- 4 months ago
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00:00Job interview around Lord sugar's on the hunt for a brand new business partner
00:05There's no VAR in here. I make the final decision
00:09fighting it out for his funding
00:1218 ambitious entrepreneurs
00:16It's down there. It's a deal worth fighting for
00:2518 candidates
00:27I don't know. It was like this all day
00:3012 tough weeks if I wanted an easy life. I'd send the whole bloody lot of your home now
00:35One life-changing opportunity. You're fired. You're fired. It's a total disgrace. You're fired
00:51Previously I want you to source nine items
00:55I'm sending you to Brighton and home
00:58Denisha captain the ship trying to be in one and be in two. Okay. That's your decision. You're there
01:04But a city center strategy
01:08Saw her run out of run
01:10Where are we going truck truck truck truck anyone on the other team the parameter
01:16Simba led the pack able to put on reserve for us and despite a stormy outlook
01:21Is that something you still have we had to sell the nautical one in the boardroom?
01:26It was plain sailing
01:29452 pounds and 89 pins
01:32Mark almost hit the rocks you had to chance
01:35But Denisha it was like organized chaos sank without trace. You're fired
01:42Now 13 candidates remain to fight for the chance to become Lord Sugar's business partner
01:48What do you guys think we're doing today?
01:52Dancing
01:54Dancing
01:55Dancing
01:56Dancing
01:57It's a dance college isn't it?
01:58I don't think so
01:59I reckon it's doing advertising or something
02:01Good morning
02:03Good morning
02:04Lord Sugar would like you to meet him at Imperial College London
02:06The cars will be outside in 20 minutes
02:09We are coming to Imperial College London
02:1120 minutes
02:1220 minutes?
02:1320 minutes?
02:1420 minutes!
02:15What do you guys think we're doing today?
02:16Dancing
02:16Dancing
02:17It's a dance college isn't it?
02:19You know I would be so
02:20I reckon it's doing advertising or something
02:22Morning boys. Morning boys
02:24In Imperial College London
02:26I never went to college
02:27I'm really looking forward to whatever task it is, um, throwing myself in.
02:35If it's something that I know a lot about, I won't be holding back, I'll be going straight
02:53in there for project manager.
02:56It's fighting tough there, isn't it?
03:01South Kensington, home for over 100 years to Imperial College London, one of the world's
03:12top universities for science and engineering.
03:26And one of the most serious issues we face is climate change.
03:31Every day we rely upon scientists to help us tackle urgent problems.
03:37And one of the most serious issues we face is climate change.
03:43Today, people are turning to new technology to help them make greener choices.
03:48And one market that has seen a speedy rise is electric motorbikes.
03:54And that's what this next task is all about.
03:57I'm giving you a brand new electric motorbike, a complete blank canvas.
04:03Your job is to come up with a marketing campaign.
04:07You'll need to create a name,
04:09a television advert and a digital billboard.
04:13You'll be pitching your campaign to a panel of industry experts.
04:17And they'll be reporting back to me.
04:20And ultimately, I will decide whose advertising campaign is the best.
04:24Good luck, and I'll see you in the boardroom in a few days' time.
04:28Off you go.
04:30Two days to create a campaign before pitching their bikes to industry experts.
04:38Quite excited about this task.
04:39Yeah.
04:40First job, put someone in the driving seat.
04:43I want to put myself forward as project manager.
04:45I do have an electric vehicle, and I think I'll be able to do a really good job.
04:48I'd like to put myself forward.
04:49I mean, at the end of last year, we started changing all my company vehicles for electric,
04:53and it is seen as a good thing for business.
04:55I also would like to put myself forward.
04:57I think this task will stand and fall based on creativity,
05:01and I think I've got a vision that we could sort of start moving forward with.
05:04Great, should we take you to a vote then?
05:05Hands up for Mark.
05:08Hands up for myself.
05:11Hands up for Marnie.
05:12Marnie it is.
05:13Exciting, okay.
05:16I don't know a lot about electric bikes.
05:18What I do know about is design, artistic skills,
05:22and I think that's what will win us this task.
05:24Well, thank you guys.
05:25That's an honor for me.
05:27Advertising is not what I do, but I do have a passion for motorcycles.
05:32Speeding into the top job.
05:34All in favour of Brad as the project manager?
05:36Yeah.
05:36Yeah? Okay, perfect.
05:38Construction man Bradley.
05:41These bikes are called Cafe Racers.
05:43That's the style of the bike, and what I want to put forward is the name for this bike as a brand,
05:48and I want to call it Cafe Racer.
05:50That's cool, I just worry if they might not get the whole, like I didn't know what a Cafe bike was.
05:58Yeah, I didn't either.
05:59Can we not just forget this market and this industry is something that I know a lot about.
06:03This is my passion and this is what I do.
06:05I personally think Cafe Racer is a really good name for this bike.
06:10So some sort of fancy writing with a bold E. Cafe Racer.
06:14I'm a purist, you know, I like the, I like the smell of fuel, but I'm really, really excited,
06:20you know, to knuckle down, roll my sleeves up and get stuck into this one.
06:23I think we should target Gen Z, because these guys are usually around about 16 years of age,
06:28and they're going to be using these things to commute to and from work or college or university.
06:32Yeah.
06:34Maybe we should just talk about who we think that our target market will be.
06:37Also searching for a spark.
06:39Me personally, I think it's businesses. My business changed to electric vehicles last year.
06:43Project manager, Marnie.
06:46It's helped us massively with big corporations. This is a big, big market.
06:49I see where you're going. You're going on a very practical, what the consumers would want,
06:53but I do think for an advertising and marketing campaign, the green vibe is not very appealing.
06:57So I think what we do is we tackle petrol heads and try and redefine what it is to have an electric
07:03bike. Let's try and just shift the focus more to the aesthetics of the bike and the feel of the bike.
07:09Glossy, high-end, beautiful. Sexy is the operative word.
07:18Working out who does what.
07:20As a team split, what I want to do is put myself on the billboard and branding team.
07:23I'm going to take Simba and Danny with me.
07:25Mm-hmm. Bradley's biker gang.
07:29I have a degree in media. I specialised in advertising at university.
07:33OK, right, what I want to do is on the ad team, I want Jo as sub-team leader.
07:39You don't want Charzia as sub-team leader?
07:41Yeah, I've got no experience in advertising.
07:43Yeah, because I'm happy to be the sub-team lead.
07:47OK, then Charzia, you're going to be sub-team leader on that.
07:49So that's the creating the names and the taglines?
07:52No, that's the ad team.
07:53I think that I would be more suited to the taglines, the logos.
08:00Erm...
08:03OK, what I'll do is I'll come onto the ad team and then Charzia,
08:05I'll put you on the billboard team and you'll be taking Avi, Jo and Simba.
08:10Do you agree with that? Brilliant. Fantastic.
08:15I'm really confident being on the branding side. I do have a media degree and I can make concepts
08:21quite simple and memorable, which I think is going to be an element of being successful in this task.
08:27Charzia, I'm pretty sure you'll come into your own with this marketing side of things.
08:30Thanks for that, guys. See you, guys.
08:3310am, while half of each team brainstorm bike ads...
08:37Guys, I think that we have some clear visions from this morning's brainstorm.
08:41Yeah.
08:43..the rest head off to build brands.
08:45The kind of vision that Brad had was Cafe Racer for the name.
08:53Let me be honest, I feel like I don't know Scooby Doo.
08:57Yeah, Avi, I'm with Avi. It's the first brainstorm I left, kind of thinking,
09:01what's our message here? I'm a bit confused.
09:03I'm not on board with the Racer Cafe. I didn't quite understand that.
09:06So I think that what we should do is just kind of go in with quite a generalised message.
09:13I think the key to winning this task is we've got to be simple and concise.
09:19East London. Base for both teams. Leading creative agency. We are social.
09:27Hello, how are we doing? Hi there.
09:28First for Charzia's branding brigade.
09:31I think that we should keep it simple.
09:34Brainstorm a new name.
09:37I think city, with the E, motorbikes.
09:44You don't want a name that's too long. You want it to be memorable, easy, snappy.
09:48When people commute, they want to get to places fast.
09:50So the word zip or zap, that's fast, but it also has connotations of electric as well.
09:57So maybe something like zip zap.
09:58Zip zap.
10:00Zip zap.
10:01Zip zap.
10:02That name is catchy and it's an onomatopoeia.
10:05Zip zap.
10:06Yeah? Are we all in agreement with that?
10:08Yeah.
10:08I think it's a great idea.
10:11Brilliant.
10:11Okay, cool.
10:13They've come up with the name zip zap.
10:15I mean, it's as far away from Bradley's vision as I think it's possible to get.
10:20With the tagline...
10:21Zip along in a zap.
10:22So zip to...
10:23Zip along in a zap. I like that.
10:24Zip along in a zap.
10:26Okay, cool.
10:30Across the hall...
10:32Soldier. It does represent a mission, a war on something.
10:36I think petrolheads would like soldier because they think,
10:38well, I'm going to be a soldier on this bike.
10:40Brand name nailed.
10:42Soldier, ride dirty, drive clean, which might appeal to petrolheads.
10:47Next battle for Mark, Sahail and Marnie laying down a logo.
10:52How about if we had one circle like this shape?
10:57Perfect, yeah.
10:58What if we put another one of the wheels on the back?
11:01Hmm, I think we need something really slick.
11:03I wouldn't start putting wheels on it, if I'm honest with you.
11:05No, wheels, I don't think.
11:06If you could create this sort of shape for me, Greg.
11:09Is that meant to be a saddle?
11:10What do you think of that, guys?
11:11I hate the seat.
11:12Okay, let's get rid of the seat.
11:16We don't want to go too mad with this.
11:18Okay, I've got an idea.
11:19You see that diagonal line at the bottom there?
11:21What if we had that and then perhaps another one here?
11:25What's the idea behind it, Marnie?
11:27A road.
11:29Yeah, I don't like it.
11:33This is a disaster.
11:36It's going really, really badly at the moment.
11:38And it's really apparent that all of us have got different visions.
11:41So when we're trying to get our ideas onto the table,
11:43we're all looking at different things.
11:45And the end result, it doesn't look like it's going to be great.
11:48Do you want to just make it like three?
11:49Do you want to make it just lines like that?
11:50I think just keep it like that.
11:51I think you have two lines.
11:52Guys, it's too many voices.
11:54I think we should just have what we have on our thing.
11:57It's simple.
11:57Let's leave it at that.
12:03Could we just put Zip Zap at the top?
12:08Taking the lead on a brand for young buyers.
12:10And then a bolt of electricity.
12:15Media graduate Shazia.
12:17And then we can have a motorbike next to it.
12:22I think let's keep it really simple.
12:24It doesn't have to have a bike in the logo.
12:26The most important part of this product is the motorbike.
12:29So, you know, I really love your ideas, but I disagree for one flag.
12:34I'm getting confused.
12:35OK, we said we want something that was clean and to the point, OK?
12:39And I think we've completely gone the opposite direction,
12:41if I'm honest with you.
12:42So I think let's just finish the bike.
12:45It's too much for a logo.
12:46Look at logos that exist in real life.
12:48So that checkered flag,
12:50would we be able to incorporate that into the peas?
12:52Shaz, you are the sub-team leader.
12:54Yes, I'm happy to.
12:55And your say is final.
12:56Yeah.
12:56If this is what you think is best, I'm going to support you.
12:59Okey-dokey.
13:00All right, so let's get it finished.
13:05I'm a bit concerned about the direction that we've gone in.
13:07We've just mushed loads of ideas together.
13:10What we set off to do at the beginning of the day
13:12and what we've actually produced do not marry up.
13:15I think it's clear, you know, zip-zap, zip along in a zap,
13:18with the two electricity bolts, you know,
13:20to get that many elements and for it to not look messy,
13:22I think, you know, it's a great job.
13:24I'm happy with that.
13:25What does everyone think?
13:27Yep, we have a logo.
13:32Across town, talking through the TV ad...
13:36Had an idea of maybe a cafe, like, obviously, a motorbike cafe.
13:40The rest of Bradley's team.
13:43I've got a vision in my head.
13:44Basically, you've got a girl and everyone wants her.
13:46And this is going to be the same as the bike.
13:48Do you know what I mean? We don't want this bike.
13:49You need to have this bike.
13:50Yeah, the girl pulls up.
13:51You can't tell it's a girl.
13:53She's got her hair up in the helmet.
13:55And what she does is they're like,
13:57Oh, go on, that's brilliant. I like that.
13:59That bike looks sick.
14:00And then she takes the helmet off and they can't believe that it's a girl.
14:03Like, obviously, we are women, so we're always going to empower women.
14:06But in that motorbike world, they're opening up that whole genre to say,
14:09Look, if you're a woman, you can also have this.
14:12If you're Gen Z, you can also have this.
14:13But what it is, is they're impressed.
14:15Yeah, I think that could definitely work.
14:17I don't know what you think about that, Brad.
14:21Yeah.
14:22Yeah.
14:22Yeah.
14:25The beauty of leadership is listening more than more than dictating
14:29and more than getting your point across.
14:31We have came up with a really good concept.
14:33All we need to know is make sure we can pull it off.
14:35So what we could do is just bring the bike straight in,
14:38skid it round to the counter.
14:40Yeah, that's a good idea.
14:41Yeah.
14:44How do we make this sexy?
14:45I did think about maybe having maybe a couple.
14:48Tasked by Marnie to create an ad to make petrolheads purr.
14:52What if the girl wakes up in the morning by herself?
14:56Reece, Victoria and Megan.
14:59She gets ready.
15:00She goes down and then he pulls up on the bike and she's like,
15:04whoo!
15:05And he's like, yeah.
15:06And she then really like flutters to him because she thinks it's sexy.
15:09The only thing I just want to make sure is that we are reigning in that this is for an electric bike.
15:13And I don't want to get too lost in the story of the couple.
15:15Like, I know it's sexy and fun, but we still want to make sure, you know,
15:18we're getting that main message of the electric bike.
15:20So if we've got a balcony in this, you know, if she could wake up, see him,
15:24then she's getting the cowboy boots on and she's getting everyone down to join him.
15:27I just want to make sure the message, the message is clear.
15:29And I think the main bit of the message is why they're choosing to go green.
15:33And it's like, take charge of your bike, take charge of your woman.
15:37No, you can't say that.
15:38I know, I'm joking.
15:432pm.
15:45While Marnie books bikers to front their campaign.
15:48I think it's important we get a rider for the other team.
15:50Yeah, okay.
15:50We're going to be getting shots.
15:52Anthony's a rider.
15:53Let's go for Anthony.
15:54Focused on finding a face that fits.
15:57Keep in mind the brief, which is the young generation.
16:02Joe, Avi, Simba and Shazia.
16:06Above all, whoever we choose as an actor,
16:08it's got to be someone that Gen Z commuters aspire to be like.
16:12I was thinking of Bronwyn.
16:14Bronwyn looks very young.
16:16She looks smiley.
16:17She looks cute.
16:18She looks lucky.
16:18And she hits the target age bracket perfectly.
16:21I could see them commuting to the city,
16:23either to university or to a postgraduate job.
16:26Yeah.
16:28They picked an actor who can't ride a bike.
16:31I mean, this is an advert for a motorbike.
16:33You'd expect the person to be riding it,
16:35not sitting on the floor next to it.
16:38Let's go for Bronwyn.
16:39Cool.
16:40Everyone agreed?
16:40Yeah.
16:41I'm happy with that.
16:41Yeah.
16:45East London.
16:46Ready and action.
16:49Trying to rev up their ad for petrol heads.
16:51Keep coming, keep coming, keep coming, keep coming and start.
16:53Nice.
16:54Cut.
16:55Lovely.
16:55Megan, Victoria and Rhys.
16:59If we could have like a kind of shot, like a mid shot here.
17:02Megan is going to be up on her balcony.
17:04The helmet's going to fall.
17:05You're going to catch it.
17:06I think we don't need to worry because the main focus is the bike anyway.
17:09So, as long as we get all the footage of the bike, that's going to be like quick.
17:13Three, two, one.
17:15And stop.
17:16Look up at her.
17:16Wave her down.
17:17Cut.
17:18That's it.
17:18Well done.
17:19What I was thinking is walking like this, close up of the bike, seeing it in all its detail.
17:23Okay.
17:24Now what we need to do is we need to get Meg coming over.
17:26Three, two, one.
17:27Action.
17:28Take it.
17:29Check him out.
17:30Zoom out, out.
17:31We want to see the bike.
17:32Stop.
17:32Look at him up and down.
17:33More of the bike.
17:35I am just a bit concerned.
17:36Can we get some close ups of the bike itself?
17:40I feel like Victoria's probably focused a little bit too much on the motorbike.
17:43Yes, it is really important that we do focus on that.
17:45Of course, we're selling a motorbike, but the whole thing needs to make sense as well.
17:48It needs to have a story because that's what's going to engage our audience.
17:52See, even like this there, just a nice pan of the water would be cool.
17:55But let's make sure we're getting the bike in with the electric motor.
17:59Okay.
18:02On the other team.
18:03What we'd like to do is have our electric motorbike pulling in.
18:07At a famous hot spot for London bikers.
18:10It's going to come in through the back door there and it's going to enter to here.
18:13Bradley's team prepare to shoot their female focused ad.
18:17And then you leave that way?
18:18Yeah.
18:19Perfect.
18:20So, can you ride a motorcycle?
18:22No, I can't.
18:27Right, okay.
18:28Erm...
18:31The whole concept is obviously...
18:32The whole story is now screwed.
18:34I just don't know why they would not book an actor that could drive a motorcycle.
18:39Yeah.
18:40Okay, I've got another idea.
18:42You come in, Brad.
18:43You're the actor.
18:44You go over.
18:45The girl's interested in your bike, yeah?
18:47You're telling her about it, blah, blah, blah.
18:48You can maybe wheel it out hand in hand.
18:50Who's laughing now?
18:51You've walked away with a gorgeous girl.
18:52I think that is the best bet.
18:55First things first, what I'm really not happy about is the fact that they'd managed to send
18:59me an actress who can't ride a bike.
19:01That screwed up the initial plan.
19:03It wasn't what we wanted.
19:05So, you need to do this then, Brad, and you need to be the one that wheels it in.
19:114pm.
19:13What we'd like to do is get myself onto the bike, arriving at the university building,
19:17and Avi coming to meet him.
19:19Coming up with a concept for their digital billboard.
19:22And you guys can do like a really friendly kind of, you know, like fist bump or whatever.
19:27We can just loop that around over ten seconds.
19:29Simba, Shazia, Avi and Joe.
19:33Who's directing this?
19:34If you're happy with it, Shazia, I'll direct it.
19:37Right, so let's have Marcel on the bike.
19:38Happy smiles, fresh air.
19:40You're just happy to be out on your bike.
19:42Take a, you know, big gulp of this fresh, clean air.
19:47Wow.
19:47I think that looks a bit weird.
19:48I would just have happy smiles.
19:50Take a big, deep inhale of the amazing, fresh, clean air that you're breathing in
19:54because we've got this amazing electronic bike.
19:56And then you've just seen your best mate.
19:58Big smiles, jump off, handshake.
19:59Yeah, little dance, you know.
20:01Head off to lectures.
20:01You're loving it, you know.
20:03Wow, you're going to have such a great time.
20:05Wow, you're going to have a party doing your little dance.
20:07Wow.
20:10I had a clear vision in mind, wanted it to be directed a particular way.
20:14And Shazia just kept interjecting with her ideas and this and that.
20:17So in the end we had to sort of rush things and kind of make do.
20:20All right team, great job, great effort.
20:23I think we've got our takes.
20:24Let's go and edit this now.
20:27Go.
20:28One, two, three, four.
20:32Going into battle on soldiers billboard.
20:34Six, seven, eight, nine.
20:38Sahail, Mark and Marnie.
20:42I think we should go for a cityscape.
20:45Where are we thinking of sticking the logo?
20:46Maybe just put the logo at the very end.
20:50I think, I don't know.
20:51Because it's a billboard so it plays like a mini advert and then at the end it comes up.
20:54One second isn't enough.
20:56It's going to ruin the look of every single slide if we put it on.
20:59I think put it on just at the end.
21:00I'm not being funny but if that's the case we should have just done like seven seconds of one person.
21:04Guys we keep changing the ideas like we need to just stick with one thing and make the best out of it
21:08rather than keep exploring different ones and then change it.
21:10The idea could have been just stick the logo in at the top and that's it. Done.
21:15Everybody seems to have an opinion.
21:17There's views and ideas coming from all over the place leading to them being confused.
21:22Marnie needs to grab hold of this and put some direction in.
21:26I'm just really wary that it won't say electric bike.
21:29It's supposed to be a cool bike that is eco-friendly, not an eco-bike, you know?
21:366pm.
21:37And action.
21:38While theatre school boss Rhys plays to his strengths.
21:41Just give me a tiny, tiny, tiny bit more of shoulder.
21:45Turning his hand to a starring role.
21:47Okay and Brad, action.
21:49Construction man, Bradley.
21:51That's my zip-zap, it's an electric e-bike. I bought that for my commute to work.
21:56Do you want me to show you how it works?
21:57Can I just stop there, sorry, a second.
21:59I think we need to do it a little tiny bit more enthusiastically.
22:02We want it to be more of a conversation rather than descriptive lines.
22:05Do you know what I mean?
22:06Yeah, let's just do that, yeah.
22:07Okay, we're just going to have him do that.
22:08Okay, and action.
22:10Wow, it's so quiet. How cut?
22:12Oh, my zip-zap. I bought this for my commute to work.
22:14It makes things so much easier.
22:16Cut.
22:16Brad, sorry, let's do that one more time so it's really fluid.
22:19Yeah, just speak how you speak, Brad.
22:21Like, just be enthusiastic.
22:22Yeah.
22:23Ready, let's go one more time, action.
22:25Honestly, it's so environmentally friendly.
22:27Never ever run out of fuel.
22:28The really, really good price as well.
22:32And cut.
22:35I've never seen an advert for a performance motorcycle
22:39where someone wheels into a cafe and wheels out.
22:43I mean, when I saw it, I just presumed it was broken.
22:46I can take it outside and show you how it works.
22:50Okay, and cut.
22:547pm.
22:56Oh, I like that. Brilliant. I love it.
22:58Brands complete.
22:59Thank you, Tom.
23:00Cheers, Tom. Thanks very much for your time.
23:01Adverts in the can.
23:03I'm definitely getting zipped up.
23:05Cut.
23:06Tomorrow, the pitch is.
23:147am.
23:18For bike lover, Bradley.
23:22The big reveal of his brand.
23:24And then, that's the idea.
23:27And then that's the idea.
23:28OK.
23:32At what point did you decide just to disregard all the information
23:35to give you in the morning briefing?
23:38I think it was quite clear that nobody understood what a cafe racer was,
23:42and so I decided that we should go in with quite a general theme.
23:46I just think the bike's a bit busy.
23:48I'm not lying.
23:49We agree.
23:50We had that conversation.
23:51Exactly.
23:52But it was ignored.
23:53I don't think it was ignored.
23:54We had time constraints.
23:55I'm sorry.
23:56It's just, obviously, in advertising, it does need to be punchy.
23:59You know, there might be a lot of information in there,
24:01but I think in advertising, it's important to make a message very, very clear.
24:07I'm massively disappointed as to what's gone on over on my sub-team.
24:10You know, I'd put Shazia in charge, put all of my faith in her to be able to run a team.
24:14The fact that they've not been able to collaborate is ridiculous.
24:17Absolutely ridiculous.
24:19I feel like it looks like it says Zip-Zap, not Zip-Zap.
24:22Can anyone else see that?
24:23Yeah.
24:28Selling soldier to her troops.
24:31Project manager, Marnie.
24:34I'm not crazy about the logo.
24:36I won't lie.
24:37I do think it's boring, as harsh as that sounds.
24:40I don't love the logo.
24:42The bottom of that gives me drive-safe vibes.
24:45Which bit?
24:46The line.
24:47I don't know if it's just the colour.
24:49I don't think yellow is like a sexy colour.
24:51I'm going to put it out there.
24:52I'm not entirely happy with the logo, but I think it's something we can work with.
24:59The logo itself, I wasn't too keen on.
25:01You have no idea what they're actually representing, and I think that is a major issue.
25:05Even if they would have had a wheel incorporated in the Earl of Soldier,
25:09you know, just to give it something that would advertise an electronic motorbike.
25:14Honesty is the best policy, I always say.
25:16We thought we were getting an actor who was going to have a license to be able to ride the bike in and out.
25:23So I'll just apologise, I think that was an oversight on our side.
25:26We were quite keen to get an actor that fitted the brief, and therefore we missed out the fact
25:32that one was an actor, one was a rider.
25:34OK.
25:35We still have a task to do, so...
25:36What Will says, regardless of what was thrown our way, I believe we're going to create a really good advert,
25:41and it is going to impress the experts.
25:43Yeah, perfect, let's go.
25:44Let's do it.
25:479am.
25:49Before pitching their bikes, half of each team will edit TV ads,
25:54while the rest will gather feedback on their brands.
25:59Right, team, I think that we've got a great idea.
26:02I think that we've got all of the main ingredients to be successful, so let's move forward in as
26:08positive way as possible.
26:09Yeah, exactly.
26:10Let's do it.
26:13Central London.
26:14Can we go to the speedometer?
26:16Guys, I don't love this.
26:18While Rhys and Victoria wrestle in the cutting room...
26:21I think it's quite important to have that on though, because it's like showing another feature of the bike.
26:26On the other team...
26:27If we can get the initial conversation when I start to speak...
26:31Bradley's acting debut hits the cutting room floor.
26:36That's my Zip Zap, it's an electric e-bike, I bought that for my commute to work.
26:39Yeah, that works, doesn't it?
26:43It's a little bit boring if you ask me, I don't know, but I think the dialect is a little bit like,
26:47do you know what I mean?
26:48Keep it punching, I honestly think the least dialogue we can have, the better.
26:53I do think the actions are kind of a bit clearer.
26:56Then we can have the music, music fades out, voiceover.
26:58We could say, Zip Zap, just hit that, Swattle and go.
27:01Then we can say, saves time, saves money, saves the planet.
27:04It's not up for dispute, it's a new way to commute.
27:07Yeah, that's what we know.
27:08OK, perfect.
27:13Brent Cross Shopping Centre.
27:14Going into action for her soldier brand.
27:18Oh, wow.
27:19That's nice, that's good.
27:20That's really cool.
27:21Project manager, Marnie.
27:23Our tagline is, ride dirty, drive clean.
27:27What does that say to you?
27:30Be safe, maybe?
27:32Actually, what we're advertising is an electric bike.
27:35Oh, OK.
27:36Would you have got that from that advert?
27:38I'm not sure that I understood it, no.
27:40So, we've got our tagline up there, ride dirty, drive clean.
27:45What does that tell you about our bike?
27:46With my dad and his motorbike always getting dirty,
27:49I hope it's something to keep your bike clean.
27:51Well, I suppose you could probably do anything with it,
27:54like stunts or whatever, and to know that you'd have to
27:57worry about getting dirty.
27:57OK, so it's actually an electric bike.
28:00Oh, right.
28:03For Shazia...
28:05What do you think this advertisement is about?
28:08Time to see if Zip Zap creates a spark.
28:11What is it called? Is it Zip Zap or Zip Zap?
28:15It's actually Zip Zap.
28:16I don't think it's super clear. They look like Fs.
28:19Just in terms of the name, what are your thoughts on it?
28:22Zip Zap.
28:23If we just take a moment, like...
28:24I thought it was Zip Zap.
28:26What did you think that we were advertising today?
28:29A motorbike.
28:30It didn't really say an awful lot about what the motorbike was.
28:33OK.
28:34Yeah.
28:382pm.
28:39They thought the clean word might reference safe driving
28:42or being clean whilst you're on the bike.
28:44Feedback handed over.
28:46In terms of the logo, a bit like Yerusha pointed out,
28:49they thought it was Fs rather than P, so Zip Zap.
28:52Next, decide who's going in to bat for the brands.
28:56What I'm going to do is have someone come in and explain the branding.
28:59Is any of you guys really keen and confident in pitching?
29:03What do you want to do?
29:06Um, Avi, I would love for you to come along with me onto this pitch.
29:11That would be my pleasure.
29:12And Danny, because you can explain the storyline.
29:16Of course.
29:17I believe that I should be going in there and opening this pitch.
29:20It's only right being project manager.
29:22It's not something that I've done before, so it's all new to me.
29:26But as long as everyone stays in the lanes, I think we'll do really well out of this.
29:29We are delighted to introduce to you Soldier.
29:48I think the name Soldier has a sense of masculinity.
29:52Masculinity.
29:54I wish she hadn't said masculinity though.
29:56You're really narrowing your market down to males.
29:58We needed to make the electronic bike sexy.
30:02We needed to give it the appeal that petrolheads find in their beloved petrol engines.
30:08Our whole message was, it's fun, it's cool and it's sexy.
30:22And we wanted to encompass that within our advert.
30:25I don't want to leave you waiting any longer.
30:27Have a look at our advert, which we're very proud of.
30:30It looks so cool up there.
30:52I'm now going to open the floor up to any questions you may have and hopefully we can answer.
30:56My name is Moby Nazir. I'm the Chief Strategy Officer at creative agency We Are Social.
31:02You decided to go with sex appeal.
31:04I think with the TV ad, it can be quite cliched.
31:06Why did you think that was a right approach?
31:14Because our target market is petrolheads,
31:17we felt that the reason petrolheads buy the sort of cars or motorbikes that they do
31:23is because of its sex appeal.
31:25Tony Campbell, I'm the Chief Executive for the motorcycle industry.
31:30The TV advert came across as more like an advert for a dating site.
31:35I think the product was completely lost.
31:37OK.
31:38This is exactly what I was pushing from when we were doing the advert right up until the end.
31:45We thought, why would we want to ride a motorbike?
31:47And, oh, Marnie in particular, like, it's cool, it's sexy.
31:51Absolutely.
31:52Rhys is absolutely right on all of those points.
31:54You've used a word in your strapline, which we don't associate with our market, which
31:59is drive, so I think that would cause you some problems.
32:04I'd like to understand why you chose that word.
32:08We wanted the contrast between riding dirty and the sense of adventure that petrolheads
32:14associate with having a bike, but combining that with the feeling of driving clean.
32:19I can understand that, but in the audience that you're trying to address that's a petrolhead,
32:24the word drive is often taken as a bit of an insult.
32:28Thank you, thank you, Tony.
32:33That's very valuable information, and that's perhaps an oversight on our part, but we really
32:37appreciate that.
32:42Next to ride in, Zip Zap.
32:46Good afternoon, everyone.
32:49My name's Brad, and firstly, let me start by saying I'm really excited to be here to pitch
32:54to you our new concept, the Zip Zap.
32:56Our target audience for this bike is the Generation Z Commuter.
32:59Let's get started with the name.
33:11Who knows what an onomatopoeia is?
33:17Raise your hand if you do.
33:19Asking the panel the definition of onomatopoeia, it might come across a bit...
33:23A bit patched.
33:24Condescending.
33:24Condescending.
33:25It's a word that sounds like what it means.
33:28Exactly.
33:29Zip Zap gives connotations of speed.
33:33Zip Zap.
33:34And secondly, of electricity.
33:38Perfect.
33:39Thank you so much, guys, and I would really love to play you our video advert.
33:43I caught it bad just today.
33:46You hit me with a car to your place.
33:49Zip Zap just twists that throttle and go.
33:51Saves time, saves money, saves the planet.
33:54It's not up for dispute, it's the new way to commute.
33:57I'm definitely getting a Zip Zap.
33:59It's compact and lightweight.
34:01Why wait?
34:01Get one now.
34:02Zip along in a Zap.
34:07What we'd really like to do is open the floor up to any questions that you have and
34:10just kind of see what you guys thought.
34:13My name's Will Steeriff.
34:14I'm the Joint Chief Executive of Maving.
34:16You miss the best thing about owning a motorcycle, which is riding a motorcycle.
34:20The original concept and the original storyboard was to have someone riding in on the bike.
34:27We just weren't able to do it at this point.
34:29Oh, why would you say that?
34:31It is something that we do take on board and for the next advertisement it is something that we will address.
34:36Can I just ask who came up with the name, please?
34:40Will, I came up with the name.
34:44It is just a dreadful name.
34:48Bit harsh.
34:50Was it the first thing that came to your head?
34:54Zip Zap sticks in your head whether you like it or not.
34:57I mean, I don't.
35:01Just to touch on that, you know, it wasn't the first idea that came to head.
35:05An idea that I did put forward was Café Racer,
35:08which the element was going to be for the electric element.
35:11Why would you say that?
35:13And I do think that would have really represented the brand a little bit better.
35:17Brad has just said that with my initial idea.
35:19Why is it mentioning Café Racer?
35:21We're not presenting that.
35:22The name, yeah, Café Racer, would have had more legs than Zip Zap.
35:29Just sticking on the brand name, you say it's Zip Zap, but I can't read that from your visual.
35:35At best it says Z-Z-Zar.
35:39OK, that's not good.
35:40It's disengaged, then.
35:42Can I ask Moby why you say that?
35:43Is it because of the P's?
35:45Well, they don't look like P's.
35:46Yeah, well, Moby, thank you so much for your feedback on that.
35:54We totally agree with...
35:56We totally bring on what you've said on board.
36:00Thank you very much for your time.
36:01Thank you so much, guys.
36:01Thank you, guys.
36:067pm.
36:08Guys, that was terrible!
36:09Oh, my God, no!
36:11Pitch is over.
36:12It's always really important to back a product, even when you're in a tough crowd, you know?
36:16It's very clear and obvious that there was faults in the branding, so I think we had to kind of accept that.
36:22I'm massively disappointed in my sub-team, you know?
36:24They've just massively missed the mark and they've completely ignored the brief that I set.
36:28I think we did get across what we were trying to achieve,
36:31even if we perhaps didn't execute it so well in the advert, which I think was a bit their complaint.
36:36I think Israelis, I don't know if they love the sexy idea.
36:39The advert was one thing that the experts weren't so keen on.
36:42I can see where it became disjointed with the name.
36:45So if there's any blame, it's with the advertising team.
36:48Tomorrow in the boardroom, no easy rides.
36:53You can go through to the boardroom, no easy rides.
37:02You can go through to the boardroom.
37:12So this task was to produce a creative advertising campaign for a new electric motorbike
37:31and pitch it to industry experts.
37:34I think I'll start with Marnie.
37:37How did you become the project manager?
37:39So I don't know anything about bikes.
37:42I don't even have a driving licence, but I do know about ideas.
37:45You haven't got a driving licence?
37:47No, but I do know about ideas and I had a very clear vision of what I wanted to do.
37:51So who were you targeting your campaign at?
37:54We actually went directly for the petrolhead market.
37:57Our whole objective was to get electric motorbikes to have the same sex appeal as petrol energy,
38:03but in a cleaner version bike.
38:05What is this? This is just the logo, is it?
38:08This is the logo and the tagline.
38:10Explain why soldier?
38:12I think soldier has connotations of being robust, strong, dependable,
38:17which is what people want in their bike.
38:18Shouldn't that be drive dirty, ride clean?
38:22I am happy and I do stand by the tagline.
38:25I think that was a good choice.
38:26And I think the one thing we wanted to do was just make it cool and not go too over the top
38:29and not make it too shouty in its design.
38:31It's about as cool and sexy as one of Alan Partridge's jumpers.
38:38Right, so then we've got the advertising team
38:43and I think that you crafted this as some kind of love story, is that right?
38:49I know that certainly Marnie's vision was clear, she wanted it to be sexy.
38:52Who picked the film in?
38:53That was myself, Victoria.
38:55So you were Scorsese?
38:56Let's see it first, Alex.
38:58Don't write yourself.
38:59Let me have a look.
39:00Yeah, let's play it.
39:01Get your motor running
39:08Head out on the highway
39:12Looking for adventure
39:15And whatever comes our way
39:19Yeah, darling, go make it happen
39:22All right, so the storyline is you fall in love and then you steal his bike, is that right?
39:28No, I think the storyline is about the drive for adventure.
39:33Rhys, you were in charge, yeah?
39:35Yeah, myself and so I
39:37I think the only thing that was on charge was the batteries, wasn't it?
39:39Erm, I'm not going to agree with that.
39:42I don't think we were either, Victoria.
39:43I think that we worked well as a team.
39:44I think that we got there in the end and we were happy with the outcome.
39:47Okay, now I'm going to tell you what the experts thought.
39:52No product details or explanation of the bike. Advert seemed like it was for a dating site.
40:00I think it got a bit lost as well because in the meeting in the morning,
40:04Manny made it quite clear that she wanted to keep it sexy and cool.
40:07Well, I don't think the electric part is what would have sold this to our target demographic.
40:11Erm, I think they would have been sold based on the appeal and the attraction of the bike.
40:16Let's have a look at the digital marketing board.
40:22I don't know what it's supposed to be telling me.
40:27It could be a recruitment for the army.
40:29Well, Sugar, I think we, again, we wanted to continue with it being subtle.
40:34I will say the market...
40:36Subtle, yeah, it's very subtle, that's for sure.
40:38As motorbike branding goes, to use a pun, it's hardly a triumph.
40:42Erm, okay, let's move on to the other team now.
40:46So, Bradley, you put yourself forward.
40:49That's correct. I am a massive petrolhead.
40:52For me, this bike doesn't appeal to me.
40:54I am not the target audience for this,
40:55which is why I wanted to go for the Generation Z commuter.
40:58Generation Z.
41:00Which is the younger generation.
41:02Oh, right.
41:04What am I, then?
41:05What am I? Generation A.
41:07Oh, my name.
41:10A minus.
41:13Okay, tell me what you did.
41:15These type of bikes are known as cafe racers.
41:17So, a brand name that I put forward was going to be Cafe Racer.
41:21Right.
41:22Just on that, I think that I definitely didn't understand what a cafe racer was.
41:27Who came up with the name?
41:29Avi.
41:29Sounds like an acne treatment, Zip Zap.
41:32When I saw the logo, there was no words.
41:35I mean, he's a bit busy.
41:37He's got more going on on the roof of the Sistine Chapel, actually.
41:40Anyway, so, the actors, you chose a female that couldn't ride a bike.
41:48Is that right?
41:49And that was definitely an oversight on my part,
41:51because I assume that all of the actors would be able to ride a bike.
41:55It was very clear, because it was clearly identified under every category.
41:59Yeah, no, I appreciate that.
42:00And that's the reason why I said it was a complete oversight on my part.
42:03I did presume, Lord Sugar, that we would have had an actor,
42:06and when we were coming up with a storyline,
42:08it was something that we just went with, and then when we were waiting...
42:12It put you in a hole, didn't it?
42:13It did.
42:14But luckily, Bradley stepped in, and he was a fantastic actor.
42:17He did a great job.
42:18There'll be no Oscars coming any time soon,
42:19but I did roll my sleeves up and get stuck in.
42:23It's like the worst casting since Sohill's belly button, I think.
42:27LAUGHTER
42:30Let's look at this, a TV advert.
42:32I caught it bad just a day.
42:34You hear me with a call to your place.
42:37Zip Zap, just twist that throttle and go.
42:39Saves time, saves money, saves the planet.
42:42It's not up for dispute, it's the new way to commute.
42:45I'm definitely getting a Zip Zap.
42:47It's compact and lightweight.
42:49Why wait? Get one now. Zip along in a zap.
42:52You know that you can...
42:55Hmm.
42:56OK, let's see the billboard.
43:05Is that it?
43:06Yeah. That's it.
43:08Who directed this?
43:09I did, actually.
43:10I mean, to me, it looks like an advert for Friends Reunited.
43:14LAUGHTER
43:15Lois, she gets to go back in terms of who was directing this,
43:18and obviously, she has actually appointed Joel to direct it.
43:21But somewhere along the lines, I think there was a bit of...
43:25Yeah, and when we came in to create the billboard,
43:28I had a clear vision.
43:29But in the end, we used up a lot of time talking and discussing props.
43:32Yeah, I disagree with that.
43:34And that's the reason why I kind of got over the direction.
43:37Hmm. Who did actually lead the pitch, then?
43:39So I went in and opened the pitch.
43:42Didn't you, out of desperation, say,
43:44well, actually, my original idea was café, yeah?
43:49What I did do is throw forward an idea that we had
43:52in order to be able to go back and revise.
43:53I think the only thing you threw was your colleagues under the bus.
43:56Yeah.
43:57I mean, I take those comments on board.
43:59I don't necessarily agree with it.
44:01OK, look, here's how I see it.
44:04I listen to what the experts have said.
44:06I've seen the adverts.
44:09My decision is that Apex, your advertising campaign, was better.
44:20Well done.
44:21For your treat, you'll be racing another state-of-the-art electric vehicle,
44:26e-carts at Gravity in Wandsworth.
44:29Yes. Enjoy it, and I'll see you on the next task.
44:33Thank you. Thank you, sir.
44:35Well done.
44:41Well, at the end of this, I'll be telling one of you,
44:45you'll certainly be on your bike.
44:48I'll call you back in later.
44:49Thank you, Tim. Thank you, sir. Thank you, Karen.
44:52Oh, my God, I don't belong on the road.
45:05I'm really proud of how I handled the responsibility of being PM.
45:09I'm fragile. Please, overtake me.
45:12I had a clear vision, and I was able to articulate that,
45:15and I think that is what was this task.
45:19The winning of this task, I shot the advert,
45:21and then I directed it.
45:23Lord Sugar did refer to me as a little bit of a Scorsese.
45:26However, I would say I'm much more of a Spielberg.
45:30Champion!
45:31I think we won this task, based on my opinion and my influence,
45:34when it came down to a lot of the branding.
45:36You know, the speed limit's not two mile an hour, yeah?
45:39Keeping it simple, keeping it cool.
45:41I think that's why we won.
45:42Cheers to Team Apex for our first ever win!
45:44It was just disappointing that the brief wasn't adhered to.
45:52We did struggle to put forward our contributions.
45:55That was the main thing for us.
45:57I don't agree with that.
45:58We did struggle.
45:58Well, I agree with that.
45:59I think I struggled.
46:01Each person in that branding team has blamed one person for the failure of the task.
46:06What I can't work out is how the other three people didn't manage to get their voices heard.
46:10The advert did get a lot of stick. They said it was cliche,
46:13and it didn't quite hit the mark.
46:14The only reason we've done the guy gets the girl is because we didn't have somebody that
46:17could ride the bike, and that was literally us thinking on our feet in the spur of the moment
46:21to actually have something.
46:23You know, the experts didn't like the advert.
46:25They didn't like the branding.
46:26So a fault literally lies on both teams.
46:29I think we did fall down on the pitching side as well because, you know,
46:32that passion and that energy, you know, should have come across.
46:35The product should sell it for you.
46:36Your enthusiasm for the product sold us.
46:38And I think the thing that really did let us down in that
46:41was potentially the fact that we wasn't 100% behind it.
46:44Our failure of this task was on Bradley,
46:46and I definitely think it was an absolute fatal error to try and disassociate
46:51himself from the product in that pitch.
47:03Yes, Lord Sugar?
47:04Could you send the candidates in, please?
47:17Disappointing, as far as I'm concerned, because I
47:19personally specialised in advertising throughout my career.
47:24And to me, this is like watching the mother-in-law drive the Ferrari over the cliff.
47:31I mean, it was diabolical.
47:34Bradley, why didn't no one listen to you when you came up with your first idea of the café?
47:42If I'm honest with you, Lord Sugar, that's something I'm really disappointed about.
47:45You know, we had a team meeting where my sub-team came and showed me the billboard
47:50and the logo. I was disappointed, to say the least.
47:53And can I just respond to that as well? I think everybody collectively
47:57didn't understand what a café racer was, because none of us here are motorbike enthusiasts.
48:03But he is. Because he's the boss, why didn't you just accept it?
48:07We did. Why didn't you reject it?
48:08No, we accepted it.
48:09Yeah. No, they didn't accept it, did they? You rejected it.
48:13And you also didn't understand it as well. You dismissed it, in fact.
48:15You basically dismissed it. So, Shazia, you proudly announced that you have a degree in media,
48:24specifically in advertising. Yeah, absolutely. And I was really happy to work, you know,
48:29within that field, because I felt like I had...
48:31But look at that load of rubbish that came up there.
48:33I mean, what do you say about that? And I hold myself accountable for that load of rubbish.
48:39You know, the logo was an issue. Pretty bad, wasn't it, really?
48:43Yeah. And, you know, my concept was that it was simple, but...
48:47Lord Sugar, I'll be honest with you, from my perspective, we found it very difficult and
48:52very hard to kind of put our points across. At one point... To who?
48:55To Shazia. So, we did try to contribute. It was... It was challenging, if I'm honest with you.
49:01I think that what the team have said is that I didn't give them an opportunity to speak,
49:07which I completely disagree with. We went with a name that wasn't mine,
49:11and we also went with a tagline that wasn't mine.
49:13Whose name was it, then? It was Avi's.
49:15My name and my tagline. I personally just can't work out why it was dismissed when there was...
49:21I'd literally drawn a logo, and then you went down this whole design route when it was already there.
49:25OK, Avi, you were talking in the presentation on a matter peer. What has that got to do with anything?
49:34Giving them a bleating lecture on English language. You're right, Lord Sugar.
49:39But the fact of the matter is, whoever was to do it on our team would have got slated.
49:45No, I disagree with that. I think that if you're going to go into a pitch, you get behind it fully,
49:50and you sell that product. Shazia, do you think that you could have done a better job?
49:56Yeah, I do. OK, fine. So, at that moment when Brad nominated me to run the pitch,
50:04how come you were silent if you think you could have done a better job?
50:06I don't think I was silent, actually. I would have been very happy to put myself forward in the pitch.
50:09Did you nominate him?
50:10Just to clarify, I didn't nominate him to run the pitch. I nominated him to come into the pitch with me.
50:15I was going to go in there. OK, I've had enough of listening to this. So, Bradley,
50:22who are you bringing back in this boardroom? So, for me, there's a few key issues, you know,
50:27the logo and the branding being one of them. The other one was the name and the tagline.
50:31So, for that, I'm going to bring back Shazia and Avi.
50:34All right, OK. So, the rest of you go back to the house. Thank you, my friend. Thank you.
50:47I'd like you to step out so that I can have a talk with Karen, as well as Tim,
50:52and I'll call you back in. At least one of you will be leaving the process today, OK?
50:57Thank you. A little sugar. A little sugar.
51:05As far as Shazia is concerned...
51:07I know you like it when people admit their mistakes.
51:10The problem with Shazia is there's so many mistakes.
51:13Hmm. What about Bradley? He likes bikes, he rides bikes, comes up with an idea,
51:19and then within five minutes, they'll dismiss it.
51:22He should have been on the branding team.
51:23He should have used that knowledge to drive what the branding was going to look like.
51:27And Avi... His pitching style is awkward.
51:30But look, he did come up with the name and the strap line.
51:34Yeah. And everybody liked it when they heard it.
51:36They don't like it now. Now you don't like it. They don't like it.
51:39Yeah. Well, thanks for that.
51:41I'll bring them back in, and at least one of them will be going today.
51:48Yes, or trigger? Could you send three of them in, please?
51:53I'll bring them back in, please.
51:55I'll bring them back in, please.
51:56I'll bring them back in, please.
51:57I'll bring them back in, please.
51:58I'll bring them back in, please.
51:59Bradley, you came up with an idea, and within five minutes, your teammates said no,
52:07and you didn't do anything about it. Why didn't you persuade them that you were right?
52:10At this point, this team had left the building, so as soon as I found out about it,
52:15when I was presented with the billboard, I said, so at what point did you disregard the whole brief and just come up with your own concept?
52:21What I will say about that is, in the morning meeting, your reaction to it was very negative,
52:27and for somebody that is so enthusiastic about motor, bikes, I really do believe that you should have
52:34really presented that enthusiasm and that passion in that pitch. Instead, the negativity did carry through.
52:39In regards to the negativity to do with the branding, I mean, can you blame me?
52:43It doesn't look great. That doesn't sum up the brand of what we're trying to produce here.
52:48In regards to the negativity...
52:49Don't you feel upset, though, if something that you've got a passion for has been messed up in this way?
52:54I'm absolutely devastated that that has been presented to me as a leader. It's absolutely shocking.
53:00But it's about presenting solutions, isn't it, Bradley, and not just focusing on the problems.
53:05And had you been more positive when you came to the pitch and not given up on the product, then maybe the pitch would have been a bit better.
53:12And Bradley, can I quickly just say, though, can I just quickly say, I also disagreed with everything about the branding.
53:19Yes, some of those ideas that you see in the logo were my ideas, but it wasn't how I wanted it to be.
53:25This, whatever it calls, zip-zap and the zip-along in a zap was yours, right?
53:32Yeah. Why did anybody else come up with anything? Why did you all accept what he did?
53:36If it's such crap, why did you accept it?
53:38Oh, I mean, I really wanted to be collaborative, and I kept the floor open to suggestions for as long as I could.
53:44But decisions ultimately had to be made, and I made them.
53:48Um, so, Shazia, who should be fired?
53:52I think Bradley should be fired, actually.
53:54You don't think you should be fired?
53:56Um, I think that I've got, I've made some really valuable contributions throughout this process.
54:01I don't think I've hidden, and I own up to my mistakes, which I think is a really, you know, valuable skill.
54:06Um, what do you have to say about this, Bradley? Who should be fired?
54:09Um, if I'm back at home running my business, and one of my team members dismisses everything that I've got to say to them about a particular project,
54:16they would be instantly back in my office, they would be serious words, and quite possibly they would be dismissed.
54:21So for me, Shazia should be, should be fired.
54:23Just in terms of that, though, we didn't dismiss everything, though.
54:25Well, he dismissed it also, didn't he?
54:27He did, but what I'd done is put my trust in my sub-team leader.
54:31Okay.
54:32And she was supposed to lead from the front.
54:33Who do you think should be fired?
54:35I think Bradley should be fired.
54:37I think Bradley just did not have the leadership skills in that initial meeting to give us a clear understanding of what he wanted to do.
54:45There was a whole drawing, I'd drawn a brand logo, I couldn't have been any more precise.
54:49Bradley, we didn't understand there were other people.
54:51Okay, listen, listen, listen, listen, listen.
54:54I think we've flogged this to death by now, really.
54:57So I'm going to conclude, and I don't want to hear anything from anybody again.
55:02Bradley, this is bad leadership.
55:06Not impressed with the fact that you didn't stick up for your idea.
55:11Avi, bad name, bad tagline, a complete mess.
55:22Shazia, degree in media, specialising in advertising, but you've produced a load of rubbish.
55:31But Bradley, when you've brought the cafe up in front of the advisors,
55:37you're basically condoning that you don't even like your own product.
55:43I am very disappointed, and it is sad for me to say, I'm struggling.
55:53Shazia, I like people who admit their mistakes.
55:59The problem here is that there were so many mistakes.
56:03Well, it was one thing, fair enough, overlook it.
56:06Another thing, fair enough, overlook it.
56:08There were so many mistakes.
56:09So Shazia, it is with regret that you're fired.
56:15Thank you, Lord Sugar.
56:16Go back to the house, the pair of you.
56:26Thank you very much.
56:27Sorry for letting you down.
56:28Thanks, Tim.
56:28Thanks, Karen.
56:29I think Lord Sugar definitely made a mistake in terms of firing me.
56:47He's missed out on a great investment opportunity, but he's going to have to live with it.
56:53So, what happened in the boardroom?
56:55Shazia actually said, look, I know that this is my fault, basically.
56:59Did she?
57:00Yeah.
57:01So, do you guys think that Shazia's gone then?
57:03100%.
57:03Yeah.
57:04I would be very surprised if she didn't, because obviously...
57:11Do it, do it, do it, do it.
57:13Don't sit down.
57:14Well, boys, good to have you home.
57:27Tell us what happened.
57:29Where do I begin, man?
57:31It was, it was brutal.
57:34He had a few nice things to say about my pitch.
57:36Good.
57:37Oh, good.
57:37No, not really, like, he slated him.
57:41So, on to the next one.
57:43On to the next one.
57:45Now, 12 candidates remain.
57:48The search for Lord Sugar's next business partner continues.
57:55Next time.
57:56For your next task, I'm sending you to Dubai.
58:01Action.
58:04I feel like I'm in some, like, Prince of Arabia.
58:07Drama.
58:07Oh, my God, I'm going to be sick.
58:10Uh, we're not necessarily limiting water.
58:12I can have a third glass.
58:13It's two glasses of water.
58:15And in the boardroom...
58:16What a disgrace.
58:17...a line is drawn.
58:18You're fired.
58:23Now, I'm looking for my next business partner.
58:26If you'd like it to be you, apply now to bbc.co.uk
58:32slash apprentice.
58:36While on that electric motorbike,
58:37Shazio will zip-zap over to BBC Two now for The Apprentice.
58:41You're fired.
58:42You're fired.
58:42You're fired.
58:44I'm looking for my next business partner.
58:45I'm looking for my next business partner.
58:46I'm looking for my next business partner.
58:47I'm looking for my next business partner.
58:48I'm looking for my next business partner.
58:49I'm looking for my next business partner.
58:50I'm looking for my next business partner.
58:51I'm looking for my next business partner.
58:52I'm looking for my next business partner.
58:53I'm looking for my next business partner.
58:54I'm looking for my next business partner.
58:55I'm looking for my next business partner.
58:56I'm looking for my next business partner.
58:57I'm looking for my next business partner.
58:58I'm looking for my next business partner.
58:59I'm looking for my next business partner.
59:00I'm looking for my next business partner.
59:01I'm looking for my next business partner.
59:02I'm looking for my next business partner.
59:03I'm looking for my next business partner.
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