- 5 months ago
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00:00I'm looking for big bucks. I won't be working, you will be working.
00:05Lord Sugar's on the hunt for a brand new business partner.
00:11The whole point of this is to prove that we can start a business with £250,000.
00:16This is not about chance in your arm. I want a business model, a business plan.
00:20I want someone who's going to go for it.
00:22Ready to fight for his funding, 20 aspiring entrepreneurs.
00:28This place is full of sharks. You've got a noose here around your neck.
00:32I am the judge, jury and executioner.
00:35On the table, a quarter million pound investment and a 50-50 partnership with Britain's toughest backer.
00:44Let's get rid of the deadwood. No hopers. No chance. Don't waste my time.
00:50Oh, shalom. How are you doing?
00:52It's a deal worth fighting for.
00:54I am absolutely livid.
00:56Both. Both. Stop.
00:58Just a quick one. The toilet isn't in the best condition right now.
01:0120 candidates.
01:03Dan's shirt to me. James is shirt to me. You're shirt to me. You're shirt to me. What do you want me to do?
01:0612 tough weeks.
01:08Oh! Sorry!
01:10All we have is whinging and whining.
01:12One life-changing opportunity.
01:15You're fired. You're fired.
01:17It's too little, too late. You're fired.
01:29Previously on The Apprentice.
01:31Your task is to come up with a board game.
01:34Pamela rolled the dice.
01:36I'm growing to like the relationship team.
01:39But the relationship guru...
01:40Women dislike which food the most.
01:43Pizza, carrots, chicken salad.
01:46...got left on the shelf.
01:48Seems pretty sexist to me.
01:50It's a definite no.
01:51Oh!
01:52On the other team...
01:53America!
01:54Yes!
01:55Bianca made a bad move.
01:57I mentioned exclusivity as a bargaining tool, so...
02:00We can't use Westminster.
02:01Oh, no!
02:02How come you've done that?
02:04But in the boardroom, project manager James...
02:07Sold out.
02:08£2,080.
02:10...hit the jackpot.
02:11Just take care as you walk out that door that your head gets through it.
02:15Sent back several spaces.
02:17Why didn't you take the task?
02:19Mark...
02:20Lord Sugar, that was a complete oversight. It won't happen again.
02:22And Lauren...
02:23Are you being the typical safe lawyer?
02:26While Daniel...
02:27You, my friend, are deluded.
02:30...landed in big trouble.
02:32Someone who can claim you are complete in the world of business.
02:35But you're not complete in the world of business.
02:38But it was game over for Pamela.
02:40This task failed simply because the product was no good.
02:43She became the tenth casualty of the boardroom.
02:46Pamela, you're fired.
02:49Now ten candidates remain to fight for the chance to become Lord Sugar's business partner.
02:564.30am.
03:12Hello?
03:13Good morning.
03:14Lord Sugar would like you to go to Grosvenor Square in Mayfair.
03:17You will need to pack for an overseas business trip.
03:20The cars will be outside in 20 minutes.
03:22Okay, thanks so much.
03:23Siley, where are we going?
03:24Oi!
03:26We're getting food!
03:28We're getting food, guys!
03:31I think we're going to China.
03:32I don't reckon we're going that far.
03:34I think we're going somewhere new.
03:36Somewhere new?
03:37Somewhere new?
03:38Do you need a passport?
03:39Passport?
03:40Jack?
03:41There's actually a passport.
03:43It's dry in.
03:44That's like my post office account.
03:45LAUGHTER
03:53Lord Sugar has told you both to step up and take the project managing role.
03:57It's a position I sit in the most in my day-to-day life.
04:00At the top of the tree and I think I'll be really good at it.
04:02We've got to fight on our hands because I want to be project manager so bad.
04:12Grosvenor Square.
04:16Central London.
04:22Home to the American Embassy.
04:32Good morning.
04:33I'm sorry I can't be with you today because I've got some urgent business elsewhere.
04:42You're standing in the lobby of the American Embassy because your next task is going to be both here in London and across the pond in New York.
04:52I want you to come up with an advertising campaign to launch a new soft drink in America with a website TV advert and the digital billboard.
05:04The US is the largest soft drink market in the world.
05:16You will be pitching your campaign to top advertising and industry executives in New York.
05:28They will feed back to me but ultimately I will decide which campaign is best.
05:34Now, first of all, you'll need to decide who's going to New York and who's staying in London.
05:41Remember, I expect you to work as a team no matter what time zone you are in.
05:48Four days to come up with an advertising campaign for a new soft drink before pitching to experts in New York City.
06:03This is the biggest task. Everyone's going to want to go to New York.
06:06Yeah, but that's where you've got to be sensible, innit?
06:07We need to put people where they're best suited. It's not a jolly holiday off to America.
06:11No.
06:12I guess I'm so excited.
06:13But can I go?
06:14London base for both teams, internationally renowned ad agency McGarry Bowen.
06:26First job.
06:27I think this is absolutely perfect for me.
06:29Pick project managers.
06:31I think we require strong leadership.
06:33I've been to New York a number of times. I've got that local knowledge.
06:36I can't put myself forward strongly enough for this one.
06:38I'd like to put a firm pole in the ground here.
06:41This is what I do every day. I do advertising for my job.
06:45I manage a team of online advertising specialists.
06:50Ambitious Mark puts himself up as a project manager.
06:53I work in advertising, he says.
06:55Not quite right, is it, Mark?
06:58Hearing what Mark is saying, I think that he is the person that, you know, this is your baby.
07:02He's a sales manager at a digital marketing firm. He's not on the creative side at all.
07:11Happy?
07:12Yeah.
07:13Thank you very much.
07:14Lauren didn't get the PM job. It always seems she sort of just misses the boat. How will she make an impact on this vital task?
07:23I will lead us to victory and, you know, I want us to all work together.
07:27But I know we all want to go to the USA. That's the elephant in the room.
07:30While half the team stays at home to create the drink and brand.
07:35And the obvious choice to go to the US because of my experience of the US consumer over there.
07:40The rest will head to New York to take on the TV ad.
07:44I've got experience in creating videos and adverts.
07:47And present the whole campaign.
07:49Obviously, I'm going to put myself forward for the pitch.
07:52I feel like it's the most important thing that I can bring to this team.
07:56So we all want to go to the USA.
07:59Down the hall.
08:00I think Americans would love me.
08:01Yeah, okay, I'm sure.
08:03First Lady Bianca.
08:05I would like to see myself over in the US.
08:08Rasheen, I'd really like to see you in the UK team.
08:10I need someone who's strong creativity, ideas, branding and so on.
08:13Yeah, sure.
08:14Sanjay, I know you're very organised. You two work very well as a team.
08:17I think my strength isn't in branding.
08:19I want to have your complete backing on this.
08:22I do believe I've been put in the wrong place due to my skill set,
08:25yet Bianca's completely ignored me and put me in the branding team.
08:29That's a bit frustrating.
08:31Guys, I'm going to have to just make a decision.
08:33Coming with me to the US, Lauren and Felipe, staying in the UK, Katie and Daniel.
08:39Absolutely fine with me, mate.
08:40I'm really happy there.
08:41The actual drink itself, it is in your hands, okay?
08:45I will work my absolute nuts off to make sure I get the best possible product for us.
08:50And I will back you 100%.
08:52From previous tasks, I don't trust Mark as far as I can throw in.
08:55I should be pitching.
08:56I am a great salesman.
08:57But hey, for this particular task, I want to show Lord Sugar that I can be creative,
09:01I can work as part of a team and be put in a role that I might not be comfortable with,
09:05but I'm still going to perform and excel our expectations.
09:08Teams decided...
09:10We want to be able to target this drink at anyone.
09:13Next, pin down their product.
09:15If I was making the decisions, I would be going for the health conscious consumer,
09:19I'd be going for water-based and I'll be putting something in it like coconut water is massive at the moment.
09:24I'm also pretty keen to go down the health route, but I don't want people to think another boring healthy drink.
09:30It needs to be bold, flavoursome, exciting, but a by-product is it's very healthy.
09:35Although it's something, like, memorable, like love water.
09:41Can I say, like, as a student, energy drinks are huge.
09:43I think energy drink market is definitely the one to go for.
09:45Absolutely, I agree.
09:46Energy drink, caffeine based.
09:47Yeah? Everyone understand what they're doing?
09:49Yeah.
09:50Make sure we keep communication at the forefront of our minds.
09:52Let's work as a team.
09:53Let's reach the summit.
09:55All right.
09:56Have a nice state flight.
10:00James, should we just put an American accent?
10:02Yeah, please don't, guys.
10:03We'll talk America, so I'll go, hi, I'm James, want to go for coffee.
10:06Hi, I'm Solomon.
10:07You might not know where you are from.
10:09Coffee in New York.
10:10Heading for the airport, for Bianca's team, the chance to brainstorm brand names.
10:15Big Dog.
10:16Could be Big Dog.
10:17It's the best, isn't it?
10:18Yeah.
10:19Big Dog.
10:20Big Dog.
10:21Big Dog.
10:26Heathrow, Terminal 3.
10:28Can we have first class, me and Solomon?
10:30Four days of this.
10:34New York, here we come.
10:42Luton.
10:46Cooking up their health drink.
10:48Smells incredible.
10:49Pineapple, lychee, raspberry.
10:51Three of my favourite fruits.
10:52Daniel and Katie.
10:56Mmm.
10:57I like that.
10:58I like that too.
10:59We want to put vitamins in that work on boosting the immune system.
11:02Yeah.
11:03This tastes like a soft drink for the mass market.
11:07There's a brand here.
11:08On the other team.
11:10There's a trend towards the funkier fruits in the energy drinks.
11:14Yeah.
11:15So we could have dragon fruit.
11:17Cheers.
11:18Rushing to create their caffeinated drink.
11:20Mmm.
11:21It's got a kick.
11:22Go with something new, go with something fresh.
11:24Roisin and Sanjay.
11:25I think I'll have done my annual allowance of sugar and caffeine.
11:28Of sugar in one day.
11:29In the day.
11:30I really like that.
11:31Yeah, definitely like that.
11:32Brilliant.
11:33Move on.
11:34It smells strong.
11:37Oh, wow.
11:38Did you like it?
11:39Did you feel strongly?
11:40I didn't dislike it.
11:41I didn't love it, but I didn't dislike it.
11:44I think me and Roisin work really, really well together.
11:46Passion, fruit juice, guava flavour, dragon fruit flavour.
11:50Yeah.
11:51I really like that.
11:52That's bang on.
11:53We've got a good drink, a good concept, a good flavour.
11:56It tastes better, I think, than other energy drinks.
11:59We've done a load of work today whilst they've been enjoying their in-flight entertainment.
12:02We'll feed back the fruits of our labour and hopefully they'll be happy with it.
12:07Recipes decided.
12:10Flavours fixed.
12:12Next stop for the drinks.
12:14There we go.
12:15America.
12:248am.
12:27New York time.
12:32I'm buzzing.
12:33We're in the Big Apple.
12:34I'll tell you that now.
12:37Look at it.
12:38What an amazing place.
12:39These streets just go straight for miles.
12:43Straight, aren't they?
12:46For the US teams, first stop, the ad agency's Manhattan office.
12:53Waiting their brand new soft drink.
12:56Let's hope for the best.
12:58For Mark's team.
13:00The colour is pineapple.
13:01The smell is pineapple.
13:02The flavour is pineapple.
13:03The flavour is pineapple.
13:04It's just pineapple.
13:05I'd rather it taste good and be pineapple than be adventurous and taste horrendous.
13:12Yeah.
13:13Hello.
13:14Hi, Katie.
13:15Have you tried it?
13:16Yeah.
13:17I like the taste.
13:18Obviously a pineapple base.
13:19The name that we've got at the moment is Aquafusion.
13:22I'm happy on Aquafusion as the name.
13:24Yep.
13:25And the strapline.
13:26Hydrated.
13:27Healthier.
13:28Happier.
13:29I like that.
13:30What I was thinking on the label is like a splash of water with a pineapple.
13:35Kind of an explosion of water and pineapple.
13:38Daniel, I'm going to let you have the lead on that, mate.
13:40And I will back you 100%.
13:41Cheers.
13:42I think we've done a good job.
13:43Have I?
13:44Oh, man, that's not nice.
13:49Next door, a passion fruit energy punch.
13:53Hi.
13:54Have you tasted it?
13:56James and Sonny were a bit surprised by the sour kind of...
13:59I didn't think it tasted sour at all.
14:01I've got a bar and we do a lot of passion fruit cocktails.
14:05This doesn't really taste like passion fruit to me.
14:07James, if you have a bar and you're so good with flavours, perhaps you should have put
14:10yourself forward on to make the drink itself.
14:12Sorry, hang on, guys.
14:13Sanjay, I feel you're being a bit negative at the moment.
14:16I'm not being negative at all.
14:17I'm just saying that we've been working our asses off.
14:19I appreciate all the work you've done and the effort.
14:22They expect us not to be honest.
14:24I feel like Sanjay's been negative because I didn't choose him to come to New York.
14:28James is like, I own a bar and these are the flavours I taste.
14:31It's like, if you own a bar...
14:32Sanjay, if you listen to anything James says, then you're a fool.
14:3511am.
14:40Fifth Avenue, guys.
14:42Wow.
14:44Testing out aquafusion on New York natives.
14:47It's good.
14:49Lauren, Mark and Felipe.
14:51It's fine, but I have a real sweet tooth, so I kind of would want maybe a little sweeter.
14:56If I tell you it's a mix of pineapple, raspberry and leash.
15:01Our team have trailed around New York.
15:03They've been down Fifth Avenue and they've been to Bryant Park where people are lying in the sun.
15:08And the overwhelming sort of impression is, yeah, it's quite nice, refreshing.
15:12It's all right.
15:13It's kind of subtle.
15:15The approval was muted and New York is not a place for muted applause.
15:21This is the Big Apple.
15:23This is where things are big.
15:26Back in London.
15:28Our name is Aquafusion.
15:30Katie and Daniel.
15:32We're thinking a kind of splash hit the label, a bit like how Katie's drawing it now.
15:38Bring the brand to life.
15:40The words to actually shape a pineapple and the top of it to be like the pineapple leaves.
15:45Hi Katie, it's Lauren.
15:46I don't know what you're playing with label-wise.
15:47We had an idea about a twist around the bottle.
15:48And if you make the twist look like it's water, then the fruit could be coming out of the water,
16:01like creating a splash.
16:02Oh, right.
16:03Just like I'd decided already.
16:04Great.
16:05That's what Daniel had described is on the phone, so that's good.
16:08I don't think it's quite the same.
16:09That's what you call talking for the sake of it once again.
16:12Honestly, I thought Lauren went to New York to have a free trip away.
16:16We explained everything that we were going to do.
16:18She changed it by one or two words and then just ended up agreeing what we're saying anyway.
16:23Lauren has offered nothing to this task so far.
16:25I really like it.
16:26I'm happy.
16:27Made a strong brand, got a good logo.
16:30Mark did say he'd back us.
16:31Yeah.
16:32And I think he was right to it.
16:33He looks like he's backed the right horse, to be honest.
16:35What is it?
16:36Oh.
16:37Jeez.
16:38Bursting onto the scene in Brooklyn.
16:40We've got passion fruit in there, guava and dragonfly.
16:43Could you taste anything?
16:44Dragon fruit.
16:45Dragon fruit.
16:46Bianca's energy drink.
16:47Do you like it?
16:48Yeah.
16:49Yeah.
16:50It's got a good, it's got a little bit of a tanginess to it.
16:53It's good.
16:54You like it?
16:55Your name is Big Dog.
16:56Big Dog.
16:57I like it.
16:58I love Dog.
16:59Dog is spelt D-A-W-G.
17:00Even better.
17:01Even better.
17:02We're confident with the name, we're happy with the name.
17:05We're going to have to just push it.
17:07At the end of the day, it's a campaign, it's a billboard, it's an advert.
17:09Yeah.
17:10And that brand is important and we don't just want to have this big name with not a big brand.
17:14Yeah.
17:15We haven't got a clear name or any direction for Bianca and branding.
17:20Charged with giving their drink an identity...
17:24Let's call them, let's get some names from them, they need to contribute to this.
17:27Roisin and Sanjay.
17:29Hiya!
17:30How you doing?
17:31Yeah, fine.
17:32We're just at the graphic designers now but obviously we don't really have any clear direction in terms of what we need to do for this branding or what the name is at the moment.
17:39Big Dog.
17:40Big Dog.
17:41You know, I think we want something that stands out on the shelf.
17:44We don't want it to blend in too much and I think that's why we were thinking of something quite strong.
17:48So do you want us to proceed with this on the base of it being the Big Dog?
17:52Americans are very aspirational, very motivational, you want to aspire to be the very best.
17:57And the Big Dog is meant to be kind of that aspirational point.
18:00If you can start designing on that basis...
18:02Bye!
18:03Bye!
18:04Bye!
18:05I don't like Big Dog, I wouldn't have chosen it but we're stuck with it now so we have to make the best of it.
18:11Yeah, rather than having an actual picture of a dog, if we go for paw prints going up the actual bottle...
18:16Yeah.
18:20The idea that we have is a family, so we are casting you for the mum. You will have a daughter, Lauren.
18:26On the other team, lawyer Felipe...
18:30So you run...
18:32I'm sorry, I don't mind.
18:33Sorry, you stop her.
18:34...auditions actors.
18:36Can you play basketball?
18:37Uh, sure, a little bit, yeah.
18:39Show me what you can do.
18:42I'm really excited to be the director of the TV advert.
18:45Big game today?
18:46Big game today?
18:47Yes!
18:48Your mum takes the ball from you.
18:50Give me the ball.
18:51Take this.
18:53I believe that I'm super creative, but I have to prove that all the time because, you know,
18:57sometimes lawyers are perceived as boring.
18:59Give me a happy family, like, I think it works.
19:02Are you, Mark?
19:03Yeah.
19:04Welcome aboard, welcome aboard team tenacity.
19:06There go Bianca, the Big Dog's chair.
19:08Big Dog.
19:09Thank you very much.
19:10Upstairs.
19:11Hi there.
19:12Sizing up actresses.
19:14James, nice to meet you.
19:15Nice to meet you.
19:16How are you?
19:17Bianca's boys.
19:18You're an actor now, obviously, yeah?
19:19Yeah, I'm a model actress.
19:20Oh, wow, yeah.
19:21Very cool.
19:22I wish for big dogs to keep me toned.
19:25Nice smile, I love the hair, you look great.
19:27Thank you very much.
19:28She looked to me and said, I like big dogs.
19:30And I was like, yeah, yes, you definitely do.
19:32She likes big dogs.
19:33That's why she looked at me.
19:34She looked at me.
19:35Guys, stop, stop.
19:36I think James and Solomon, we need to rein them in just a little bit.
19:40Guys, I want you to be really serious about this.
19:42We're not trying to cast for your next girlfriend.
19:44For me, this is about professionalism.
19:46This is a business opportunity.
19:48I want to treat it as such.
19:49Hi.
19:50How are you doing?
19:51Is that a dragon on your chest?
19:52Is it a skull with wings?
19:53Wow.
19:54That's quite cool.
19:55It's got a dagger.
19:56Very nice.
19:57Give me that big dog.
19:58Big dog.
19:59That's the one.
20:00All of your energy.
20:01Can I get your number?
20:03I've got a card.
20:04Thank you very much.
20:05Thank you guys.
20:06Take care.
20:07She has some big tattoos.
20:149am.
20:16Branded in the UK.
20:18Very cold.
20:19All right.
20:20Ready?
20:21For both teams, first look at their finished drinks.
20:24Passion Fruit Punch.
20:25Combinated energy drink with caffeine.
20:27A bit of ease.
20:28It's bark is as big as it's bite.
20:29I like all of that.
20:30Passion Fruit Guava.
20:31Caffeine Kick.
20:32Which contributes to the reduction of tiredness and fatigue.
20:34They explained that point.
20:35That's good.
20:36That's all fantastic.
20:37I'm happy with that.
20:38The back has everything we need.
20:40Next to hit the Big Apple.
20:42Aqua Fusion.
20:44Guys, I...
20:46It doesn't look like a serious product that says to me,
20:49this is healthy.
20:50Buy it because it's something different.
20:52I cannot see the vitamins at the front.
20:54I think that that is an immediate oversight.
20:57I'm just so disappointed.
20:59I wanted something creative, bold, fresh, healthy.
21:03None of those things are what's on that label.
21:06That branding's not good enough.
21:07We're going to have to be even better now.
21:09You go back a little bit, you completely lose the writing.
21:12I cannot read it from here and I've got really good eyesight.
21:19In London...
21:20I like the sort of the product on the platform.
21:22Yeah.
21:23And if we change the background from green to yellow and it gets brighter.
21:25Sanjay and Roisin design a digital billboard for Big Dog.
21:30Oh.
21:31Hi, how are you guys?
21:32Yeah, we're good.
21:33We're just finishing our digital billboard.
21:35It starts off with Big Dog Energy Drink
21:38and then we have the three paw prints walking up the screen.
21:42And on the top it says,
21:43What dog would you be?
21:47What do you think?
21:48Why are we asking what dog they would be?
21:50What dog would you be is like either a famous dog or a breed.
21:54How do people see themselves?
21:55Are they like Snoopy or are they a Rottweiler or are they a Chihuahua?
21:59Okay, listen.
22:00I don't want what dog would you be.
22:01This isn't a dog campaign.
22:02It's meant to be about how are you going to use this energy drink to supplement your lifestyle.
22:07Bianca, we've had very little feedback from any of you on what needs to be done here.
22:12We've produced a drink.
22:13We've produced a brand.
22:14All we have is whinging and whining.
22:16Sanjay, you know, I'm sorry that you thought that we're being negative.
22:19And you know, we are working together.
22:21Maintain the team philosophy.
22:22I'll speak to you soon.
22:24Bianca hasn't communicated enough with the UK team.
22:27Bianca's kind of almost thinks we're telepathic.
22:30They're going a totally different route.
22:32All of these candidates want to go into business with Lord Sugar.
22:35And if they ever do run a business that has different offices in different parts of the world,
22:39they better ensure they communicate better than they have done today.
22:43Bianca, I hate to say this, but I think you should have been in the UK.
22:47Lunchtime.
22:49Hi, everybody. How are you?
22:52Felipe's aquafusion ad.
22:55Don't move the camera too much because the most important, you just leave the camera where it is.
22:59Both in Scorsese's now.
23:01Can I have silence, please?
23:04Cast in a leading role.
23:06Ready, guys?
23:07Have you heard from him today?
23:09No.
23:10Lauren.
23:11This won't let you down.
23:13Thanks, Mom.
23:16Sorry.
23:17So we're going from the top again, guys.
23:19You're going to need this.
23:21Thanks, Mom.
23:22He needs to be better at catching.
23:24Well, you're going to need this.
23:25Thanks, Mom.
23:28Can you...
23:29Okay.
23:30Can you...
23:31Can you...
23:32Can you...
23:33Go up?
23:34Up a little bit?
23:35Up a little bit?
23:36Felipe's a bit overworked, overwhelmed, I think, by the situation.
23:39Slow down, slow down.
23:40Take a deep breath.
23:41We've got no recorded footage.
23:42Okay.
23:43I'll let you do it.
23:44Just slow all the way down.
23:45Okay.
23:46I've had to pull him in three times already and say, just take a deep breath, pull it back
23:49a gear, or I'm going to have to take the responsibility of the director away from you.
23:52I want you on the job, and I need as much footage as possible, and I'll leave you alone.
23:55I'm trying my best to get as many as we can.
23:57I've put, you know, I've put my neck on the line letting you do this, you know.
24:01Don't let me down.
24:02No, I'm not.
24:03You're a good guy.
24:04You have to find out.
24:05Oh!
24:06Oh, God!
24:07We've already had problems with the branding this morning.
24:09We can't have problems with the video.
24:11You go back.
24:12Oh!
24:13Sorry!
24:14Sorry!
24:15Did you get that on camera?
24:18Down the Hudson River, Governor's Island.
24:22I'm going to be the director for the day.
24:24James is going to be assisting me.
24:26Keeping big dog on a tight leash, Bianca.
24:29We're actually going to have wonderful Solomon here actually in the video.
24:33He's joining the actors.
24:34There you go.
24:35Our target demographic is young people.
24:38We have three young adults in the advert talking about their stories.
24:42I really want it to be a personal moment, that emotion, and how the drink has affected them.
24:47We've got Solomon as an entrepreneur.
24:49Solomon, can you straighten your tie, please?
24:50Yeah, there you go.
24:51And I need the brand to be facing forward.
24:54I'll open it and drink it, yeah?
24:56I need the brand...
24:57Yeah.
24:58Thank you very much.
24:59Okay, and action.
25:00I drink big dog because I like to play hard, but work harder.
25:04Okay, can you not squint like that?
25:05Doing a funny squinty face.
25:07Fantastic.
25:08And action.
25:09Building a tech start-up isn't easy.
25:11These fingers need some energy.
25:12They started filming the ad.
25:13Big dog as a brand big American brash bold.
25:17So far we've had Solomon holding the can, talking into the camera.
25:21There's no movement, there's no excitement.
25:23I use big dogs.
25:25F***.
25:26Bianca seems to think it's fine, but this doesn't say energy to me.
25:30Action.
25:31It brings a big dog out of me.
25:32No, I don't like that.
25:33Don't spin.
25:34Just say it and then take a drink.
25:36It brings a big dog out of me.
25:38Perfect.
25:39Cut.
25:40Let's cut.
25:435pm.
25:44Hydrate.
25:45Happier.
25:46Guilt free.
25:47While Felipe takes charge of the edit.
25:50That's the mum.
25:51She's like the centre of my advert campaign.
25:53Okay, let's go back up.
25:55Working on a website, project manager Mark.
25:58It's really, really good.
26:00And Lauren.
26:01I also have an idea to just, a quick icon that says click here to play our advert.
26:05We've already thought of doing, we've got it on there ready to go.
26:08Have you?
26:09Yep.
26:10We've been going to do it from the start.
26:11If I'm completely honest with you, I'm not sure where Lauren fits in or what she's really contributed.
26:16You've got this, right?
26:17So perhaps I'd be more used if I go with Felipe.
26:20Yeah, I completely agree.
26:21I think you're better suited over there.
26:23Fantastic.
26:24Right.
26:25Felipe?
26:26If you stood Lauren here right now and ask her what she's done on the task, she'd probably tell you she's done the whole thing.
26:31However, I can't tell you one thing she's contributed.
26:34It's quite frustrating.
26:36Shroom.
26:37For Big Dog.
26:39Shroom.
26:40I think we're under attack for a second.
26:43Finishing touches.
26:45I drink Big Dog because I like to play hard, but work harder.
26:48We don't need the music.
26:49I think we've got everything we need here.
26:50Yeah, definitely.
26:51We've created an ad.
26:53It's the first one I've ever done.
26:54I think the end product is pretty good.
26:56Give me some high fives.
26:58I do feel like we might have played it a little bit safe, you know, going with a nice message.
27:02It still does the job, but is it really iconic?
27:05Who knows?
27:06Campaigns complete.
27:09Tomorrow, the pitch.
27:176.30am.
27:19Today, the teams must present their products to a panel of industry experts.
27:28But first, a stop off in the heart of midtown Manhattan.
27:34Obviously, being in advertising, coming to Times Square is like a dream come true.
27:40Oh!
27:41Oh!
27:42I'm just so emotional.
27:43Is it?
27:44I just feel so proud of what we have done.
27:47Big Dog, he's there!
27:49No way!
27:50That's our tagline.
27:51Guys, how pleased are we?
27:52We took out what dog would you be?
27:55As far as I've got to give it to them, right?
27:56They've done a good job with that billboard.
27:58They have done a good job.
27:59The Big Dog's been in the Big Apple.
28:01We can go into this pitch.
28:02I think we can smash it.
28:03This world is as big as our oyster.
28:05As big as we want to be.
28:07Next, time to pitch.
28:11My heart is racing now.
28:18Waiting, representatives from the ad agency.
28:21Plus, industry heavyweights Clear Channel.
28:24And from the drinks world, Britvik, Vita Coco and Fevertree.
28:30We stick to the script.
28:31We don't ad-lib.
28:33First up, Big Dog.
28:35Doing freestyle.
28:36I've got it here.
28:37That's it.
28:38Let's go.
28:39Let's do it.
28:41Watching from the UK.
28:43It looks excellent.
28:44Logo, the brand.
28:45Yeah.
28:46The rest of the team.
28:48I hope that their pitch comes across as well.
28:50The pitch is as good as that looks.
28:51My team are just going to pour some samples out for you.
28:52There you go, guys.
28:53Very nice to meet you.
28:55Keep talking.
28:56Don't be silent.
28:58Cheers.
28:59Nice jacket.
29:01God.
29:02James?
29:03Yeah.
29:04I should have a look at the bottom if you like.
29:05James?
29:06You're welcome.
29:07A minute of their time.
29:08Okay.
29:09So, our name and our brand and why.
29:10We came up with the name Big Dog.
29:11We went to create something that was the top, the leader, the next big brand and a global
29:26icon to make sure that we stand out amongst the giants that are out there.
29:30We see Big Dog as being the lifestyle drink of choice within the energy drinks arena.
29:35We've chosen bold lettering and bright colours to align with the US soft drink market.
29:41And our strapped line, its bark is as big as its bite, is really a metaphor for success
29:47and the American dream.
29:50I use Big Dog for its vitamin and energy.
29:52It keeps me working throughout the day and it helps me skate with my friends at night.
29:55Why drink Big Dog?
29:56Because I like to play hard, but work harder.
29:59Putting a textile top isn't easy.
30:01It brings the Big Dog out of me.
30:04We all feel energised after the Big Dog.
30:07That's the most boring advert I've ever seen in my life.
30:11Can you describe that decision as to why you omitted musical tracks for the US commercial?
30:17Absolutely.
30:18That was my choice.
30:20We wanted that emotional connection.
30:22A lot of the popular drinks on the market choose to go for the high octane, fast driving
30:28cars.
30:29And we wanted to show you something different, something slightly more innovative than what
30:32everyone else does.
30:33So we're showing it as a lifestyle choice.
30:36Having it all, wanting it all and doing it all.
30:38Good.
30:39Good.
30:40Well done.
30:41You have a very bold and fun logo.
30:44Yeah.
30:45That's not a phallic symbol in the centre, is it?
30:49Between the bee and the gene.
30:50It's definitely not.
30:51It's a bone.
30:52Thank you very much for listening.
30:53We really appreciate your time.
30:54Thanks so much, guys.
30:55Thank you very much.
30:56Cheers.
30:57You know what?
30:58I've never pitched to like 30 people before, but I really enjoyed it.
31:01That was good.
31:02I could get used to it.
31:03That was incredible.
31:04They bought into it and I think they liked the concept.
31:05At the end, you went a bit rogue, but it was good rogue.
31:06Next, Aqua Fusion.
31:13Looking on, Katie and Daniel.
31:16I'd love to be able to chance to pitch in New York.
31:19I'm definitely nervous watching the pitch.
31:22Everything that me and Daniel have created is in the hands of the US team.
31:29As a lawyer, Lauren's style of delivery is pretty straight-faced.
31:33I hope that In The Pitch Tree becomes a little more enthusiastic and energetic to match the
31:38American market.
31:40So how do you create a new product and make an impact?
31:44We sat down together as a very mixed group of people.
31:48We have Felipe.
31:49He's from South America.
31:50He's a lawyer and he's a family man.
31:52We've got Lauren.
31:53Believe it or not, she's also a lawyer.
31:55So it's a well-lawed up drink.
31:58And I believe that's given us really an edge to our product.
32:01Aqua Fusion, the name is obviously a fusion between water and fruit.
32:05In addition to that, there is a fusion in there of vitamins.
32:08But there's one specific claim that we can make due to the unique way that those vitamins are added together.
32:17And that this health claim is that it contributes to maintaining the normal function of the immune system.
32:24She's not engaging them very much.
32:27She's just...
32:29She is not a pitcher, dude.
32:32I don't care what anyone says.
32:33The TV ad is the star of the show.
32:36Felipe Spielberg's taking the reins for this one.
32:42Honey.
32:44Have you heard from him today?
32:46No.
32:47You know what?
32:48This won't let you down.
32:50Thanks, Mom.
32:51Thanks, Mom.
32:52Aqua Fusion is the only choice for my family.
32:55Great taste, added vitamins, you're free.
32:58You talk about the vitamins, yet your core ingredients of the fruit don't come into the dialogue at all as to what kind of benefit they provide.
33:08Obviously, we're being very careful in terms of what health benefits that we promote.
33:12But we just don't go into details of exactly the vitamins.
33:15I've got two lawyers here as well.
33:18Good save.
33:20We can't thank you enough for your time, and we hope to see you all soon drinking our product.
33:29This is it for me, this task.
33:30My business plan is advertising, my career is advertising, and my team here has done a good job.
33:36If we win the task, I'm going to go a long way in the process.
33:39If we lose, I'd say I'd be out the door.
33:41I think Lauren was a bit flat.
33:43Yeah.
33:44Parts of that pitch, it was very dull.
33:46Yes, Lauren was disappointing.
33:48Yes, I believe I would have done a better job.
33:51Mark, I believed in.
33:52I was happy for him to manage this task, and he pitched well.
33:54Fair enough.
33:57I feel really happy.
33:58I think the pitch went well.
34:00My team here in New York were a great team.
34:03We worked together really well.
34:05We were still a bit disappointed about the UK team.
34:07But, you know, we'll see.
34:08We'll see who was right.
34:10We tried to make this a good campaign.
34:12We've been ignored at every step, and if we do lose, they've only got them to blame.
34:17I'm hugely pissed off.
34:19I feel like we've delivered a great product.
34:21We've delivered great branding.
34:23The advert is the most boring thing that I've ever seen in my life.
34:27It's not even mediocre.
34:28It's just poor.
34:29Pitch is over.
34:32For the candidates, next stop, London.
34:41For the experts...
34:42Good afternoon.
34:43Good afternoon, Lord Sugar.
34:45A transatlantic conference call.
34:48The first team were bold in their choice of name and in their choice of graphics.
34:53And its bark is as big as its bite.
34:55It was a really, really strong proposition.
34:57Whereas their commercial...
34:59I thought it was, like, borderline tragic to have no music, to have no energy on it.
35:03The health drink, I definitely felt the emotional connection with the mom and the daughter and the son.
35:09I thought the brand was less distinctive and less powerful.
35:12It was no surprise that two of those guys were lawyers, because they played it safe.
35:17They were trying to be all things to all people, and then they broke through to now one.
35:22Thank you very much indeed.
35:24I couldn't have gotten a better bunch of people to appraise this whole task.
35:46You can go through to the boardroom now.
35:52Good morning.
36:10Good morning, Lord Sugar.
36:12Well, this task was all about launching a soft drink for the American market.
36:20So, I think we'll start off with tenacity.
36:23I felt confident that I could lead the team to success on this one.
36:27From there, we then went into splitting the teams based on who was best suited to go to America,
36:32and who was better to stay here in the UK.
36:34Right. So, how did that go down with everyone?
36:36When I got told to be in the UK, I felt, personally, there was a chance for me to show you other parts of my game.
36:43For example, I can brand something. I'm not just a salesman.
36:47And that was my opportunity to really show that. In fact, Mark's exact words was,
36:50make decisions and I will back you 100%.
36:54That's it. That's what you ended up with. Aquafusion.
36:57But if I was walking down a supermarket in the United States of America, this wouldn't stand out and smack me in the face.
37:02I agree.
37:03You cannot read it sometimes. Like, if you look from far away, we were quite disappointed that you couldn't read the taglines.
37:08Yeah. The whole thing, the poster, the television advert, is based around this thing here.
37:15And I've got to say, that is very, very bland. Very bland indeed.
37:19And what I'm thinking here is that with your claim that you do this all day long, it seems to me that, Mark, you have left the success of the whole project to them.
37:31No, I disagree. I listened to everyone in the room and I thought Daniel and Katie, well, Daniel said he was very, very creative and I felt...
37:38OK. It could be that your advert and your posters bring it in. So I think it's about time we looked at your advert.
37:51Honey.
37:53Have you heard from him today? No.
37:55You know what? This won't let you down.
37:58Thanks, Mom.
37:59Bye, bro.
38:00Hey.
38:01You got a big game today.
38:02Yeah.
38:03Well, you need this.
38:05Thanks, Mom.
38:06Aqua Fusion is the only choice for my family. Great taste, added vitamins, guilt-free.
38:15Right. I can see you're trying to tell a story of a family. I've got a girl, Lauren, who plays the part of someone who's been left on the shelf.
38:25Very much like that drink is likely to be also in the supermarkets.
38:30Safe. It's not that adventurous as far as I'm concerned. It's very safe.
38:35How did we get on with the pitch?
38:37I'm not here to make friends, so I'm going to be completely honest, Lord Sugar. Mark opened the pitch with a lot of confidence. I just felt Lauren took a lot of the information on. It lacked a little bit of enthusiasm.
38:49OK.
38:50Over to Team Summit now, Bianca became the project manager.
38:53I made it very clear at the beginning, we're not going to New York for a holiday. This is very much a business decision.
38:58Let's be honest, there's no way James wasn't going to New York, was there, James?
39:02Well, no, I actually said that, you know, my personality, you know, pitching was quite important.
39:07I mean, you know, no disrespect to our American cousins, but some are stereotypically loud and obnoxious, so I could see perhaps maybe why James might fit it in over there.
39:18But anyway, energy drink.
39:20Yes, I thought it was key to create a brand that had a name that was powerful, that was dominant, that people recognised. You've got to stand out from the rest, so that was the idea behind Big Dog.
39:29The brand name is good. Someone suggested that this might be Liquid Viagra. You, I believe, weren't too happy with it.
39:37At first, I have to say, I didn't love it. I thought it was a bit, erm, it sounded a bit silly.
39:44At first, there's an understatement. We had two, three days of them complaining.
39:49But, you know, we did go with the change. I don't think that's fair, Bianca. We did go with the change of spelling.
39:52I don't think that's fair at all.
39:53I do take some sympathy for the UK team, because I think they could have had more direction from Bianca. You know, they were left to their own advice a little bit.
39:59James, you called numerous times. Or you. Or me.
40:03They could have had more direction from you.
40:04I gave them loads of direction about my brand I wanted to do.
40:06James, James suddenly became an expert on branding and flavourings the second he arrived in America.
40:11Okay, okay, I got that. Let's take a look at your advert.
40:16Big Dog Experience.
40:19I use Big Dog for his vitamin and energy. It keeps me working throughout the day and it helps me skate with my friends at night.
40:24I drink Big Dog to keep me in tune with not only my music, but my studies too. It helps me concentrate and reach my goals.
40:31Why drink Big Dog? Because I like to play hard, but work harder.
40:34It brings a Big Dog out of me.
40:37Shoo! Shoo! Shoo! Shoo! Shoo!
40:39Shoo!
40:42Dear, oh dear.
40:43Less Big Dog, more Chihuahua.
40:46What was that?
40:48I was just trying to give them the words.
40:51What is the concept of that advert? I'm trying to work out. I've got their one of what they're trying to do, trying to tell a story. I'm trying to get what your one's all about.
41:01So the first individual, Leo, he is a championship award-winning boarder.
41:05Is he?
41:06He is, yeah.
41:07I see.
41:08And he uses Big Dog to help him.
41:09That's because you know that, but I don't see that from him.
41:11He's a boarder. He's a boarder. So he uses it for his fitness.
41:14And what's he then? He's not Mark Zuckerberg, is he?
41:17So he is a tech, he's an aspiring tech entrepreneur.
41:20Oh, really?
41:21Our remits.
41:22Aspiring tech entrepreneur in America, you know, it's a Zuckerberg type. Open collar, sweatshirt, T-shirt.
41:28It's standing there with a Cambridge tie on.
41:31And you had Joan Baez sitting under a tree. It's rubbish, right?
41:36We now go and we pitch to the experts that I laid on. How'd it go?
41:40I think it was a very positive, you know, people were nodding, they seemed to be quite happy.
41:45You had great personality and you were very engaging.
41:51It's time for me to round up now.
41:54I'll start with the advert, or summit.
41:57Your one was a complete nut, a joke.
42:03Tenacities was marginally better.
42:06However, aquifusion, the rest of your campaign was dull, dull, dull.
42:18Not for the American market.
42:22However, big dog, this brand is American.
42:26There's no question of it.
42:29The packaging was good, the branding's not bad, and the digital signage was very good.
42:36And so when I collated all this information together, in my mind,
42:40it is tenacity where more mistakes were made, as far as I was concerned, and therefore, summit.
42:52You've won.
42:56It's a good brand name.
42:57Big dog, you like it.
42:59James, stop.
43:01You can't help yourself, can you?
43:03You can't.
43:04You cannot help yourself.
43:06Look, from the heart of New York to the heart of the city of London,
43:09I'm sending you to a brand new restaurant at the top of the iconic Tower 42.
43:15I'll see you on the next house.
43:17Thank you, Karen.
43:19I'll see you back in this boardroom shortly, where we decide which of you will be leaving the process.
43:46Wow.
43:47That looks lovely.
43:48Very fancy, isn't it?
43:49Food's delicious.
43:51I'd be happy with a nice steak and eggs.
43:54I wouldn't say it was happy families all along, guys.
43:56I think they might have been at each other's throats a little bit.
43:58It wasn't Team Summit v Team Tenacity, it was Team UK v Team US.
44:02Strong billboards, strong brand, strong drink.
44:04You guys were a nightmare.
44:06We delivered the goods, though, delivered the goods.
44:08I think Team UK won.
44:09Yeah, I think Team UK won.
44:10But we made it.
44:11It's a big dog.
44:12Big dog!
44:14Cheers.
44:15Cheers, guys.
44:16I think it's very clear where we've gone wrong.
44:25That brand wasn't very strong.
44:27I felt like we were creative.
44:29Were we going down the right route, collectively?
44:32Maybe we could have, you know, had a bit more of a vision.
44:35It's an easy option for Mark to take me back in the ballroom.
44:37I'm a sitting duck, if you like.
44:39But me and Katie did do the branding 50-50, and also the advert was useless as well.
44:44Our TBR was better than the other one.
44:45It's not perfect.
44:46Yeah, but he said the fourth part.
44:48Had we had one that was really good, we may not be in this position.
44:52Even though the label has cost us at the end of the day, I had a team in the UK making decisions and trying their best.
44:58Lauren contributed nothing, so when you've done nothing, how do I back that 100%?
45:03Yes, Lord Sugar.
45:17Could you send the candidates in, please?
45:19Yes, Lord Sugar.
45:21You can go through to the boardroom now.
45:41Well, Mark, you were very forceful and wanted to be the project manager in this particular case.
45:46I wanted to prove to you after last week that I'm not a backseat person.
45:50OK.
45:51And I'm a contender in this process.
45:52Right.
45:53The thing is, I've understood from Nick, you said that the reason I want to be the project manager is because this is what I do for a day job and all that type of stuff.
46:01Is that right?
46:02That's correct, yes.
46:03But you don't do this for a day job?
46:04My day job is a sales manager of online marketing.
46:07Excuse me, because I'm 67 years old. What does that actually mean?
46:11So we do paid search across the internet and anything relating to getting on the first page of the global search engine.
46:19They're getting you up the pecking order on search engines.
46:21Correct.
46:22So you don't actually do anything involved in creativity of adverts?
46:26No.
46:27Now, here's where I see it. I'll give you a complete overview of where I see it. OK.
46:32Because, you know, what I've forgotten about marketing products, you haven't even learnt yet, any of you. OK.
46:39And I'm telling you, the starting point of any advertising campaign is the product itself. OK.
46:46No matter how good a salesman you think you are, you can't sell rubbish. OK.
46:51And here, we have got a very bland product. This is very insipid.
46:58Yeah. Dull.
46:59It looks a bit like what Big Dog does up against a lamppost, quite frankly. And you delegated that to those two.
47:06That's correct. I feel that Katie was the best place to make the contents of the drink.
47:10And I feel that Daniel, he did sit there and very confidently, he wanted to show you that he can do branding and he's more than just a salesman.
47:17Is this a case of keep your friends close but put your enemies in charge of somewhere else?
47:21No, I don't think so at all.
47:23I've seen myself firstly as a salesman, but when you put me there, I was more than happy to show that I've got creativity.
47:29The thing is, the thing you couldn't see is the brand name. This yellow got lost.
47:35Absolutely. Take your point, Lord Sugar. In hindsight, you know, aquafusion, the lettering should have been more predominant.
47:42I said the colours have to be really strong because of the American market.
47:45The flavour have to be strong because they like really strong flavour.
47:47Yeah, if you know so much about the American market, then you should have been in my shoes.
47:51No, the product is rubbish. The label is rubbish. Your advert was too bog, mate.
47:56Good point, Felipe. I got the feedback that you went into Fellini mode. It got carried away by yourself as a director.
48:03I think, and I defend my advert, that I think the advert did everything, Lord Sugar.
48:07Really? I think so.
48:08I used the terminology deluded with poor old Daniel here too many times. I think it's rubbing off.
48:14How can you defend that advert? It was rubbish.
48:17Lord Sugar, I am not the greatest director. It was the first time I did that.
48:20No, no, no. That is true. This was so boring. I mean, they said New York is a city where no one ever sleeps.
48:26I think you actually had sent them to sleep with this, to be honest with you. It was boring.
48:30Let's get on to Lauren. What did you actually do?
48:33In the brainstorm initially, it was my concept to come up with a healthy drink based on water infused with fruit, one I thought would appeal.
48:40Look, at the end of the day, I couldn't sit here and tell you one thing that she's done in the whole task, to be completely honest.
48:47Oh, that's not fair.
48:48The concept, the initial concept, was not just love anxiety.
48:51Yeah.
48:52We collectively, as a group, decided to make a healthier version of soft drink.
48:56It was backed by everybody.
48:57But initially, it was something that I brought to the table.
48:59Lauren, listen, all you say the whole time is, as I said before, but what she says the whole time.
49:03That's absolutely not true. I haven't finished.
49:05As I said in the brain task, as I said before, but no one remembers you saying these things.
49:09I feel like I take crazy pills.
49:11You were in the advert.
49:12Yeah, I was.
49:13I acted in the advert in terms of the direction and what we actually got.
49:17Of course, she did take part in the pitch.
49:19I took a key part in that pitch.
49:21Do you know what the expert said to me?
49:24It was no surprise that there were two lawyers.
49:26It was very cautiously played.
49:28It was a safe game.
49:30You showed your product to America.
49:32America didn't want it.
49:33You made the Piers Morgan of drinks.
49:36You know, it's as bad as that.
49:43Mark, who are you bringing back in the boardroom with him?
49:46Ah, OK.
49:47This is...
49:48Lord Sugar is quite tough, to be fair.
49:52Lauren will certainly be one coming back in.
49:56And, regrettably, I'll bring Daniel back in as well.
50:01Sure.
50:02OK.
50:03Felipe and Katie go back to the house.
50:12It appears to me that Mark is very definite about bringing Lauren back in here.
50:16Clearly struggling about Daniel.
50:19I'll be interested to hear what he has to say about him.
50:22It makes no sense, Lord Sugar whatsoever.
50:23It absolutely makes no sense.
50:25We'll find out why in a minute.
50:27OK.
50:28Step outside and I'll talk to Karen and Nick and we'll decide who's going.
50:33Daniel is Daniel.
50:34Best salesman, best this, best pitcher, best at everything.
50:47And I wonder whether he's past his sell-by date.
50:50Lauren, so many people saying she doesn't do anything.
50:54She comes out with long speeches as if she's talking in a courtroom.
50:57To be honest, Alan, it was more like a sermon than a pitch.
51:01Mark, though, I mean, first time he's been project manager for you.
51:05Terrible product.
51:06I like the way he managed it, to be quite honest with you.
51:13Yes, Lord Sugar.
51:14Send the three of them in, please.
51:15Yes, Lord Sugar.
51:17Lord Sugar will see you now.
51:33Mark, let me ask you a point-blank question here.
51:35Mark, you and Daniel, are you like oil and water?
51:38Why did you bring him back here?
51:40At the end of the day, he's responsible for that logo.
51:42However, I didn't want to...
51:44No, I wasn't, actually.
51:45Just let me finish, mate. Sorry.
51:46I wasn't, though. There's no point lying about it.
51:47I mean...
51:48Let him finish, then you can talk.
51:50So, you know, Daniel's been a turkey on a couple of tasks
51:53and we've clashed personalities
51:55and I didn't want it to look like I've brought him in here
51:58as a personality discrepancy.
52:00I brought him in here because that logo's wrong
52:03and that's why he sat here.
52:04So, why's not Katie here, then?
52:06Daniel, that is...
52:07Don't avoid the question!
52:08Because something tells me
52:09that you had the most responsibility about that
52:11and Katie was very, very good with the ingredients on the drink
52:15and preparing us around...
52:16I picked the ingredients.
52:17So, how did you work that one out?
52:18I picked three of the ingredients.
52:19Actually, I should have brought you in without hesitation.
52:21You actually said, with regret, Daniel's got to come in the ballroom.
52:24Yeah, because you were sensible for once.
52:26You've got no reason.
52:27You've got no reason.
52:28I don't like people that talk rubbish, Daniel,
52:30and if I had a pound for every time you spoke rubbish,
52:32I'd have the 250 grand and I'd be at home.
52:34Another saying.
52:35How long have you been sitting on that for?
52:36No, listen...
52:37Another saying, right?
52:38You are an absolute...
52:39Boring.
52:40I can't believe it.
52:41Look, I can see straight through you, Mark.
52:42You think of these sayings, you try and articulate yourself well.
52:45Yes, maybe you're educated a bit better than myself,
52:47but when it comes to actual business, you're empty, mate.
52:50I had to pull along this task.
52:51I had an opportunity to show my creativity.
52:53I took on the key decisions.
52:55Where was the creativity, then?
52:57Um, it was...
52:58I can tell you...
52:59You know, yellow on yellow on yellow.
53:01It doesn't work on yellow.
53:02100% agreed.
53:03Well, you keep 100% agreeing with me.
53:06But, you know, where's the fault, then?
53:08Where's the fault in this task?
53:09Um, in my honest opinion, I'm not scapegoating anyone.
53:12It's not the way I work.
53:13Mark did a good pitch.
53:14It has to be Lauren for lack of input.
53:16I mean, to say, Lord Sugar, that I'm outraged to be sat here
53:19is an understatement.
53:20I mean, I contributed so much to this task.
53:22The concept.
53:24I was...
53:25I acted in it.
53:26I pitched.
53:27What did you contribute?
53:28You didn't come up with any ideas for the advert.
53:29You didn't direct it.
53:30You didn't edit it.
53:31What did you contribute, except for the website?
53:33And even then, you wanted your hand holding.
53:35I was in every single bit of the task.
53:37I'm not here to say, you know, I did this,
53:39or this was my idea.
53:40It was a team effort, and that's where you were lacking
53:42in the whole thing.
53:43It was a team...
53:44But I've contributed a lot.
53:45I just told you what I've contributed.
53:46You haven't.
53:47You haven't.
53:48At the end of the day, Lord Sugar.
53:49That's ridiculous.
53:50Lauren doesn't contribute at all.
53:51Oh, absolutely.
53:52And she wouldn't last in my business.
53:53Right at the start of this, I put myself forward as
53:54project manager.
53:55I wasn't chosen.
53:56You misrepresented yourself, Mark, however you want to say it.
53:58You wanted to go to the USA.
53:59You put yourself on that team.
54:00I was in it, Lord Sugar.
54:01Are you saying that he's responsible for the failure of the task?
54:03Yes, Lord Sugar.
54:04Yes, Lord Sugar.
54:05He took none of the decisions himself.
54:06Mark, who do you think is really responsible now for the failure of this task?
54:09I haven't listened to all of this.
54:10It's 100% Lauren.
54:12I'm responsible for the failure of this task.
54:14Because, listen, because Daniel, although that logo let us down, he still contributed
54:19in other bits of the process.
54:20But it doesn't make any sense whatsoever.
54:21You've heard why we failed and none of it was me.
54:24None of it was me.
54:25Yeah, none of it was you.
54:26That's why you're sat here.
54:27Lauren, you're obviously a very smart person in as much as you're a solicitor.
54:37But I've heard from Nick and from Karen that you do tend to stand back a little bit.
54:44Last week, I remember saying to you that I haven't seen anything from you.
54:49And here again, this week, I'm hearing that all you did was you acted in the film
54:54and you didn't do anything much else again.
55:01Mark, you wanted to be the project manager.
55:05You sailed close to the wind in explaining to your colleagues
55:09why you thought you were qualified to be there, okay?
55:12I felt in the past that you were ducking things a little bit
55:16and so I think you felt you had to be project manager here.
55:20But you haven't done a good job on this, I'm afraid to say.
55:24Daniel, you say you wanted to prove something to me.
55:29You haven't proved anything, really.
55:31You keep saying you're a great salesman.
55:33I ain't seen you sell anything.
55:35You keep saying you're a great presenter.
55:37I haven't seen you present anything.
55:38And now on this creativity side, it is not very good at all.
55:43Are you responsible for the failure of this task?
55:46That's another question.
55:47This is very tough for me, but here it is, Mark.
55:58I think that you made a fatal error.
56:00You made a fatal error in not sitting down and closing your eyes
56:04and thinking to yourself, what are these other four colleagues good at?
56:08Two bloody lawyers you stick in front of a bunch of marketing people.
56:14Dull, dull, dull.
56:16And whether you like it or not, he can talk.
56:18So maybe he should have come over and done a bit of pitching.
56:21I've made my decision, and my decision is this.
56:30From my instinct and gut feeling, Lauren, I don't think you're for me.
56:36I don't think you're my business partner.
56:38Lauren, you're fired.
56:40I'm still really shocked because I couldn't have even been in the boardroom,
57:01let alone being fired.
57:03Daniel and Mark, obviously, tactically turned on me,
57:07but there's nowhere for Mark and Daniel to hide.
57:10You know, their day will come.
57:14Big Dog.
57:15Big Dog won it for us.
57:17Big Dog won it, didn't it?
57:18It did not win it.
57:19James, the whole task was not won because you chose the name Big Dog.
57:24James, I think you're getting a bit carried away here.
57:26What was it for?
57:27Hey!
57:28Nice.
57:33Oh, my God!
57:34They call me the cat, but the problem is I'm really running out of lives.
57:41Now, nine candidates remain.
57:44Lord Sugar's search for his next business partner continues.
57:51Next time...
57:52I'm sending you to the Royal Bath and West show.
57:56Mudslinging...
57:57I'll be straight with you. It's a complete poor decision.
57:59There's no logic behind it.
58:00At the end of the day...
58:01He's the project manager here, not you.
58:02Listen, listen.
58:03Ruffled feathers...
58:04My advice would be to tell the truth.
58:07Yeah, it might be your advice, but what do I want to do?
58:09Today it's important what I want to do, isn't it?
58:11And in the boardroom...
58:13If I put you in a team of one years to have an argument...
58:16A cull.
58:17You've got a lot to learn.
58:18You're fired.
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