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THE APPRENTICE
  • 6 weeks ago

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00:01When it comes to bullshit, I've got natural immunity.
00:05Lord Sugar is on the hunt for a brand new business partner.
00:09You don't get furloughed, you get fired.
00:12Fighting it out for his funding, 16 ambitious entrepreneurs.
00:21It's a deal worth fighting for.
00:24Have we got it all in?
00:25Just from that angle.
00:26Okay, you guys.
00:27There's some shit going down in here.
00:28It's not quite there yet.
00:29Let's go, let's go.
00:3116 candidates.
00:32You're very sharp.
00:3312 tough tasks.
00:35You don't know what you're bloody doing.
00:36This product is garbage.
00:38One life-changing opportunity.
00:41You're fired.
00:42You're fired.
00:43You messed it up.
00:44You're fired.
00:54Previously.
00:55Your job is to come up with a marketing campaign
00:58for a new cruise line.
01:01Admiral Akshay steered the advert.
01:04This is going to be so quick.
01:05It's going to be three seconds.
01:06But team spirit soon hit the rocks.
01:08Actually, for me, personally, you need to listen more, mate.
01:11Yeah?
01:12For Akeem and Harry, choppy waters.
01:15It's sophisticated, luxurious.
01:16Harry, Harry.
01:17Wave.
01:18I'm seeking to wave.
01:19And their work sank without trace.
01:21Akeem, I'm very disappointed with this logo.
01:24Captaining her crew.
01:26I've thought of bougie cruises.
01:28Catherine's brand name bombed.
01:30What is a bougie experience?
01:33And for director Amy, high drama.
01:36I don't think we should be too much in the gaming room.
01:39Okay.
01:40So why not just the girls be in the gaming room?
01:41But in the boardroom...
01:43Ladies, you've won.
01:44The girls team cruised to victory.
01:47On the losing side, Akshay sailed close to the wind.
01:52I'm not sure whether you are as good as you say you are.
01:55But it was Harry.
01:56I really don't like disruption.
01:58Who was cut adrift.
02:00You're fired.
02:02Now 15 remain to fight for the chance to become Lord Sugar's business partner.
02:154am.
02:18Hello, good morning.
02:19Good morning.
02:20Lord Sugar would like you to make your way to the Eastman Dental Institute in central London.
02:25The cars will be outside in 30 minutes.
02:27Okay, thank you.
02:28Thanks.
02:31Guys, we've only had 13 minutes. Come on, wake up.
02:35Touch two, boys.
02:37Let's go.
02:39The boys have got fire in their belly.
02:42Up their game, haven't they?
02:43After that last task, there's no one on God's Earth.
02:45I want to be stuck where we were last time.
02:46Yeah, I think it's just made it more game on.
02:48Let's bring our A-game girls.
03:01What do we think this task is all about?
03:03Something obviously dental related.
03:06Yeah.
03:07We need to remember that quite literally anything can happen.
03:09That's right.
03:10Oh, that's scary.
03:11So scary.
03:12I love them.
03:13In the heart of Bloomsbury, the Eastman Dental Institute.
03:22World leading training centre for tomorrow's experts on teeth.
03:27Turn and face your monitors, please.
03:46Good morning.
03:47Good morning.
03:48Now, you already know I'm a high flyer when it comes to business.
03:51But I bet you didn't know that globally, the oral health market is worth over £60 billion annually.
03:59Now, toothbrushes have moved on since I was a child.
04:03Today, they're all singing and all dancing, literally.
04:06And some even come complete with apps, just like this one.
04:11For your next task, I want you to create a brand new electric toothbrush, aimed at children between six and eight years old.
04:21You'll also create an accompanying app, which encourages the children to brush their teeth.
04:27Let me show you what I mean.
04:28Let me show you what I mean.
04:29Pick up your brushes and brush left.
04:34Now, brush right.
04:37Oi!
04:38Watch out.
04:39That's too hard.
04:40Keep going.
04:41Almost there.
04:42OK.
04:43Stop.
04:44Very good.
04:45Once you've created the electric toothbrush and app, you're going to pitch it to two major buyers.
04:52The team that secures the most orders will win, and on the losing team, at least one of you will be fine.
05:00Off you go.
05:01I will be drilling down into your performances in the boardroom.
05:10Two days to fill a hole in the children's market by creating a high-tech toothbrush and app.
05:16I love brushing my teeth.
05:18Hoping to take the crown.
05:20I would absolutely love to put myself forward as a PM for this task.
05:24Nursery owner, Shaman.
05:26The line of work that I'm in, I work with little children.
05:28We encourage brushing teeth all the time.
05:31I actually was on the Future Leaders programme for one of the biggest consumer goods companies, working in oral care.
05:38And on top of that, during my mathematics degree at Loughborough, I actually designed a children's app.
05:45So I feel like I understand you have children, you've really got that experience.
05:49But at the same time, I feel like I've got the fundamental oral care experience.
05:53So should we put it to a vote?
05:55Yeah.
05:56Yeah.
05:57Just based on the range and diversity of the experience, Francesca would be perfect.
06:02Yeah, I'm happy to put my faith in you.
06:05Based on all the experience that you ladies have put forward, I think Francesca is the person to me.
06:08That was easy.
06:10I'm really looking forward to getting my teeth into this one.
06:14This is definitely a task for me.
06:16I'm very excited.
06:18I've had two young girls, got two young boys.
06:21Taking on the top job for the boys.
06:24It's a nightmare trying to make them brush their teeth and get them engaging.
06:27Flight operations instructor, Aaron.
06:30Is everyone happy for me?
06:31I'm on board with Aaron.
06:32Yeah, I'm totally happy with Aaron.
06:33Next, a battle plan for their brand.
06:36So I was thinking more like a wizard, a wand, and magic is such an easy thing to imagine.
06:44I really like the idea of the toothbrush could be the wand.
06:47Just one question, guys.
06:48In terms of gender, male or female, are we making it gender neutral?
06:51Yes, let's just solidify that right now.
06:54It's a brown wand.
06:55A wand is useless.
06:56So that child, if it's a girl or a boy, can interpret it.
06:59If we start focusing on gender, then we're leading ourselves wide open.
07:03We don't have to mention the gender, because you're just a wizard with a wand doing spells.
07:08So I don't have any design experience, but I certainly know what kids in the market are
07:13looking for to keep them engaged.
07:15On the other team.
07:17I think we're clear that we're going to go ahead with the space theme.
07:20Blasting through ideas.
07:22We can really go heavy on the imagination of the child.
07:25Project manager, Francesca.
07:28So, first of all, I really want it to be in cardboard packaging.
07:31I want it to be sustainable.
07:33It needs to be one bright colour.
07:35I really think that it would be a good idea to make it the shape of a rocket.
07:39No, no rocket.
07:40Sorry, gals, can I just get my ideas out to you?
07:42Can you just make sure the colours are as bright as possible, but unisex?
07:47Yep.
07:48I like the idea of an orange colour, just because that stands for confidence as you build.
07:52I think Francesca definitely has a vision in her mind.
07:55She did say a lot of ideas, her ideas.
07:58However, it's important to take on board everyone's ideas.
08:02I have an idea on the app, which is about the child basically gets to create their own planet,
08:08but also they're able to unlock different, like, parts of it.
08:11Sorry, my only concern is we need to educate them right, left, bottom.
08:16That is the whole concept of having the app, so that does need to be involved.
08:20I've got experience designing apps.
08:23Assigning his squadron their duties...
08:25I'd like you to be sub-team leader as well, running the app team.
08:28Aaron.
08:29So, just clarify who's on the app?
08:32Good stuff.
08:33If you're opening the app, what I want is everything so interactive.
08:36It's all working around the magic, the wizards, OK?
08:40Just don't go too far out the box and go rogue.
08:43Keep to our simple task.
08:45If anyone gets this wrong, they're going to have to, like, own the space,
08:49because it's a very simple message.
08:51It's magic, it's wizard, it's wand.
08:55I want you to be able to have the option if you want to be a female or a male wizard.
08:59Yeah.
09:00If we can pick a male and female in the app, we'll do that.
09:02If we have to pick one, let's go for the male.
09:04Spot on.
09:05I do have a five-year-old as well.
09:08Five, OK.
09:09Good.
09:10Managing her manpower...
09:12In terms of the branding and product design side...
09:16Francesca.
09:17Amy, Catherine and Obrishni, I'd love to have you there.
09:20And then, Shama.
09:22I would like to have someone who has a child in that target market on both sides.
09:25So, that's what I'd like to put you onto the app team.
09:28I've started up a business in nursery from scratch, and with branding I had to design all that.
09:34So, of course, if you want to put me in that team, I will put my heart and soul into it and I'll do everything I possibly can.
09:40But I do strongly believe that I'll do a better job being on the branding side.
09:46You work with children all the time, so I would like to just have you there.
09:48OK.
09:49And, girls, just before we run off, we're all a team, and team stands for everyone achieves more when we're all working together.
09:56So, let's absolutely smash this.
09:58Let's go. Come on, guys. Come on.
10:0311am.
10:06Half of each team head off to create their prototypes.
10:10I hope the app isn't too complex for children to engage in.
10:16While the rest will work their magic on the app.
10:21I think we're going to have to go down a male route, because we're not going to have time to do two characters.
10:26OK? Absolutely.
10:27I can't think of a first name for the wizard.
10:29So, ideally a name beginning with W, but Willy the wizard I don't think is good.
10:33Wilfred.
10:34Wilfred could work.
10:36I don't like the name Wilfred.
10:37OK, maybe.
10:38You don't like the name, yeah.
10:39I'm just using that as an example.
10:40It has to be, like, mythical.
10:41So, Wiffy the wizard is protecting the castle from imaginary dragons.
10:48Yeah, yeah, yeah, yeah, yeah.
10:51Central London.
10:52Helping both teams build brushes.
10:55We're going for a space theme.
10:58Award-winning designers innovate.
11:00That wand is going to have a little toothbrush head on it.
11:02OK, fine.
11:03So, as they're brushing, they're making spells.
11:04Yeah.
11:05Conjuring up their brush, Aaron and his boys.
11:10For the base of the actual toothbrush, I want it, like, a brown colour to look like a wand.
11:15Strong, bold, lightning bolt on the top.
11:18Magic coming out.
11:19Or, like, a wizard hat, maybe.
11:21I don't want a wizard hat.
11:23The tip where the actual toothbrush is to be, like, a green.
11:26It's fine, you think, yeah?
11:28Not kind of anything red?
11:29No.
11:30What do you think?
11:31We want to keep with that colour theme.
11:33Should we have anything, like, any sort of pictures or objects and stuff?
11:36Or is it just plain?
11:38If you look at all the wands that are out there, they're not attractive, are they?
11:43To be honest with you, I just feel like it's a bit too basic,
11:46and I'm just really worried he's not taking my points on board.
11:49So, I do my bit, but if he's not listening, then that's his fault.
11:54If they just see a wand like that without pictures or anything in the toothbrush,
11:59do you think they would still want to buy it?
12:01I just don't want to add stuff for the sake of having stuff.
12:04Mmm.
12:06Francesca said she wanted a plain toothbrush, no shape, and an orange stem.
12:11Charged with bringing Francesca's vision to life.
12:14We need to attract a child, and the brief we were given would not do that.
12:18How do you feel?
12:19Amy's half of the girls.
12:21I'm just worried because Francesca is so specific with what she wants.
12:26Yes.
12:27I think we need something that a child aged six to eight wants to pick up they're interested in,
12:32and I don't think a plain orange basic toothbrush is going to do that.
12:36So, why don't we just get started?
12:38Can we just get loads of planets, stars, rockets?
12:40Send sparkle.
12:41So, it's like a childly sketched rocket and a child sketched planet?
12:45Yes.
12:46Yeah.
12:47Do you think the big ring around the button could be a rocket?
12:49I think so.
12:50And some fire coming out.
12:52Can we make one of the stars into, like, a shooting star?
12:55Ew, I like that.
12:56It's a great idea.
12:57How do you feel about a star, Tot?
12:59I like that. I like that idea.
13:04I think Francesca's going to be over the moon.
13:07We added a little bit of zhuzh to it because I think she just doesn't realize
13:11that a six to eight-year-old would not be drawn to using a plain orange toothbrush.
13:16I'm really happy with that.
13:17Well done, everybody.
13:18You're really nice.
13:19I want it myself.
13:22Salisbury.
13:23Hello.
13:24Hi. Nice to meet you.
13:25Next task for both teams.
13:27The vision that we're going for is Whiffy the Wizard and his magical wand.
13:32Design an app to help keep kids' teeth tip top.
13:36So, what colour are we going to put on the teeth, then, is the only thing?
13:39I think go for the lighter yellow at the bottom.
13:41I agree.
13:42Yeah.
13:43Cool.
13:44We should have drips as if it's got stuff stuck to the teeth.
13:47To me, that looks good.
13:48Not 100% of your teeth will have plaque.
13:50That's my only thinking behind it.
13:53I think it'll look weird if the wand is in the mouth.
13:56It'll have to be to the right.
13:58I don't think so.
13:59I think it has to be in the picture.
14:00I think it has to be within the picture.
14:01Yeah, yeah, yeah.
14:02Done.
14:04And I think it'll always stay black.
14:06What are you boys thinking?
14:07I think orange.
14:08Yeah.
14:09Orange.
14:10Orange.
14:11Orange.
14:12Yellow to orange.
14:13I like that.
14:14Connor's taken up the lead of the sub-team.
14:16He wants to be a leader, but he's not really leading.
14:18There's so many different ideas going on, there is no focus.
14:21And so, the first one's going to say brush in small circle motions.
14:25Can we make it more kid friendly?
14:27Yeah, we can.
14:28Hey, brush in small circles.
14:30Yeah.
14:31Yeah, yeah, yeah.
14:32On the other team...
14:33We could have four blocks, so a square.
14:36Yeah.
14:37Four blocks.
14:38Launching her app.
14:39And each of the blocks represent a part of the mouth.
14:42Project manager Francesca.
14:44And what they're doing, as they brush each of the quadrants, it basically starts to reveal the item that they want to add to their planet.
14:51There's a bowling alley, there's a trampoline park, there's a cinema, go-karting, like random things like that.
14:58Would you want it to be a planet backlight on a planet?
15:01I think it needs to be a planet.
15:02So, if I bring these up...
15:03I like the one with the ring rounders.
15:04Yeah, Saturn.
15:05Let's go for Saturn.
15:06Cool.
15:07Put you on the planet across the whole screen.
15:08Yes.
15:09And put the cinema stuff on the bottom.
15:12We also want to have meteors, so rocks on there as well, because it's like plaque on teeth.
15:17Cool.
15:18What, kind of targeting the planet, I guess?
15:19Yeah, that's right.
15:20Yeah.
15:21Kids only brush their teeth for two minutes a day.
15:24The app is meant to teach them about brushing their teeth.
15:27But I can't see where the educational element comes into it.
15:30It doesn't make any sense.
15:32Where do your six-, eight-year-old play this?
15:34Everything that we've included in this is something that they would be interested in.
15:38I have no doubt about that at all.
15:41Back in London...
15:42Spark your magical journey.
15:44Your magical journey.
15:45Yeah, spot on.
15:46Next job for both teams...
15:48I've got Brushing Star.
15:49So that's our number one choice, Brushing Star.
15:52Create packaging for their brands.
15:55So with the logo, I was thinking kind of like a tooth with like a star.
15:58Yeah.
15:59Quite simple.
16:00Make it look like a kid's almost drawn it.
16:02How would it look if we put a smile on the tooth?
16:04Should we do a bright yellow star?
16:06Yeah.
16:07Are we talking like three-year-olds if we just put a star?
16:10It's okay.
16:11It's okay.
16:12We need to obviously add in the brand name.
16:14Could you do like scribbling, like almost...
16:16Yeah.
16:17Like with crayons?
16:18Yeah, exactly that.
16:19I think we should incorporate the logo into the brand name.
16:22How do you guys like that?
16:24Amy, is this six to eight-year-olds?
16:26Yes.
16:27I am still worried it's a little bit babyish, but then I don't really have any other ideas.
16:31I don't think it's babyish.
16:32I have a five-year-old and I think he would really be attracted to this.
16:35In Salisbury...
16:40How we want Whiffy to look, we want to look like a wizard.
16:43Next, for Connor's boys...
16:45We have to make it super exciting, super animated.
16:48Create a magical character for their app.
16:51Do you want it chubby or skinny?
16:53Um...
16:54Chubby.
16:55Wizard is chubby.
16:56I'd say a bit chubbier than that.
16:57Yeah.
16:58A wizard is naturally a bit chubbier.
17:00The three wizards I think of are in a film and none of them are chubby.
17:03Because it's meant to be an aspirational character.
17:05Okay, leave Charlie.
17:06Yeah, okay.
17:07Let's go.
17:08I think it's very popular within the children's scene to have quite wide eyes and big eyes.
17:12Big eyes, big smile.
17:13Long hair.
17:14And let's put a hat on him, please.
17:16And we're talking triangle cone sort of...
17:18Stereotypical.
17:19Like a triangle cone hair.
17:21We've got one here.
17:22With long hair.
17:23One sec, lads, please, please, please.
17:25I don't like being bossy, but that's a wizard.
17:28I think the character Whiffy is a little bit weak.
17:32He looks a little bit odd and he doesn't fully look like a wizard.
17:37Hope this works.
17:39Higher, higher, higher, higher.
17:42On the other team...
17:43TJ, just spin round, spin round, just to show you dizzy in space.
17:46Okay, nice.
17:47Bringing their character to life...
17:49Yes.
17:50Okay, just stop.
17:51...Francesca's half of the girls.
17:53Yes.
17:54Continuously spin, it's the best one.
17:55Five more, four, three, two, one, and you're done.
17:58Yay.
17:59Well done.
18:00Should we look at the branding, what the girls have done?
18:02Yes.
18:03Let's have a look.
18:04The only concern I have is, do you think it looks a little bit babyish?
18:09It's really babyish.
18:11It's not exactly the right...
18:12That looks like nursery to me.
18:13Yeah, I don't think it's hitting the target market.
18:15I think it is slightly younger.
18:16Yeah.
18:17Well, all I'm going to say is, I kept shouting, screaming out that I have experience with
18:22this, please put me in branding.
18:23But now that I've seen the logo, I'm feeling quite frustrated, to be honest with you, because
18:27I'm thinking if I was on the branding side, it would have been different without a shadow
18:31of a doubt.
18:33Taking the lead role for the boys...
18:36Your left is the right on the screen.
18:39Akshay.
18:40Three, two, one, go.
18:42Now to the left.
18:43OK, so you've got 30 seconds, working from the left in towards the centre too, OK?
18:49Now to the right.
18:50This way, right?
18:51No, no, no, no, no.
18:52That's...that's your right.
18:53That's your right.
18:54That's your right.
18:55Look at the screen.
18:56Look at the screen.
18:57Look at the screen.
18:58This app is meant to be interactive, engaging and fun for six to eight-year-olds.
19:04But all you've got is Whiffy waving his wand around and that's it.
19:07Will it keep kids engaged?
19:09I'm not too sure.
19:10Keep scrubbing the teeth.
19:13Keep scrubbing.
19:179pm.
19:18Apps complete.
19:20All right lads, that's a wrap.
19:22Prototypes in production.
19:24Tomorrow, pitch brushes to buyers.
19:287am.
19:29For Francesca's team.
19:30We've followed your briefs to a tease, so we are confident that you're going to love it.
19:44First look at their branding.
19:46Drum roll!
19:47So...
19:48This...
19:49Oh, wow!
19:50Is the Packy Gym.
19:51Let's have a look.
19:52I'm just thinking they may feel that this looks too young because to me, I feel like I would
20:01think that's for a baby's first tooth.
20:04OK.
20:05I do tend to agree.
20:06Just looking at that, I would think that's more for a younger age group.
20:10We were trying to think of a way it could stand out, it was vibrant, it was eye-catching
20:14and that's why we come up with the concept that kids like drawing and we thought if we could
20:18just do space themed and make it as bright and as colourful as possible, we would cover
20:22kind of whatever you were to do on the app.
20:25Yeah.
20:26I don't have children.
20:28I don't know what six to eight year old's like, so I worked with the information that
20:32I had and my creative ideas and put the best forward that I could.
20:36Oh, I like that!
20:38What do you think?
20:40I do just have a slight concern about the target audience because I just think six year
20:45olds might love it, but are they going to want to continue to use it until they're
20:48eight year old?
20:52What we've got is our window ears, where our wand will be.
20:55Casting a spell over the boys.
20:57That packaging is brilliant.
20:59Wizardy brush.
21:01As you can see, we try to make it look like a traditional wand.
21:06The child can hold it so it's more personalised to that particular child, so it's like when
21:11he gets it, it'll be his wand and you don't want anybody else to touch it.
21:15What we want is the kid wanting to play with his wand.
21:18This is better than I actually thought it would come out of, to be fair.
21:21But it looks like, of course you can.
21:23I feel the shape and colour of the toothbrush are a little bit loggy, which might be a bit
21:30of a concern when it's in the bathroom near a loo.
21:34You can tell that is a wizard's wand.
21:37Yeah, yeah.
21:39Across the hall, first look at Francesca's high octane app.
21:45Amazing!
21:46Keep on brushing!
21:47Great job!
21:48You did it!
21:49So girls, that was the app?
21:50Watching it, I was just a bit confused, like what does the rollercoaster mean? What does the bowling alley mean?
21:59Um...
22:00Because you wouldn't see that on a planet.
22:01Yeah.
22:02I was just a bit confused, I think, by all of it.
22:04To be honest, kids, they don't want loads of words.
22:05They're actually a lot smarter than we think.
22:06So they will understand what the story is, what they have to do over time when they're playing it.
22:11I really do think that we completely underestimate kids.
22:12They are smart and they will understand that by brushing, a building appears and that it goes onto their planet.
22:18It's actually a very simple concept.
22:19I think it's a very simple concept.
22:20It's a very simple concept.
22:21It's a very simple concept.
22:22It's a very simple concept.
22:23It's a very simple concept.
22:24It's a very simple concept.
22:25It's a very simple concept.
22:26What does the rollercoaster mean?
22:27What does the bowling alley mean?
22:28Um...
22:29Because you wouldn't see that on a planet.
22:30Yeah.
22:31I was just a bit confused, I think, by the...
22:32All of it.
22:33To be honest, kids, they don't want loads of words.
22:34They're actually a lot smarter than we think.
22:35That by brushing, a building appears and that it goes onto their planet.
22:39It's actually a very simple concept.
22:41We're trying to teach a child how to brush and the instructions aren't that clear.
22:48Taking his time over toothbrushing technique.
22:51Hello, wizard.
22:52I brush cadabra.
22:54Whiffy the wizard.
22:55Now to the left.
23:05As you're brushing, you can see that's removing some of the plank.
23:10Great work.
23:11Keep on going.
23:19Great work.
23:20Your wizarding brush is ready to cast a spell.
23:24Your thoughts, boys?
23:25Yeah, it's cool.
23:26It was spot on.
23:27Guys, I know when we left last time, we were obviously talking about it being unisex.
23:32What was the reason why we couldn't focus on that?
23:35Like, we could have gone for a unisex character.
23:37I feel it's difficult to create.
23:39Yeah.
23:40We just go strong on that one focus.
23:42On a young boy, yeah.
23:43Whiffy's memorable, right?
23:44Yeah.
23:45Whiffy the wizard.
23:46We've brought a new concept to the market that I've never seen before,
23:50that I think will appeal to the boys' demographic,
23:53and we'll just pitch our hearts out and hopefully get some orders.
23:57Guys, obviously, with the pitching team, I would like to switch you with Connor,
24:01so that'll have Connor, myself, and Alex on the pitching team.
24:05I obviously need someone from the branding team
24:08who understands the product and talk about the packaging,
24:10so I would love to have Amy to come over to the pitching team,
24:14and then, Shamma, if you could please go over to the consumer research.
24:17That's absolutely fine.
24:19I was really, really, really looking forward to go and do the pitch today.
24:23You've worked with children, you'll be switched on to whatever they're saying,
24:26so I'd love to have you over to that team.
24:27So let's go out there, we're going to smash it.
24:29Come on.
24:30Thanks, Francesca.
24:31Come on, guys.
24:3310am.
24:36Half of each team head off to their first pitch.
24:39I have a five-year-old, he wouldn't know how to brush correctly.
24:42Even if he gets a little older,
24:44I just think it should be TJ at the Chalking Tooth giving initial instructions.
24:47We're not going to talk about anything missing unless they bring it up.
24:50The rest will flush out feedback on their brushes.
24:56I mean, I like the wand and I get the brown.
24:58Yeah, yeah.
24:59But there's...
25:00Is it too...
25:02Are you...
25:03Yeah, I see what you're saying.
25:04Does it look like something bad?
25:06It doesn't look like a turd.
25:07No?
25:08It doesn't look like a turd.
25:09Is that what you're thinking?
25:10Yeah.
25:12First stop for the boys, Bupa.
25:15Hello, guys.
25:16Good to be here.
25:17One of the UK's biggest healthcare brands.
25:20We're here to present you today our new product, which is Wizardy Brush.
25:25So, with our design, we wanted to make it original,
25:28but still it looking like a wand.
25:32So, as you can see, you've got a personalised grip here,
25:34so the child can actually feel the wand.
25:37You can actually just see how cool it can actually be.
25:40What I'm going to present to you guys now is an extension of this
25:44brilliant product, the Wizardy Brush.
25:56Great work.
25:57Your Wizardy Brush is ready to close the spell.
26:02So, I have a seven-year-old, right?
26:04And when I look at the stuff that she has and she's engaged with,
26:07it's very colourful, vibrant.
26:09And that doesn't strike me as something that,
26:11from the colour aspects of it, that she would find very interesting.
26:16My child, when they were seven and eight,
26:18the whole thing that he and she was interested in
26:20was the famous Wizard that we all know quite highly about.
26:24So, what they wanted in all wands, when you think of wand,
26:26and when I say wand to my kids,
26:28the first thing that they have in their mind is a brown wand.
26:31Okay.
26:32Now, if I'm going to give honest feedback,
26:34that was a very boring two minutes for me.
26:36Okay.
26:37I felt your pain there that we're sitting here
26:39watching someone brush their teeth,
26:40but it's not over-complicated.
26:42Let's not create a PlayStation game or an Xbox game.
26:45We're just trying to get them to turn a typically mundane task
26:49into something a little bit magical.
26:51Okay.
26:52Okay.
26:54Oh!
26:57Mate!
26:58How good was that, though?
27:01Just dodging bullets!
27:02Have some of that!
27:04Have some of that!
27:05Next, through the door.
27:07If you have children, please can you put your hand up?
27:10All of you, great.
27:11Francesca's brushing stars.
27:14And keep your hand up if they ever have struggled to brush their teeth
27:18or don't like brushing their teeth.
27:19All of you, great.
27:20Because of this, we together have created Brushing Star.
27:25And our product is gender neutral.
27:27We wanted to go quite vibrant with the pictures on it.
27:31Very engaging, primary colours.
27:33If you could just give me a moment,
27:35I would love to set up and show you the app.
27:38What the aim is, is if you brush well,
27:43you'll be able to end up earning a building or a product
27:46to add on to your planet.
27:48Great job!
27:49You did it!
27:51How do you see that they will continue to be engaged
27:54with your product when, you know,
27:57the same sort of stuff just keep popping up
27:59and there's not really an end goal to it?
28:01The amenities will change as they continue to use the app.
28:05So I'm sure we will incorporate more space-related activities
28:09out from outer space.
28:11The app is definitely aimed at six to eight-year-olds
28:14and appeals to that age group.
28:15But looking at the toothbrush,
28:16it appears to be maybe more for a younger age range.
28:19Everything that you've just mentioned is completely adaptable.
28:22They're small tweaks, you know,
28:24in terms of making that less childish.
28:26That's honestly just one design change
28:27that can happen really quickly.
28:29If you do want to work with us,
28:30then we're definitely willing to design a product
28:32and work with you on that.
28:33Okay, thank you.
28:36Thank you very much.
28:37Bye.
28:39Every objection that the client had,
28:41they said, don't worry, we'll change it.
28:43Well, that's quite normal in a prototype,
28:45but normally you're only changing a couple of things,
28:47not everything.
28:49Central London, ahead of the next pitch.
28:53This is the brushing star.
28:56The girls' brush gets face time with a focus group.
28:59So, tell me, what do you think of that?
29:02It's a little bit youngish,
29:04because there's, like, space buckets and astronauts,
29:08but I like the head on it.
29:10It's not for me.
29:11Like, I think it's for young people, like, three-year-olds.
29:16So, the toothbrush has an app that goes with it.
29:19They like music.
29:22I think it would help inspire you.
29:25What do you think is going on?
29:26Not much is going on.
29:28There's, like, the picture of space.
29:31It doesn't really describe how to brush your teeth.
29:34They're engaged by the music.
29:35They're engaged by the imagery.
29:36But beyond that,
29:37I don't think they understand the concept.
29:40Gathering feedback on their finished brush.
29:43If you saw that, what's your first reaction?
29:46Half of Team Whiffy.
29:48Does that make you think of a magic wand when you look at it?
29:51No, exactly.
29:52Oh, really? Why?
29:53I don't really like the brown.
29:55I like the colour green and the brown together.
29:58It's very cool.
30:00Can you see what's happening to the teeth on the left?
30:02It's kind of a bit boring.
30:04It's not very interesting for me.
30:06Can we do a hands-up now?
30:08Who thinks they would ask their parents to get it
30:10if they saw it in the store?
30:12All hands gone up.
30:15Savage.
30:17Only one out of five wanted to buy it,
30:19and that is a bit of a shame.
30:20But there was only two boys in the group,
30:22and so one out of two, that's 50%,
30:25which is actually not too bad.
30:27I mean, I'll take that as a positive.
30:293pm.
30:30They didn't understand the app.
30:32At all.
30:33Next, for Francesca's foot soldiers.
30:36So, girls, thank you so much for all that consumer research.
30:39A pitch to High Street Giants Superdrug.
30:42I do know that your, you know, experience with the children is really valuable.
30:48However, we have just gone into a pitch.
30:51It went really well.
30:52And I do think right now, switching out someone else
30:54and getting someone else to fill those boots
30:56would be far too much to put onto someone.
30:58I do think, personally, it's useful to have someone in their consumer research.
31:01I think it's really powerful when you're pitching.
31:03I'm under the impression, like, if something isn't broke, let's not fix it.
31:08Next door.
31:10How are the kiddywinks?
31:12Massaging the figures from their focus group.
31:14Boys liked it.
31:15Girls, not so much.
31:16Numbers man Nick.
31:18Now, this is quite interesting.
31:2050% of the boys liked it, which is powerful stuff.
31:23So, that is, I mean, those are some stats, some real ammunition for you guys.
31:27But is that two boys out of two boys?
31:29That's one boy said, yes, that he was like, maybe.
31:32OK.
31:33So, when you say 50%, one boy said that.
31:36So, let's not focus on sample size.
31:39Nick, in terms of all the stats that you've got,
31:42I want you, with those three, actually pitching.
31:45Yeah.
31:46I want you to go really in with that, OK?
31:49First through the doors.
31:51Hello, thank you for having us.
31:53Francesca's sales squad.
31:54We created Brushing Star.
31:57We decided to go gender neutral.
31:59So, we used an orange base background.
32:02But we still wanted it to be quite vibrant.
32:04So, we added this gorgeous design.
32:06We all know children get bored really easily.
32:10I hope they like me out.
32:11I'm ready to start brushing.
32:16Once you've brushed your quadrant correctly,
32:18the sort of products that you could earn are things like bowling alleys,
32:22a swimming pool, roller coasters.
32:25All the sorts of things that children would want to have on their own world.
32:28Good job.
32:29You did it.
32:31So, girls, I do think that character is a little bit too scary.
32:35You kind of see that character and I'm not sure, personally as a mum as well,
32:38whether that resonates.
32:40If this is something that's really important,
32:42we would actually love for our character to look more like the one on the packaging.
32:45And as soon as we can incorporate that onto the app,
32:48that is something that we 100% would like to do.
32:51I just hope that the experts believe the changes which are going to be made.
32:55And then just going onto the app,
32:57I just feel that the child would get lost when brushing their teeth.
33:00I feel like there's no guidance of, you know,
33:02whereabouts they should be brushing in their mouth.
33:04So, this is currently a prototype that we've come with you.
33:06So, there are things that we are able to change.
33:08OK.
33:10Thank you very much.
33:11Goodbye.
33:12Hello, wizard.
33:13My name is Whiffy the wizard.
33:16Next, to try to win over the buyers...
33:18Your wizarding brush is ready to pass the spell.
33:21Whiffy the wizard.
33:23What's incredibly exciting about our product
33:25is that during our research,
33:27we found 50% of our target demographic said that they would actually ask their parents
33:33to buy them the product if they saw it in a shop.
33:36Um, I want to be honest with you,
33:39because I guess as a brand we always are,
33:41I genuinely don't get it.
33:43I look at the brush,
33:45and for me, it looks like a turd.
33:49A what?
33:50A turd.
33:51Are you joking?
33:53I'm just really interested why you went with the colour brown.
33:56Fantastic feedback.
33:58The reason why we went with that colour, quite simply,
34:00is when you think of a wand as a brown wand,
34:03so we didn't really want it to look much like a turd,
34:07but at the same time we also wanted to keep it original to being a wand.
34:11So you're not prepared to change the colour of the brush now?
34:14No, the colour of the actual main body is something we'll always keep,
34:17because it's the wand colour.
34:18OK.
34:19Um, Aaron, I'd just like to jump in as well.
34:21But in the consumer research, those colours were described as cool
34:25by our target demographic.
34:27So, um, we went based on the facts.
34:31I guess you've targeted this at boys.
34:33Correct.
34:34Why have you decided to alienate half of your market immediately?
34:37We want girls or sisters of that particular wizard to want more,
34:41so that next thing, they have a new different character,
34:43so it's a female wizard.
34:45That's something where we can build upon that as well.
34:47Thanks, guys.
34:48Brilliant. Cheers, thank you.
34:49Thank you very much. Cheers.
34:54I think you guys answered the questions really well
34:56and onto the, you know, to the point.
34:58Firstly, you smashed it with your confidence.
34:59Yes, you did really well, yeah.
35:00Delivery was really good.
35:01The panel thought that the wand looked like a turd
35:04in terms of its colour,
35:05but unfortunately, Aaron did take his decision
35:07to stick with brown because of the colour of the wand,
35:10so I'm just worried that that could be the negative impact
35:12of us failing the task.
35:14The only thing that concerns me was there was a lot of,
35:17we'll change that, we'll change that, we'll change that.
35:20But I think what we also explained,
35:22they're just kind of like add-ons or little tiny tweaks
35:25that won't be too intensive.
35:27I think the packaging and the brand and the logo,
35:29I think we did the best that we could
35:30and we got that quite spot on,
35:32but the app is really, really concerning.
35:34I still don't think it's clear enough for our target market.
35:37Pitch is over.
35:40Tonight, orders, if any, will be totalled.
35:44Tomorrow, the boardroom.
35:56You can go through to the boardroom now.
35:58So for this task, I wanted you to create
36:20a brand new electric toothbrush aimed at children
36:25between six and eight years old.
36:28I'm going to kick off with you ladies.
36:30Francesca.
36:31Hello, Lord Sugar.
36:32Right, you made yourself the project manager, is that right?
36:35Yep, there are a few other people that wanted to go
36:37for project manager, but I was voted in as PM.
36:40Yes, I come from a childcare background
36:42and in terms of the educational side
36:44and the learning and development of a child
36:46and looking on the branding side as well,
36:49I felt like I would have done a real good job working as a PM.
36:52Hmm.
36:53Now, can you tell me about what theme you wanted to go with?
36:57Yeah, so we wanted to go for a space theme
36:59because six to eight year olds love imagining things,
37:02they want to immerse themselves in a new world
37:04and we've also thought that the theme was very gender neutral as well.
37:08Okay, let's talk about the product team first of all.
37:11I was the sub team leader, but I was encouraging everyone
37:14to share their ideas and I think we all came together.
37:17We were just, it was so lovely that we all had the same vision.
37:21I explicitly said that I didn't want to have loads of symbols on the product.
37:26So when I did see it, I was shocked.
37:28Didn't like it.
37:29I thought it looked too childish.
37:30Um, I just think from what you gave us,
37:32I'm not sure what more we could have done.
37:34Like, you wanted it the standard toothbrush shape
37:37and you wanted it orange, but if we just did it orange,
37:39it would be so plain.
37:40So we just tried to add as much colour
37:42and just kind of make it stand out as much as we could
37:45whilst staying within your brief.
37:46Yeah, so I expected it just to be an orange toothbrush.
37:49But wouldn't that have been a bit boring, an orange toothbrush?
37:51It could have been, so that's why, yeah.
37:52I have a five year old...
37:53It would look like Donald Trump's face.
37:55OK, this is the logo there, right?
37:59Um, so the name brushing star relates to how your child
38:02will become a star at brushing their teeth.
38:04When I saw that logo, I was very concerned
38:06that it didn't meet the age range,
38:09but I do think we brought it back with the app
38:11because the app definitely meets the six to eight year old age range.
38:14You know the thing about kids, don't you,
38:15who are six to eight years old,
38:17they want to be treated as if they're a little bit older,
38:19so they felt it was condescending a little.
38:22Anyway, let's move on to this app, shall we now?
38:31Amazing! Keep on brushing!
38:38Nice job! You did it!
38:40Hmm.
38:41Children, we want to encourage them to brush their teeth
38:44before they go to bed at night, is that right?
38:46Yes, that's right.
38:47And the music is a little bit upmarket and racy,
38:50or keep them awake.
38:52Do you give them red balls, a mouthwash or so?
38:56How's that going to attract me as a child
38:59to make me want to do that every day?
39:01The whole story was, as they brush their teeth,
39:03they release a building, which then they can add to a planet.
39:08I wouldn't know what it was.
39:09Yeah.
39:10And I think the flaw here is that no one knew what it was.
39:13All right, let's move on to the gentlemen.
39:16Now then, Aaron, you became the PM and you came up with this thing here.
39:22Yes, Lord Sugar, we wanted it to be and replicate a wand.
39:25Obviously, the Harry Potter has a brown wand
39:27and so does the rest of the wizards,
39:29so we wanted to keep it along that kind of feel, really, Lord Sugar.
39:32I'm thinking of getting a psychiatrist for you lot
39:35because you seem to be obsessed with turds.
39:38You were going to Saturn, right?
39:40Yes.
39:41This thing looks like it came from Uranus, right?
39:44I knew that was coming.
39:46I knew it was, yeah.
39:48No fairness, Lord Sugar, in terms of the toothbrush,
39:50we stick with the wizard and wand
39:52because, obviously, Aaron, as a team, we agreed to that.
39:55The only thing I did emphasise was just to put in extra, like, objects
40:00or just a bit more colouring and...
40:03Can I do projects on that?
40:04That didn't actually happen, did it, Navi?
40:06So, let's stick to the actual facts that, in terms of your input,
40:10in terms of the design of the toothbrush, there was quite little...
40:13No, actually, as a matter of fact, I did give my ideas
40:16and Aaron was then, he said, good idea, good idea,
40:19but just let's wait on that.
40:20So, basically, you got the brush off.
40:22Yeah, brushed off, that was the...
40:24OK, well, let's get on to the app.
40:27Before we went about creating the app,
40:29Lord Sugar, we wanted it to be engaging,
40:32educational and interactive.
40:34What I've heard was that you've got the wizard
40:37is collecting the plaque by the brushing
40:40and he used it to kill the dragon to protect the castle.
40:44Correct.
40:45And all this happens on a Thursday afternoon in Scarborough,
40:47I suppose, with your left leg out the window.
40:49Yeah.
40:50Why have you got this in your hand?
40:52How long are they brushing for, 20 minutes?
40:54What?
40:55Let's take a look.
40:56Let's take a look.
40:57Hello, wizard.
40:59My name is Whiffy the wizard.
41:01Great work.
41:02Your wizarding brush is ready to close the spell.
41:16Right, getting back to what this looks like,
41:19Whiffy is rather appropriate, isn't it?
41:21When you think about it.
41:22Yeah.
41:23Where did you get Whiffy from?
41:24Wilfred or what?
41:25I wanted it to be the name to begin with a W
41:28for that alliteration.
41:29It's quite a powerful marketing tool.
41:31So, Whiffy the wizard and his magical brushing wand.
41:33Lord Sugar, at no time did anybody stop back
41:35and think of any of the connotations of that name.
41:37No.
41:38No.
41:39No one stopped and thought maybe we might want to reconsider.
41:43Yeah.
41:44Nicholas, you're very quiet up there.
41:47You're exhibiting the enthusiasm of a trip to the hygienist at the moment.
41:51I was just going to touch on the name.
41:53Ultimately, I didn't know that we'd have the negative connotations
41:57with the toiletry, so I was in support of Whiffy.
42:01Aaron, Francesca, said to her team,
42:04I don't want it to be like a rocket, and they did.
42:07They made it like a rocket.
42:09You said it's got to be gender neutral
42:12and your sub-team leader's gone straight into
42:14no, we're going to make it for boys.
42:16At first, initially, I was like,
42:18well, we've gone against the grain for what we actually wanted.
42:21Just on that very quickly, Lord Sugar,
42:22we said that we wanted to go for a unisex product
42:25and then within the app we'd have the option of going down
42:28a female character, a male character,
42:30but because of time constraints, we couldn't do that.
42:33Mm. All right.
42:34So let's see if the experts bought into your concepts.
42:39Tim, how did the boys' team do with the healthcare provider?
42:44Well, Aaron went to the healthcare providers
42:46and, unfortunately, they didn't like it.
42:49They got zero orders. Oh.
42:52All right, Karen, how about the girls' team?
42:54Well, look, you know, the healthcare provider
42:56did have reservations about the product,
42:59but they really liked the pitch
43:01and they really thought you had credibility,
43:03particularly you, Francesca,
43:05and they ordered 1,000 units.
43:071,000 units.
43:081,000 units.
43:09So, while I'm with you, Karen,
43:11how did the girls' team do with the High Street retailer?
43:16Well, the High Street retailer also loved the pitch,
43:20and they really liked the product,
43:23and they ordered 10,000 units.
43:26What?
43:27That's a total of 11,000 then, right?
43:31Right, all down to you, Tim.
43:33Well, unfortunately, they should have taken some tips from the girls.
43:36The High Street retailer made zero orders.
43:43Well done, ladies.
43:44Very well done.
43:45So, hope you got a sweet tea.
43:47We do.
43:48Because I'm sending you for afternoon tea in Chelsea.
43:53So, enjoy it, and I'll see you on the next task.
43:58Well, gentlemen, a bit of a disaster, really, isn't it?
44:07Second task, yeah?
44:09Go away.
44:10Talk amongst yourself.
44:11We're going to come back here.
44:13At least one of you will be going today, OK?
44:17Off you go.
44:18Oh, my God, guys, look at the cake!
44:32Wow, we won!
44:35I literally never want to see an electric toothbrush again, though.
44:39I'm so glad that the girls actually stuck to my original vision
44:42in that first meeting.
44:43You did do a fantastic job with the pitch.
44:45Yeah.
44:46All of my leadership skills to keep the bloody girls intact.
44:49I really do feel like that led to us getting 11,000 orders.
44:52Open your mouth.
44:53What is this?
44:54You need to try this.
44:55I come forward with the idea of the logo.
44:58Yum!
45:00With the tooth and the planet around it.
45:02So, all in all, I think I really contributed to the sub-team.
45:05Aren't you guys nervous when they change up the teams
45:09and we're going to be working with the guys?
45:11I mean, it seems like they could be.
45:12I know.
45:13They'll probably finally end up winning a top.
45:14What?
45:15Cheers!
45:16Cheers!
45:17Cheers!
45:21The thing that was pointed out quite a lot is the unisex thing,
45:24and I think that's completely shut us down.
45:26I just couldn't get my head around how could we create a gender-neutral character.
45:30Yeah.
45:31Connor could have delivered a little bit better.
45:32He could have took ownership and said,
45:34listen, let's stick to a unisex product.
45:36Why he didn't and why he gets my complete instruction is another reason why we failed this task.
45:41The wand didn't look like the wand.
45:43So, are you completely content with your contribution then?
45:46Let me just...
45:47No, no, just tell you.
45:48Everyone was throwing in ideas.
45:50It wasn't a case of it was one man's idea.
45:52No, no, I weren't on about other people. I'll just ask you a simple question.
45:54Are you happy with your contribution was my question.
45:57Aaron was the project manager and he said he wants to keep the wand simple and plain and that's why we're in this crap now.
46:06Nick, not heard a single part from you.
46:08I looked after the educational side in what respect, telling them how to brush your teeth.
46:12You then put me in charge of conducting the consumer research.
46:15Was that strong, do you think, that pitch?
46:17The product didn't stand up.
46:18So, yeah, I'd be pretty pissed off if anyone tries coming at me in the boardroom
46:22because no one said boo to me the whole way through.
46:32Yes, Lord Sugar.
46:33Could you send the candidates in, please?
46:35Well, it's my turn to be the wizard because I'm going to make one of you disappear today, that's for sure.
46:53I'm so bloody disappointed with the lot of you.
46:56Highly qualified people that have come up with this piece of rubbish.
47:01So, I put myself forward, never done anything like this before, but I knew that I had a bit of a vision.
47:06Never done anything like this before?
47:09In terms of making a toothbrush, I've never designed anything.
47:11So, completely contravenes what I've been saying in the last two weeks.
47:16Don't put yourself forward if you've got no bloody clue.
47:20The more I look at it, the more embarrassed I get.
47:24Quite simply, it's just not good enough, but not one of you said, Aaron, that is a turd.
47:30I feel that I've been fed to the lions in that respect, personally.
47:33I want to ask you something, Navid.
47:35Yes.
47:36You've got chemist shops, is that right?
47:38Correct, Lord Sugar.
47:39Yeah.
47:40Did you put this piece of crap in your shop, or what?
47:43Um, to...
47:44To...
47:45Yes or no?
47:46Uh...
47:48You're trying to be...
47:49No.
47:50You're trying to be kind and polite to your colleagues, or what?
47:52No, I just...
47:53No, I would...
47:54I mean, with what we've heard in terms of the feedback at the end, no, I wouldn't sell it.
47:59No.
48:00So, when you saw it, first of all, why didn't you say, is this a joke or what?
48:04Stop!
48:05Stop, stop, stop!
48:06I mean, in all fairness, Lord Sugar, I did kept emphasising on the colour, and even when...
48:10So, they weren't listening to you, no-one was listening to you.
48:12I mean...
48:13I just want to make a point.
48:14You were so behind on what we were doing, it was as if you wasn't even present.
48:17Where was he then?
48:18Where was he then?
48:19He was just in his own little world, like...
48:20Yeah.
48:21And it's difficult when you're in the market, and I'm not going to see it because you're an easy target,
48:25and I'm not going to...
48:26I'm not going to bring myself to that level, but at that point, you really could have helped us out there, mate.
48:30You really could.
48:31Okay, well, let's get on to the app.
48:34So, what did you lot think of the app when you first saw it?
48:37It weren't what I wanted it to be.
48:39I wanted the spells and a gender-neutral wizard.
48:42I didn't have that.
48:43Aaron, I just want to say...
48:44Sorry, Nick.
48:45I just want to address this.
48:46When we left to create the app, what we were told is, I want wizards and I want magic.
48:51Everyone knew they had to create an app just based on wizards and magic.
48:54That's what we knew.
48:55And we did that.
48:56The app was better than the girls' app.
48:57100%.
48:58In your opinion, but not in the opinion of the most important person, which was the customer.
49:02I was just going to say, I mean, yes, I think we missed the mark, but Aaron's looking this way, saying,
49:08why didn't anyone interject?
49:09But, obviously, we weren't there when the product was getting created.
49:12So, I don't think it's fair to say, why didn't we jump in?
49:16So, anyway, you start off gender-neutral.
49:19Yep.
49:20And then, Connor, you decide yourself that, no, I'm actually going to focus on boys.
49:27I know the value of sticking to a plan, and...
49:31But he made the plan. Gender-neutral.
49:33No, can I just tell you what happened?
49:35I can tell you one thing you succeeded on.
49:37It is gender-neutral, cos neither a boy or a girl would buy this bloody thing, that's for sure.
49:42I came in and said, look, let's build a neutral product in the app.
49:46We'll have a male and a female character.
49:48If we don't have time, we'll go down the male route.
49:50You could have done a gender-neutral character.
49:52Yeah, well, I'll take that on the chin.
49:55Hmm.
49:56Let's get down to the pitch, shall we?
49:58There was a lot of harsh questions, and I remember at one point I looked at Nick to try and bail us out a little bit or give us something.
50:05You was completely absent on that.
50:07I don't think that's completely fair, because they commented on the colour, looking turd-like-ish,
50:13and I jumped in at the end and said, well, in fact, our consumer research has shown that the kids liked our green and black logo.
50:20They thought it was very cool.
50:21So I tried to deflect that, and when they came up the app...
50:23The damage had already been done. I'd already diffused the turd comment.
50:26Oh, OK.
50:27That's the thing. I tried to put a spin on it to try and devuate it away.
50:30So, yeah...
50:31Right, OK.
50:32...with science and stats, the damage had been done.
50:35So, Aaron, I'm going to ask you, which two people are you bringing back into this boardroom?
50:40I'm going to be bringing Lord Sugar, Nick, into the boardroom, and because of the unisex side of it,
50:47and the Wi-Fi, the app was horrendous, I'd have to bring Connor back.
50:53What reason are you bringing me back in, Aaron?
50:55Because you've been completely absent on this whole task.
50:58But does...
50:59I've made my decision.
51:00OK. Does anyone here...
51:01I'm not changing my decision, so I've made it.
51:02That's fine, but does anyone agree that I should be brought back in?
51:04No matter what anybody else says, I'm bringing you into the boardroom.
51:07I don't think...
51:08You'll ask him. You'll ask him. He will have to elaborate.
51:11So, the rest of you go back to the house.
51:21So, gentlemen, I want you to step outside.
51:25I'm going to have a chat with Tim and Karen, and then I'm going to bring you back in here.
51:30And, well, at least one of you is going to be fired, OK? Off you go.
51:43So, what do you think about Aaron?
51:45Aaron was responsible for this product, and it's a terrible product.
51:48You know, what really shocks me is the lack of common sense.
51:51How they couldn't have looked at that thing and said,
51:54this is terrible, they were deluded.
51:56And what do you think about Connor?
51:58You know, it's quite dangerous in business when you claim to be an expert at something,
52:02and Connor said he was an expert in apps.
52:04Well, there's no evidence of that based on the app he produced.
52:07Nicholas?
52:08He was really defensively giving the feedback on the consumer research
52:11and actually alienated the customers.
52:13And that could have cost them sales.
52:15Yeah.
52:16I'll bring them back in here, and we'll see who's going to be leaving today.
52:23Yeah, can you send the three of them in, please?
52:25Aaron, I understand that when the pharmaceutical retailer asked you, point blank,
52:40would you change the colour, you said no.
52:43The second I said no, I'm like...
52:46I was considering, shall I go back on it?
52:48But I'd just completely lose any credibility if I went back on it,
52:51so I had to just stick on it.
52:52Why? You wouldn't have done it.
52:54Why?
52:55You said, you know what, thinking about it now,
52:57we could spray it any colour you want.
52:58What colour would you prefer, actually?
53:00Anyway, brown and green.
53:02Brown and green.
53:03Twice you've done it.
53:04So unless the next task is selling medical waste,
53:08we're all going to be in trouble, right?
53:10Connor?
53:11Yeah.
53:12You claim to be an expert in apps,
53:13and you produced something which was quite terrible,
53:16and you changed from gender neutral to boys.
53:19I didn't go rogue.
53:20I said that we would try and get a female and a male,
53:23character in.
53:24If we couldn't, we'd go down the male route.
53:26I think at the time I set out a plan, and my plan was,
53:29a wizard, if you look at Harry Potter or anything,
53:31it doesn't have to be for boys or girls.
53:33We could have made that for both markets.
53:36You were happy with how the app turned out.
53:38You were like, mate, you've nailed it.
53:40And everyone else did the same.
53:41The thing is, I mean, just in my opinion,
53:43I am confused why Connor and myself are here.
53:46After the professionals said that they really didn't like the product,
53:50surely the responsibility was within your design team.
53:53The reason you're here is because you've been absent on the actual task.
53:56Let me finish.
53:57You've been absent there.
53:58Everyone's played a little bit part.
53:59Some have played more.
54:00But you've played no part in it whatsoever.
54:02But don't go on, don't go on.
54:04That app was the best app in the world.
54:06Aaron, can I just say,
54:07I honestly can't believe how you think I've done nothing.
54:10I contributed as much as everyone designed the app.
54:12Got the key messages of education across.
54:14I then led the consumer research.
54:16I then jumped in on the second pitch.
54:18And you said I was articulate.
54:19What, you've asked two kids what they like about the product.
54:22He's not leading it.
54:23I mean, if you're going to disregard focus groups before a product launches,
54:26then I'm sorry, but your business acumen went from scratch.
54:28Nicholas, tell me why I shouldn't fire you.
54:31I don't know why I've been brought back in here.
54:33The app team is not at fault.
54:35It's the design team.
54:36I wanted a unisex toothbrush.
54:39We didn't get it.
54:40You never said that afterwards.
54:41I didn't get it.
54:42That's not correct.
54:43That's not correct, Aaron.
54:44That is not correct.
54:45So did I not say we wanted a unisex product at the start?
54:48What did you say if it didn't work?
54:50We couldn't do unisex?
54:51Did I ask for unisex products?
54:52Yes, you did.
54:53Yes, you did.
54:54But what happens if we couldn't deliver unisex?
54:55I'm just confused.
54:56But when it turns around in terms of a unisex product,
55:00there's nothing on that app that couldn't be unisex.
55:02It would have been absolutely fine if the product didn't look like a turd.
55:05It's ridiculous.
55:06You made it look horrendous.
55:07Gentlemen, I've had enough, gentlemen.
55:09I'm going to summarise, and I don't want to hear any more from anybody.
55:14So, Aaron, you were the project manager for this product,
55:19and this product is garbage.
55:22Connor, do you really know anything about apps?
55:27The customers didn't get it, and they thought it was boring.
55:32Nicholas, you disagreed with a customer that certainly could have cost you not getting any orders.
55:40And for that reason, I'm struggling.
55:45Connor, you changed from gender neutral to boys, disregarding the project manager's view.
55:53But, Aaron, it's a tough one.
56:00And I'm going to conclude that...
56:07Connor, you're fired.
56:12Thank you for the opportunity, Lord Sugar.
56:19You, I'll be watching you.
56:21Do you understand?
56:22Nicholas, I don't care what the next task is.
56:26You are going to be the project manager.
56:28Do you understand me?
56:29Understood, Lord Sugar.
56:30This is going to give you the opportunity to show me what you can do.
56:33All right? Thank you.
56:34Off you go.
56:35Thank you, Lord Sugar.
56:48Aaron, you should have gone home.
56:50It's a tough one to take, but I have plenty of setbacks in my rugby career.
56:54This is the first major one in my new career, and I'll bounce back tonight.
57:01So, who do you think is going to be coming back tonight?
57:03Unfortunately, Aaron is probably going to go home.
57:06I feel he's going to fight, but it's the prudence.
57:11I think if someone calls your product a turd, and then say,
57:14are you going to change your colour? I think you say yes.
57:17Turd!
57:18So, by the sounds of it, you sound pretty confident that Connor's going to be walking back.
57:21Connor will be back, yeah, for sure.
57:23Oh!
57:24Oh, my God!
57:25Nick!
57:26Oh, my God!
57:27Aaron's here.
57:28Oh, my God!
57:29Aaron's here.
57:30Oh, my God!
57:31Oh, my God!
57:32Oh, my God!
57:35Tell us everything.
57:36Well, I fought like I've never fought before.
57:40Probably the hardest thing I've ever had to do.
57:43He's made me PM for the next task.
57:45Oh, my God!
57:46Oh, my God!
57:47Yeah, yeah, yeah, yeah, yeah.
57:48Yeah, yeah, yeah, baby!
57:50Pressure's on there.
57:51Yeah, yeah.
57:52To be honest, I'm actually really looking forward to it,
57:54because the girls definitely need a beef thing now, so...
57:56Oh!
57:57Oh, my God!
57:58Oh, my God!
58:00Now, 14 candidates remain.
58:03The search for Lord Sugar's next business partner continues.
58:10Next time...
58:11For this task, you'll be creating a non-alcoholic drink.
58:15High spirits...
58:16No, no, get another one going now.
58:17No, we haven't got time.
58:18Low shots...
58:19No, but I literally just gave it to you.
58:21Because there's two beakers here.
58:22You don't agree, I get it.
58:24And in the boardroom...
58:25The thing tastes like crap.
58:27A sour taste.
58:28You're fired.
58:34The Apprentice is back, bigger and better than ever before,
58:38and I'm looking for my next business partner.
58:41So apply now to bbc.co.uk slash apprentice.
58:48Right now.
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