man, Bran Flake Ben,
07:37and then kind of a slogan like, catch me if you can, because they're all kind of jumping out of the cereal bowl.
07:41For example, Banana Man going for a swim.
07:43Banana Man is so good.
07:44You know, in a graphic.
07:45Okay, so, can I just lay a rule down?
07:47Nobody's ideas get shot down.
07:49Everybody's ideas are good.
07:51When I watch TV, the adverts that stand out of me are the ones that make us laugh,
07:54and the ones that are so off the wall and diverse, like a monkey playing drums, which has nothing to do with anything.
08:00It's so natural, you feel naked, but with pants.
08:06I think the whole idea of the pants thing just might sway the mother away.
08:09Kids love pants jokes, they love pump jokes, they love all that sort of thing.
08:12It's so natural you feel naked, but with pants.
08:14Does anybody else have any other ideas?
08:2111am. Kate has split her team.
08:25That's what we are. We need to get a brand that's more like what this is.
08:30Deborah and Yasmina are on market research.
08:33We're not muesli, are we?
08:37We've got puffs and brown in them.
08:39Yeah.
08:40Every single one of these.
08:44Cockroodoo, tiger, monkey, they've all got cartoon characters on them.
08:51Yeah.
08:54Hello.
08:55Hello Kate, Yasmina.
08:56The two ideas that we've got that we feel that are quite strong at the moment are sticking with the kind of explore stroke adventurer.
09:04Perhaps the pirate.
09:05Pirates, quite funny.
09:07Pirates.
09:08Yeah.
09:09You could even put a bird on his shoulder if you wanted to as well.
09:11You can put a parrot on his shoulder.
09:13What about just a parrot?
09:16As in a parrot pirate sort of thing.
09:18I quite like it.
09:19Alright, thanks, bye.
09:20The parrot isn't the treasure hunter here.
09:22Why not?
09:23It's the pirate.
09:24It can be.
09:25It can be, that's what I'm saying.
09:26Because he's like the Robin to the Batman who's always kind of like, yeah I'll come along and get into it.
09:30But who, what kid ever wants to be Robin?
09:32I think they're both strong ideas.
09:35The pirate and the parrot pirate.
09:38And I say parrot.
09:452pm.
09:46I know we can only have one character.
09:48I think it'll be easy for this.
09:49Kimberley still can't decide which character to go with.
09:53I see the bowl on the table with all the characters jumping out and doing their thing for the day.
09:59Like the trampoline.
10:00Sorry, I forgot that Lorraine is Steven Spielberg's cousin.
10:03And we can get him to operate on this and save him.
10:05Come on, come on.
10:06It's so much work to get the graphics and...
10:09But no, it's just an idea.
10:10Okay, can I ask you to sit down?
10:12Can I ask you to go up and pitch?
10:13Right, so, pants, obviously, it's a little bit sensitive with just having the pants.
10:18So, if we flip side it and make it so it's one of those moments where you get up in the morning and you're that sort of tired and confused,
10:23that you put your clothes on, but then you put your pants on over your clothes.
10:27Okay, so there's nothing but to do with dancing your pants.
10:30When you wake up and your belly's rumbling, you gotta dance in your pants till you get your belly filled.
10:36If you are after work or if you are after school, you gotta dance in your pants till you get in your mood.
10:41Dance in your pants, dance in your pants, dance in your pants, dance in your pants.
10:48Pants of the future.
10:51I think that's verging on being silly now.
10:54What, as opposed to apple soup?
10:57We're not talking about this idea, don't be so nasty, Philip.
11:02I don't really care what they think, all I'm saying is if they don't go with my idea and they want to go with one of their ideas and it's unsuccessful,
11:07then I'll pin them down the wall, I don't care.
11:10Mr. Pants is okay with everybody.
11:11I don't like Mr. Pants, I like Pants Man.
11:13Pants Man.
11:14Pants Man.
11:15Pants Man.
11:16Pants Man?
11:17Pants Man?
11:19Running out of time, the team settles on Pants Man.
11:23I don't like either of them, I'm being honest.
11:26I'm not convinced, but anyway.
11:30You know, what's a parrot wear? Like a thing with a sword on it, doesn't it?
11:33Has it got a bag of swag?
11:35The cartoon characters must feature in the TV ad and on the cereal box.
11:40Can we give the parrot a beard?
11:41Oh, I like that.
11:42A wooden leg.
11:43My one looks like a bloody Gestapo interrogator, look.
11:46You can obviously see I'm no threat to your job, but what this is supposed to be is a parrot that's a pirate.
11:52We want crossed spoons.
11:54Kate's team briefs a professional illustrator on its pirate parrot, now dubbed Captain Squawk.
12:00So, kind of, we want an eye patch.
12:03Okay.
12:04We want a sash.
12:05We want a sword.
12:06Quite possibly a peg leg.
12:07They're really the key items.
12:09I think he looks like a happy, friendly parrot.
12:13Doesn't it look like Orville the duck, is it?
12:14It's not only Orville.
12:15No, but it's just these little...
12:16Okay.
12:17No, seriously.
12:18Does that look parrot-y?
12:19Or does it look like a bird that's dressed as a pirate?
12:20Is there anything that...
12:21I think the colour's going to be the key to making it look like a parrot, because they're bright colours, aren't they?
12:25Laureen, can you have those colours ready that came back from the...
12:26Needing to get Pants Man to look like a superhero, Kimberly's team briefs a costume designer.
12:38Something for a superhero could be something like this, where it's basically going to be easy to move.
12:42Mm-hm.
12:43And then all you have to do is decide on what colours you want.
12:46And so the competitors have royal blue and orange, yeah?
12:48Yeah.
12:49So royal blue and orange are off, just to be careful.
12:51You have to stand out on the shelves from the competitors.
12:54What we don't want to do is just because some of the competitors are using the colours, you can't just limit it to completely different colours.
13:00Please, can you trust me on this one?
13:02No, I'm not distressing, I'm just saying you're going to pick out purple and green and it's going to look crap just because some of the boxes are using it.
13:08But even though every other one of them is using exactly the same colours.
13:10Phillip, just for once, let her speak.
13:12With all respect, Lorraine, I'm making a valid point.
13:14And you completely disregarded what I said.
13:16She jumped in and told us to shut up.
13:17Who's she, by the way?
13:18Sorry, Lorraine jumped in and told us to shut up.
13:20And then now you've just turned around and said, oh yeah, well it's only a bit of green in the character.
13:23So you're completely contrary to what you just said.
13:25Phillip, we're still thinking through ideas.
13:26It's still a brainstorm.
13:27What do you think and choose?
13:29How about that green one?
13:30I love that green one.
13:31Green's horrible.
13:32Yeah.
13:33Yeah.
13:34Unfortunately, when Phillip doesn't get his way and doesn't feel like he's being heard, he throws a tantrum like a five-year-old boy.
13:40He's quite negative.
13:41It's very counterproductive and it's not very professional.
13:444pm.
13:45Kate has sent Yasmina and James to create a jingle for their TV ad.
13:57We want it to be piratey.
13:59Okay.
14:00Okay.
14:01Is the correct word shanty?
14:02Does that make sense?
14:03Yeah.
14:04Sea shanty.
14:05Yeah.
14:06Yeah.
14:07Yeah.
14:08I'll sing it as I thought we were going to sing it.
14:09Yeah.
14:10A bowl of this pirate makes, so have yourself some treasure flakes.
14:11So...
14:12A bowl of this pirate makes, so have yourself some treasure flakes.
14:17Arriving to meet their composer, Kimberley, Lorraine and Phillip.
14:22Right.
14:23Okay.
14:24A bowl of this pirate makes, so have yourself some treasure flakes.
14:31Arriving to meet their composer, Kimberley, Lorraine and Phillip.
14:37Right.
14:38Okay.
14:39Where we're going with the advert is Pat's man arrives with the cereal.
14:44The child and the parents dance around together to the song and they have another moment where they look at one another.
14:49Oh, silliness, go reaching in for the cereal.
14:52Okay.
14:53Which is called Pants.
14:55Which is...
14:56Which is called...
14:57Wake up.
14:58Sorry.
14:59The cereal's called Wake Up Call.
15:00It should be called Wake Up Call.
15:01Right.
15:02Music all the way through.
15:05I've got some lyrics and I've got an idea.
15:07Do you want to give me a little rendition?
15:09Please do.
15:10They've got apple bananas and cranberries too.
15:13And ABC of fruits that we've picked up just for you.
15:15Memory focus and healthy hearts, hooray.
15:18Eat up all of Wake Up Call and put your pants on the right way.
15:22I've just done your job for you.
15:25Great.
15:26Okay, just...
15:27That's kind of cool.
15:31That's kind of cool.
15:32That sort of thing.
15:33Sort of little twinkly sort of things.
15:34For the opening section.
15:35Yep, yep.
15:36That sounds about right?
15:37You don't look too sure.
15:38To be honest with you, I'm not 100% sure about any of it so far.
15:41Okay.
15:42But I'm going to run with it.
15:43You've changed your tune.
15:44No, no, no.
15:45I'm okay with it, but not overly okay.
15:47Okay.
15:48Well, it's a bit late in the day now that we're going to be off for suggestions.
15:50Guys, guys, guys.
15:51Guys.
15:53A situation like that is not the place to say whether or not you're happy with it.
15:56Well, it's only that he questioned me and he, you know...
15:58But I mean, it's been so far down the lane, now there's no positivity...
16:01No, I know.
16:02I know, I know.
16:03All I'm saying instinctively...
16:05I haven't finished yet.
16:06One minute.
16:07Philip, my next response is that you snapped at the bait and it wasn't necessary either.
16:13So between the two of you, whatever personal issues you have, can you please just leave it at the door?
16:17Some person shall hold, but then...
16:18Whatever the issue is.
16:19Love it.
16:20Love it.
16:21Yeah.
16:22Brilliant.
16:23Absolutely fantastic.
16:24I think it's turned out really well.
16:25That is fantastic.
16:26For Kate's team, the cereal box is taking shape.
16:28Is this kind of a box?
16:29Yeah.
16:30We want to parrot.
16:31I think treasure with banana wouldn't look...
16:32We could go for syrup.
16:33They brand it treasure flakes.
16:34So at the moment we've got bamboo font, we've got the tea as two bananas.
16:37What about the back?
16:38Do we want to discuss them?
16:39No.
16:40No.
16:41No.
16:42No.
16:43No.
16:44No.
16:45No.
16:46No.
16:47The back.
16:48Do we want to discuss the back now as well?
16:50Are you doing a reverse of the box?
16:51That's a very good question.
16:52Are we definitely doing a reverse of the box?
16:54Yeah.
16:55I think we're going to have more strength.
16:56If you've got a whole box.
16:57If you've got a whole box.
16:58Well, if you've got a whole box.
16:59Can you look up the graphic designer?
17:00With time short, Kimberly calls her designer with the latest ideas.
17:05Unfortunately, I have to ask you for your help to source a picture of an alarm clock.
17:12Yeah.
17:13And of the fruits.
17:15Okay.
17:16And also just to let you know, we'd like to have the background on our box.
17:20A nice apple green.
17:22Is that cool with you?
17:23Are you guys actually coming back to the agency?
17:25No, we're not coming back to the agency.
17:26Sorry.
17:27Right.
17:28You're just relying on me, aren't you?
17:29Yes, please.
17:30Okay.
17:31Yes, please.
17:32Yes, please.
17:33We're on an advertising task.
17:35And the product has got to be the hero of that task in the advertisement.
17:38That's what they're here to produce.
17:40And today, they spent far too little time with the graphic designer.
17:44They just telephoned him and said, well, look, have you got a cereal bowl you can pop in?
17:48Can you find some bananas and fruit together they could use?
17:51So, it may be, on the base of their briefing, he'll produce something very rudimentary.
17:599pm.
18:02Back at the penthouse, work has come to a standstill.
18:05Excuse me, let me finish.
18:06Look, I just want to say, whenever I open my mouth, I seem to get really negative feedback from people, and it's not actually very, very nice.
18:15No, Lorraine, you say things, and you expect people not to react, and when they react, you feel offended by it.
18:20Me and Lorraine don't really say eye to eye.
18:22She says very negative things at all the wrong times.
18:25You know, she let an idea progress today for three or four hours, and all of a sudden, it's not her cup of tea.
18:297.30am.
18:42Thanks very much.
18:43Cheers. Bye-bye.
18:44Printed overnight, the team's cereal boxes arrive.
18:48Ha, ha, ha, ha, ha, ha.
18:52That is awesome.
18:54Oh, I love it!
18:55Oh!
18:56You've got the map, and the different types of how all our ingredients are different types of rubies, or bits of treasure, really, that you would collect.
19:05I love it. I love this.
19:06I think that colouring is very unisex.
19:08Yeah, it is, actually.
19:09Banana, apple, cranberries, bran flakes, and rice puffs, so it tells you exactly what's inside.
19:16I don't think you can get any clearer than that.
19:18Wow.
19:19Oh!
19:25Was it not supposed to have fruit on it some way?
19:27Do you want to put any other information on it?
19:29If I could change it, I'd have wake-up call bigger, I'd have put your pants on the right way underneath it,
19:33I'd have one of your three day down here, and then it's missing the whole clarity of thought message, but there's nothing we can do about it.
19:40I like the green.
19:41Today, the teams must record jingles and shoot their TV ads.
19:48First, Kimberley's team have a brief to meet.
19:57Men's brief, men's brief.
19:59Men's brief, men's brief.
20:00There.
20:01Double A.
20:06It's time I need pants, man.
20:08Oh, it's perfect.
20:09I think it's like a nappy.
20:10Try them on.
20:11Try them on.
20:12Oh, this is the day.
20:17Fine.
20:18I hope you're going to buy that.
20:19Yeah, we're going to buy it.
20:20Oh, good.
20:21Yeah, don't worry.
20:22Come on.
20:23Beautiful.
20:24Done.
20:25All right, we have a socket.
20:30Out for some adventure.
20:31Back into your break.
20:32It's Christmas.
20:33It's a treasure place.
20:34Yeah.
20:35Their pirate sea shanty fully orchestrated, Kate's team has booked a professional vocalist to sing their words.
20:42A bowl of this, a pirate mix, so have yourself some treasure flakes.
20:47Yes.
20:48Do you think it sounds a bit American?
20:50American, isn't it?
20:51Yeah.
20:52I'm not telling you to do your job, but I'm just thinking sometimes...
20:54No, no, no.
20:55You're just, like, insulting everybody.
20:57No, I wasn't.
20:59I think maybe what James might be getting at is a bit more sort of animated.
21:03So, you know, a bowl of this, a pirate mix, you know, like...
21:06Have yourself some treasure...
21:07Yeah, just very kind of...
21:08A bowl of this, a pirate mix, so have yourself some treasure flakes.
21:11Yeah.
21:12Something like that.
21:13Yeah.
21:14I feel like Ringo Starr.
21:15Here we go, please.
21:21A bowl of this, a pirate mix, so have yourself some treasure flakes.
21:25Brilliant.
21:26Yeah, ah, that one.
21:27Yeah.
21:28Big thumbs up.
21:29It's so nice to see something that you start off with a real crappy humming turned into what
21:34I've just heard, so I'm delighted.
21:35I feel like a monkey learning to use tools.
21:38La, la, la, la, la, la, la, la, la, la, la, la.
21:41Right, ladies, just once again, please.
21:42Yasmin, you're not a string, fellows.
21:44La, la, la, la, la, la.
21:45In your dreams, James, in your dreams.
21:46Just sit back.
21:47A bowl of this, a pirate mix, so have yourself some treasure flakes.
21:51Treasure flakes!
21:52In central London, a rainforest-themed cafe.
22:00I've got the costume, girls.
22:03Film location for the rest of Kate's team.
22:06Oh, look at that!
22:08Woo!
22:09Oh, that's brilliant.
22:12You like the shape of an Easter egg?
22:15Ben will play the pirate parrot, Captain Squawk.
22:21And directing, project manager, Kate.
22:24I'll put some adventure back into your breakfast with my tasty treasure flakes.
22:28Remember, we've got to get the name.
22:29OK.
22:30A bowl of this, a pirate mix!
22:34Have you been in here before?
22:36Yeah.
22:37To star alongside Captain Squawk, the team has cast a child actor.
22:41All right, we're ready.
22:42We're ready.
22:43I'm ready.
22:44Cool.
22:45So when I say action...
22:46The camera's at speed.
22:47Action.
22:48The story of the commercial is, our actor, Kane, is going to be bored with his horrible,
22:54gruel-like breakfast cereal.
22:56He's going to daydream, and then he's going to be transported to a desert island.
23:02And Captain Squawk, our pirate parrot, is going to be there with the tasty new treasure
23:08flakes cereal.
23:09And then you're going to have turned into a pirate while you're eating your treasure
23:12flakes.
23:13Am I actually going to eat it?
23:14If you don't mind trying a little bit, what are you thinking?
23:17Because I've got a nut allergy.
23:18You've got a nut allergy.
23:19I think they're being ambitious, perhaps too ambitious in what they're trying to shoot,
23:26because they've got three or four scenes.
23:28It's all quite complex.
23:29It's only a 30-second commercial, so they're packing a lot into it.
23:32Ealing, West London.
23:35The suburban setting for serial superhero, Pants Man.
23:39Nice to meet you.
23:40I'm Kim.
23:41Nice to meet you.
23:42I'm going to be the director.
23:43Are you?
23:44Great.
23:45Oh my God!
23:46That's awesome.
23:47For Noro, the starring role.
23:48When I'm not in the shots, I'm going to try as much as I can to assist Kim.
24:00You know, I do amateur photography as a hobby, so I'd love to get involved behind the camera
24:07and directing certain things.
24:09Hello.
24:10You're going to need to hide in...
24:12I want you to hide in the garage.
24:13I don't want them to see you.
24:15Right.
24:16Into the garage you go.
24:17Thank you, Pants Man.
24:18Can I get a high-five?
24:19Hello?
24:20Cool.
24:21Can I get a high-five hello from you?
24:22Good job.
24:23You're a winner.
24:24Do you feel proud?
24:25In a Soho recording studio,
24:29estate agent Philip is about to lay down Pants Man.
24:39Alright, here we go.
24:45At the start of the day, everybody knows,
24:48without your wake-up call you put your pants over your clothes,
24:50so before you put your pants on and get out of your bed,
24:53eat a ball of wake-up call and let the Pants Man clear your head,
24:55it has apples, bananas, cranberries too,
24:58and ABC efforts we have selected just for you,
25:01memory, focus and energy, hooray,
25:03eat a ball of wake-up call and put your pants on the right way.
25:09That was really good.
25:11Really, really good.
25:12Yeah.
25:13One tick.
25:14That's all I... that's what I do.
25:15One tick.
25:16Fantastic.
25:17The only thing I'd say is try and tune it a bit.
25:20Do you agree?
25:21Thanks, Quincy.
25:22Yep.
25:23Well, he's certainly got some confidence.
25:26I think he may think he's Bono.
25:28Can we get it a bit lighter?
25:29Can we get this corner a bit lighter?
25:30It's really dark.
25:31Any time soon, guys.
25:32Ben's getting hot.
25:33Back on the set of Treasure Flakes, under hot lamps, Ben is close to becoming a dead parrot.
25:48Are you wasting?
25:49Yeah.
25:50So, let's get rolling, people.
25:52Honestly, I'm not taking the piss.
25:55I mean actually get the cameras going, guys.
25:58Ben, look happy.
25:59They have no idea that you're coming, so this is going to be a genuine surprise, okay?
26:06For Pants Man, his big entrance.
26:09Go!
26:10Ignite has come up with a very strange, very bizarre theme involving Pants Man.
26:19What's that?
26:20Who's this?
26:21Incidentally, the children don't think it's at all funny.
26:24They're disappointed with the surprise.
26:26But those involved in the production, Kimberly and Howard Morris, I think it's hilarious.
26:33Oh my God, you've got pants on.
26:34Laugh at each other, laugh at each other.
26:36Yes, Pants Man, that's good.
26:38There you go.
26:456pm.
26:47Hi.
26:48Hello.
26:49Yasmina and James rejoin the rest of Kate's team in the edit.
26:53Doesn't he look good in his pirate outfits, isn't he?
26:55Yeah, it looks good.
26:56It does.
26:57For Kate, her first chance to hear the jingle.
27:02This is probably going to break me up.
27:04Yeah.
27:05This is really hard to fit in to the stages to get this.
27:07I hope you like it, but let's see.
27:08Yeah, me hearty.
27:09The mouth of some adventure.
27:10Back into your breakfast with me tasty treasure plates.
27:12The full of magic fruits and whole grain goodness give you energy and nutrients will venture all day long.
27:24Full of this a pirate makes, so have yourself some treasure plates.
27:28It's better with him.
27:29It's better with him.
27:30I like it, but I prefer a male parrot voice, because I think the contrast will be good.
27:35Kate strips out the female vocalist, and Ben steps up to the mic.
27:40Yeah, me hearty.
27:42I'll put some adventure back into your breakfast.
27:45Kate was definitely too quick to make the decision on that, and the guys were very quick to dismiss it.
27:49They listened to it once and dismissed it.
27:5210pm.
27:55Now, who is allowed to put their pants over their clothes?
27:59Having told Mona to present the pitch, project manager Kimberley is having second thoughts.
28:06The two things that are new into this box, and things that I haven't covered, are the colour of the box, which is green.
28:16I just want you to get more to the point. I don't want those extra words in there. I don't want it repeated.
28:21I want it to say, we at Ignite have come up with a marketing concept to give the whole family a great start to the day.
28:27A brand new cereal that will make eating a healthy breakfast appealing to your children at the end.
28:33I don't want to put that because it says clearly in the dossier that we're not just selling to children.
28:38Okay, I'm not just saying just the kids. It's saying including your kids.
28:41Yeah, but if you say family, you're covering the parents, the children, and anyone else who lives in that bloody house, aren't you?
28:46Okay, Mona. And the doggy. That's fine.
28:48Fine. Keep reading. Keep reading. You either want my constructive criticism or you don't.
28:53Kim, can I just say that because you're so good at this, do you want to take over now?
28:58Mona, there's not time for me to do it now, so I'm just trying to tweak what you have.
29:02So please just go ahead and continue.
29:04No, it's your body language, Kim. It's not helping. So if you could give me positive body language, it would help.
29:08Okay, okay. If you're sitting there and going...
29:10Sorry, sorry, sorry. I'm just, that's the way I...
29:12It's not helping me. I'm sorry. I've been really calm all night.
29:15Okay, Mona. Okay. And I've had enough.
29:18If she feels she's better, which we thought she would have been better since that's actually what she does for a living,
29:23then why not step up to the mark and do it? But she doesn't want to do that.
29:27I'm a bit pissed off. That's the only f***ing truth.
29:30Please don't be pissed off. I'm sorry you've misinterpreted my body language.
29:34It's got nothing to do with you.
29:36It's got nothing to do with you.
29:37It's got nothing to do with you.
29:39The Morning of the Pitch.
29:55To succeed, the breakfast cereal campaigns
29:59must appeal to children and health-conscious parents.
30:02Heading up a room packed with agency whiz kids,
30:11hard-nosed advertising executives Chris MacDonald
30:14and Nicky Crumpton.
30:18A bowl of this, a pirate mix,
30:20so have yourself some treasure flakes.
30:22A bowl of this, a pirate mix,
30:24so have yourself some treasure flakes.
30:26First up, Deborah, pitching treasure flakes.
30:29Good morning, ladies and gentlemen,
30:32and thank you very much for taking some time out
30:34to listen to our new brand of breakfast cereal.
30:37As a figure, the parrot personifies the idea
30:42of exotic locations and fun-filled adventures.
30:46Both our cereal box and our TV commercial
30:48features the jingle, the brand name,
30:51and the iconic Captain Squawk.
30:53The decision to name our cereal treasure flakes
30:55was born out of the fact that we wanted to convey
30:57a serious nutritional message
30:59whilst also marketing our breakfast
31:01as a fun part of a child's morning.
31:03In keeping with this treasure theme,
31:05our market research highlighted the fact
31:07that children wanted a comical character.
31:10Without further ado,
31:11please can we show you our TV commercial?
31:13I'll put some adventure back into your breakfast
31:24with my tasty treasure flakes.
31:26They're full of fruit and whole-grain goodness.
31:29They'll give you energy and nutrients
31:31to adventure all day long.
31:33Boom, if it's a pirate mix,
31:34so have yourself some treasure flakes.
31:37Thank you very much for your time,
31:39and if you have any questions,
31:40we'll be more than happy to answer them.
31:41I think strategically you've really done an amazing job.
31:45My concern is in having spoken to both audiences.
31:50You've kind of not hit either of them.
31:52It strikes me that if you took this into a supermarket
31:55to try and sell it in,
31:57they'd have a laugh.
31:58You've got every single benefit
31:59all just crammed into one brand,
32:01and if you go in to see a supermarket
32:02and try and sell this in,
32:04you have to be focused,
32:05and I think you need to think about that.
32:06Perhaps, you know,
32:07we've crowded the side of the box
32:08with too many messages,
32:10but, I mean, as a parent,
32:11I'd guess that if you can find a product
32:14that delivers on fruit,
32:15that delivers on whole-grain,
32:16that helps to maintain weight
32:18and is tasty at the same time,
32:20then I don't think I'd be complaining about that.
32:22I'd welcome the fact that it delivers on so many levels.
32:25Brilliant answer to send to that lady.
32:28So, brilliant.
32:29She was trying to fire a few across our bodies.
32:31She was just trying to un-move it.
32:33She was telling her to be quiet.
32:34She's like, yeah.
32:35Next, Mona.
32:38And...
32:39Pants man.
32:48So, as you can all see,
32:49I can see you have gathered a bit of humour.
32:51You're all very happy.
32:52Just imagine what a child would think.
32:57Wake Up Call is a cereal
33:00that actually comprises of bran flakes,
33:03dried banana slices,
33:05dried cranberries,
33:06and dried chopped apples.
33:09The slogan we've come up with
33:10is put your pants on the right way.
33:13Not like a superhero,
33:15because he's the only one allowed to get away with it.
33:17So, basically, when you eat our cereal,
33:19you won't dress up like Pants Man,
33:21because you're not Pants Man.
33:23Only Pants Man gets away with his pants over his clothes.
33:28Now, we're coming to the most exciting part of today's event.
33:33Our television commercial.
33:35At the start of the day,
33:40everybody knows,
33:42without your wake-up call,
33:43you put your pants over your clothes.
33:44So, before you put your pants on,
33:45and get out of your bed,
33:47eat a ball of wake-up call,
33:48and let the pants make to your head.
33:49Apples, bananas, and cranberries, too.
33:52And ABC, a cruise we have selected just for you.
33:54Memory, focus, and energy, hooray.
33:57Eat a ball of wake-up call,
33:58and put your pants on the right way.
34:02Wake-up call.
34:02Put your pants on the right way.
34:04I'm struggling with your pack.
34:08You've got a brand name, wake-up call,
34:10and then you've got Pants Man.
34:12Did you debate how they work together?
34:15Because the problem with your pack, in a sense,
34:16is I'm not quite sure who you're targeting.
34:20We would like to make some amendments to the box.
34:23Well, what, like have panels in the back?
34:26Yes, that's definitely one of them.
34:28Did you have the idea about pants,
34:29and then work backwards?
34:30I love your character,
34:32but I question the role he's playing in your advertising.
34:35So do I.
34:35I think he's just confusing me.
34:37What are you telling me to do?
34:38Wake up, or are you telling me to put my pants on?
34:40All they're doing is put on a pair of pants.
34:42If we sit there and take it all to receive,
34:43and say, well, that never happens.
34:44Well, you know, monkeys don't play drums to Phil Collins.
34:47Yeah, but we sell things.
34:48That's what we do.
34:49And therefore, we sell things on the basis of a way of response.
34:53Time for the agency to call the boss.
35:03All right, Chris.
35:04Their ad wasn't great.
35:06Yeah.
35:09All in all, do you think they got the market right?
35:11They had a really, really good name.
35:13They had a really, really good idea, and they lost it.
35:17That sounds quite interesting.
35:18I mean, the actual ad was very, very well-crafted, actually,
35:22in terms of timing.
35:23That's very, very helpful.
35:25And, of course, I'll look at the adverts myself.
35:44So, Alan, we'll see you now.
35:48Good afternoon.
36:05Good afternoon, Sir Alan.
36:09All right, one of my favourite pastimes, this, advertising.
36:13So, perhaps we'll start with Nick's team, Ignite, yeah?
36:17Um, team leader?
36:18That was me, Sir Alan.
36:20Kimberly, yeah?
36:20Good team leader?
36:21Excellent.
36:22Yeah?
36:23Yeah.
36:23Well, she should be.
36:24Not for me, I have to say.
36:25I felt I received continuous mixed messages.
36:28I see.
36:29You're putting your stake in the ground, aren't you?
36:31Well, I'm kind of just being honest.
36:32Snap, crackle and popping now, are you?
36:34I'm being honest.
36:35I thought she was very good, Sir.
36:36I thought she was excellent, Sir Alan.
36:37Yeah, we'll move on.
36:38Tell me, what happened?
36:40Basically, we started brainstorming.
36:41Philip brought the idea of wearing the pants on the outside of your trousers to the table.
36:46Yeah, I'm intrigued about this, you know?
36:48Sometimes you've got to look outside the box, I think, Sir Alan, if you want to push a few
36:51boundaries and do something a little bit different to get the attention.
36:53Outside the box?
36:53Outside the pants.
36:55It's a funny word, really.
36:56Look, I mean, that's the humour of it.
36:57Youngsters these days tend to use the word pants in a derogatory fashion.
37:01Yep.
37:01It's normally an expression of, that's rubbish, right?
37:05So, brave decision, don't you think?
37:07For me, Sir Alan, I wanted to try and keep it a bit simple, and I think they misread the
37:10brief.
37:11What was your idea, then?
37:12It was creating five different characters out of the ingredients.
37:15For example, calling the apple piece, Apple Sue, Benjamin Bran Flake.
37:20Now, I don't think it was what the brief said.
37:22It said it wanted one character.
37:23I know that, but what I thought was to choose one character.
37:27But it can't change from banana to a cranberry, can it?
37:30I mean, you earlier on accused a team of not understanding the brief.
37:33I think you're not understanding it here.
37:35We want one character.
37:37Now, gone off track there.
37:39Shall we see this advert?
37:40Sure.
37:40Do we have to?
37:45At the start of the day, everybody knows.
37:48Without your wake-up call, you put your pants over your clothes.
37:50So before you put your pants on and get out of your bed,
37:53hit a ball or wake-up call and let the pants make clear your head.
37:56Apples, bananas, and cranberries, too.
37:58And ABC of fruits we have selected just for you.
38:01Memory, focus, and energy, hooray.
38:03Hit a ball or wake-up call and put your pants on the right way.
38:08Wake-up call.
38:09Put your pants on the right way.
38:11Right.
38:12You did the directing of that, did you?
38:14I did.
38:14As you know, I've spoken to the advertising agency,
38:18and in fact, I felt that the execution of the advert was very, very good.
38:24Kate, you were the team leader of Empire?
38:27Yes, I was.
38:28OK.
38:28Good team leader, you think?
38:29Yeah, I was very good, yeah.
38:31You must have been good if he said very good.
38:33Yeah, there you go.
38:34Bloody hell.
38:36See, that's something you can put on your next CV.
38:38Ben said I was good.
38:40Bloody hell.
38:42Your equivalent of Pants Man, I believe, was Captain Squawk.
38:46How did it start about?
38:47Ben came up with the idea that the different elements of the cereal
38:50could represent different items of treasure,
38:53which took us down on an adventure theme.
38:55You went straight to the adventure theme, did you?
38:57Yes, pretty much.
38:59Between us, it started out as an adventure,
39:00then it became a pirate adventure,
39:01and then it became a parrot having a pirate adventure.
39:03Good.
39:04So you're all taking responsibility for it in a bit, then, yeah?
39:07Yeah.
39:07Hmm.
39:09OK, let's run your advert, then.
39:11I'll put some adventure back into your breakfast
39:20with my tasty treasure flakes.
39:23They're full of fruit and whole-grain goodness.
39:25They'll give you energy and nutrients to adventure all day long.
39:29Full of this, a pirate make,
39:31so have yourself some treasure flakes.
39:33I thought I heard a rather hoarse Ian Paisley there.
39:36I have to tell you that with my discussions with the ad agency,
39:40they felt that the execution was weak.
39:46Who was responsible for designing this box?
39:48Ben and I.
39:49And the little map on the back?
39:51We all imported into the content.
39:51Yeah, we all had a lot of input.
39:53And what was going to go on each side.
39:54Instead of the skull and crossbones,
39:56we've got a cereal bowl and...
39:59And cross spoons.
40:00And cross spoons.
40:00That was James's.
40:01James is bramestormed there.
40:03It was, yeah.
40:03I didn't want to have something that looked like it was poisonous
40:05on the front of a box.
40:07Yes.
40:10This is your box, yeah?
40:12Yes.
40:13Is there a reason why there's only one face that's got stuff on it?
40:15We got to the graphic designer late in the day
40:18and unfortunately we were only able to make a quick phone call to them later on.
40:22Not enough time, is that what you're saying?
40:24Yeah.
40:25Right.
40:26I think they weren't completely convinced that we needed to do it,
40:28to be honest,
40:29because when I suggested it early on in the brainstorm
40:31about putting my ideas on the back,
40:32I was told it weren't needed.
40:34I think I'm getting the vibes from you.
40:39Right.
40:39Well,
40:40I'm the client.
40:43The advertising agency
40:44is there to advise me
40:47but ultimately
40:48the client
40:50will decide.
40:51Well, Kate,
40:59you'll be pleased to hear
41:00that your advertising campaign
41:03will seem to be the best one,
41:06quite clearly the best one.
41:10I really like the box.
41:13Your character was very, very good.
41:14Margaret,
41:15I think you felt they worked quite well together also, didn't you?
41:17I think they worked very well as a team.
41:19It was a really good performance.
41:21So,
41:22we've had a bit of depression
41:23in this boardroom
41:24over the past few weeks.
41:26It's time for a bit of laughter.
41:27I've got Dr. Kataria
41:29who is a laughter yoga expert.
41:34Oh, I lie.
41:35Yeah, yeah,
41:36you save it.
41:37Take this opportunity to laugh.
41:40Next time you come back in this boardroom
41:41I might wipe the smile off your faces.
41:43Thank you very much.
41:44Thank you so much.
41:45Have a good time.
41:46Very, very well done.
41:47Thanks.
41:56This is total garbage.
41:59Absolute garbage.
42:00How you can honestly believe
42:02that you could have an advertising campaign
42:05based around pants
42:06is beyond my comprehension.
42:08I'd like you to go away.
42:10We'll come back in this boardroom
42:11and we're going to find out
42:12who is responsible
42:13for this total piece of rubbish.
42:16Off you go.
42:18Off you go.
42:18Off you go.
42:18Off you go.
42:27In here?
42:28Hold him.
42:30Hold him.
42:31Hold him.
42:32I think the team is really
42:48I think the team is really
43:02disappointed with Lorraine.
43:03She was a bit like working with Eeyore.
43:05My whole feeling on this task
43:07before you all sit there
43:08like vultures ready to sort of attack me
43:09because I've expressed what I feel.
43:11How come you're not a victim, Lorraine?
43:11I'm not a victim, actually.
43:12It seems to me to be right.
43:13I'm standing up and being counted.
43:14They seem to want to blame it on me now
43:16as a sort of a scapegoat
43:18and I'm just not going to have it.
43:20Well, you can look and reflect on me all you like
43:22but at the end of the day
43:23you're the experienced marketeer.
43:24You can't pin it all on her.
43:26You know, we all had input.
43:27I thought it was a huge task
43:28and I think you did a great job.
43:29Yes, can you send them all in, please?
43:42Yes, Sir Alan.
43:43Sir Alan's ready for you now.
43:44Now, you, Lorraine,
44:03before we even opened our mouths,
44:05we're up there complaining.
44:06Yes, Sir Alan,
44:07I seem to be the only person in the team
44:09that simply didn't understand
44:11the marketing campaign.
44:12Well, why didn't you force your way through?
44:16I have tried to force my way through
44:17and unfortunately it's been perceived to be negative.
44:21Or do I perceive it to be that
44:23you want to kind of cover your backside
44:25before everybody else has got an opportunity
44:27to actually speak?
44:29Absolutely not.
44:30I wanted to make my opinion of it very early on
44:32whether we won or lost.
44:33I didn't want to be seen to be chasing the horse
44:35once it had bolted.
44:36Where do you think you lost this task now in hindsight?
44:39I just think, you know, we tried too hard
44:40that's what it came down to.
44:41Tried too hard?
44:42Maybe you tried too hard.
44:44Yeah.
44:45From what I've heard from Nick,
44:46you're a bit of a bulldozer.
44:48You've bulldozed this pants idea onto this team.
44:52I wouldn't necessarily say that.
44:53What I would say is, you know,
44:53I'm strong in my opinions.
44:55You know, I didn't come here to be a shrinking violet.
44:56I didn't come here to go into the radar.
44:58I want to be at the forefront of the tasks
44:59and, you know, if I'm suffering for that...
45:01You can't have the highlight all the time
45:03simply because I might have complimented you
45:05over the health and fitness equipment.
45:06I appreciate it.
45:07I mean, the point is, there's places where you need to shut your mouth,
45:10you know, where Appointed is a team leader
45:12who knows a bit about marketing.
45:14You are no God's gift to marketing.
45:16Trust me.
45:17But you, read this here
45:19and I would have thought the advertising agency
45:21would have given you a bloody job.
45:23Sir Alan, what I do for a living
45:24is I'm not a creative myself.
45:27I manage creativity.
45:28Without an actual idea on the table that was going to work,
45:32my job from then on out
45:34was to do the best with what we had.
45:36But the point is, you know,
45:38it was the idea that was wrong.
45:39The idea was wrong.
45:40And then you just now said it.
45:42You slung yourself into,
45:43well, you know, I've got to try and make a good job
45:47out of a bad thing.
45:48Why didn't it stop then?
45:50We tried very, very hard.
45:50Where was you then?
45:52Well, unfortunately, I was being shouted down by Philip.
45:55Lorraine, quote on quote,
45:56my daughters would love this.
45:57They would think it is hilarious.
45:58I said it all along and I said it already.
46:00I think it's a very, very funny campaign.
46:03Funny, I'll give you that.
46:04Funny if it was in the middle of a Harry Enfield show.
46:07But to actually use it to sell product, not funny.
46:11Stupid.
46:11What I don't understand is the lack of logic
46:15because you've got this character who's a superhero.
46:17So you say he's got his pants on outside his clothes.
46:20And what he's actually telling people to do is
46:23don't have your pants on outside your clothes.
46:26So there's a basic flaw there, isn't there?
46:28I did bring that up at one stage,
46:30but people did come back to say,
46:32well, superheroes wear their pants on the outside
46:34and it makes sense.
46:36When you put yourself up as a team leader,
46:38you are the boss for the week.
46:40Yes.
46:41It seems to me that you're telling me that, you know,
46:44you work on this, anybody who shouts louder gets their way.
46:47No, it wasn't that at all, Sir Alan.
46:49What about you, Neural?
46:50Did you have any ideas?
46:51Yeah, my idea...
46:52What was your idea was to keep your arse out of it?
46:54Silence?
46:55No, no, no, completely.
46:56Hide yourself in the outfit of pants man and think you're immune?
47:00The outfit was second day.
47:00Because I'll tell you what, you won't be immune.
47:03You gave the pitch, didn't you?
47:05Yes, I did, Sir Alan.
47:05Why didn't you do the pitch, Kimberley?
47:07Because I'm not completely comfortable in front of an audience.
47:10You do it for a living.
47:11You now say you don't like doing it.
47:13Do you realise what you were doing?
47:15Do you realise who your audience was there?
47:17Because what you did was,
47:19is you started lecturing the client
47:21about what's in his product.
47:23He's not bleeding interested in that.
47:26He knows what's in his product.
47:27I felt like I was in nursery school,
47:29being patronised and lectured.
47:31Did you think to yourself,
47:32er, why am I telling these people what they already know?
47:36I did say that, Sir, and I made sure I say...
47:38Are you sure? Are you just picking up on that now?
47:40No, I'm not.
47:41What about this thing here?
47:43Who's responsible for this creative here?
47:46My suggestion was the colour.
47:47We wanted something that really stood out.
47:49Well, this stand out.
47:50You know where it would have stood out, don't you?
47:52It would have stood out if it was on the fertiliser shelf
47:55or the cat food.
47:56That's where it would have stood out.
47:57We lost a lot of time in the beginning of the day
48:00because of arguments.
48:02There were eight arguments on this task of loan.
48:05Everybody was...
48:06And mostly Lorraine was at the...
48:09Yeah, I'll be honest about this.
48:09She was more than half of the arguments.
48:11Yes, I'll tell you why.
48:12Because I've been in three winning teams so far
48:14where I've not needed to argue.
48:16In this occasion, I've had to speak up.
48:18Otherwise, Pants Man would have flew off through the air.
48:20Somebody had to stand up to somebody here.
48:22That's completely untrue, Lorraine.
48:24It's true.
48:24It's not true.
48:25You've got a volatile attitude.
48:26OK.
48:27Kimberly, who are you bringing back into this boardroom?
48:30Sir Alan, I'm going to bring back Lorraine
48:32and I'm going to bring back, just because it was his idea, Philip.
48:37Right.
48:39You three, back to the penthouse.
48:41Right, I want you three to step outside.
48:50Margaret, Nick and I are going to have a discussion.
48:53I'll be calling you back in shortly.
48:55Thank you so much.
48:56Thank you, sir.
48:56Thank you, sir.
49:03They took logic and tortured it until it screamed.
49:07You've got Kimberly, who is a real smoothie marketing expert.
49:12If you read her CV, what she's only done.
49:16When Philip's in full flow, he's a bit of a typhoon, you know,
49:18and he just blows over all the opposition.
49:21I think he still believes this was a good campaign.
49:26The thing is that Lorraine's coming back.
49:28I think she might be a bit of an awkward one.
49:31We'll call them back in and I'll decide which one of them's going.
49:36Sir Alan, we'll see you now.
49:50Right, I'm not going to waste any more time on this.
49:56This is really down to which one of you is going.
49:59And it's down to you to tell me why it shouldn't be you.
50:03Lorraine, I have a dilemma here.
50:05Either you have superior intelligence
50:07or you're just a bit of a troublemaker.
50:10I'm absolutely not a troublemaker.
50:11This task in particular, I didn't have a very good feeling about it.
50:15I've got great instinct.
50:16I was the only person that did, you know, disagree with certain issues.
50:21I feel, Sir Alan, I'm being completely frank here,
50:23you know, that I'm being used as a scapegoat.
50:25You sucked the energy out of absolutely every member of this team.
50:29Everybody would be so excited
50:31or like finally getting back on track about something
50:33and then you'd come in and just make a blanket statement.
50:36I think it's very well said being positive.
50:39I have a good six cents and this is horrible.
50:42This is horrible.
50:42This is a business task.
50:43And then you'd change your mind
50:45and all of a sudden you'd go,
50:46actually, I have good instinct about this.
50:48This is a great task.
50:49No, not at all.
50:50I'm not going to be positive about something that I don't agree with.
50:53It's as simple as that.
50:54If I disagree with something, Sir Alan, I will say...
50:55It's funny how you were negative like two hours before the task finished,
50:58but we never heard anything from you between the start and the finish.
51:00Oh, that's interesting.
51:01I thought I caused eight arguments.
51:03Yeah, you did.
51:04So you heard...
51:05Some on a personal level, it wasn't about the task.
51:07It was on a personal level, Lorraine.
51:09Lorraine was on a personal level.
51:10Sir Alan, I contributed more than anybody on the team.
51:13I put Lorraine in the account constructively.
51:16First of all, Sir Alan, I would like you to know
51:18that while absolutely everybody has said stuff against Lorraine,
51:22I have always championed her.
51:24I agree with that.
51:24I have championed you every single moment along the way.
51:28I agree with that.
51:28Every single moment along the way.
51:30It's very romantic when you get to your point.
51:32You are a kind person.
51:33And I want you to know that.
51:35And that's fine.
51:36This is not a psychiatric world, you know?
51:37This is about a business situation.
51:39This is a business situation.
51:41That is fine.
51:41The pants idea was the failure of this task.
51:44And that topic was yours.
51:45Yeah.
51:45Now, you know, with all this bravado that you've got,
51:49when you soar like an eagle, you know, you attract a hunter.
51:52And at the moment, I feel like I've got a 12-bore shotgun in my hand.
51:55Do you understand?
51:56Yeah.
51:56Because you're coming across a little bit laid-back and cocky to me.
52:00So you tell me why, bearing in mind that you bulldozed this pants thing through,
52:06why I shouldn't fire you?
52:08Right.
52:09Bottom line is, I'm just a bloke from Durham of Sales.
52:10I was with a big head.
52:11And what I would say is, none of these two can win this competition.
52:14They can't win it.
52:14I can win this.
52:16But what I'm more concerned about is,
52:17three people have gone home who have been consistently going under the radar.
52:21Yeah.
52:21Again and again and again.
52:23And I'm sad here.
52:23That's not true.
52:24Who should get fired, then?
52:26You know what?
52:27I think we've had all the differences with Lorraine.
52:28But the bottom line is, I think that you're that naive for bringing me back here.
52:31I'm frankly disgusted that you've let those three walk out.
52:33I think you should go.
52:34So you think I should go now?
52:35I don't think we're here.
52:35Instead of Lorraine, just because I brought you in.
52:36Well, when did you do that?
52:37That's so typical of your thought.
52:39No, I'm not.
52:39That's so typical of how you think.
52:41You should be a better judge of character and appreciate what I've done for you.
52:43It's such a temper tantrum.
52:43Lorraine, yeah, she's difficult.
52:45But the fuck you brought me back in here and let them three walk out if they're doing nothing?
52:49Yeah, I agree.
52:49I didn't feel that they did nothing.
52:51I felt that the other teammates acted professional at all times.
52:54So tell me, why you brought him in then?
52:56I brought him in because of the tantrums.
52:58If you don't want pants, then just tell me right now.
53:00If you don't want pants, tell me right now.
53:02What?
53:02And it's that dramatic.
53:03He can have a little sulk now and again.
53:06It's not helpful.
53:08But is that reason enough to bring him back?
53:09It's disruptive to the team.
53:12It's been disruptive in past tasks.
53:14It's constantly about reining him back, reining him back, reining him back.
53:17I did ask him to do some additional things.
53:19Because I want to win.
53:19And when he doesn't want to do something, he doesn't do something.
53:22He is an entity onto his own.
53:25It's called passion that you don't have.
53:26I don't believe it's passion.
53:28I wouldn't be called passion that you don't have.
53:29I believe firmly that it's unprofessionalism.
53:31I wouldn't be with what's for the pin and I don't get on with it in that way.
53:32Will you stop talking to me as if you're his therapist?
53:35He made a mistake.
53:37Yep.
53:38He said pants.
53:39Yep.
53:40Why shouldn't I fire you?
53:41Because on this task, I contributed the things that were actually the really good things
53:45about it.
53:45I directed this.
53:46Like what?
53:47I edited it very well.
53:48You didn't do all your editing, Kimberly.
53:49I did 95% of the editing.
53:52No, you didn't.
53:53Who said, cut the scene from the beginning.
53:54We'll save 10 seconds straight away.
53:55Yeah, but we would have gone.
53:56It was an intro day.
53:56It was a very long thing.
53:57Everything is just being management skills, Sir Alan.
54:0050% of her is autocratic.
54:0250% of her is running with the team.
54:03Why shouldn't I fire you?
54:05I'm very determined.
54:06I've got a lot to give.
54:07I can take risks.
54:09I will take risks.
54:10I said from the very start that it was mixed messages I got.
54:13I'm capable enough to understand I could have PMed better than the expert herself, actually.
54:20I don't want to hear any more from you.
54:22I'm going to summarise.
54:23Lorraine, I've listened to you, and I'm trying to weigh up in my mind whether you are responsible because you're disruptive and caused the timeline to crash on this thing and got everybody flustered.
54:36And if that's the case, then you are no good to me.
54:41Kimberly, you have a marketing background.
54:45You should have really walked this thing.
54:46You are the most qualified.
54:48From the minute you accepted that rotten idea, it don't matter how well you've organised and orchestrated everything, the rotten idea was the rotten core in the beginning.
55:00And Philip, you know, very cocksure.
55:05Very cocksure.
55:07People that bulldoze ideas through is not what I'm looking for.
55:12And you made a mistake on pants.
55:15And I have to weigh up here.
55:18Who I'm going to forgive and look at the rest of what they've done.
55:25Lorraine, on the balance in my mind, and because you haven't been a team leader before, I'm going to let you stay behind.
55:37Kimberly, you remind me of the final scene from The Wizard of Oz.
55:44You look very impressive.
55:48In fact, in my opinion, behind the curtains, there's nothing there.
55:51You're fired.
55:53Thank you, sir.
55:54Two fiery characters I've got here, bickering, arguing.
56:07You ain't going to last much longer.
56:09I can tell you.
56:10And if I do make you team leader on the next task, and I haven't decided to do so yet, bear in mind, some of the people that have escaped here today aren't your greatest fans.
56:22Get back to the penthouse.
56:24I'll be right back to the next task.
56:38But we'll do it.
56:43I think that Sir Alan definitely fired the wrong person today, and he will see.
57:03He will see.
57:05And if Sir Alan doesn't want me to be his prentice, I'm hurt and upset about it.
57:09But there's nothing I can do about it, so I'll find something else to do,
57:13and I'll make the best of that.
57:21I'd sack both Lorraine and Kim.
57:23Maybe all three of them will go.
57:27Yes!
57:29I love it!
57:31Well done, big lads.
57:32You'll be back.
57:34Well done!
57:35I'm telling you.
57:37So, would you guys agree that your idea was pats?
57:43The pats came down and the floors were exposed.
57:47One job.
57:49Now ten candidates remain.
57:53Sir Alan's search for his apprentice continues.
57:56Next week...
57:58I've got both teams the same collection of items.
58:02The teams have to uncover the value of ten items.
58:05Oh, wow, it's a toilet chair.
58:08Then flog the lot for a profit.
58:11I want the sale.
58:11Look at the hunger in the eyes.
58:13I want the sale.
58:13It's quite a rugged sport, to be honest.
58:15Yeah.
58:15Do any of you take them off me for a pound?
58:18But for them, it's just rag and bones.
58:20Anybody interested in buying a skeleton?
58:22I'll give you two quid right now.
58:24Do you think we should try and offer him money to take it?
58:26And another chance to scrap.
58:28We've equally tried to sell it just as hard,
58:30and now all of a sudden you realise it.
58:31Oh, maybe that was the one.
58:32And you're going, yes, well, I said that from day one.
58:34We didn't.
58:35Excuse me, excuse me, excuse me.
58:37You find another way to express yourself.
58:40You're fired.
58:41Well, did you agree with Sir Alan?
58:46Share your views on tonight's Apprentice
58:48by going online now and joining the Apprentice message board.
58:52Kimberley will be joining Adrian Childs in a few moments
58:54over on BBC Two in The Apprentice You're Fired.
58:57And you can also see her tomorrow morning on BBC Breakfast
59:00here on BBC One from around 8.30.
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