- 2 months ago
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00:00I've had them all in here. Chancers, posers, brown noses.
00:06Lord Sugar is on the hunt for a brand new business partner.
00:09Never, ever underestimate me.
00:12Fighting it out for his funding, 16 ambitious entrepreneurs.
00:18I'm not impressed at all.
00:19You know, I can chuck the whole bloody lot of you out if I want to.
00:22Let's go, let's go, let's go!
00:24It's a deal worth fighting for.
00:26I've never seen a pair of boards like that.
00:28Action!
00:30Service!
00:32Pow!
00:33You should have come up with an idea, everyone.
00:36I was talking and you kept batting in.
00:39Who took my unicorn sparkle stars?
00:4216 candidates.
00:44Have some respect.
00:45Please, you don't know anything about respect.
00:4712 tough weeks.
00:51One life-changing opportunity.
00:53You're fired. You're fired.
00:55You've screwed it up.
00:57You're fired.
00:57I want you to design a brand new roller coaster.
01:11Scarlett was in the driver's seat.
01:14We want the fastest launch and obviously the most loops.
01:17Yeah.
01:17But steered their sci-fi ride down the wrong track.
01:21Sounds like a lot of loops, so hopefully you'll provide seat packs.
01:25Lottie and Thomas collided.
01:27Do you want my input because I've done...
01:29You've given it.
01:30And in the pitch...
01:31Ready for take-off!
01:33It was ups and downs.
01:36It actually made me feel quite sick.
01:38On the other team, project manager Karina had direction.
01:41I've never done a backwards drop.
01:44Can you do that?
01:45Yeah, yeah, yeah, you can drop backwards.
01:47But Ryan Mark's poster went off course.
01:50Why is there a hand, please?
01:52The logo, it looks a little bit alien to me.
01:55That mysterious figure isn't really an alien.
01:57It's whatever you want it to be.
01:59In the boardroom, Karina's roller coaster came out on top.
02:03They voted for your one as the best.
02:06On the losing team...
02:09Dean, bit of a ducker and diver.
02:12..there was one last twist.
02:14You are the project manager in the next task, OK?
02:17But for Aisha, it was the end of the ride.
02:20I think it's a little too late.
02:24So, Aisha, you're fired.
02:26Now, ten candidates remain to fight for the chance to become...
02:30..Lord Sugar's business partner.
02:36..4 a.m.
02:45Hello?
02:46Good morning.
02:47Lord Sugar would like you to head to the London Stadium in Stratford.
02:51Please pack an overnight bag.
02:53The cars will be outside in 45 minutes.
02:56Guys, we're going to Stratford.
02:59Pack an overnight bag.
03:01Big day for us, especially for me, mate.
03:03First time being PM.
03:04How am I going to pack a hot carver?
03:06I've only got to Stratford to go to Westfield and they're shopping.
03:09So, I don't know what I do.
03:12Nice.
03:22I'm not going to put myself forward for PM if it's not the right task.
03:26I feel that other people have made similar errors and they've lost.
03:30I'm going to nominate you.
03:31And I'll nominate you back?
03:32The London Stadium.
03:39Site of Olympic glory in 2012.
03:43Home today to West Ham United Football Club.
03:46Good morning. I'm sorry I can't be with you today because I've been called away on urgent business.
04:03Now, the stadium you're standing in right now, it's been the focal point of a major rebrand for this part of London.
04:11For your next task, you're going to be rebranding the country of Finland.
04:17Finland is best known as a winter destination, but I want you to create an advertising campaign that will entice UK visitors to Finland in the summer months too.
04:31You'll need to create a logo, a digital billboard, and half of you will head to Finland to make a 30-second television advert.
04:41You'll be pitching your campaign to industry experts, but ultimately, I will decide whose advertising campaign is best.
04:50So, good luck. I'll see you back in the boardroom in a couple of days' time, where at least one of you will be fired.
05:00Lord Sugar would like to mix the teams up, so Marianne and Thomas, you switch with Karina and Lewis, please.
05:05OK, everything clear?
05:11Yes, Claude. Off you go.
05:15Three days to turn Finland into a top destination for summertime tourists.
05:20We're now in unison.
05:21Hello.
05:22Feels weird, doesn't it?
05:23This is strange.
05:24First job...
05:25I am happy to put myself forward as a PM.
05:27Choose a leader.
05:28My strength would be, obviously, in, you know, I've been to a lot of countries, and I am a sunseeker, so I love to go to, you know, summer places, and so...
05:39I feel that I have a strong visual eye. I've obviously worked in the previous marketing tasks.
05:44So you're putting yourself forward as a PM?
05:46Well, we're just discussing experience right now, aren't we? So I haven't said that.
05:49I would very much like to put myself forward as project manager for this task.
05:55OK.
05:55I don't have a tremendous amount of branding experience, but I'm very good at knowing the strengths of my team members and ensuring that everybody's communicating and marching to the beat of the same drum.
06:04OK?
06:04On this one, I would go with Marianne as a PM, but that's really because I haven't worked here before.
06:08No, no, I'm not. Listen, well, just to follow up on Thomas, I guess I'm going to vote for Jemlin.
06:12Yeah.
06:12For that reason.
06:13So the deciding vote is down to you?
06:15Well, I think based on what both of you have said, I'd be happy to go with Marianne as PM.
06:25I had a deciding vote, and I thought out of Jemlin, who I've been managed under before, and it was an absolute calamity, I thought that Marianne would be the best option for this task.
06:36All right. Let's get started.
06:41Captaining the other team...
06:42Tim, I'd love to hear your thoughts about the different experiences in the target markets.
06:49Lewis, I know you've obviously worked a lot in travel. I'd be interested to hear them.
06:52Eh, I think backpackers are awesome.
06:54These guys will get involved in everything traditional, but everything adventure.
06:58Hmm.
06:58I mean, backpackers, I feel like that's the sort of key with social elements, like bloggers, if you want to steer down that route.
07:05I'm leaning towards backpackers.
07:06I would personally say empty nesters would be the best. I mean, my grandparents and my parents, all the children have left home, and they spend months every year abroad.
07:15Yeah.
07:16There's so much potential.
07:18For me, I'm then sliding towards the empty nesters. Are we happy with that?
07:22If I'm honest, the one that really stands out to me is backpackers.
07:25You know, I mean, Lewis, you're an expert in this, so, you know, I'll trust you on that.
07:29It'll be interesting to see how Dean, he does in a leadership role. I think he's sort of fed of us a bit, you know, what do you think, what do you think?
07:35But first-time PM, hopefully he'll get used to it and grab the reins.
07:40Also talking over who to target...
07:43Maybe we're trying to attract a new market to Finland. There's a market for the Hesbun and Gay community.
07:48Marianne's team...
07:49Did you want to think about LGBTQ plus? It's very broad as well. I mean, anyone can be LGBTQ plus.
07:56Yeah, I'm right through.
07:57Because a lot of these people might also go to, like, the Helsinki Pride.
08:00So, I think the Helsinki Pride thing is definitely an attraction, because it attracts 100,000 people. Do we all agree, then?
08:06We all agree, yeah?
08:07Yes.
08:08Next, work out who goes where.
08:12So, Finland team, we have Pamela, Gemilin, Ryan Mark.
08:17And I think that the sub-team leader is likely the best person to be the director, which is behind the camera.
08:23And I think I want you in front of the camera.
08:25So, Gemilin, I would like you to be sub-team leader if you're comfortable taking on that.
08:28Yeah, of course.
08:28Okay.
08:30On the Finland team, it'll be Louis, Lottie and Scarlett.
08:34Louis, I'd like you to be sub-team leader.
08:35Obviously, the whole tourism, branding, marketing, right up your street.
08:38And in the UK, myself and Karina.
08:41Finland team, have a safe flight. Enjoy it.
08:44Thank you very much.
08:44Thank you, and good luck to you guys as well.
08:4711am.
08:48I've got some headshots in here so we can look through.
08:51While the London half of the teams stay on to cast their actors...
08:54Hugo.
08:55Hugo and Ryan Mark made me enjoy a nice sauna, a nice hot tub.
08:59The rest head off to Finland.
09:03I've never been to Finland before.
09:05I used to hang out with a Finnish girl at university, but that's about it.
09:07Yeah, so I don't think that's the same.
09:09But I think the most important thing is, is that we make sure that we represent the Finnish really well as well.
09:13Do them proud.
09:14Yeah, do them proud.
09:15I don't want to have angry Finns coming after me.
09:18Do you know what I mean?
09:22Heathrow Airport.
09:25Before teams take off...
09:27We've got the Woodland Cabin.
09:29...a chance to talk through TV ads.
09:32There is a sauna and there is a, and there is a jacuzzi.
09:35I feel that we should target a young couple who have just come from the Helsinki Pride events and they're making their way to the cabin retreats.
09:43Yeah, I like the fact that, you know, something that will show the love of two people, no matter what gender they are.
09:49I just want a lot of connection, a lot of, like, wow, look at where we are, this is so relaxing.
09:55And then some pictures of the scenery around them and, you know, something that says, like, I want to be there.
10:04They've got a vague idea of a couple setting out to a cabin.
10:08I mean, it's a bit wishy-washy.
10:10They spend hardly any time talking about the storyboard.
10:13When you actually come to make a 30-second commercial without a plan, it'll be very difficult.
10:19I want a lot of, you know, actively hugging and possibly kissing.
10:24We have to wait to see who the actor is before you're proposing all of this action.
10:31Across the hall...
10:33So we've got Jetty on a Lake. That's great for our backpackers' adventures.
10:38Precisely plotting out their storyboard...
10:40Let's break into six scenes, five seconds on each scene.
10:43...marketing man Lewis.
10:44So scene one is going to be the camera pans over and it's coming down as they're walking down the jetty, right?
10:49Yeah.
10:49The second scene is they're running off, jumping in, splash.
10:52Yeah, yeah.
10:52The third scene is paddleboard, kayak.
10:54That brings us on to scene four.
10:55I'm thinking it's going to be them just pulling on a different shirt and then the next scene is them sat around chatting, mingling, laughing.
11:00On the boat, yeah.
11:01There's your story.
11:02I think it's right, I'm going to have to take the role of director in terms of creating the video, because I think I'm the only one with the skills.
11:08I've done that before.
11:09You know, I can see the sort of vision that we're trying to create.
11:11I think the guys are on board with it.
11:12But it's going to look great.
11:14Let's go catch a flight.
11:15Let's go.
11:158am, central London.
11:25Base for both halves of the UK team's leading marketing agency, NGIN.
11:30Ignore this terrible drawing.
11:32First job for Marianne and Thomas.
11:34This is the effort, elongated, yeah?
11:37In the shape of the flag.
11:38Create a logo for their campaign.
11:41Yeah, that's nice.
11:42Can we do some tree outlines?
11:44I'll tell you what, type in Norwegian tree.
11:46Finland tree.
11:47Finland tree.
11:48I'm all right, mate.
11:48I'm all right.
11:50I want to stay away from Christmas trees, because if they're too bushy, they're not going to be clear on the logo, I don't think.
11:57If not, what we can do is put a white outline around them, yeah?
12:02See what?
12:02See, they stand out and they look like they're all together, yeah?
12:05Mm-hmm.
12:06Oh, if you're right with me, Marianne, let's make the A or the B into the rainbow flag, yeah?
12:10So what about, do you not like the L?
12:11Because L, G, B, T, Q.
12:14No.
12:15You don't think so?
12:16No.
12:17This is what I was going to do, yeah?
12:18Make that so the same as the Ds, the rainbow flag as well?
12:22I'm driving mad on our wheel.
12:24Managing Thomas is no easy task, and he deals much better, I've learned, with a soft touch.
12:29My mom taught me that.
12:30It works with my husband.
12:31It works with Thomas.
12:33Oh, there we go, bosh.
12:34It's not a bad little logo, that.
12:38Next door.
12:40We've got a strapline already, haven't we?
12:41We do.
12:42Explore Finland.
12:43Experience endless adventure.
12:45Targeting backpackers Dean and Karina.
12:48Have you got any immediate ideas?
12:51Um, what do you think?
12:52So I've got a vision of maybe the Explore word would be somehow hanging off to Finland,
12:58and then I thought maybe to get the sun element in, beaming down over our logo, like that.
13:04What colour?
13:05What are you thinking?
13:06Green, because of the element of the outdoors.
13:08Outdoors and nature.
13:09That might tie in.
13:10I can see it now being very outdoors-esque.
13:13Did you have any other, like, immediate ideas?
13:16Um, yeah.
13:18North Sugar has made Dean the project manager.
13:24He wants to see more from Dean.
13:25Unfortunately, I thought he contributed very, very little.
13:29Basically, Karina came up with the ideas, and Dean's only idea is to ask Karina,
13:33what's your idea?
13:34Perfect.
13:36Yeah?
13:37Yeah.
13:40Finland.
13:42130,000 square miles of unspoiled terrain and breathtaking scenery.
13:49Oh, wow, it is beautiful.
13:50Oh, my goodness.
13:51We've got to be able to sell this.
13:53For both teams, a first look at their filming locations.
13:57Can you smell the, like, trees?
13:58There's the trees.
14:00Let's get to work.
14:01Not time for naps.
14:05It's all over my coat.
14:09Lake Tussola.
14:11You're going to be at the end, facing us, and then we're going to run, ready to jump in.
14:15Already shooting his first scene for their backpacker ad.
14:19So, you're going to go there, I'm going to go here, you're going there.
14:22Director and leading actor, Lewis.
14:27Get the jump in, and then get the drone round for the front shot.
14:30You want to have a look this way, or that way?
14:32No, no, more.
14:33I want to see their faces as they run to it.
14:35Not got much time, so we need to stop talking about it and do it.
14:41Right, come on, guys, need to move.
14:42We need to have a shot in here.
14:43So, next shot is going to be kayaking, paddleboarding.
14:46Ideally, we want to get it from the water.
14:47We'll try and transition with a splash in the air.
14:52I have had a sweat on all day, running around like a blue-ass fly.
14:56I feel like I'm doing the PM side of it, sub-team leader, and I'm acting.
14:59But it is the biggest part of the task, and it is the hardest one.
15:01Do you know what? I'm a team player, right?
15:04I am knackered.
15:08At the Forest Spa retreat...
15:10Right, Mark, you look at home.
15:12Promoting their post-pride getaway...
15:15I want them to be there romantically,
15:18and then I want, like, a panoramic of the scenery.
15:22Director Gemilin sizes up shots for her first scene.
15:26Action.
15:29I want maybe this one to be a bit more panoramic.
15:33Okay.
15:33I just think if you could get it all in a very short space,
15:36like in four seconds, the cling and the scenery.
15:38Yeah.
15:39I wasn't going to not get it.
15:40I said, we're going to get all the scenery.
15:43We can't have everything going around each time,
15:45otherwise we won't have any time.
15:46Remember when we edited, we can play with the editing hugely.
15:50Like, we can do 17 hours of filming and then put them into 30 seconds.
15:54Let's shoot the sauna now.
15:55There's a lot of ideas and a lot of strong opinions,
15:58but I'm the lead on this one, I'm the director.
16:01Whatever I say goes, I know exactly what needs to be done,
16:04and that's exactly what's going to happen.
16:06Yeah, that's it.
16:07Yeah, perfect.
16:082pm, central London.
16:14Coming up with a concept for the famous Piccadilly Circus billboard...
16:18Have you got any sort of immediate ideas?
16:20Obviously, it's 10 seconds, it needs to be catchy.
16:23Dean and Karina.
16:24For me, it's very much potentially, you know,
16:28you have to remember the little backpacking things.
16:31You?
16:31What are you thinking?
16:32What about if we start the screen with this is London, rain,
16:38escape the doom of gloom, and then the next thing,
16:40shoot to explore beauty, this is a beautiful lake.
16:45Two beautiful scenes, but the point we're trying to make
16:48is that you can experience these scenes in the morning,
16:52in the afternoon, or at night.
16:54Yeah.
16:55And then, um...
16:56Did you have any other ideas?
16:59Hmm.
17:00Can I just quickly show you my idea, quickly, on the board, quickly?
17:06Selling his vision for the big screen...
17:09Scene one, there's a couple, they're at the Helsinki Pride.
17:12Thomas.
17:13Next one, and they're sitting in a beautiful jacuzzi bush.
17:19Yeah, OK.
17:21It will look good.
17:23Concept nailed.
17:25Next, bring it to life.
17:26First, I want you just to dance, looking straight ahead,
17:29enjoying yourselves, you're having fun.
17:31Do the moves, do the moves.
17:33Do the lawnmower.
17:35Got the moves, Jake, didn't you?
17:36Is this you on a Friday night, yeah?
17:39Awesome.
17:39You guys are doing lovely.
17:40Give each other a hug.
17:43OK.
17:43Oh, I love the hug.
17:44OK.
17:45Woo!
17:46Oh, buongiorno.
17:48I honestly do think people are going to start going to Finland
17:51on the back of this billboard.
17:52I actually do.
17:53They're going to walk past and go,
17:54Bosh, look at it,
17:56and then get on their phones onto the internet
17:58and start booking flights to Finland.
18:00It's got nice eyes.
18:01Give us your arm.
18:02Go on.
18:04Aw.
18:05Thanks, guys.
18:07Next door...
18:08I feel like we should hold it...
18:10Yeah, look, we're getting couple shots.
18:11..and look sad, like, oh, we're in dreary London.
18:13Dean and Karina put the fun into Finland.
18:17Big smile.
18:18Like laughing.
18:20Looked like I've just told you a good joke.
18:24Ah, I'm having the time of my life.
18:26Ah.
18:27OK, how much time?
18:28Yeah.
18:31I'll do something.
18:33I'll wake up and as I put them on, I'll fall over.
18:35Do that.
18:35OK.
18:36I hope this is going to look as funny as I hope it is.
18:40Oh!
18:41Oh, that's really hurt.
18:43Things I do for this thing.
18:464pm, Finland.
18:48The last shot will be there.
18:51As Lewis shoots his final scene...
18:53Action.
18:54Keep it.
18:55Keep it.
18:55At the romantic spa retreat...
18:59Let me take a look at that shot.
19:01Scene four, take six.
19:03I just don't like this pose, you.
19:05Can we not come at it at that angle?
19:06No, the colour is annoying me.
19:07One second.
19:08I know you're trying to give me good advice, but I'm directing this.
19:13No, I'm just seeing the angle, OK?
19:14So relax a bit.
19:15No, I am relaxed, but I am directing.
19:17Can you just see the angle over there?
19:19Because we're not doing that just yet.
19:20So let me see.
19:21Because you have the bun, you have the will.
19:23No, I don't like the bun.
19:24We already have this bun.
19:25We already have that one.
19:26Do you want to have a look?
19:27Sorry.
19:27Yeah, I'm not wild.
19:29Why are you dismissing what I'm saying?
19:30I'm just saying.
19:31I am the director.
19:31I'm just going to get your opinion, sorry.
19:32Guys, guys, guys, don't argue.
19:33Why, excuse me?
19:34You can't just dismiss the director and put the table on me like that on my face.
19:37You're crazy.
19:38Have some respect.
19:39Oh, please.
19:40You don't know anything about respect.
19:40Can I have that, please?
19:42OK.
19:43Gemma Lynn is like a dictator when it comes to directing.
19:45She doesn't want to explore anything but her own vision.
19:48And that is becoming incredibly annoying.
19:51She shouts over the top of what you're saying.
19:54Then she zooms past, running around like a headless chicken.
19:56From day one, we didn't have a storyboard.
19:58And I felt that the time was spent ineffectively.
20:01And that's a wrap.
20:066 p.m.
20:08Back in London.
20:09The backgrounds that we're envisioning are Helsinki Pride related.
20:13For the Billboard team's finishing touches.
20:16Look at that.
20:17They're just showing you how many people are there, didn't they?
20:20So what you could do is you could have us dancing, then flash to us, then flash to this,
20:26then us dancing, so you know that them two are in that crowd dancing.
20:30Let's just make sure that we're capturing the scenery, which is really important.
20:33We're painting a picture of Finland, not Helsinki Pride.
20:36That's all.
20:37I don't want to belabor the issue.
20:39I'll go.
20:39This team is in danger of focusing their campaigns so much on the Pride event that it feels like
20:45a campaign for the Pride events and not for Finland.
20:48How would you even know you're in Finland?
20:51What's in the background of you guys dancing?
20:53Well, we just put some grass or something.
20:54Just some floor.
20:56That's it.
20:57And look, so put that one on there, because everyone's dancing.
21:00It just don't make sense.
21:01I know.
21:01We don't have time.
21:02Across the hall...
21:06Oh, look how good I look here.
21:07Oh, Jesus.
21:09...reviewing their highlights...
21:11Is that funny?
21:12Yes!
21:13Dean and Karina.
21:14That might win a BAFTA.
21:17We need to get the 24 Hours of Sun in here.
21:19Witness Finland's 24 Hours of Sun.
21:22Can we have the logo coming in?
21:24Towards the end, yeah?
21:25Yeah, towards the end of that.
21:26Fading that out onto the logo with black backgrounds.
21:28Yeah, like coming in.
21:29That looks better on black.
21:30How good is this logo?
21:32This is too good.
21:33It should be legal.
21:34Piccadilly Circus is filled with so many adverts, so many promotions.
21:38And so we've got to stand out.
21:39And how are you going to do that?
21:40By grabbing people's attention.
21:41It's got to be funny.
21:42And it is funny.
21:43So hopefully tomorrow, people will be telling me,
21:45Oh, are you that guy in that billboard?
21:47And I'll be like, yes, that's me.
21:48Wow.
21:49Mesmerising.
21:51Phenomenal. Sensational.
21:52Oh, it's beautiful.
21:55Billboards complete.
21:57Ads in the can.
21:58Tonight, Finland teams fly home.
22:02Tomorrow, pitch campaigns to industry experts.
22:097am.
22:11Popo!
22:12Like that?
22:13I do.
22:14Yes!
22:15For Marianne's team...
22:16Escape to Finland, where pride meets joy.
22:19A first look at their logo and billboard.
22:23Look, Helsinki pride.
22:25Ah!
22:26There's us in the pride.
22:28There's a look of love.
22:29Look at that.
22:29Oh, look at that love.
22:30Look at that love.
22:31It's very convincing.
22:32The only thing I'm a little concerned about is that it's promoting the Helsinki pride.
22:38Well, that's like the biggest attraction for our community, isn't it?
22:41No, yeah, yeah, I know.
22:42But we're trying to link into having a retreat, a relaxing time, so that can actually promote
22:47the other side of Finland.
22:49The first thing Gemini said was, are you sure that there's too much pride?
22:54And I thought, hang on a minute, we've completely hit the nail on the head.
22:57The LBGTQ community is who we're targeting.
23:00So Helsinki pride, that's a massive selling point for Finland.
23:06Next door, unveiling his designs...
23:10Oh, I like that.
23:11That's really...
23:12Yeah.
23:12Really?
23:13Dean.
23:14The marketing guru, I want to hear from you.
23:15So, in my opinion, right, for a logo, you want it clean, clear, and you want to say
23:20what it is on the tin.
23:21It's good, isn't it?
23:22Shall we show you our digital billboard?
23:24Yeah, absolutely.
23:27Witness Finland's 24 hours of sun.
23:30Is that fun?
23:31I mean, that says...
23:32It's not going to make you laugh, but...
23:33It says what it is.
23:34We feel our logo looks really good with a black background.
23:36It really brings out the green in a nice way.
23:38I will say that the white...
23:40Do you think it looks better on white or black?
23:41I think 1,000% white.
23:42White.
23:42Oh, really?
23:43Green on black plays with your eyes, whereas that looks really clean.
23:45Yeah.
23:45Exactly.
23:46Yeah, yeah.
23:48It's not, like, the most amazing billboard I've ever seen, let's be honest.
23:51But, you know, these guys don't work in marketing, so I think, yeah, it's down to this video advert
23:55that's really going to make the difference during this pitch.
23:598am.
24:01Before this afternoon's pitches, half of each team will edit their TV adverts.
24:07We've got to make an amazing video now.
24:08We'll really sell it because the billboard, you know, we can work with it.
24:10It's not amazing.
24:10The key thing that I thought when I looked at the black was that Finland's dark for all
24:15of the winter, so we definitely don't want it to be black.
24:18We want it to be white.
24:18It's light.
24:19It's summertime in Finland.
24:20The rest will gather feedback on their billboard.
24:26Here, look, Marianne, let's look at the Piccadilly Circus over there.
24:28Shit.
24:28Oh, my gosh, that's massive.
24:30Big as a tennis court.
24:32What?
24:34Piccadilly Circus, home to Europe's largest billboard.
24:38Oh, look at that.
24:42That is a strong bit of branding.
24:46After seeing this ad, would you see Finland as a LGBTQ plus destination?
24:51I'd say yes.
24:52I think it looks really fun.
24:53Yeah, it seems like a very open-minded country.
24:55Watching that video, what did you read from it?
24:57I think it seemed more like an advertisement for pride in general.
25:01It just happened to be in Finland.
25:03OK.
25:04It was all about an event, wasn't it, rather than about the actual place of Finland.
25:08There was nothing there of the actual scenery.
25:13In the pitch, I have no doubt that the prominence of Helsinki Pride
25:17and that billboard is going to be mentioned,
25:19so we're going to need to find a counter-argument to that,
25:21and I'm going to put Thomas in charge of doing it.
25:25Arriving to see their billboard up in lights...
25:28Oh, here it is, here it is, here it is.
25:29Dean and Carina...
25:31It makes sense, doesn't it?
25:32Yeah, the black and white is actually quite nice.
25:34Quite effective, isn't it?
25:39Hello.
25:39Did you manage to see our ads?
25:41Yeah.
25:41I mean, for us, we were targeting sort of backpackers, adventure, outdoors.
25:45Could you sort of tell that?
25:46Definitely.
25:46Oh, brilliant.
25:47With the canoeing, yeah.
25:47The tent was kind of funny.
25:49Yeah, okay, good, good.
25:50I'm glad you laughed.
25:52Did you see the 24 hours of sun?
25:54No.
25:54No.
25:55OK.
25:55I think maybe I would change the black background, maybe.
25:58OK.
25:58Make it a bit kind of brighter.
26:00Brighter, OK.
26:01Personally, I would love to go to Finland, but I can't say that the advertisement made it.
26:05OK, fair enough.
26:06It was honestly pretty corny.
26:11West London.
26:13Oh, very sexy, right?
26:14Oh, my gosh.
26:15Editing their TV ad.
26:17Can we not have a scene with that opening?
26:19Of course not, don't worry.
26:20Ryan, Mark, Gemma Lynn, and Pamela.
26:23OK, so we have another three scenes to go, which only leaves us with 13 seconds to divide between three scenes.
26:30Can we cut more from the sauna?
26:31That's the longest scene.
26:32No, no, no.
26:33The sauna is Finland.
26:35Finland's sauna.
26:36No, I understand that.
26:37I'll find a way.
26:38So I want this sauna to be clear, and then we can slow that down and then just speed up.
26:45And then a little bit more, a little bit more.
26:47Car?
26:48No, I want to see the sauna.
26:51I don't mean the sauna as a sign, like the actual sauna, because the sauna is a big feature in Finland.
26:56The advert looks to me more like a holiday spa advert than it does for a country.
27:02I mean, there's more to Finland than an indoor sauna in a hot tub.
27:06How many seconds was that?
27:07Exactly 30 seconds.
27:08Amazing.
27:09Thank you, Stephen.
27:13Also in the cutting room...
27:14Now, this is why I was thinking about house music.
27:16It's a tune, isn't it?
27:17...Lewis gets into the groove.
27:19Yeah, this is a no.
27:20It doesn't say Finland to me.
27:22Next.
27:22Now, I feel like it's old school.
27:27I'm just thinking, is there any angle that we could do to Finland?
27:30Is there any, you know, from a music perspective?
27:32I'm feeling, like, really cool.
27:33It's like a beach bar, like, somewhere, like, you know, anywhere in the world you'd be, you'd have, like, a nice, like, summery vibe.
27:42Mate, I like this song.
27:43All right, that's great.
27:44Are you happy with that, Lotte?
27:46I'm not happy with it, but we need to move on, so let's just go with it.
27:49The concept and the execution is all Lewis's.
27:52And I think somewhere along the line, the message has been lost.
27:55They are trying to sell Finland, but frankly, this could be happening anywhere.
27:59Just guys having a good time.
28:00You feel.
28:02And I think there's more style than substance here.
28:053 p.m., South London.
28:09Pitch location for both campaigns, Lonely Planet HQ.
28:13The overwhelming majority was very positive.
28:16Giving his players a pep talk.
28:18It was very clear to them from the first moment that, yeah, this is for backpacking.
28:21Team captain, Dean.
28:23Right, should we move on to the pitch?
28:24Pitch, yes.
28:25Absolutely.
28:26Scarlett, you've obviously been to Finland.
28:28I think you're going to sell it perfectly, sell the vision, sell the dream.
28:31You do that.
28:31I'd like Lewis.
28:32Okay.
28:33You're a strong leader.
28:34You're obviously integral on the film advert, and I really want you to talk about that.
28:38Yeah, yeah, no worries.
28:39I want to be there in this PM.
28:40Obviously, Lord Sugar told me he wants to see me out of my comfort zone.
28:43Yeah.
28:43I want to sort of step up and obviously take that responsibility.
28:45Good for you.
28:46The difference between a good and a bad pitch can be absolutely massive.
28:48Oh, absolutely.
28:49So it's the difference between winning and losing.
28:51Yeah.
28:51Let's smash this.
28:54For Marianne's team.
28:56The focus on the Helsinki Pride, they got the impression that it was promoting an event,
29:01not a country.
29:02Feedback delivered next put people in place.
29:06So Thomas, myself, and Ryan Mark are going to be running with the pitch today.
29:11I thought that maybe it could have been two of us in the pitch and one of you.
29:14No, so I know you've been to Finland.
29:17I think one person who's been to Finland is fine, but this is just, I think, the best split.
29:22Yeah, I mean, obviously, it's your decision.
29:27Preparation over.
29:30Waiting, a panel of industry experts, including the head of Finland tourism
29:35and high flyers from the worlds of travel and advertising.
29:40We are very excited to introduce you to an advertising campaign
29:44that we've put together with the sole purpose of promoting the other side of Finland.
29:48With its picturesque scenery, it just screams romance.
29:52And not just romance for anyone, but romance specifically for the LGDP...
29:57LG...
29:59LGBTQ.
30:00LGBTQ plus community.
30:04Oh, that's so great.
30:06I'm sorry.
30:06So, I'm going to talk to you about the advertising aspect.
30:10I'm just going to play our billboard.
30:13Helsinki Pride is in June, summer.
30:15So, look, we think that this is a really, really strong selling point for people
30:19why they should go to Finland in the first place.
30:21More people are going to see this from the community and want to go.
30:24Do you think it's an issue that you kind of focus so much on Pride,
30:27which is obviously just one event which just takes place for a week in the summer?
30:31Well, firstly, I'd like to say thank you for picking up on the Pride.
30:35We did try and focus on it because it's such an anchor in the LGBTQ plus community
30:40that it's a real selling point for people to go to Finland in the first place.
30:44And in all the videos, we're wearing shorts, T-shirts.
30:47And look, it is warm. It is lovely.
30:49You know, don't just look at it as a winter place.
30:50It's also a summer place too.
30:53So, without going on too much, I would love to show you what we made
30:57and then later I will explain some of the aspects of the video
31:01and the message behind what we created.
31:03Wow, that Sinkie Pie was amazing.
31:06Yeah, let's relax.
31:07Escape to Finland, where pride meets joy.
31:29How does this advertisement relate to Finland?
31:38Well, with the video, you have the sauna, you have the natural landscape,
31:43the wonders Finland has to offer.
31:45I have to say that to me, the shots of the couple, for example, in the jacuzzi,
31:50that to me could have been anywhere in the world.
31:52It wasn't really specific to the destination.
31:54You need to link the forest, the forest with some or with, you know what I mean?
31:59That's what they're not doing.
32:00And I'd say the primary focus, to answer your question,
32:03is three million saunas to five million people.
32:06That's, that's a lot of saunas.
32:08No.
32:09Forest.
32:11Forest.
32:1270% of the land is forest.
32:15Thank you for your time.
32:15Thank you very much.
32:16Cheers.
32:18It was brutal.
32:18It was intense.
32:19It was rough.
32:20Really tough questions.
32:21So tough.
32:21It was rough to watch, yeah.
32:23There were a few things that we were kind of screaming at the TV,
32:25like, because we wanted to just sell that 70% of here is forestry.
32:30So are you saying, so you think you should have been there instead of me,
32:33or you should have been there instead of me?
32:33One of us should have been there instead of you.
32:35Instead of me.
32:36Marianne looked completely lost in that pitch.
32:38It was very frustrating.
32:39I was the one that came up with the vision.
32:41I was the one that directed the ad.
32:43I feel like I could have turned it around,
32:45so we're probably going to have to pay a high price.
32:47Next, to face the panel, with their campaign to tempt backpackers...
32:53Good afternoon.
32:55Dean, Lewis and Scarlett.
32:58Our main objective, to target the UK backpacking tourists
33:01to Finland in the summer months.
33:04We have designed and developed a sleek logo, Explore Finland.
33:09So we really strongly believe in our logo.
33:11It's professional looking.
33:13It offers a fresh approach.
33:14You've obviously got the catch line at the end.
33:18Experience, endless adventure.
33:20Dean looks really unsure of himself.
33:23Never.
33:24We want to mainline...
33:26Sorry, streamline all of our marketing and branding
33:29and make sure it's synergised.
33:30So we feel we've really done that.
33:32Can we play the billboard?
33:33Yeah, absolutely.
33:35In terms of the digital billboard,
33:37we really want to introduce the USPs of Finland.
33:39For us, one of the biggest ones was the 24 hours of sun.
33:42Your concept of 24 hours of sun is about brightness and light.
33:46You've chosen a black image.
33:48I think thank you very much for that feedback.
33:50Our thought process was that actually it would be more striking.
33:53But, yeah, appreciate your feedback.
33:55Good afternoon.
33:56Oh, hello.
33:56Or should I say moi?
33:58It's finished.
33:58But hey.
33:59We're very excited with this campaign.
34:01And we believe that the video itself, as you may notice,
34:03doesn't have any words.
34:04It's all about the music.
34:05We've tried to capture people with that.
34:07So please sit back and explore Finland with us.
34:10I drive a beat-up car, a caravan, a caravan, a caravan.
34:14It reminds me of your eyes and all the places we've been to.
34:18It's in Estella when it's me and you.
34:21We're taking off.
34:25We're taking off.
34:27The video, you made it like a music video.
34:31But the music, it had nothing whatsoever to do with Finland.
34:35Interesting to say that because obviously it's a TV campaign.
34:37We wanted to capture attention very quickly.
34:39Having the really chilled out music would have been really nice
34:41and it was finished.
34:42But at the same time, it didn't explain how we felt when we arrived
34:45and also how we felt that people would engage with it.
34:48Thank you very much for your time, guys.
34:49Thank you very much.
34:50Thank you for your questions.
34:53Well done, everybody.
34:54They gave us some constructive criticism.
34:56Let's take it on board.
34:57And actually, as a whole, I think they like the concept.
35:00Lewis, a sub-team leader, was responsible for the video.
35:02I trusted it.
35:03I put faith in him for that.
35:05And, you know, effectively, in that respect,
35:07so he didn't potentially deliver.
35:12Campaigns combed over.
35:15Tomorrow, a trip to the boardroom.
35:24You can all go through to the boardroom now.
35:26So, one of my favourite tasks, advertising,
35:44and your remit was that Finland wanted you to produce an advert
35:50to attract people to go there in the summer.
35:53OK?
35:54So, I'll start with Dean's team.
35:56Dean, I made you project manager.
35:59Sure.
36:00So, we started off the day looking at the different target markets.
36:03In the end, after some discussion, we decided to go for the backpacking element.
36:07Right.
36:08OK.
36:09Tell me about your teams, then.
36:11Who did what?
36:11Who went where?
36:12So, what I did was I put Lewis, Lottie, and Scarlett on the Finland team.
36:16So, what did you do, Lewis, when you got there, then?
36:19When we got to the airport, we actually sat down and began storyboarding.
36:23We tried to think of...
36:24Is this it here?
36:24This thing here.
36:25That's right, yeah.
36:26In our heads, that's how we saw a day panning out with these guys
36:29who were a group of friends experiencing a finished lake.
36:32I heard that when you got there, you went into Spielberg mode.
36:35Yeah, but he was...
36:36And he was still trying to direct while he was in the Walton.
36:38Yeah, he was.
36:39I think he was conscious that he had the experience in this field.
36:42Right.
36:43Shall we see the advert, then?
36:44Yeah.
36:45I drive a Peter car, a caravan, the colour blue
36:53Reminds me of your eyes and all the places we've been to
36:57It's Innistella when it's me and you
37:00We'll take it off
37:02Woo-woo-woo-woo-woo-woo-woo-woo
37:05We'll take it off
37:06Yeah.
37:08Give me the thought behind that,
37:10because how am I supposed to know that's Finland?
37:12So, from the outset, Lord Sugar,
37:14we have got the four backpackers going down the jetty
37:18and at the end of the jetty, there was a finished flag.
37:20Yeah, but they could be anywhere, couldn't they?
37:20They could be in New Zealand, they could be in Australia,
37:23they could even be in Malgate.
37:24There was a finished flag at the end of the jetty
37:26that featured also throughout.
37:27I could see you adventuring in the wild myself, Lottie, actually.
37:31Just you, a butler and a hamper.
37:35Fortin was a mason's hamper, Lord Sugar.
37:37Yeah.
37:37Now then, Dean, you and Carina,
37:40you were making the digital billboard, is that right?
37:45That's right, yeah.
37:45Well, let's have a look at this masterpiece, then.
37:49For your ear in the pouring rain,
37:51doesn't scream fun land to me.
37:54Experience endless adventure.
37:56Whose strapline was that?
37:57Me.
37:57I think Carina came up with that.
37:59The tagline and the Explore Finland.
38:01But it was definitely a joint effort.
38:02I think, you know, we worked really well together,
38:05but, yeah, I mean, a lot of the ideas generally stem from me.
38:09When you saw that digital billboard,
38:12what did you first think of it, you lot?
38:14When I first saw it, I looked at it
38:16and I just sort of thought, it's OK, we can work with it.
38:19You know, it's usable.
38:20Usable?
38:21It's hardly a glowing review.
38:23No, it's not a great review,
38:24but I thought we could...
38:25It's still not too far apart from what we were doing.
38:27OK.
38:28Then we go into the pitch, is that right?
38:30The feedback we got,
38:31there was obviously a lot of constructive criticism,
38:33which we said we took it on, which we would take...
38:35I got some feedback that Scarlett was very, very good
38:38and they thought Lewis was good either.
38:40He kind of thinks on his feet.
38:43Nothing too much glowing from your good self
38:46as the project manager, I'm afraid.
38:48You know, Finland has some inactive geezers, you know,
38:52and this pretty much describes your contribution
38:55in the pitch from what I understood.
38:58Look, I think there was an element of,
39:00especially in terms of the questions and obviously...
39:03You know the art of a good manager?
39:05The art of a good manager is,
39:06if you're not as good as someone else,
39:08is to let someone else do it.
39:11Anyway, let's talk to Empower now, shall we?
39:14Marianne, yeah.
39:15Yes.
39:16During the brainstorm, actually,
39:17Ryan Mark suggested that we target the LGBTQ plus community.
39:22I selected Gemalyn, Ryan Mark and Pamela
39:26to go to Finland.
39:28According to Karen,
39:30unlike this team here that did a storyboard, you didn't.
39:34We had the vision of what we wanted to do for the adverts.
39:37Yeah, we did.
39:38Who had the vision?
39:40I did.
39:40We knew the forest was a huge thing,
39:43so we wanted to showcase that, which we did.
39:46Yeah, but you didn't have a storyboard, right?
39:48You didn't have an idea as to,
39:50this one's going there,
39:52that's going to be this,
39:53this shot's going to be here,
39:54that shot's going to be here.
39:54We wanted to see the location
39:55because we had no idea what it was in the location,
39:58so we wanted to see the location.
39:59The point is,
40:00had you have used your time properly
40:02in the brainstorm the day before,
40:03you would have been able to use all your time
40:05filming the scenes that you wanted
40:07because you would have had a plan.
40:08Yeah.
40:08It's true, it's true.
40:09We were back and forth a lot on the ideas.
40:11Wasting time.
40:11Anyway, you were the director, was you?
40:13Yeah.
40:14OK.
40:15Unlike Spielberg over there,
40:16you had another name for her, didn't you?
40:19The dictator, not a director.
40:21You know what?
40:22Gemma Lynn is very strong-willed,
40:23she's a very passionate director,
40:25and there was a minor clash.
40:27Yeah.
40:27Minor, yeah, it wasn't minor at the time.
40:30But you know what?
40:31She had a passion and she had a vision
40:33and she carried that forward,
40:35and I'm pleased that she did.
40:36OK.
40:37Shall we see the advert, then?
40:38Wow.
40:41I was thinking Pride was amazing.
40:43Yeah, let's relax.
40:47Can't you bear to watch, Ryan?
40:49It's a super-willed story.
40:57Escape to Finland, where Pride meets Shory.
41:02This film was more about saving Ryan's private parts
41:07rather than saving private Ryan, is that right?
41:10Yes, it was.
41:10I didn't want any of that exposed in the video.
41:12OK, good.
41:13Now, it came across to me as an advert for a spa.
41:16You know, Finland is famous for their trees and forestry.
41:19We thought that was the huge focus on what we wanted to showcase.
41:22OK, so Thomas and yourself, Maryam, were involved in producing the logo and the digital billboard, right?
41:31Correct.
41:32OK.
41:32Thomas was a bit difficult to work with because he wanted his ideas and his ideas only.
41:38And my initial strategy was make him think it's his idea.
41:41I don't think I was being difficult at all.
41:43I think it just can be difficult.
41:45I don't think you asked me to do.
41:46And you said, I'm taking the direction here.
41:49And I went, yep, I'll listen, what do you want me to do the whole way through?
41:51OK, let's look at this digital billboard.
41:57A bunch of people that look like they're at an event somewhere.
42:00Yes.
42:00That's the Pride event, wasn't it?
42:02Pride meets joy.
42:05Do you not think that that's more of an advert for the Pride event than Finland?
42:10Well, I think Pride is the anchor.
42:13It's certainly the draw.
42:15Finland doesn't jump out at me on it, to be honest.
42:18Um, let's get to the pitch, shall we?
42:22Who pitched?
42:23So, the pitching team was Thomas, myself and Ryan Mark.
42:26I was just disappointed that two people who actually went to Finland weren't in the pitch.
42:30I think Marion wanted to be in it, but only out of want rather than what was good for the pitch.
42:34I don't agree with that.
42:36I think I'm very good in that setting.
42:37That's exactly my setting and I can answer challenging questions on the fly.
42:41OK.
42:41Ladies and gentlemen, let me explain to you.
42:43This advertising task has always been one of my favourites.
42:47And whilst I listen to the experts, in the end, I'm the one that makes the decision.
42:56Unison's campaign, more cohesion with the billboard and the video.
43:02And so, Unison, I'm going to grant you the win.
43:04Anyway, you've been selling the summer attractions of Finland over the last few days.
43:15And now, you're going to experience one of its most popular winter activities, skiing.
43:21I'm sending you to Telski, an indoor ski slope in West London.
43:27So, see you on the next task, OK?
43:30Thank you, no sugar.
43:38Right, so, the message wasn't on point.
43:42The Pride Festival, rather than Finland itself.
43:46You'll have to go away and come back shortly and I'm going to decide who is leaving the process.
43:52OK, off you go.
44:03Go on, lads.
44:04How do you do that?
44:06I may ask you before, I'm going to show off today.
44:08I essentially became the PM of this task.
44:10I'm not going to back away from a challenge.
44:11I'm not here to mess around.
44:13It's not a game to me.
44:13I'm here to win this competition.
44:14Oh, oh, oh, oh, no.
44:17I know I'm snug.
44:18Dean, he didn't really lead the team.
44:20Oh, no.
44:21No creative ideas, lack of decision making or a property sign.
44:24Whoa, oh, my God.
44:26We won the task.
44:27We came up with a good concept.
44:30My face everywhere around Piccadilly Circus and everyone loved it.
44:33Oh, oh, oh, oh, oh, oh, oh, oh, oh, oh, oh, oh, oh, oh, oh, oh, oh, oh, oh, oh, oh, oh, oh, oh, oh, oh, oh, oh, oh, oh, oh, oh, oh, oh, oh, oh, oh, oh, oh, oh.
44:44Helsinki and not more of Finland.
44:48The only reason we did go strong on Helsinki Pride in the brainstorm, obviously, like, right, you said, oh, we're at Helsinki Pride.
44:54We were trying to advertise Finland and the PM team were getting distracted by this event.
44:59And this is the reason we've lost.
45:01Every element of us was picked apart, both the pitch.
45:04And this is why I wanted one of us to be in there because I'm never going to say I'm better than anybody because that's not the case.
45:10But you kind of did, though.
45:11No, no, no, I didn't.
45:12Both of you did.
45:12No, it's not a better.
45:13To say to me, one of us should have been there and not you.
45:17No, no, no.
45:18That's saying you're better.
45:19If I could have spent a little bit less time managing Thomas and trying to keep him from going off the rails, I think this advertisement would have been much better.
45:29If you took the text away, she didn't say explore Finland, you took away the hashtag, but all the text, but no one could tell me where that was in the world.
45:36I did say, we should put hashtag Finland.
45:39There's no way on this earth that Marianne could take me into the ballroom.
45:43She actually said, oh, Thomas can be quite difficult to work with.
45:45I think she's just sort of trying to look for a scapegoat that she knows her back's up against the wall and she knows she's in the wrong.
45:50Yes, Lord Sugar.
46:00Lord Sugar will see you now.
46:02Well, Finland was voted the happiest country in the world.
46:20I'm not sure how they're feeling after you lot went there.
46:22I sent you off to produce an advertising campaign to promote Finland in the summer.
46:31Why did you focus on pride?
46:34Because pride means everything.
46:37I know what it means, but why did you focus on the pride event?
46:41On the event.
46:42Well, I think, look, we've got it wrong.
46:44I mean...
46:45I know that.
46:47I mean...
46:47Whose fault was it, though?
46:48Yours or Marianne's?
46:49No, it's our fault.
46:51It's our fault.
46:52Look, I mean, look, I thought the storyline in my head and I thought following a couple from the pride, then over the trailer, into the sauna.
46:58Thomas, let me make an observation.
47:01You've not yet to realise that your ideas are not the only ideas.
47:06You know, and I'm not sure whether you, Marianne, were strong enough to suppress him.
47:14Well, in fairness, so I want to go back to the logo, which was a hit.
47:18It's fundamental structure was my idea.
47:22He built out the F and then...
47:23Well, it might have been a hit.
47:24The logo was my idea.
47:25The logo was my idea.
47:26I drew it in a moment.
47:28You do this a lot.
47:28You build on other people's ideas and then steamroll the process and then make it look like it was all you.
47:33It wasn't all you.
47:34One of you will have a hell-sinking feeling at the moment, I can tell you, because that billboard of yours,
47:41it looked like an advert for two blokes who had just built something in a garden shed from B&Q.
47:48Anyway, you entrusted her to direct this advert.
47:51Yes.
47:52Yeah?
47:52Yes.
47:53And the advert has not turned out very well.
47:55That is correct.
47:56Right.
47:56So, would you say it's her fault or would you say it's someone else's fault?
48:01Well, it's difficult to balance between the person who put themselves out there and made decisions that didn't turn out well
48:06and then those who sit on the sidelines and ride the wave.
48:09Marianne, that's just absolutely incorrect.
48:12I was not riding any wave.
48:13No, I was actually referring to Ryan, Mark, more than...
48:16What, riding?
48:17Yeah, because you haven't been...
48:18I did everything you asked.
48:19Just because I haven't been PM, you think that's riding?
48:21I was stepping up to everything.
48:23I'm not an expert in...
48:24I've never created an ad in my life before, but I, you know, he wanted to come in and direct.
48:28To talk about where the camera should be...
48:30I was just suggesting, I was just suggesting, Marianne.
48:32Yeah, and I said, I will listen to you in a minute.
48:35But I thought you did it in a rude way.
48:36I thought you did it in a rude way.
48:37No, I didn't.
48:38I just wanted to get it done.
48:39Guys, it was a little unprofessional and we did come together afterwards as a team,
48:42but for that few moments, I did have to break it up.
48:47Pamela, seven weeks, I ain't seen anything.
48:52Well, Lurchick, I think that I know my strengths and it may not be just putting myself forward
48:56for PM every time.
48:57I mean, there are people, you know, on our team who haven't been PM yet.
49:00I have.
49:01I'm obviously...
49:01Yeah, Ryan Mark, you haven't, have you?
49:03Not yet, Lord.
49:04No, no.
49:05I mean, you put yourself forward a couple of times.
49:08You know, there's ways of putting yourself forward.
49:09I'll do it.
49:11Or there's real forceful ways of putting yourself forward.
49:14I would put myself forward as PM based on a luxury task.
49:17My business is about luxury.
49:19Anything to do with the arts, to do with the gallery.
49:21Using your logic, I work in insurance, so I have to wait for an insurance-related task
49:26and I haven't seen one of those yet.
49:26No, my skill set goes beyond just one single thing.
49:30I know, I know.
49:30Who are you bringing back into the boardroom?
49:32Gemma Lynn was the sub-team leader, and then it's between Ryan and Thomas.
49:42I struggled with Thomas.
49:43He does have a tendency to drive things.
49:46That's certainly an issue, but I don't think that Thomas lost this task.
49:49So, Gemma Lynn and Ryan Mark.
49:52I think that's a huge mistake.
49:55I don't think it's a huge mistake.
49:56I feel like...
49:57OK, well, you can debate that with me afterwards.
50:00Go back to the house.
50:01Right, erm, I'm going to talk to Karen and Claude, OK?
50:14Step outside and I'll call you back in shortly.
50:20Well, Gemma Lynn, she nearly went two weeks ago.
50:23I think if you take this task, Alan, and previous ones,
50:26she's been in a position of responsibility, but she hasn't managed her team well.
50:30Well, Marianne, maybe she's one of those people that is good at her game,
50:34if you know what I mean, and really is not adaptable.
50:39People like Thomas, in my mind, are quite easy to manage.
50:42You put them in their place and you leave them there.
50:44She didn't do that, and I was disappointed with her for that.
50:48Right, Ryan Mark.
50:50He's not without ability, Alan, but I think he's a bit of Teflon,
50:55in that nothing sticks with him.
50:56It's always somebody else's fault.
50:57He would have done it had it not been someone else,
50:59and I just think he's not taking responsibility for stepping up to me,
51:02project manager, or for any other things.
51:05OK.
51:07Yes, Lord Sugar?
51:08Can you send the three of them in, please?
51:10Yes, Lord Sugar.
51:23Right.
51:24There might be 24 hours of sunshine in daylight there,
51:27but I'm telling you now,
51:29there are not many hours left for one of you in this boardroom, that's for sure.
51:33So, Marianne, your words.
51:37I consider my ability to be able to see the bigger picture, an important skill in business.
51:44Well, the bigger picture was our target demographic, focusing on the summer,
51:48and then making sure that we highlighted romance.
51:50Those were the three fundamental points that I wanted to be sure that we captured.
51:53Why weren't they in the billboard, those three things?
51:55Well, those three things were in the billboard.
51:57We had two photos that were still images that were constant throughout all ten seconds.
52:00They were microscopic.
52:01They were microscopic.
52:02They were microscopic.
52:03They needed magnifiers.
52:04It was the Helsinki Pride event.
52:06That was the main thing, and that shouldn't have been the main thing.
52:08And the Helsinki Pride event takes place in the summer.
52:10And so that does target the summer.
52:12June 2019.
52:13There was too much emphasis on it.
52:14Why put the dates?
52:15I understand that there was too much emphasis on it.
52:17I appreciate that.
52:18I accept that.
52:19You were PM.
52:20Yes, I was PM.
52:20And you weren't.
52:22When have you been PM, Ryan Mark?
52:24I...
52:24Because it's really easy to pass the buck to the PM when you never step up yourself.
52:28I haven't been PM, but I can see where PM goes wrong.
52:30No, you haven't, because nothing is exactly within the box that you've said.
52:33I have put myself forward as PM.
52:35You strategically put yourself forward as PM when you know you won't get it.
52:38That's what you do.
52:39Yes, it is.
52:40All right, so you know what's happening inside my head.
52:41That's an interesting observation.
52:43I believe it's another misinterpretation by Mary Ann.
52:45If I would have been named PM, I would have actually gone and chewed the advert
52:49because that was kind of like the biggest thing.
52:51Why is Gemalyn here?
52:53Gemalyn's here because she was leading the advertising team
52:55and she didn't have any sort of structure within that operation.
52:59No, I did have a structure.
53:01I wasn't just there fluffing around going,
53:03oh my God, what is this, what is that?
53:04No, I was very direct and I actually took control
53:07and that made us clash a little bit.
53:08Yeah, and so let's talk a little bit about that.
53:10I was in control of that.
53:11And you...
53:12You didn't let...
53:13I don't.
53:13The advert does not fit the remit I gave you.
53:17I didn't ask you to do me an advert for a spa.
53:20I asked you to do me an advert to entice people
53:23to come and spend their summer holidays in Finland.
53:27Mm-hmm.
53:28Didn't do that.
53:29Well, in that respect, it was Pamela and Gemalyn co-directing
53:32and I did try to give input when Gemalyn got upset.
53:34Yeah, I just did my job.
53:35I was told what to do.
53:36Well, that's what I was told to do,
53:37but now I'm being castigated for not doing that.
53:40No, you're being castigated for being director.
53:42So if I went beyond my role...
53:43Sharing ideas, coming up with different alternative ideas
53:46as to what was originally presented...
53:48It was a camera angle.
53:49That would be something that would be encouraged.
53:50It was a camera angle.
53:50It was a camera angle I wanted Gemalyn to consider.
53:52That was it.
53:53You were not there.
53:53You don't know the full story.
53:55I'm here.
53:56If I'm not P.O., that's fine.
53:56I might not give you the opportunity.
53:56That's fine, but I will make a contribution.
53:58Okay, okay, okay.
53:59I think I've heard enough from everybody
54:02and so I'm going to summarise and I don't want to hear any more.
54:07Marianne, you were the project manager here
54:09and I get the feeling that you find conflict a bit difficult,
54:15certainly in the manner in which Thomas,
54:17who really should have been a contender
54:20to be in this final boardroom,
54:22is a glowing example
54:24and I'm wondering whether you can stick to your own principles.
54:31So, Lord Sugar...
54:32I said I don't want to hear any more,
54:34but Gemalyn, you had a very big job here
54:38and the TV advert was completely off-beam.
54:45It did not cover what I wanted you to do.
54:48Ryan, Mark, I think she makes a valid point
54:53about you not being a project manager, to be honest.
54:57I'm trying to visualise
54:58whether you could be my business partner.
55:05I'm struggling.
55:13Gemalyn, two weeks ago,
55:15you were that close to going out the door there.
55:18and I gave you another chance.
55:24I'm sorry to say,
55:26but I think that your part in this task
55:29was really the main failure of it.
55:32And so, Gemalyn, you're fired.
55:36Thank you, John.
55:37Ryan, Mark, you have ducked being PM.
55:59Can I just say one thing?
56:01I, in the previous boardroom,
56:03I made the mistake of saying
56:04that I'm waiting for the right task
56:05according to what I love and my skill set
56:08and what my business plan is about.
56:09If I'm still here next week,
56:11what I can assure you
56:12is that I will fight for the PM role
56:14regardless of the task
56:15just to prove to you that I can be PM
56:17and I can be successful in the role.
56:18And that's my guarantee to you.
56:20Hmm.
56:21Too late, maybe.
56:25I'm trying to think ahead.
56:29Last chance hotel, my friend.
56:31OK?
56:32Go back to the house.
56:33I believe I'm already successful.
56:58I came to this country and had nothing.
56:5916 years old, I didn't even speak the language.
57:01I was homeless at one point.
57:02I used to clean toilets
57:04and here I am today.
57:05So, no matter who you are,
57:07no matter where you come from,
57:08you can become anything you want
57:10as soon as you work hard.
57:12The advert, listen, the advert is blown.
57:14I mean, I thought why I'm out of the face
57:16only for radio.
57:17But we've done really well.
57:20So, who do we think is going to come back?
57:22Marianne has had a consistent track record
57:24and I do believe that Lord Sugar
57:26will take that into account.
57:28Oh!
57:30Oh, how are you?
57:32You lost me.
57:34It's so good to see you.
57:36So, Jemalyn's gone.
57:37Jemalyn didn't really say a lot.
57:39Really?
57:40Lord Sugar said this is last chance for Ryanmark.
57:43Yeah.
57:43But I said to him,
57:44if I'm still here in the following week,
57:45I will definitely step up to BPM,
57:47regardless of the task.
57:48So, you're definitely BPM next week?
57:49Yeah, we'll definitely...
57:49Well, I'll fight to BPM.
57:50It's a vote, isn't it?
57:51Yeah.
57:51So, it depends if people vote for me.
57:57Now, nine candidates remain.
57:59Lord Sugar's search for his next business partner continues.
58:08Next time...
58:09You are going to lay on a corporate away day.
58:12Who wants a drink?
58:15Mixed signals...
58:16I need you now.
58:17Like, right now.
58:18Travel nightmares...
58:19We have no gluten-free option.
58:22And in the boardroom,
58:24the end of the line.
58:25I don't think you could be my business partner.
58:28You're fired.
58:33Now, I'm looking for my next business partner.
58:36Now, if you would like it to be you,
58:39apply now to bbc.co.uk slash apprentice.
58:47Join Gemma Lynn over on BBC Two now
58:50with Tom Allen for The Apprentice.
58:52You're fired.
58:55You're fired.
58:57You're fired.
58:58You're fired.
58:59You're fired.
59:00You're fired.
59:01You're fired.
59:02You're fired.
59:03You're fired.
59:04You're fired.
59:05You're fired.
59:06You're fired.
59:07You're fired.
59:08You're fired.
59:09You're fired.
59:10You're fired.
59:11You're fired.
59:12You're fired.
59:13You're fired.
59:14You're fired.
59:15You're fired.
59:16You're fired.
59:17You're fired.
59:18You're fired.
59:19You're fired.
59:20You're fired.
59:21You're fired.
59:22You're fired.
59:23You're fired.
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