- 5 months ago
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00:00This is not a holiday camp.
00:04This is a business proposition from heaven.
00:08Lord Sugar is searching for a brand new business partner.
00:12We've got Brexit, but in this process,
00:15I'm the one who decides who's going to remain
00:18and who's going to leave.
00:20Competing for his cash.
00:24Millionaire moguls in the making.
00:27This is a bloody shambles.
00:29It was boring, boring, boring.
00:31There was no bloody strategy.
00:33Get out of the way! Get out of the way!
00:35It's a prize worth fighting for.
00:37I would like to finish my point because you are interrupting.
00:40I'm the one doing all the work. You're just both studying that.
00:42Stop it!
00:4318 candidates.
00:45Your behaviour is ridiculous.
00:47Please just keep... I'm not having positive.
00:49I feel like you are. Let's just move on.
00:51I'm not being argumentative.
00:5312 tough tasks.
00:55To infinity embryo!
00:57One life-changing investment.
00:59You're fired. You're fired.
01:01You didn't follow the money.
01:03You're fired.
01:12Previously...
01:13Your next task is to execute a tour of Bruges.
01:17Captain Sarah Jane struggled to steer the ship.
01:21We're fanning about.
01:23We don't need to.
01:24Let's just calm down.
01:25Lack of direction...
01:26Lost.
01:27No, no, not at all.
01:28Gave her team that sinking feeling.
01:30Oh, no, we're back when we started.
01:32And Andrew pushed a booze cruise.
01:34We'll get some beer soon, guys. Don't worry.
01:36Woo!
01:37The other team oversold their segways.
01:39Can you tell us what the tour is, though?
01:41It's a very simple tour.
01:42On segways?
01:43No.
01:44But Elizabeth led from the front.
01:46Guys, come on! Quick as we can now!
01:49James bagged a profit.
01:51So I'd rather take a bit more of a risk, spend a bit more.
01:54So in the boardroom...
01:55Leading to an overall profit of £803.
01:58Sixpence.
01:59Elizabeth held course for victory.
02:01You're in, Elizabeth.
02:03Thank you, Lord Sugar.
02:04Andrew sailed close to the wind.
02:06Last chance is an understatement.
02:09But it was Sarah Jane...
02:11I think you've been in a convenient place for the last six weeks.
02:14...who walked the plank.
02:16For that reason, you're fired.
02:18Now, 12 remain...
02:20...to fight for the chance to become Lord Sugar's business partner.
02:29PHONE RINGS
02:325 AM
02:34PHONE RINGS
02:35Morning!
02:36Lord Sugar would like you to meet him at the Dunton Technical Centre.
02:38The cars will be outside in 20 minutes.
02:42Wake up!
02:43I'm so tired.
02:45Dunton Technical Centre in F6, you've got 20 minutes!
02:52If the task is right today, I want to put myself forward for PM.
02:54I don't know, I'm hoping there's something to do with something creative
02:56so I can go for it and put myself forward.
02:58James, will you step up to be at PM today?
03:01I definitely want to step up, it's about my time to.
03:12Charles, you and I, we've only won one task.
03:14It is obviously poor losing five of six, but we're both still here
03:17so clearly you've got to take the positives out of it.
03:19100% though, we've got to win this week
03:21because whoever goes in at bottom three, three could go quite easily.
03:24So, no one's safe.
03:26The Dunton Technical Centre.
03:33Research and development base.
03:35Oh.
03:36My.
03:37God.
03:38For one of the world's leading car manufacturers.
03:41Good morning.
03:51Good morning, Lord Shrek.
03:53Now welcome to Ford's creative design hub.
03:56Now your task today is all about advertising.
04:00I'm giving each of the teams a brand new car out of the factory.
04:06And what you have to do is come up with a campaign to launch it.
04:10You'd need to create a TV advert and design digital advertising screens
04:15that will grab the attention of London underground passengers.
04:20Now tomorrow you'll pitch your campaign to top advertising executives.
04:25And I ultimately will decide whose advertising campaign is the best.
04:32Now I'm going to even up the teams.
04:34So, Sarah, would you move over to Vitality, please?
04:39Now launching a new car is very, very tough.
04:42I really like you to think something great up for this task.
04:46Good luck.
04:47I'll see you back in the boardroom in a couple of days' time.
04:51Two days to tap into one of advertising's most lucrative markets.
04:56Ooh.
04:57Pretty fresh.
04:59Teams must brand a car.
05:01Would it be a first car, do you think?
05:03Yeah.
05:04It could be.
05:05And create an ad campaign.
05:06Maybe like for a family.
05:08I'm absolutely fine in this and I'm six foot.
05:10Before pitching both to a panel of experts.
05:14My knowledge of cars isn't amazing, but I've got a creative background.
05:18Pushing for pole position, Anissa.
05:21I feel confident to lead this project and win.
05:23Yeah, I run a marketing company, although I don't like design the adverts of anything,
05:26but I do love cars as well, so.
05:28I'd probably vote Michaela project manager.
05:29Michaela, I'd want you as PM as well.
05:31I'll happily stand by Michaela as well.
05:34Anissa does PR, branding on a daily basis.
05:37This should be her task.
05:39However, she got dismissed instantly by the rest of her team,
05:42which is worrying as she would have been perhaps a natural choice.
05:46Next door.
05:47I wouldn't say no loads of stuff, but I like cars.
05:49I'm happy to lead it.
05:50Yeah, fine.
05:51Already in the driving seat, James.
05:54Right, cool, I'm PM then.
05:55Right, brilliant.
05:56When I was growing up, actually, I had a car washing business called Star Wash.
05:59I started it when I was 13.
06:01It was very successful in my local village.
06:03So, yeah, it's maybe a bit of a blast from the past.
06:05First things first, we need to pick a market we're going to target.
06:08My initial reaction was that this is a car that, like, I would be drawn to, and obviously I'm under 25.
06:13But can I just say, as a person who has a family, I always look for easy parking.
06:18Can I fit my kids in there? This kind of fits perfectly.
06:21You've got the panoramic room.
06:22What, do you want your three children?
06:23100%.
06:24You'd use this as a family car, so I think it makes sense to go for families.
06:28Yeah, cool, that's done.
06:29Yeah.
06:30Perfect, let's go with that then.
06:31Good with that.
06:32Great.
06:33I'd probably go to the television advert.
06:34Sergeant, I'd like you with the TV advert side.
06:36May I suggest that there's a woman on the TV advert side?
06:38Yeah.
06:39So I think I'm going to put Elizabeth on the TV ad.
06:43Now we need to decide my sub-team lead with the brand inside.
06:46I'm creative anyway, and I've shown creativity and other tasks.
06:49Do you feel happy doing it?
06:50Yeah, no, I feel happy doing it.
06:52Our target audience is going to be girls under 25.
06:56Focused on the female market...
06:58Anissa, you're going to be the sub-team leader doing the branding and digital.
07:02Priority for Michaela, pick her pit crew.
07:05I'd really like to get on board with the TV ad.
07:07I've got a few good ideas at the moment based on the target market we've got.
07:10I'll do the TV advert.
07:11Jade, if you can help me with the design aspects of the TV ad.
07:14And Andrew, obviously, you're super enthusiastic, so you can help me.
07:1910am.
07:20Guys, have a good day, and I'll speak to you later on.
07:22Make sure we win.
07:23First job for the branding teams, pick a slogan.
07:27Different day, same reliable car.
07:29I just think that's quite simple, and it says exactly what you're looking to do.
07:32Then a name for their car.
07:34I have one major one, and that would be expando.
07:37So, the message of saying that you're expanding your family.
07:40How about plus?
07:41Where you can literally have plus and then a plus, or something funky.
07:44Like, if you're thinking about, you're going to be adding on to your family.
07:48I was more drawn to one that I came up with.
07:50I feel like expando sounds more like a car model.
07:52On the other team.
07:56I was thinking something along the lines of maybe Marbella.
08:00Also brainstorming brand names.
08:02If you have this car, then you could also head to these places.
08:05Project manager, Michaela.
08:07Ooh, what about Miami?
08:09Miami's a bit shorter as well, isn't it?
08:11Alright, let's do Miami.
08:12Name agreed.
08:13Excuse how I do this, but I always have to close my eyes to imagine it.
08:17Next, cook up a concept for their car ad.
08:20So, I imagine a girl in the car, potentially with a friend in,
08:24coming out of the house like, hello?
08:26Can I just give an idea of what I had in mind for this advert?
08:30So, in a house would be a young boy with his parents,
08:33and then this girl pulls up in the car,
08:35and the parents are looking out the window like,
08:36thank God he's found someone who's so cool and...
08:39I have been young once, and when I was,
08:41I wouldn't be interested in impressing my boyfriend's parents.
08:44Andrew has come up with some ideas,
08:46but obviously with me and Jade being the females in the group,
08:48I'm going to side with our opinions more,
08:50because we, I was once the target audience,
08:52and Jade is the target audience,
08:53so we know what we would look for in an advert.
08:55So, girls in car driving up to your house?
08:57Yeah. Yeah.
08:58A mate jumps in.
09:00OK, and then?
09:01And they go, oh, this is amazing, I'm so excited.
09:05A little bit of dialogue, and then she can be like,
09:08oh, my God, this is your new car.
09:10Turn up the surveillance sound.
09:12OK.
09:13You could even use assisted parking
09:15while she's putting on some lipstick or something like that.
09:18Across the hall...
09:19You have a photo booth business? I do.
09:21Would you be comfortable to direct him?
09:23Yeah.
09:24With Sargent at the wheel for the TV ad,
09:26some backseat driving...
09:28My thoughts go towards humour.
09:30Erm...
09:31From florist Elizabeth.
09:32I've got an idea. Picture it.
09:34Mum comes out of a house,
09:35she's got maybe one or two children in tow,
09:37she's got a million trillion things going on
09:38and her hair's not done properly.
09:39She kisses hubby goodbye, she's running to the car.
09:42All of a sudden, this goes here, that goes there,
09:44the boot goes down, boom, boom, boom.
09:46Her life gets in order because she's in a good car.
09:48She puts the handbag on the roof of the car
09:50as she drives off.
09:51Her handbag flicks off the side,
09:52but she's on her way to work, ready for the day.
09:54It's funny.
09:58And if you want me to go into the advert,
10:00I kind of break some of the female moulds.
10:02I'm tall, I'm quirky.
10:05Are you happy with that?
10:06I don't want to ramrod it through.
10:07OK, good.
10:08Elizabeth is quite a dominant person.
10:10James fell into the trap of just listening to her
10:12and just taking on what she says.
10:14Erm, however, as director, I will be the one deciding the shots
10:17and I will let him know, you need to give me the free range
10:20to make sure that I execute this well.
10:23Next job.
10:24We're trying to get the family out of the house in the morning.
10:27We've got to be in a family home.
10:28Pick the perfect backdrop for their ad.
10:31We've got options.
10:32Do we want a new housing estate?
10:33Do we want suburbia?
10:34Do we want a Norman village?
10:36Now, I think that it could be good to come from an old village,
10:39like a Norman village,
10:40and you had the family living in an old place,
10:42but they're quite up to date with their technology.
10:44That's it.
10:45And then have yourself driving out in a brand new car.
10:48If you do it in this Norman village,
10:49the idea of the car is the brand new thing
10:51and it's coming out of something that's quite old.
10:53The team have gone for a family theme
10:55and they've picked the Norman village
10:56as the setting for their advert.
10:58They're talking about quaint little houses,
11:00but I'm not entirely sure they understand
11:02when the Norman era was.
11:04The Normans were around in medieval times.
11:07Brilliant, thanks, guys.
11:102pm.
11:13Outdoor advertising agency Exterian Media.
11:17Base for half of each team.
11:19Their task, create digital posters for display on London Underground.
11:24That first panel has to say that this is a car for family.
11:28Joanna's job.
11:30We've got the blocks to say that it's children.
11:32Take pictures for their digital displays.
11:34We've got me and Harrison that would be parents
11:37and they're looking at various different cars
11:39and then we start going into the detail of the USPs of the cars
11:42and then the fourth panel will reveal the car and the brand.
11:45What do you think?
11:48Do you understand that?
11:50Silence.
11:51Harrison, you get that.
11:53What are we actually going to do with this?
11:54Just have a picture and plunk the next to it?
11:56It was clear in the, like, initial brainstorm
11:59that family wasn't what I was drawn to.
12:01All we're doing is trying to set the scene that this is a family.
12:04We can say they've got a pram,
12:06the pram actually would fit into the boot of the car.
12:09I'm confused, is there a child in it?
12:10We don't know, it doesn't matter.
12:11The point is we haven't picked the image yet.
12:13I just want to make sure that we don't have images
12:16that don't make any sense.
12:18I think Bushra, she'll instantly say,
12:20oh, I don't understand, I don't understand,
12:22rather than actually come up with something else.
12:24She dragged it on and made me explain two or three times,
12:27I think just to ridicule whatever point I was making.
12:30Let's just get some pictures of you guys,
12:32and then we can put that in afterwards.
12:33That's literally what I said,
12:34let's get as many photos as possible,
12:36throw loads of ideas in.
12:37Okay.
12:38Smile.
12:39Yeah, I might even...
12:41On the other team...
12:43Move forward, move fast and move free.
12:46Mapping out a strapline...
12:48My only concern with the move fast
12:49is all the regulations and rules of the road.
12:51I think it works and we'll make it work.
12:53Correct.
12:54And still to pin down their car's name.
12:56Hi.
12:57Hi, love.
12:58So, quickly, our brand name is Miami.
13:02Okay.
13:03So, we're thinking of, like,
13:04escaping to your favourite destination.
13:06And that's what this car is going to bring you.
13:08We're going to sell them that dream.
13:09Does it have to be so literal with the name?
13:11Because couldn't you still be escaping
13:12but not call the car Miami?
13:14The car name is Miami.
13:15Okay.
13:16I'm going to take what you've given me now,
13:17because I think you're quite set in your idea.
13:19All right, all right.
13:20See ya!
13:21Bye!
13:22Sure ya!
13:23Michaela's project management approach
13:24is a little bit aggressive for me.
13:26I think she's a bit of a control freak.
13:28And it was almost like,
13:29it's my way or the highway.
13:30But I think if you've sent a team off to do branding,
13:32it's worth listening to them.
13:34Next, for Charles, Sarah and Anissa.
13:37The whole premise of the idea
13:39is about escaping reality.
13:41Market Miami.
13:42You just want to get people thinking and interacting.
13:44I think that's the main predominance of those boards.
13:46That's why I think by asking a question,
13:47you're engaging the consumer
13:49as they're coming down the escape.
13:50They've got nothing else to look at
13:51and they're being posed a question.
13:52So, ultimately, it could be something like
13:54Escape with Daily Grind, Fancy Miami.
13:56If we're alluding to a holiday...
13:57I think it needs to smack a car and the brand.
14:00I think Anissa can be a little bit too PR for me.
14:03A bit of style over substance.
14:04But you could take a road trip every day.
14:06It's like you don't know it's a holiday,
14:07but then it is, do you know what I mean?
14:08It's a car.
14:09Storms can sometimes be a lot of waffle and babble
14:12and I don't really get them.
14:13I think the vintage bike, in a way, though,
14:15could be so random.
14:16How would you get away?
14:17You don't need that.
14:18You need this amazing car.
14:19It's going to take you places.
14:20It's a little bit different.
14:21A little bit out there.
14:22I think the risk will pay off for us.
14:23OK.
14:26Essex.
14:28Chosen location for James' TV advert...
14:33A Norman village.
14:36James, I don't think this is an English village.
14:38I think this is a pretend village.
14:43Yeah.
14:45Oh, my God.
14:47Oh, good God.
14:48It's a pretend Norman fort.
14:51It's not an English chocolate-pot village.
14:54That's what we thought it was, wasn't it?
14:57Let's get to the location first.
14:58We thought it was just a village.
14:59Yeah.
15:00We need to see what we're dealing with first.
15:02Oh, my God.
15:03Oh, my God.
15:05Oh, my God.
15:09Wow.
15:12I don't mean to be funny, James, but we are scuppered.
15:15Yeah, yeah.
15:16You've got to take a decision on this
15:17because we're going to be so disjointed.
15:19We're dealing with something really, really old.
15:21I think I was thinking of more of a small village
15:24rather than a make-believe little town.
15:26We need to really speak to sub-team
15:28because we need to make sure the brand is consistent
15:30with the theme that we're going with the advert.
15:32I think the strapline has to be something sort of related to this.
15:36William the Conqueror. Conquer your future.
15:38Or conquer your lifestyle.
15:40Conquer life. Conquer life.
15:42Conquer life.
15:43Conquer life.
15:44Conquer life.
15:45OK.
15:46Hi, James.
15:47It's your honor.
15:48You OK?
15:49We're actually in, like, a medieval setting.
15:52We do what, sorry?
15:53Where?
15:54We hit chickens.
15:55It's basically a really old setting
15:57with a really modern car outside.
15:59There'd be medieval.
16:00We're going to be 2017.
16:01You need to know as well, James,
16:02what the brand name is with Spando.
16:04Sounds like something out of a comic strip.
16:06Sounds very futuristic.
16:07I think we've got to go with it.
16:08So we just need to speak to you around the strapline
16:10that you was going to go with
16:11because we need to make sure
16:12it's in line with the advert that we've got.
16:14We're in a Norman setting,
16:15so we're thinking conquer your future.
16:17Or conquer.
16:18What, like, what, like,
16:19that grows up a tree?
16:20No, conquer the world.
16:21Like, conquer the world.
16:22Conquerer.
16:23What we're doing is we're saying
16:24that you can have a different day every day.
16:26One day's going to be fine,
16:27one day's going to be crazy.
16:29O days will be the same with the family,
16:31but the car stays the same,
16:32it's reliable.
16:33Different day, same reliable car.
16:35Doesn't really fit into medieval theme, but...
16:37Right, we're going to have to go
16:38because we've got a crack on.
16:39But you've got the idea of what we're doing,
16:41so do with it as you please.
16:43Bye.
16:44Bye.
16:45Gone medieval.
16:46They didn't even have cars then, did they?
16:48My main concern really would be that
16:50what we've done today
16:51doesn't at all marry up
16:52with what the other team's doing.
16:54Concerns with medieval times
16:56and chickens on the phone, new cars.
16:58That's my main concern at the moment.
17:00Chickens, funny enough.
17:01Setting for the Miami TV ad.
17:05Hi guys.
17:06An Essex housing estate.
17:08So getting these houses in this vibe,
17:10but don't get that bike bitten.
17:12Calling the shots, project manager Michaela.
17:15You're going away somewhere nice,
17:16to a festival or something.
17:17You come in picking your friend up.
17:18Andrew, you're going to be the passenger in it.
17:21Right, so all you want me to do this afternoon
17:23is just be a guy in a passenger seat.
17:25Yeah, you get in the car and we're going to do the first shot.
17:28And remember, you're going on holiday!
17:30Jade and Michaela are very, very big characters
17:32and getting a word at Edgeways is next to impossible,
17:35quite frankly.
17:36You won't hear me because of the sound,
17:38so just give it a beat, you know what to do.
17:39I can hear you, I can hear you, trust me.
17:40Come on, quick stick.
17:41Nice one.
17:42Action.
17:43They've just put me to the sideline,
17:44just because they've got these visions.
17:46Focus on the panoramic roof,
17:48which has been opened at this point,
17:50and then going up into the sky.
17:52Up into the sky.
17:53I'm just worried about the time a little bit.
17:56Yeah, I know, I know.
17:57I thought this was going to be Jason Statham kind of stuff
17:59and it isn't.
18:00You just need to go straight now, love.
18:02Straight.
18:03Whoa, whoa, whoa!
18:04I am very worried about this task at the moment
18:06because we've not got many takes on anything.
18:08No, no, Mia, go back, sorry.
18:10Mia, Mia, Mia!
18:12No, sorry, go back.
18:13Tip the camera back.
18:14Tip the camera to the sky.
18:15Yeah!
18:16OK, all right, that'll do.
18:17I just think we've done then.
18:18I think we have enough footage to drag it out to 20 seconds.
18:21Yeah?
18:22Yeah, I agree.
18:23What's in?
18:24Back in the Norman village.
18:27Right, so let me set the scene.
18:29I'm completely stressed, trying to get to work.
18:31I've got a business trip to go on.
18:32I'm trying to drag you lot along with me.
18:34Husband's inside thinking, God, what's she doing now?
18:37Directing his blockbuster.
18:39First we want this wide shot to just set the scene where we are.
18:42Event company owner, Sargent.
18:44We'll take a shot from here, then we'll take another shot from there.
18:47I really want this, but really on the ground floor.
18:49So the car comes, camera's here.
18:51Oh, here's a shot.
18:52Or should we do three different shots of this?
18:54The sun, the sun does look so good, innit?
18:57I came up with a really good, coherent, quirky idea for our advert.
19:01And unfortunately, Sargent was just winging it a bit.
19:03To the left a little bit more.
19:04Just a little bit.
19:05To the left.
19:06The mise-en scene is perfect.
19:08He was doing a little bit more cinematography and camera angles.
19:11And he's not actually directing people.
19:13You need to say action or I'm not coming.
19:15Action.
19:16That's just a shot of the environment.
19:17Right.
19:18And then when you get here.
19:19You need to tell me what we're doing, because I'm not sure.
19:20Four scenes to be shot this morning.
19:22Four only.
19:23I think we've got 20 plus.
19:25Scene 26.
19:26Action.
19:27Quick, come on.
19:28We've got to go.
19:29I'm late, I'm late, I'm late, I'm late.
19:30Give hubby big love.
19:33We're going to do the same thing exactly.
19:35Take two.
19:36Get out of the way, get out of the way.
19:39Let's get one more.
19:40This has got to be a final shot.
19:41This is it.
19:42Cool.
19:43Great job.
19:44Thanks so much.
19:45I thought I had some great camera angles in there.
19:46Got lots of footage.
19:47And I've actually done a really good job.
19:506pm.
19:51London.
19:52We could go with the font that literally is an expanded font.
19:56It just looks like a video game.
19:58I think it's more brandable, guys.
20:00Bringing Xpando's digital posters to life.
20:03We need to show a story.
20:04They're looking for a car.
20:05Joanna.
20:06These are the key features of what we like about the car.
20:09Image number two, let's use one of the features of the car.
20:12And then the third one, let's go for a full image of the car.
20:14Designed for families, different days, same reliable car.
20:17Yeah.
20:18I'm happy with it anyway and I'm proud.
20:19Yeah.
20:20Good.
20:21Working on the Miami panels.
20:23The first slide is the bicycle with the rain saying, looking to escape normality.
20:29Yeah.
20:30And the second slide, you've got the car there.
20:32It says, welcome to Miami.
20:34It's different, 100%.
20:35We're here because we're entrepreneurs that take risks.
20:37We're not here because we do the status quo, do you know what I mean?
20:40I do think it's a bit cool and a bit quirky, but I'm also worried tomorrow.
20:44They don't understand the messaging altogether.
20:47And if tomorrow everything goes wrong, I'll be really upset because I don't want to end
20:51up in that boardroom again.
20:52I just really don't want to go through that process.
20:547am.
20:55You're going down the escalator, you'll be like, oh yeah, that's exactly how I feel
21:05today.
21:06I've had a really long day.
21:07Ah.
21:08It flashes.
21:09Welcome to Miami.
21:10I like it.
21:11I think it's dead God.
21:12I like the cool scheme as well.
21:13Today, the teams will unveil their digital panels.
21:16What we decided to do was obviously have the ABC blocks to just show children or family.
21:20Okay, cool.
21:21Edit their TV advert and pitch their campaigns.
21:24Obviously, I'm going to have to pitch.
21:26I don't want to.
21:27I'm not slats, but.
21:28I need to do it, so.
21:29Yeah, I'm just going to have to help.
21:31Although I'm really, really nervous about doing the pitch.
21:34The last time I was in the boardroom, I didn't do the pitch and I need to prove that
21:37I can do that side of business.
21:38I'm just going to have to try and find some confidence from somewhere.
21:42I can express that she wasn't that comfortable about pitching at all.
21:50If she looks like she doesn't want to be there, it'll be a problem.
21:53As sub-team leader, you need to make a call on whether you want to say to her,
21:56does she want to do this pitch?
21:57And if she's not, then we need to talk about her not being there.
22:00I just don't know if it's a good idea.
22:01I need to say, if you're not comfortable, I'll do it.
22:04I think I'm going to go for it.
22:05Good.
22:06And then, Sarah, will you join me?
22:07Yep.
22:08PHONE RINGS
22:09Bonjour.
22:10Hi.
22:11We just wanted to talk about who we think should pitch today.
22:14OK.
22:15Now, are you sure you want to pitch?
22:17We thought it would be...
22:19Do you want us to do more of the pitching and you take a bit of a backseat?
22:23Or if you don't want to pitch...
22:25No, I want to pitch.
22:26I'm the project manager.
22:27I think so far I'm doing a good job.
22:29I'd appreciate it.
22:30Thank you, what's coming to me.
22:31OK, that's fine.
22:32We just wanted to clarify and make sure...
22:33Yeah.
22:34..you're completely happy.
22:35I'm definitely 100% pitching.
22:37Yeah?
22:38Bye, guys.
22:39Thank you, bye.
22:42OK.
22:44In central London...
22:47Hi.
22:48Hi, I'm Michaela.
22:49..Jade, Michaela and Andrew edit Miami the Movie.
22:53Definitely want a shot of her coming out of the house.
22:55We don't have a shot of her coming out of the house.
22:57There's not as much footage as what we would have wanted,
22:59but I do have some ideas.
23:01Andrew, I need you to get the ten key points written
23:03that we're going to be using in the voice-over.
23:05Yeah, I think ten's too much, though, for 20 seconds.
23:06Yeah.
23:07Yeah, I'm going to tell you then which ones we want.
23:10Can we start it from there but not seeing the cul-de-sac
23:13and then stop?
23:14Can I just make...
23:15Before you touch anything...
23:16Because you...
23:17Oh, that clip with the clouds.
23:18There's a lot of just...
23:20No, we're going to speed it up.
23:21So, is it possible to cut that bit out?
23:23Let's just...
23:24OK.
23:25Let's just do them bits and see what time...
23:27Start it a little bit further on,
23:29and then you can fast-forward it.
23:30That is exactly what I just said.
23:32Have you gone through and got the script written?
23:33I've got a starting basis.
23:35Make sure that we have more than a starting bit.
23:37Can you work on that while we just...
23:38Absolutely.
23:39...fine-tune this because we need to crack on with it.
23:40Sounds good.
23:41Yeah, Andrew is getting on my nerves a bit.
23:45He's just all over the show.
23:46A jack of all trades and a master of none.
23:48He just wants to do everything
23:49but not actually do anything productive.
23:51Looking to escape reality?
23:53The all-new, technologically advanced, hot hatchback.
23:56Miami.
23:57Move forward, move fast, move free.
24:04On the other team...
24:05We took over 26 shots.
24:07Sargent sets out his vision.
24:09I do like this shot.
24:10It is a nice shot.
24:11Still backseat driving.
24:12You've got a leaving her old life behind
24:14and at that point we're revealing the car's brand.
24:17Elizabeth.
24:18And then she's gone.
24:19She's into the real world.
24:20She's back in the 21st century.
24:22Action.
24:23Well, if you're going to get the humour aspect...
24:25Yes, I was going to say we can add the hen sound in there
24:27or chicken sound in there.
24:28Should we have a little bit of the start in black and white?
24:30No.
24:31Because her real life is colour.
24:33She gets into that car and it zooms off.
24:35That fades away into black and white and she's in her colour car.
24:38I've got an idea with the music as well.
24:40I've got the key.
24:41I've got the secret.
24:42And then it goes...
24:43It goes like that.
24:45Listen.
24:46Stop.
24:47Cut it there and then just go to boom, boom, boom, boom, boom, boom.
24:53And cut it straight into the boom, boom, boom, boom, boom.
24:56Try it.
24:57Boom, boom, boom is what you go with.
24:59And then you could take that down and go expando.
25:03Being project manager means you have to be able to lead the team.
25:06Elizabeth is pushing for the music.
25:08She's pushing where she wants the edit.
25:10James is getting swayed in far too many different decisions
25:13and not actually taking ownership of anything himself.
25:16I think it's a bit of a mess at the moment.
25:18Expando.
25:19Expando.
25:20Expando.
25:21Expando.
25:22Different day, same reliable car.
25:25Do you want me to do it as well and try between us?
25:27You're in it quite a lot.
25:28James, can you just make a call, please?
25:30I prefer the male voice on it.
25:32I will let it go, but I feel it's a mistake.
25:3711am.
25:40Waterloo Underground.
25:42Different day, same reliable car. You can see it.
25:44The digital campaign for Expando goes live.
25:47I absolutely love it.
25:49It's not one of those adverts where you look at it and be like,
25:51what is that actually advertising?
25:52Yeah.
25:53Straight away, you can see that it's for a car.
25:55Yeah.
25:56A chance to drum up some feedback for the pitch.
25:58I was wondering if you noticed an advert on your way up?
26:00Erm, not really, no.
26:02No?
26:03Did you notice them as you were coming up?
26:04I've never seen a car.
26:05OK.
26:06But nothing particularly grabs me.
26:07Is there anything you did like about it?
26:09No.
26:10No.
26:11Really?
26:12Do you remember what the brand was called?
26:13Expanding.
26:14Expanding.
26:15Yeah.
26:16So it's there.
26:17And he sticks as an unusual name for a car.
26:20He knew that it was for cars.
26:21Yeah, he remembers that.
26:22I'll take a lot of positives from that.
26:23He's not going to be blown away by an advert.
26:25I take that as positive.
26:26I would actually flip that on his head because it's about...
26:29It's being constructive.
26:30It's about being constructive and critical.
26:33I didn't think it was constructive for you to say,
26:35we could flip it on its head.
26:36Joanna.
26:37I'm just explaining to you.
26:38I'm not being argumentative.
26:39I feel like you are.
26:40Let's just move on.
26:41I'm not being argumentative.
26:42I'm just saying, we can't change it now.
26:44So all we can do is be positive.
26:45Don't you always have to be proud of your work.
26:47I'm just saying that it's also a good thing to be constructive.
26:50Yeah.
26:51If we go in with a product that might be rubbish
26:52and keep calling it positive and don't take opinions,
26:55it just means we don't have all the information to hand
26:57and that's all I was saying to her.
26:59I think she just gets her back up a little bit too much
27:01and gets a little bit aggressive.
27:03Do you like the digital panel?
27:04I did.
27:05Okay.
27:06But I got it confused with Miami in America.
27:07Oh my God.
27:08It looks so good.
27:10Canvassing commuters on the Miami campaign.
27:13Do the key features of the car interest you?
27:15Did you manage to catch them?
27:16I didn't quite catch them.
27:18That's okay.
27:19Anissa.
27:20Would this ad encourage you to buy the car
27:22if you're in the market to do so?
27:23No, because it comes across as a car rental
27:26for if you're in Miami.
27:27Oh.
27:28Did you like the digital panel?
27:29I did.
27:30Okay.
27:31But I got it confused with Miami in America.
27:33Okay.
27:34Is it a rent a car or buy a car?
27:35Buy a car.
27:36I got it confused with a rent a car.
27:37Okay, good to know.
27:40Scenery of Miami with a car on it makes it look like
27:43it is an advert for Miami and a car rental,
27:47which is really annoying because that's not what we wanted.
27:49I am concerned about the pitch because it could be in trouble.
27:55On London's South Bank, see Containers House.
28:00Pitch location for both campaigns.
28:03With regards to the pitch, then I'm going to have myself
28:05introducing it, then Anissa to lead in,
28:07and we'll finish with you, Sarah.
28:10For Michaela's Miami team...
28:12Can you just run me through the main points
28:14of your market research from today?
28:15..a final debrief.
28:17One of the Christmas was about,
28:18was it to buy a car or to hire a car?
28:21For me, the workaround is if we had a little line that said
28:24find more information at a local dealership
28:26or something like that.
28:27Yeah, so the word is slightly different there.
28:29Across the hall...
28:30The pitch side, obviously I'm going to be going in the pitch.
28:33I want Elizabeth to talk through the advert,
28:35the concept from your side.
28:37I want Bushra, you like this idea from the start.
28:39It would be better off me or Harrison being in the pitch.
28:42I'm just going to interject then.
28:44You may feel like I've not contributed, I have.
28:46I didn't say that.
28:47Unfortunately, that's just how she feels, that's fine.
28:50You just go with your gut and whatever you think is going to work.
28:52Yeah, you love family from the start.
28:53I want Bushra, you've got a family of your own.
28:55Next, time to pitch to a panel.
28:59Including a global car manufacturer, an industry journalist
29:05and top experts from digital signage and advertising.
29:13First to face the panel, James' team.
29:17So, Xpando is a car designed for the families
29:20that has the features that a modern-day family actually need.
29:23Watching on the rest of the team.
29:26So, behind me here are our four escalator panels.
29:31For us, it's paramount that we grasp the audience's attention
29:34while they're going up.
29:36The car is an extension of your home.
29:38These days, people even talk about,
29:40I don't really want to move house.
29:42People are doing loft extensions.
29:44Not about loft extensions.
29:46You're expanding on your capabilities from old to new.
29:48Coming out of the dark ages.
29:50We have given it a beautiful font
29:52that brings it into the 21st century
29:54rather than taking it back.
29:56Which kindly ties in, of course, with our advertisement and Elizabeth.
29:59We wanted to set the scene of the modern family
30:02with a little bit of humour.
30:10Still!
30:15Xpando.
30:17Different day.
30:18Same reliable car.
30:20Elizabeth was actually in the video herself
30:22and she's six foot two,
30:23so it just goes to show that there is a lot of space in the car
30:26and we'd be happy to answer some questions from you guys.
30:29I'd like to understand how you see the TV ad
30:32and the digital escalator panels.
30:35How are they all one campaign?
30:37I really want to see how they answer that question.
30:39How do both of these connect together?
30:41Yeah, because they don't, do they?
30:44Yeah, I think...
30:46It's more Bushra to answer this question.
30:48The two things tie, I suppose, together.
30:53Because you've got, on one aspect, a family,
30:56but they're a different kind of family.
30:58The point is that the car is reliable
31:01and it will give you that element
31:03no matter what stage of family you are at,
31:06it can work for you.
31:07Everything that we came up with,
31:09Bushra basically disagreed with it all,
31:11which is why we can't get the best answers.
31:13You've got different day, same car.
31:16When you're positioning a new car,
31:17you're using the line, same car.
31:21Yeah.
31:22I think the idea of the word same is kind of played on a bit.
31:25Yes, it's the same car, but it's a good car.
31:28Expando sounds like some sort of form of elastication
31:30of garments or something.
31:32Ultimately, we thought expanding your kind of horizons,
31:35and when we teamed it together with the correct font,
31:37it actually came together really well.
31:39Thank you so much for taking the time.
31:40Thanks very much.
31:41My honest feedback, what did you think?
31:47The name Expando.
31:49You could see that they felt it was a bit of a joke of a name.
31:53Next up...
31:55Big smiles, let's do this.
31:57Leading the pitch for Miami.
32:00Good afternoon, we're team Vitalita.
32:02Project manager Michaela.
32:06Erm...
32:08We are here today to show you our marketing campaign for a new car,
32:23which we branded Miami.
32:25The target audience we chose to go for was females aged 17 to 25.
32:31It feels young, it's cool, it's vibrant.
32:34If it was to be a destination, then the destination would be Miami.
32:38She sounds really good.
32:39Yeah, she does.
32:40Looking to escape reality?
32:42The all-new, technologically advanced, hot hatchback.
32:46Miami.
32:47Move forward, move fast, move free.
32:49We're riding down the boulevard.
32:54Hiya.
32:55So, coming onto our digital panel, lads, we wanted to play into the idea of escapism, but in a clever way.
33:01Calm the hands.
33:02Yeah.
33:03I mean, I know I'm handsy, but that's handsy.
33:04Looks like you're telling the name up there, doesn't you?
33:06We have a bike.
33:08Yeah, it's not very clear on there, but there are raindrops all over it.
33:11So, we wanted to showcase the bike, saying that, yeah, this is not the way to get around,
33:15this isn't the way to live your life.
33:17And, basically, we wanted to deliver three key messages about the car.
33:22We've got the surround sound, and we've got the technology.
33:27Oh, sorry.
33:28The open panoramic roof, as well.
33:30Oh, my God.
33:32So, now I can pass you over to Sarah.
33:36So, this morning, we launched our digital escalator panel campaign,
33:40and the straplight of move forward, move fast, move free.
33:42We wanted to target strong career women who are ambitious,
33:45have disposable income, and are going places in their life and with their career.
33:48We hope you liked the presentation,
33:50and we're very open to any questions you might have.
33:52Thank you very much.
33:53On the strapline, you just can't use the word fast.
33:56In the car industry, it is just a no-no.
33:58We did think that, actually, with a move fast, it might be a concern.
34:01It would be.
34:02And we thought we got away with it.
34:03Oh!
34:04Moving forward, you're moving into the right direction with your life.
34:07You're moving towards your goals and your dreams for our target demographic.
34:10Stop talking! Stop talking!
34:12Was there any concern that people were misappropriating the escalator panels
34:16to do with holidays?
34:17Yeah.
34:18Car rental.
34:19Yes.
34:20No! Don't admit it.
34:21So glad you brought that one up.
34:22That was a bit of feedback we received today,
34:24and, yeah, it was a little bit unfortunate.
34:26No, Anita! Stop it!
34:28Did anyone pick up and think it was an advert for a bicycle?
34:31You know, because you've got two modes of transport in that.
34:33Another... Yeah, exactly that.
34:34Stop!
34:35Anita!
34:36Oh, my God, what is she doing?
34:37We had some feedback at the top saying,
34:39we don't understand why it was a car and then a bike.
34:41Just take her down, tackle her, just do something.
34:44I think that was only a small percentage.
34:46Yeah, it was one person.
34:47They realised, you know, they'd read it the wrong way.
34:50Thank you so much for your time today.
34:52Bye-bye.
34:53Pitch is over.
35:01For Lord Sugar...
35:02Hello.
35:03..a rundown from the experts.
35:05Start with Team Vitality, first of all, yeah?
35:09You could have thought the ad was for a holiday
35:11or, you know, win a trip to Miami if you're not careful.
35:14Yeah.
35:15You can't associate fast with a car
35:17due to speeding and encouraging people to speed,
35:19and that has been a no-no for over 20, maybe even 30 years.
35:22Let's move on to Team Graphene.
35:24We were baffled by the name, Expando.
35:26Let's forget the name for a second,
35:28but the way in which Lego was presented was clean
35:30and felt like it might appeal to a younger audience.
35:32What did you think of their TV ad there?
35:34That car is a really young, funky car,
35:37and we're there in an ancient rural setting.
35:39That had its limitations.
35:40It's very, very confusing.
35:41Yeah.
35:42Thanks a lot.
35:43It's a pleasure.
35:44Cheers, thank you.
35:46Steers on car campaigns delivered...
35:49Tomorrow in the boardroom...
35:52Collision.
36:01You can go to the boardroom now.
36:03Good morning.
36:04Good morning, Sugar.
36:05Well, this is one of my favourite tasks,
36:07and I've spent a lot of money on TV adverts.
36:09I became a bit of an expert at them in the end.
36:10In fact, I could write a book, but I did.
36:11I wrote a lot of checkbooks, paying for them.
36:12Now, I'm going to start with Team Vitality.
36:13And Michaela, your project manager.
36:16Yeah, it was myself and it's got a lot of checkbooks, paying for them.
36:19Now, I'm going to start with Team Vitality.
36:22I'm Michaela , your project manager.
36:24one of my favorite tasks and I've spent a lot of money on TV adverts I became a
36:29bit of an expert at them in the end in fact I could write a book but I did I
36:33wrote a lot of checkbooks paying for them now I'm gonna start with team
36:37vitality and Michaela your project manager yeah and there's myself and
36:43Anissa put ourselves forward Anissa you you wanted to do it I did yeah yeah
36:47your business is PR isn't it yeah it is and Michaela your business is this is
36:52just look it's a construction magazine we sell advertising in it I think just
36:56generally the group decided that I might make the best one right what name did you
37:00come up with both me and Andrew came up with Miami it's like a popular
37:03destination with young girls it's warm sunny and it fits in with a theme of
37:07escapism about target audience and you chose a female under 25 so we're going to
37:13Miami I suppose because Bolton was too glamorous yeah and TV team is yourself
37:20Jade and Andrew Jade had experience in PR so I put her with myself on the TV ad
37:26side of things yes so I am I just imagined the girls getting into the car and as me
37:31my friends would do at the weekend escaping off somewhere going on a girls
37:34weekend away we then decided later to bring Andrew and so it wasn't just ruling
37:39out the male audience as well he was assigned to be what somebody that goes in
37:43the car yep and for the prayer he did a good job at right I think it's time that we have a look at
37:49your creation yeah looking to escape reality the all-new technologically
37:55advanced hot hatchback with advanced parking assist panoramic roof convenient keyless
38:02technology high-quality surround sound Miami move forward move fast move free I think the use of the
38:12drone was quite good what was your strapline me far would me fast me free sounds like
38:18you're escaping from prison let me have a look at the escalator advertising bicycles so you're coming up
38:30the escalator you see the bicycles then you come into Miami welcome to Miami did not think that
38:35your panel ads could be confused for holidays or car rentals or something like that yes we did get
38:41that a little bit and you know having some pricing would make it very clear it was a purchase rather
38:45than a car hire okay so tell me what did you do about the pitching because I heard Michaela that
38:50your teammates didn't think you were the right one to do it yeah because I get um I suffer women out of
38:57it and obviously the voices broad as well so so I was a bit noticed that but I thought I needed to
39:05do it so I chose myself from my team and Sarah and Anissa from the sub team and the rest of you
39:11you're watching it on the TV screen right yeah this is where Andrew's shouting out Anissa shut up she
39:17was answering questions um and and almost going with what they were saying and agreeing with them the
39:22three of us sat there and we're a bit like oh you just need to stop talking so Michaela tell me was
39:29you happy with your pitch yeah yeah I don't really remember it if I'm honest everybody said it was
39:34all right so they did a great job I'll go with yeah the crowd of Michaela facing the demons okay well
39:39let's move on to graphene James you're sitting in the project managers position I had an interest in
39:46cars and I knew the people that I had in my team were quite creative what did you choose for your target
39:51market Australia look at the car she's got three children she said that she'd use the car so we
39:56went with families in the end right how did you split the teams so TV advert team was myself Elizabeth
40:03and Sargent one of my businesses is the photo business so I do know a little bit about cameras
40:09and I'm also a creative individual so I was happy to sort of help James out on the director side
40:13I heard you did 26 shots we tried to use the best space that we could to maximize to show the car
40:20looks good the speed they can do interior and exterior we selected a village which we thought
40:25was a Norman village which we thought was a village location we thought this was a village so it'd be
40:29like a house in village estate and that would be fine we found out it was something entirely
40:33different on arrival what was it it was a reenactment of a Norman settlement from the Norman conquest
40:39period I'll say so it didn't have cars there it didn't know what would you go in there for a joust
40:44something like that we had turkeys and chickens and the peacock was particularly interested in the car
40:49you stuck with your idea didn't you yeah we saw it through and we really yeah we just had to work
40:55with it what was the name in the end expander expander we were thinking of the growing family and
41:00expanding on your capabilities right I think it's time to look at your your TV advert
41:06okay quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick quick
41:36So that's myself and Joanna, and I think the blocks are supposed to represent potentially a baby
41:41I'm trying to work out the correlation between that and your television ad
41:45So there isn't any correlation
41:48But in the strapline we're saying different days same reliable car
41:51It's not the same car you're trying to flog a new car to somebody
41:54Well no it's in the sense that every day is different you want to rely on the same reliable car
41:57When we were actually coming up with the brand a lot of the things that we actually ended up with
42:02Bushra thought the opposite
42:03Sorry Joanna it's not being opposite it's just constructive criticism
42:07I had to fight to get that font on there
42:09You didn't have to fight to get on there you said should we do it and I said yeah
42:11I know but it was literally if I hadn't have pushed it enough then you guys would have gone for something
42:15It wasn't afraid
42:16I just felt like I was being blocked out and it was being opposing
42:20Hmm yeah I think I've got a good picture here
42:24I am the client as I told you before and I took advice from the experts
42:30It wasn't a difficult decision to be perfectly frank
42:36Vitality the escalator not that great
42:41But at least your advert had some cohesion to the digital signage
42:48I've got to tell you vitality that yours was the best
42:53Yeah clearly the best
42:57Right well you're probably on cloud nine after winning your task
43:03So I'm going to send you down the world's tallest tunnel slide at the orbit at the Olympic Park
43:09So I'll see you on the next task okay?
43:13Thank you very much
43:14Thank you very much
43:15Oh God
43:19Well I've got to tell you that is a terrible TV advert
43:25At least one of you is going to be leaving the process today
43:29You go off come back here later and we'll have a more deeper discussion
43:34Okay
43:41Oh my God that's amazing
43:44Delighted that I've won the task as project manager
43:47I think I really needed to after the catastrophe at the last time so I'm buzzing
43:52I feel a bit nervous
43:53Push it
43:54Oh
43:55Yeah go Jade
43:56Ah
43:57Come on
43:58Ah
43:59Ah
44:00Do this
44:01Lord Sugar told me a new one last week in the boardroom
44:03This week I've done more than enough to make him aware that I am professional when I want to be
44:07And I am capable of what he wants from me
44:09What
44:10Andrew was all over the show
44:12It was hell to try and manage him
44:14He needs to understand he's not professional and he's never going to be Lord Sugar's business partner
44:18Yeah
44:19Ah
44:20That's sick
44:25Have you seen an advert like that before?
44:27It was kind of medieval themed
44:29It wasn't medieval themed
44:31The location was a problem
44:33Elizabeth dominates quite a lot of the things that happen in a task
44:36James' poor decision making is another fault
44:39When you did get there you should have just thought let's just focus completely on the car
44:42Not like running around with chickens
44:44We couldn't escape it basically
44:45We had to go with what we had
44:47I can smell Elizabeth all over this
44:49The failure of the task clearly was the video
44:51And if she took on every single role of that
44:53Then clearly she's responsible
44:55Same reliable car sounds like a re-engineering of an old model
44:58Well it just didn't scream out like new car
45:01If you think that the failure of his task is down to a strap line
45:04Then you're completely wrong
45:05Ultimately when your neck's on the line
45:07You've got to make tough decisions
45:09James didn't do that
45:10Sometimes you've got to put your foot down and get it done
45:12Yes Lord Shigger
45:20Could you send the team in please
45:22Well I've got two teams here virtually in front of me
45:38One posters and one TV adverts and they're both rubbish
45:40There was certainly no coordination between the two
45:44James why did you allow all this to happen?
45:46I'm not good at sort of the creative side
45:48But I knew I had a creative team
45:50So I put them in the positions that I thought they were best assigned to
45:52I gave them the chance to shine on the things that they were good at
45:54Where's the failure of this task lay?
45:56Joanna was sub-team she made some critical decisions such as the name which was criticised
46:02Xpando you might want to sell that to Marks and Spencers for the next range of pants
46:07I did say to you let's go with plus but you were adamant that you wanted Xpando
46:11Well actually
46:12That you were more like I'm going to go with what I want to do
46:14Everything that she says I'm going to discount because maybe I don't want her to get credit for anything
46:18Let me go with what I feel like and if it doesn't work it doesn't work and it didn't
46:21It wasn't about me just making the decision because it was mine the strap line obviously was Harrison and some of the other stuff
46:27The name was you?
46:28The name was me yes
46:29The strap line was a suggestion I'm not from a creative background in work but I was pitching throughout
46:34Well this process is all about what you can do
46:36Yeah definitely
46:37So you're telling me you can't do this?
46:39Well no no I'm saying I'm not from a creative background in work but I didn't step back
46:42Not to be funny if no one liked it then they should have pitched in and not come with my idea
46:46The experts said it was baffling the four posters didn't work
46:49The billboard had nothing to do with the advert
46:52You don't have to be an expert to work that out
46:54Sargent you were supposed to be the director
46:56That's correct
46:57Okay God knows what that was supposed to be
46:59Can I just say Lord sugar I have shown that I'm a creative person
47:03You let it go off the rails?
47:04No we didn't
47:05I didn't see the story in your direction
47:07We did try our best to show the story in the setting
47:09But we also had to make sure that the camera angles were focusing on the car
47:12Camera angles? You're making it up as you go along here
47:15I must say that when we got to the location it was very difficult as a location
47:19And we've actually got more car shots rather than the actual environment
47:23Because we actually felt that the environment wasn't suited to where we were
47:26So I think the video itself the advert the ending we tried to just have the car going off
47:32But it was everything before that that it just didn't add up
47:35The chickens you looked like you were running them over
47:37Reminds me of why did the chicken cross the road
47:39They're lucky they didn't come in your way there
47:41Erm you know it wasn't ideal
47:43We tried to work with what we best we could
47:44But compared to the other it was embarrassing
47:47Elizabeth you came up with the conceptual idea
47:51Yeah
47:52Then you acted as the lead actress
47:53Then you got involved with the editing
47:55And you even wanted to do the voiceover
47:57And then you picked the music also
47:59I think the thing with Elizabeth
48:00If it doesn't quite go her way
48:02She won't drop it
48:04It wasn't the Elizabeth show Lord Sugar
48:06It sounds like it was
48:08Elizabeth I think you would agree that you did come in really strong on that day
48:11I was strong
48:12If I was too strong I'll rein it back
48:14I was close to it because it was my idea to begin with
48:16But I did my best to try and help the process forward
48:19Erm and that's all I'll ever do my best
48:22James your management technique is very similar to
48:27Someone sitting in the back of a cab
48:29Watching knowing the cab driver was going the wrong way
48:32Who are you bringing back into this boardroom?
48:37Bringing back in Joanna and Sargent
48:39Right
48:40Yeah
48:43Elizabeth
48:44The failure of this task had a lot to do with you
48:47You two go back to the house
48:49Go on
48:52I'll tell you what
48:57All four of you step outside
48:59I'll bring you back in shortly
49:01Okay?
49:09James chose two people
49:11But I thought Elizabeth had a lot to answer to also
49:14She thinks the louder she shouts something
49:16The more she's going to get listened to
49:18Hmm
49:19James I don't know if he's very very clever
49:22Or if he's stupid
49:23He's got easily persuaded into some very poor decisions
49:26Elizabeth is a very strong character
49:28And maybe he just couldn't cope with her
49:31Well Joanna is full of excuses
49:34She has a difficulty in accepting she's done something wrong
49:39And Sargent
49:40He's been telling us for the past few weeks
49:42I'm very creative
49:43I'm very very creative
49:45If he was truly creative
49:46He would have been able to adapt that storyline
49:48To his setting
49:49But he didn't
49:50PHONE RINGS
49:51Yes, Lord Shigger
49:52Can you send the four of them in please?
49:53You can go to the boardroom now
49:54James, you brought Sargent and Joanna back in
49:57James, you brought Sargent and Joanna back in
50:15I asked Elizabeth to stay because you're a very domineering person
50:19I have been a key member of the team in every single task that we have won
50:24I did not overpower anybody in any of those circumstances
50:27Well actually Elizabeth you've overpowered me a couple of times
50:29I felt Lord Shigger
50:30It's as if everybody else that's underneath you or that's working amongst you is not capable
50:34That's not the case Joanna
50:35So it's like if this had gone well then it's the Elizabeth show again
50:38And it would have been Elizabeth comes and saves the day
50:40Are you a control freak?
50:41No, I'm not
50:43I'm not a control freak
50:44You overpowered James
50:45You weren't in that car
50:46OK, but the general consensus is that decisions that were made on your side were made by you
50:50Because you overpowered James
50:51No, not at all
50:52Which isn't correct anyway
50:53You let Elizabeth basically project manage the team for you
50:55No, he did not
50:56So the thing is
50:57He did
50:58Everything that we did, the message was not consistent
50:59It was making my job harder
51:01Yeah
51:02As a director
51:03And Lord Shigger, yes, I've said I'm good at being creative
51:06And actually I did it
51:07Yeah, but you can't just say it because you fancy saying it
51:09Of course
51:10I could say I'm good at brain surgery, but I'm not
51:13No
51:14I've been here seven weeks
51:15Tell me what you've done that's creative
51:17At the end of the day, this role that I was given as a director
51:19I was being creative
51:20Yes, I have a photo booth business and I understand the cameras
51:23You've got what?
51:24I've got what?
51:25A photo booth business
51:26And I did my very best
51:27Well, photo booth business is people just sit in there and you do mud shots
51:29Really?
51:30There's no creativity in that
51:31It is
51:32You put your money in and that's it
51:33It is different, Lord Shigger's creative
51:34And I've tried my very best in this particular task to actually try to be creative
51:38But when you have someone that's disruptive
51:39I wasn't disruptive
51:40I wasn't disruptive
51:41I was forceful and forcing some strong opinions when I felt things were going south
51:45James, you're the project manager
51:47Yeah, I'll tell you
51:48And you're here to try and get a £250,000 investment from me
51:51Okay?
51:52It looked like you couldn't even run a bath
51:54Yes, I've lost today
51:55But I did take a risk today, stand up to be a creative person
51:58I put everyone here in a position where they could be inspired to actually do something which was creative
52:03And I was leading it
52:04You already were listening to her and didn't want to take anyone else's idea and roll
52:08Can I just say, how did you guys expect our advert to have anything?
52:12How is Lord Shigger meant to listen to both of you when you talk at the same time?
52:16Would you like to speak? Would you like me to?
52:18I'll go
52:19How do you guys expect any type of synergy with my team when you kept changing your mind like the wind?
52:26Joanna, you're one of those people that likes to take credit when you win
52:30And then when you don't win, you like to pass the buck to someone else
52:34I've taken responsibility for everything that I've done
52:36The name obviously wasn't well received
52:38Compared to people like, for example, Sargent, you know
52:41If you see something going wrong, if you see she's being overpowering, you should be able to say something
52:45You know what you say here, Joanna considers her greatest personal qualities as being a great talker
52:51Wow, that actually is true
52:55You can talk
52:56Lord Shigger, I've also done a lot of doing
52:58I've always put myself forward
53:00Hmm
53:01James
53:02Yeah
53:03An amazing CV and lots of claims here
53:06Yeah
53:07You come in here telling me that I'm a nice guy, do nice guys earn 200 grand a year?
53:13Yeah
53:14So did you earn 200 grand a year?
53:15I did earn 200 grand a year
53:16So what do you need my 250 for?
53:18I think that we'd have a good team together
53:20I think that I'm an IT recruiter
53:21Is it all true, all this stuff here?
53:23Lord Shigger, there's nothing in there that I've lied about
53:25I was earning 100,000 pound a year in my first year of earning
53:28I was doing that in Birmingham
53:29I was earning more than anyone who was in the whole London office
53:32Right
53:33Sergeant
53:34Yes, Lord Shigger
53:35Why shouldn't you remain in this process?
53:37Lord Shigger, by the age
53:38Don't tell me it's because you're great creativity
53:40Definitely not
53:41I promise you, Lord Shigger
53:42And all that stuff
53:43I'm definitely not the finished article
53:44And the biggest errors have been on the creative side
53:47Yes, I've learned from that now and I'll probably rein in my creativity
53:50It's not school, it's not school here
53:51Well, Lord Shigger, I've got a long way to go but I've got the passion and hard work that will make you money and make myself money
53:57I am your business partner and I will work very, very hard for you
54:02Lord Shigger, can I say one thing please?
54:04Yeah?
54:05This was a creative task but what I will say to you is I am a numbers guy
54:08I am someone who knows how to make money
54:10So if that's what you're looking for, that's exactly what I can do
54:13I'm not looking, listen mate, I'm not looking
54:16I'm looking to get into business with somebody who's going to do the work
54:19I can't tell you what to do, I can tell you what not to do
54:22Yeah
54:23And that's why that lot that you saw seven weeks ago are doing so very well
54:26I work my apps
54:28I am the youngest person in the hall of the 18 candidates
54:31And every single week I've showed up and showed out
54:33I know that I've made some mistakes around the way
54:35But every single task I've been able to demonstrate it
54:37All right, okay
54:38I don't want to hear any more from anybody now
54:41Because I'm going to summarise
54:43Elizabeth
54:44I worry that your control freak mannerisms are not going to work with me
54:51And Sargent, the creative
54:56I can't see any standout moments so far
55:00I don't think you're that creative
55:02Joanna, you are argumentative, confrontational
55:09And that worries me if we're going to build a business together
55:13But I'll tell you what worries me the most, James
55:15Is that you let them walk all over you
55:19Weak leadership, persuaded easily by Elizabeth
55:24And for that reason
55:26You put me in an awkward position
55:30But having said all that, Sargent
55:33In this task
55:34I have not seen anything from you
55:37And so, Sargent
55:39You're fired
55:40Appreciate the opportunity
55:42Thanks so much
55:43All the best guys
55:44You know, if you're good with numbers
55:56You would know that I have got a certain amount of people left
56:01And only five tasks left to execute
56:06Elizabeth
56:07I am going to give you the benefit of the doubt, okay?
56:11But I'm telling you now
56:12Any repetition of what we evidence in this particular task
56:17You won't even need to come in this boardroom
56:19You'd be gone
56:20Understood
56:21You know what I'm going to do
56:22I'm going to say this
56:23I can't give you any more warnings, okay?
56:27All go back to the house
56:29Thank you
56:41I'm definitely not the person that should be going today
56:42There's people in this process that have literally floated through without working hard
56:52Disappointed to leave the process
56:54Absolutely gutted
56:55It just makes no sense
56:57More than one person has to go
57:00Personally, I think James will definitely come back
57:02I don't know
57:03Because I feel like Lord Sugar had it in for James today
57:05I did not expect that
57:07There you go, there's one
57:09Oh
57:10Oh
57:11There you go, there's one
57:12Oh
57:13Oh
57:14Oh
57:15Oh my goodness
57:16Oh my God
57:17Oh my God
57:18Oh my God
57:19Oh my God
57:20Free back
57:21Did not expect that
57:22It looked like any of us could have gone at one point
57:24And there's Saji and he really picked up on the creative side
57:27And he was like, tell me one thing you've done that's creative
57:29He basically couldn't give anything
57:30There's like only a few weeks left and still a lot of us
57:32It's going to be hard work
57:34Now, eleven candidates remain
57:41Lord Sugar's search for his next business partner
57:46Continues
57:50Next time
57:51I need you to take over a doggy daycare centre
57:55Pooch pampering
57:57I've done his bottom
57:58Oh
57:59Andrew, call a couple of our leads
58:01No, we're not able to do it
58:03Turns to canine chaos
58:05This one's perfect
58:06They're blurry
58:07Who needs you to pick up poo?
58:09It just went into the grass
58:11And in the boardroom
58:12You want my honest opinion?
58:14Lord Sugar cuts the crap
58:16I can't see you as my business partner
58:19You're fired
58:20I can't see you我
58:31да