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The Apprentice UK Season 20 Episode 4
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FunTranscript
00:00The next 12 weeks will be the toughest of your life.
00:04Lord Sugar is on the hunt for the next big thing.
00:08This is an opportunity of a lifetime.
00:12Battling for his backing, some of Britain's brightest prospects.
00:16Come on, boys. Look at that. Your life depends on it.
00:20And then hit him.
00:21It's a deal worth fighting for.
00:23I can sense a bit of friction, actually.
00:25Daniel, is that on you?
00:26So, no.
00:26I'm just looking then.
00:2820 candidates.
00:30I've never been kicked in the balls by a goat, to be honest with you.
00:3312 tough tasks.
00:35This is a complete and utter joke.
00:38Just jump straight in.
00:40One life-changing opportunity.
00:42You're fired. You're fired.
00:44You've completely messed it up.
00:46You're fired.
00:55Previously on The Apprentice.
00:57I'm giving one team chickens and the other eggs.
01:01Guys, I'm getting stressed, man.
01:02Team egg cracked under pressure.
01:04If you don't make any money, this is a profit house we will lose.
01:07And on team chicken...
01:09Can I interest you in a chicken and mushroom pie?
01:11Dan's approach ruffled feathers.
01:13I think we're struggling to shift the pies.
01:15Do you want to revise your tactic?
01:17I think we just hold the prize.
01:18In the boardroom...
01:19Your pies ended up making a decent crust.
01:23...vindication for Dan...
01:25Good job, buddy.
01:25Good job, you.
01:26...meant it was Tanmay...
01:28What the hell was you doing?
01:30...who got plucked.
01:31You're fired.
01:398pm.
01:41I don't feel like you've got a chance to be a PM.
01:44Because people are continuously talking for you.
01:46Yeah.
01:47Do you know what?
01:47I think there were clearly some gaps in Dan's project management and leadership.
01:51I was just trying to highlight them and point them out.
01:53I think Connor has been speaking for a lot of people in here.
01:57I think he potentially could be going up for a PM.
02:01I'll get it.
02:02That's right, though.
02:08Hello.
02:11Hi.
02:12This is Big Zoo.
02:13Your practice is required for your next task at the Crossness pumping station.
02:18Lawshire will meet you there at 8am.
02:20Oh, my God.
02:22It's Big Zoo.
02:24What's going on?
02:26Big Zoo just called to tell us to meet him at the Crossness pumping station at 8am tomorrow.
02:32Guys, Big Zoo!
02:35He's a rapper, entertainer.
02:36He has a Big Zoo show.
02:37Oh, yeah.
02:38Big Zoo's big, bro.
02:40I think it's an advertising task for his new song or something.
02:43Big Zoo.
02:45I mean, I haven't got a clue who he is.
02:51In South East London, Crossness pumping station, a Victorian engineering marvel with a practical
03:00past.
03:15Good morning.
03:17Good morning, Longstreet.
03:18This place was designed by Joseph Bazalgette, a Victorian engineer that introduced the city's
03:27first sewerage network, transforming the health of Londoners who had been drinking contaminated
03:33water for decades.
03:36So for your next task, I want you to create a campaign for a new bottled water.
03:42You'll build a brand, shoot a TV ad and showcase your product live on social media.
03:51Now, I need to even the teams up.
03:54Harry, where are you?
03:56Yes, Luchia.
03:57Please move over to Team Eclipse.
04:01Now, you've had a few weeks to get to know each other, so I'd like you to choose your project
04:07managers right now.
04:10TV, social media, pitching, confident with them, but I need help with the branding and
04:14design.
04:15I don't have a water bottle idea, but I'm happy to bring it to life.
04:18You should put yourself forward, Connor.
04:22Does anyone want to actually be a project manager first?
04:24Mm-hmm.
04:25I do.
04:26Campaigns for promotion.
04:27I feel like I can help you, but I don't do the social media bit.
04:31Okay.
04:33Have you decided?
04:35Yes, I'm sure, though.
04:35Okay, Team Alpha, who's your project manager going to be?
04:40I put myself forward, Luchia.
04:42Right.
04:42Given his experience in social media, that makes sense.
04:45Team Eclipse, same question.
04:47Karishma.
04:49Right.
04:49Why?
04:50So, I'm a social media consultant, and I've been present on social media for the last seven
04:55years, working as an influencer and content creator.
04:57Okay.
04:58Now, this is all about creating a bold brand.
05:02Somebody who has achieved that is this gentleman here.
05:08Welcome, Big Zoo.
05:11Well done.
05:13Hi, guys.
05:14Doing?
05:14I'm Big Zoo.
05:15You may know me as a rapper, TV chef.
05:17But what some of you don't know is I started a canned water brand two years ago called Drip.
05:21We changed the game.
05:23One thing we did is prove that water isn't boring.
05:26Thank you very much for that.
05:28You'll be pitching your campaign to this gentleman here and a panel of experts.
05:34But ultimately, I will decide whose advertising campaign is the best.
05:41Everything clear?
05:42Yes, sir.
05:43I'll see you in the boardroom in a couple of days' time.
05:46Off you go.
05:49Two days to tap into the bottled water market by building new brands and creating campaigns.
05:57I'm really grateful for the opportunity to be your PM today, guys.
06:00Thirsty for a win.
06:02I would really like to create a drink for people who are passionate about sports.
06:06Content creator, Karishma.
06:08I'm someone who's newly into fitness.
06:11Looking after myself, going to the gym and keeping myself hydrated only recently became
06:14a priority for me.
06:15I think we can motivate people to actually get into the gym through this campaign.
06:19Which is a big one.
06:20Which is a big one.
06:21You're changing lives, but with water.
06:23You know, it is a very simple product, but if we can actually put the metaphor of transforming
06:27one's lifestyle, it's powerful.
06:30This is what I do every single day.
06:32Brands give me an idea.
06:33I turn it into real life, and then I make the millions.
06:36So that is exactly what I do day to day, and that is exactly what I get to do today.
06:40Well, everyone, thank you so much for selecting me as PM.
06:44Setting out his strategy.
06:46I'm definitely going to be listening to the team, and ultimately collectively making a
06:49decision together.
06:50Absolutely.
06:51First time project manager, Connor.
06:55First things first is to choose our target market.
06:58Does anyone have any strong ideas?
06:59I think the commuter area, I definitely don't drink enough water, so could that be an area
07:04that we actually target?
07:05So I was thinking sports, if I'm being completely honest.
07:07I think sports in general has rapidly grown.
07:11But it would be really easy to promote it to commuters.
07:13Yeah.
07:14Everyone is getting into sports now, so it's probably good to maybe go down that route.
07:18Yeah.
07:18Roxy, what do you think?
07:19I feel like I'm drifting towards the commuting side.
07:22Okay.
07:23Does anyone feel extra strongly?
07:28Do we want to take a vote?
07:29Is that the quickest way to solve it?
07:32This is the first time Connor has been project manager.
07:34And in the past, he has controlled the team from the back seat.
07:37But now he actually has the opportunity to control things.
07:41He's putting everything to the vote.
07:42I mean, that's all well and good.
07:43But at some point as project manager, you've got to make a decision.
07:47So for commuters?
07:50Okay, so collectively, I think we're going to go with commuters.
07:52All happy?
07:53Yeah.
07:53Brilliant.
07:54Perfect.
07:56Next job for project manager Karishma.
07:58So who here feels confident with social media marketing?
08:01Decide who does what.
08:03I do.
08:03That's what I do in my day to day.
08:05Would you like to be on my sub-team either?
08:06I would love to.
08:07Just on that, just with me having a marketing agency as well, I do a lot of adverts.
08:13I'd feel comfortable being able to lead the TV ad fair team.
08:16I will be taking care of the TV advertisement.
08:19And with me, Lawrence, Kieran, Megan.
08:22Branding team will be Carrington, our social media expert.
08:26Harry, Priyash, and Andrea.
08:29I want it to be eye-catching, bold colours, nothing boring, nothing ordinary.
08:35As a team, we voted for Karishma to be the PM because of her social media skills.
08:40And I'm actually quite shocked that she didn't put herself on that side.
08:43So she could have just brought her social media expertise through on that.
08:47I've got every confidence.
08:48Let's make something extraordinary, guys.
08:51Roxanne, do you mind if I put you on the branding team with Levi, Rajan, and Dan?
08:55Yeah.
08:56Anyone on the branding team want to put themselves forward for sub-PM?
08:59Has anyone had any experience in branding?
09:02Has anyone created, like, a brand from scratch?
09:04Both. So I've got experience in both areas.
09:07You've wrapped down the rain?
09:08Keep the boys in check.
09:09Yeah.
09:10OK, perfect.
09:10I want it to be seen as the water bottle that you carry around with you, almost like the replacement
09:14of your phone.
09:14I trust you with this vision.
09:16I know it's a little bit loose, but I trust you.
09:2110am.
09:22The teams divide, while half pour their efforts into ad campaigns...
09:28The way I do ads is you're not selling a product, you're selling a feeling, and people spend millions on
09:32a feeling.
09:33..the rest will build their brands.
09:37Connor was a bit vague, I'm not going to lie.
09:40But he said something to replace the phone in your hand with.
09:43Bit of an ambiguous kind of, like, description from PM, but I think, you know, we've got the right person
09:49in the seat today.
09:50We'll do fantastic.
09:52South East London.
09:54Base for both teams.
09:56Leading design agency, 10 days.
09:59Hello.
10:00Hey, you all right?
10:00Good afternoon.
10:01Hey.
10:01Top of the to-do list...
10:03I think the best one might be five.
10:04Nail down a name.
10:06With the word thrive, I can imagine going to the gym, it's bright, brand-in, colourful, poppy.
10:12Also, brainstorming brand names.
10:14I thought maybe calling it North, because people always say the water from the North is better.
10:18The other team.
10:20Yeah, I like that idea.
10:22What about, like, North H2O?
10:24Yeah.
10:24It tastes better from the North.
10:26It's an okay name, but I'm just worrying the people who don't get it, they're going to be like, well,
10:30I don't get it.
10:31I think we could definitely make it work.
10:33We can just make it fun and exciting.
10:35Do you know what I think would be good?
10:37North H2O supporting you to reach your peak.
10:40Yeah, I love that.
10:42But you're dividing demographics.
10:44I'm just worried about the connotations of the North and South divide.
10:47But then maybe in the logo we can do some mountains as well.
10:50You know, we are supporting everybody to reach their peak.
10:53I think it's tricky.
10:54I think it's a bit of a risk.
10:56Dan came up with this idea of North water, because water tastes better up north.
11:01But actually, they shied away from the whole original concept.
11:05And it's now about mountains and peaks.
11:07Well, if you only half go down that message, nobody will get it.
11:12You either have to fully embrace it or drop it completely.
11:15I think it does look clean.
11:18I like the look of the peaks.
11:20Yeah.
11:21Yeah.
11:25Across town...
11:26Everyone's on their phone and they're glued to it.
11:29While Pasha pitches an advert aimed at parched commuters...
11:32And there's almost like this angel that's got this bottle.
11:36Everyone stops, everyone stares and it's like a gaze.
11:41Yeah.
11:42On Karishma's team...
11:43I think the TV advert would be like boxing ring.
11:46Someone gets knocked down, they have a sip of the water and they come back up.
11:49Estate agent Kieran plans a knockout campaign.
11:52I love that so much, because I want people to feel defeated and then we pick them up.
11:57So, location-wise, I don't want to do gym.
11:59You don't want to do gym?
12:00It's not, no.
12:01It's too obvious.
12:02I want to go to this, like, enchanted-looking place.
12:06How do you want to do, like, the box and stuff?
12:08We don't have to be that literal.
12:09I'm thinking, like, he's getting knocked out.
12:12He's not getting knocked out by a fist, he's getting knocked out by the camera.
12:14We see you hit the floor, bam.
12:16Yeah?
12:17I want somewhere with really exciting lighting.
12:20He drinks this water and we have, like, a close-up shot of his eyes just, like, powering up.
12:25Like, he is one-up, like, he's...
12:26Like that and go.
12:28Yeah, literally, just like, we want it to be performance-enhancing water.
12:31I promise you guys I'll bring it to life.
12:33I can see it.
12:34I can just see what I want to do.
12:36So, like, other opinions, thank you for sharing, but I know what I'm doing.
12:41And if you want to save a prop, boxers don't normally wear T-shirts, so I'm happy not to wear
12:46a T-shirt.
12:46Yeah, I bet you're not.
12:50Lunchtime.
12:52For Connor's team...
12:53Hey, Roxanne.
12:54...a chance to check in.
12:56So, the logo is North H2O.
13:00Our tagline is supporting you to reach your peak.
13:04We've got a few lines representing, like, mountain peaks.
13:08So, the mountains are actually showing that they're going to be reaching the peak, drinking this water.
13:12Levi, Levi, sorry for interrupting.
13:14It's just mountains are extremely jarring to commuters.
13:17Commuters, you're thinking public transport.
13:19You're thinking tubes, bikes, quickness.
13:22I think it would make more sense once you see the logo, but also, if you're lost, you know, you're
13:28finding yourself.
13:29The only problem with that is you're not going to be lost on your commute, and if you're lost on
13:32your commute, you're probably unemployed.
13:33We luckily have a very adaptable and agile team over here.
13:37So, we'll make it work, but I do think it is quite the challenge to make North and the mountainous
13:42range kind of fit, especially when we're going on a commute.
13:48East London, location for Karishma's boxing-themed ad.
13:53Oh, my God.
13:55An immersive cocktail bar.
13:58Oh, my God, it is Avatar, literally.
14:00Wow.
14:00Aiming to take the lead.
14:02We've got director, Megan.
14:04Marketing expert, Megan.
14:07Do you know when you can walk backwards, but you zoom in?
14:10I forgot what that's called.
14:11I did it in media.
14:12But can we try that?
14:13Yeah, yeah, yeah.
14:14We can, yeah.
14:15Three, two, one, go.
14:18That's nice.
14:19Okay, here we are.
14:19I want some movement.
14:20Look tough and rough.
14:21You're not having a good time here.
14:22You're scared that you're about to get beat up.
14:24Cool.
14:24And stop there.
14:25And then can we have a close-up shot?
14:27Hang on, are we doing the punch with the camera?
14:28Not just yet.
14:29Not just yet.
14:29Right now, we're just recording that he's scared.
14:33I'm a bit confused why Krishma did appoint me to be the director of the ad fair if she
14:37was just going to lead it herself.
14:39I actually did media studies for A-levels, so I'm actually quite clued up with doing different
14:43camera positions.
14:45She's just taking on the whole load by herself.
14:47All right, three, two, one, action.
14:51And then hit him.
14:53Nice, nice, nice.
14:54Look like you're dying.
14:55All right, Lawrence, come in with the towel and the water.
14:58Open your mouth, Kieran.
14:59Nice, nice, nice, nice, nice.
15:00OK, I think he's drowning.
15:05Across town.
15:07Backdrop for North H2O.
15:09It's about three commuters on their journey to work.
15:13A boat on the River Thames.
15:15The angelic Rothner comes in, drinking North H2O.
15:19At the helm.
15:20Pasha, you're going to help me with directing.
15:22Two captains.
15:24And cue Rothner.
15:28Which direction is this boat heading?
15:30North.
15:31And cut.
15:32Rathner, you're going to go up and...
15:33Sorry, just to interject, do you not think it's better to do the other wrangle from the
15:37view of Vanessa?
15:39So what I was going to do is just...
15:40Oh, you're doing it twice.
15:40Just repeating now, the same one we did.
15:42I think you are just going straight onto the boat, because otherwise that's just going to
15:46be too long.
15:47Yeah, but that's where you chop the chains at the edit tomorrow.
15:49Do you guys want to walk on?
15:50And Rath, if you don't mind just recording from this as they pop in over the boat.
15:56Yeah, perfect.
15:57That can cut there.
15:59Okay, and cut.
16:00Brilliant.
16:02I think it is great to have Pasha there.
16:04At some point we were being a little bit pedantic.
16:06I do think you can go back and forth all day saying, shall we record it like this, shall
16:09we record it like that?
16:10In a creative process like this, you do have to make those decisions.
16:14So if you could maybe record from here.
16:15What are you doing now?
16:16Well, it's just Rath and I are drinking the water again.
16:19But we've already got that.
16:22On the other team...
16:23I was thinking aluminium ball because it's recyclable.
16:26Yeah.
16:26It's got the cap.
16:27Vessel in the can.
16:28But are we all happy to go with that one?
16:30Yeah.
16:30Next, a bold brand for their bottle.
16:33So the colour we need to decide is the main aluminium bottle now, I think.
16:37I was thinking not primarily blue because it's boring.
16:39Oh, what about more orangey?
16:41Um, mm.
16:42I don't like purple as well.
16:45Don't love that one.
16:46I was thinking, like, yellow.
16:47Yeah, a very light pastel yellow.
16:50Yeah, that's nice.
16:50I like that.
16:51I like that.
16:51I think it needs to stand out.
16:53I was thinking about incorporating just a really bold tap with the drip hanging out.
16:58If I see a tap on a bottle of water, I think, you'll give me tap water.
17:01Why am I paying for this?
17:02Well, no, it's not tap water because it's in a bottle.
17:06The team are not listening to me.
17:08Sometimes I do have some great ideas and I've done marketing on my business and it says what it does
17:13on the tin.
17:14Thrive.
17:14Yeah, it's a brilliant word, but unless we introduce something that says it's a bottle of water, it's not a
17:21good branding.
17:22I just hope it's good.
17:23I'm worried.
17:24Yeah, so do I.
17:24It's very out there, but Karishman wanted something bold.
17:27And it's all matching the colours.
17:29Yeah.
17:327 p.m.
17:33Do we need a picture or something on the back page?
17:35Oh, hang on a look.
17:35I think a compass.
17:37Yeah, it's perfect.
17:37For both teams.
17:39Up a cut, bam.
17:40Guys, time really quick.
17:42Last shot, one more time, just one more time.
17:44Finishing touches.
17:45North.
17:46H2O.
17:47Bravo, guys.
17:48Well done.
17:49Tomorrow, pitch campaigns that make a splash.
17:567 a.m.
18:00You heard it everyone's sleep.
18:01Not enough, but.
18:02It's as tough as a tough.
18:04For Karishma.
18:05Let's have a look.
18:06Don't get a drum roll going.
18:07Let's get that.
18:07The big reveal of her bottled water.
18:17I'm not going to lie, it's giving milk.
18:19It's giving milkshake a little bit.
18:22You know, like, when you see this colour, you think banana milkshake.
18:25You think a little bit like a milky product.
18:27It reminds me of in primary school when you had to do IT.
18:31And you did that font with the gradient.
18:33If I'm being completely honest.
18:35I think it's a little bit basic.
18:36I hope that's not bold.
18:42The sub team have missed the mark slightly.
18:44And I think we're going to be overcompensating when we're trying to pitch it as water.
18:48Because it doesn't look like water at the moment.
18:51You just have to say that we are making a new, innovative product.
18:54There's nothing like this on the market at the moment.
18:56Honestly, guys, it's going to come across as a dairy product.
19:02Across the hall.
19:04I'm excited.
19:05On Team North.
19:06Oh, love it.
19:09Things go south.
19:12I thought we had quite a clear vision of what we wanted.
19:15Kind of like a mobile phone replacement.
19:17That cool water vessel that you really want to have and keep and hold.
19:20My biggest concern is the compass is extremely jarring for commuting.
19:28So one of the reasons why I wanted to put the compass on is because it's almost like, you know,
19:32whilst drinking this water, you're heading the right way.
19:35You're heading straight.
19:36It gives adventure.
19:38It gives adventure.
20:08You're heading the right way.
20:10I think it's going to be the right way.
20:15I think it's going to be the right way.
20:26I think the compass is going to be the right way.
20:37I think it's going to be the right way.
21:04While the rest edit TV ads.
21:06The pressure on me as a sub-team leader at the moment feels like a ton of bricks, to be
21:09frank.
21:10I think I need to do really, really well in the live.
21:13Well, I might as well pack my bags from now.
21:16I do think as I have experience in live streaming specifically, it would be advantageous for us, for me to
21:22swap over.
21:23From project manager Connor, a reshuffle for Roxanne.
21:26Roxanne, I'm going to take the reins from you.
21:28And for Pasha.
21:29I am going to trust Pasha as sub-team lead.
21:32A promotion.
21:33Does anyone have any concerns or queries about that?
21:36I don't have experience editing videos, so.
21:38Correct, I fully understand that.
21:40However, I do think we all have the vision.
21:42I have full trust in you after yesterday.
21:45Onwards and upwards, let's go north.
21:47Let's go.
21:5010am.
21:51Half of each team set off to conquer social media.
21:55Listen, you can have a rubbish product, and if your TikTok live is fantastic, you can sell anything.
22:01While the rest will edit their adverts.
22:05Very disappointed.
22:06It looks like a milkshake.
22:08I think we, um...
22:09Oh, sorry, Harry.
22:10I forgot you were in the team.
22:12I forgot you were in the team.
22:14South East London.
22:15Edit base for both teams.
22:18Hello, Rhys.
22:19How are you doing?
22:21Pulling no punches.
22:22Is this just all our shots, just like going on to one?
22:25Yeah, so put everything into the timelines.
22:26Project manager, Karishma.
22:28So this, I want to start with the motion immediately.
22:31Should we get the scene sorted?
22:32Do you know what they know would be helpful?
22:34Yeah, this is...
22:34This is what we're doing.
22:37So stop there.
22:38And start there, yeah.
22:39So I just want this bit.
22:41Just want that bit.
22:43We, not I, yeah?
22:44We just want that bit.
22:46Yeah, we just want that bit.
22:47Yep, cut there.
22:48Karishma?
22:49Yeah.
22:49Just a bit worried that we spent quite a lot of time already with this clip.
22:53We just need to have something that's finished, even if it's not absolutely perfect.
22:57This will be done in the next two minutes.
22:59So if you play from here...
23:02I'm feeling a little bit stressed, as is everyone else.
23:05Me, Laurence, Harry, are all sat there like sore thumbs while Karishma takes over.
23:10One thing, just with that writing, still water 500 millilitres.
23:14You don't need to write 500 millilitres in the ad.
23:15OK, fine, whatever you say.
23:20Downstairs...
23:20There's a few things that we need to do to begin with.
23:23Making her editing debut...
23:25We need to get the voiceover done.
23:28And I think we need to pick the music before we get into the editing.
23:32Newly appointed sub-team leader, Tasha.
23:35Can we play through all the music that we've got?
23:38Sure.
23:38Already, that's nice.
23:41No, it's a bit too upbeat.
23:43Yeah, nice.
23:45No, it's giving country.
23:47It's giving country.
23:50Guys, don't you think we should edit the video first?
23:53We're going to edit it all in a minute.
23:55We just have to make sure we're happy with the song so we can get that agreed.
24:01OK.
24:02Pasha's plan of action, basically, to just jump into the music.
24:06There's no real structure to the actual story.
24:08That's the most important part of the actual film.
24:12This part's not going to start.
24:14Yeah.
24:15Should we get that agreed?
24:17I'm happy with that.
24:17Yeah, let's do that song, yeah.
24:18Now we need to get the voiceover sorted.
24:20I want to include something about hydrating.
24:23Why do we think of this?
24:24Why don't we start editing?
24:26Personally, I think that the editing of the clips will be the quickest part.
24:33Central London.
24:35In one hour, teams will host live streams on global platform TikTok.
24:40We lose them within three seconds if we don't have something fun and engaging.
24:44To hook in an audience.
24:45We want to make sure everyone understands their branding or thrive.
24:49And showcase their brands.
24:52I have some experience in live streaming.
24:54My idea is to open it as we close it.
24:56Are you team Levi or are you team Roxanne?
24:58By the end of the live stream, one of these is going to get doused in water.
25:02Right?
25:02You want to go the whole way to the end of the live stream to figure out who loses and
25:06who almost gets dunked in water.
25:08Yeah.
25:08Dan, I do think you should be like Fact Finder Dan.
25:11So Dan literally walks in and you give a really simple, or like, water is transparent.
25:16And then walks out of shot and I say, thanks Dan.
25:18Yeah.
25:20Let's go live stream.
25:21Yeah.
25:21Let's do it.
25:22Let's go folks.
25:2611am.
25:28Tuning in to watch the lives.
25:31Drink spot, Big Zoo.
25:32All right guys, it's going to go live.
25:34Along with other experts from the worlds of water, advertising and social media.
25:41Stop scrolling and stop exactly where you are.
25:43In just under five minutes, you will get to decide who is going to be doused and covered in water.
25:50Is it going to be Roxanne?
25:52Hello.
25:53Or is it going to be team Levi?
25:56How are we doing everybody?
25:57Are you all right?
25:58A nice slick start.
26:00I think it was a good idea to like hook that audience.
26:03I want to know who you want to see dunked in water.
26:06Is it Levi or is it Roxanne?
26:08I like him.
26:09It's good on camera.
26:09It's good.
26:10It's good.
26:11It's like and Beck.
26:12Yeah.
26:12I'm going to show you how to drink it.
26:16Woo!
26:17Oh, taste test.
26:18Live taster.
26:19Okay.
26:21That is incredible if I don't say so myself.
26:25I'm here to introduce you.
26:27The man with the plan and he is called Dan.
26:31Oh!
26:33It rhymes.
26:34He's got quite lyrical there.
26:36Lyrical miracle.
26:37And he's got a fan.
26:38I don't know.
26:39Go Dan.
26:39They've brought the chaos which can work in a live stream.
26:43Water is the most consumed beverage in the world.
26:48Anything else?
26:50Oh, that's it.
26:50Dan is done.
26:51Dan wins everything for me.
26:53What a random dude.
26:54Next up is Levi.
26:55Please introduce yourself.
26:56Go Levi.
26:57How are we doing everybody?
26:58I'm Levi.
26:59I am the active commuter.
27:01Our audience might be thinking or looking forward to the dunking rather than finding out about the product itself.
27:07Right.
27:07We're going to do one final countdown.
27:08Levi.
27:10Levi.
27:11Levi has spoken.
27:14He's a strong house.
27:16He's a strong house.
27:17Hey!
27:19Thank you everyone.
27:20Please.
27:21Your North H2O supporting you to reach your peak.
27:25Thank you very much.
27:26See you.
27:27Thirsty after that.
27:28I feel like the North H2O lot had a very engaging hook in their live video.
27:34For the clear plan.
27:34That is such an important part of live streaming and they definitely succeeded there.
27:39I think the dunking will be the key takeaway from that live streamer, maybe not the product, but still a
27:44really great effort.
27:47Next to launch their water to the world.
27:50Hello.
27:53Strive.
27:54Hi guys, how are we all doing?
27:55We have an exciting new product to show you today, which is called FRIVE!
28:04Like Bananary.
28:07We are a fitness water brand.
28:10Look at these bold colours, imagine when you're going to the gym, taking a selfie in your gym clothes and
28:15doing that.
28:16Look at your six pack and all that.
28:18The product's not shouting fitness though.
28:21Still water, 500ml, easy.
28:24Not in your bag, small.
28:26It's very Selly.
28:28It's very Selly.
28:29They ain't giving me much.
28:30It's getting a little bit repetitive, isn't it?
28:31FRIVE, FRIVE, FRIVE.
28:34I feel alive.
28:35I just had a sip and I feel alive.
28:39I just had a sip and I feel alive.
28:40Starting to run out of gas.
28:41I think.
28:42I think so.
28:43Yeah.
28:44You see it's on the shelf and you think, wow.
28:46Yeah.
28:46Isn't this amazing?
28:47Yeah.
28:47They haven't given me a reason to stay engaged.
28:49Yeah.
28:49Hey guys!
28:51Oh!
28:52Look at me!
28:53Oh, you look at me!
28:56Controlled chaos is okay.
28:59This to me seems like uncontrolled chaos.
29:01It's a new, innovative water bottle.
29:04Slipped alive and feel alive.
29:09They just didn't give me a reason to stay on alive.
29:11Yeah, there was no hook.
29:12Perhaps if they'd maybe thought about the narrative better,
29:15maybe scripted things, that would have helped them.
29:20Back at the edit...
29:21This is the boxing ring.
29:23Ding, ding, ding!
29:25Right, let's do that again.
29:26Wait, wait, wait, wait, wait, wait, wait, wait, wait.
29:28As the boys add final bells and whistles...
29:32Nice.
29:33That's great, well done.
29:33...still stuck at the starting line, Pasha.
29:37I think we've got a good outline.
29:38It's just that little bit that we need to sort of join us on a journey
29:43through the...
29:44Through the...
29:45I need to tell you, you've got half an hour.
29:47Okay.
29:48How long are we on the video at the moment, Raph?
29:50We're on 48 seconds now.
29:52I'll just play through, you tell me where to cut.
29:54Where she's walking, get rid of the walking.
29:56So we don't need any of these.
29:58Let's take that cut there.
30:00I think it's that short, if you could just play that.
30:02Cop that one.
30:05Leave the reaction, we haven't got time for that.
30:08Yeah, from that bit.
30:10Supporting you to reach your peak.
30:13Done. That went so fast.
30:192pm.
30:20Hi, guys.
30:21Before pitches begin...
30:23I want it to be highly professional, very entertaining,
30:26very personalised and human.
30:27For both teams...
30:29Hi, everyone.
30:30A chance to check in.
30:31I understand that I put a lot of pressure on you specifically, Pasha.
30:34How did it go?
30:36The only issue that we had is how many clips were filmed yesterday.
30:40The amount of videos we had to go through was so many.
30:42It was really time consuming.
30:43I think I want you to be aware that we didn't even have a chance
30:47to do a full run through.
30:48Like, we literally had one to the last second.
30:51What do you mean by a full run through?
30:52So you've not seen it from start to finish?
30:54We haven't been able to see it from start to finish,
30:56but we did watch bits and bobs as it was getting cut together.
30:59Did the ad make sense?
31:01There might be a few things that might, like, be pointed out,
31:03not being 100% cohesive, but we obviously really did try it.
31:12Mid-afternoon.
31:14Showtime.
31:17Hello. How are you today?
31:18Riding high from their TikTok triumph, North H2O.
31:23I am delighted to introduce our new water brand.
31:28North H2O is targeting commuters,
31:31be that the busy workaholic
31:33or the tired, worn-down working professional.
31:37Big Z looks a bit concerned.
31:41What North H2O is, it...
31:43Sorry.
31:45When you're in your journey,
31:48throughout the hustle and bustle,
31:52you can...
31:52Whenever you start to fatigue down in your journey,
31:56take a bit of North H2O
31:58and it will pick you up and elevate you back up to your peak levels.
32:01He doesn't seem confident.
32:03We kind of opted to go for a carton.
32:05We were also thinking of going towards down the can route,
32:07but, you know, the cans, I feel like,
32:09a lot of people are doing them at the moment.
32:11And also, if you haven't opened a can,
32:13you're going to have to drink that in one sitting.
32:15Um, the carton, you know, you lot are dissing up the cans.
32:18I'm a can man.
32:19I'm going to take that to my heart now.
32:22Sir.
32:24Um, so without further ado,
32:26let's watch the advert.
32:31Which direction is this boat heading?
32:34No.
32:37Well, this is your first time seeing it.
32:39Yeah, I've never seen this.
32:46Excuse me, what drink is that?
32:50No, H2O.
32:52I've never seen this boat.
32:53Supporting you to reach your peak.
32:56Welcome the floor for any questions.
32:59I'm Julian White.
33:00I am the Chief Creative Officer and founder of the creative agency Ten Days.
33:06I just think with the ad,
33:07I kind of feel like I saw something quite, like, quite dull.
33:13imagine you're scrolling would you stop if you saw that opening frame thank you for your question
33:20um if i saw someone who looks like me on the way somewhere really busy i'd come be intrigued like
33:25what's going on here i get tapped on my shoulder and asking me where i'm going and with the
33:29attitude i've gone north i want to know what's going on right now so i would stop
33:36hi i'm joanna moncrieff head of marketing at canowater given you've gone with commuters as
33:41your kind of target market what made you decide to have the compass branding and the sort of
33:47slightly mountainous look yeah so yeah absolutely so with the mountainous look i mean as though it
33:55kind of might look like a mountain it's more representative of your journey going down
33:59and then when you drink the water it goes back up to reach your peak thank you thank you very
34:04much
34:04have a lovely evening wow wow how are you guys feeling
34:10that was really hard to watch yeah that was odd yeah i think from my perspective they did a really
34:16good job at the live stream and none of that came through on the ad no definitely it felt like
34:22someone
34:22in the branding had a very different idea to have someone in the ad yeah next to take the stage
34:30good afternoon everyone thrive thank you so much for joining us for the launch of our brand new product
34:38thrive thrive is about bottling that feeling of change of self-improvement of doing something for
34:46yourself that changes the world so that you can thrive i would like to introduce you to a concept
34:52that i like to call the thrive turning point this is defined by that very second in your life
34:59where you decided to stop being ordinary and stop just merely existing we're not just selling water
35:05we're selling the feeling the sensation of walking away from the cusp of failure
35:10and challenging yourself every single day to create change so with no further ado let's have this video
35:17play
35:34i think we've smashed it that was good i really had the ad i think the ad was
35:39electric i love when you punch the floor and you was getting up and then the water splattered
35:43the only reservation i have from it is that it almost looks like the water gives you power
35:48which i feel like sometimes can be misleading especially in the water game especially when
35:51you had that final sip and your eyes open up it's like yo i'm awake now um what it comes
35:57down to is
35:58and like we've all been saying it's a feeling that you get so you thrive you're hungry to do better
36:05it doesn't give you powers but it gives you almost a sense of security
36:09yeah right now who directed the ad
36:15the ad was directed by myself yeah it's it's it's pretty damn good thank you it's pretty damn good
36:22just want to come back to the the bottle this is giving banana milkshake
36:27it just does feel quite childish like it's giving cvds for such an adult ad to have almost a childish
36:33bottle feels like a bit of a letdown thank you so much for the question and the v-back that's
36:38really helpful to hear and we'll take it on board and it's appreciated our main goal was being
36:42different and the fact you've pointed that out shows that we've sort of hit a mark to some extent
36:47thanks so much thank you thank you thank you
36:53it was a very good ad it uh captured you it was interesting what we kind of agree is give
36:59him
36:59banana milkshake yeah it's definitely without doubt 7 p.m well done christian
37:06pitch is over we said about the milkshake thing you knew it was gonna yeah we knew it was coming
37:15we took accountability yeah and we tried to answer them with the best perspectives that we could
37:21tonight back to the house tomorrow sink or swim
37:31morning morning you all right good g yeah not bad do you feel confident that your team have
37:37done enough to win the video was absolutely out of this world because you were in it yeah
37:44i'm sad you had to go up against me to be fair oh she talks a big game she does
37:49you seem to talk
37:50to talk hope you can walk the walk i don't walk i strap babe oh i'm not going home today
38:02and i will be
38:02fighting till my last breath because this is what i do i'm feeling nervous about going into the boardroom
38:08as p.m it's easy to be the fall guy i will be holding my team accountable for their missteps
38:12there are some questions that i have my head's a bit scrambled right now i just don't know what
38:17lord sugar is gonna think i just know i've done my best and that's all i can do
38:26you can go through to the boardroom now
38:41well this is one of my favorite tasks i spent a lot of my business career creating adverts and
38:48marketing what i've forgotten about advertising you haven't even learned yet so let's start off with
38:55the clips karishma you chose to be project manager is that right yeah i create ads for other brands
39:02for a living tell me about the ideas that you came up with so i really wanted to go down
39:07the fitness
39:08category just because it's such a vastly growing one for me that was
39:11a clear vision in my head what i wanted to do with this okay and you came up with this
39:16name
39:17thrive yeah now when i see this first of all it came across to me as if this was
39:22like a milky type of product yeah the yellow looks like isotonic custard to me
39:30quite frankly the reason for the yellow was to spread positivity and sunshine is this yellow
39:36supposed to be sunshine is it well it was like it's like a subtle yellow and i think when it's
39:40very subtle yeah we thought the same thing that you thought lord sugar we thought it looked like a bit
39:44like a milkshake we just had to do with what we had hmm well let's take a look at your
39:50tv advert
40:08hmm thrive was appearing in the advert for kieran what i can understand yeah no i'm trying to say
40:16the advert was all about kieran and yet raging bull it's not de niro or stallone you're not
40:23anyway i spoke to the panel electric advert with loads of energy um it does however make you think
40:33that water gives you actual power which is maybe a bit misleading so with the fitness side of things
40:40you drink it as an encouragement drink but it gives you that motivation to go to the gym to exercise
40:46yeah but it's only water it's not like it's an energy drink anyway the um social media i saw
40:52that also karenton you were sub team leader yeah i do live streams quite a lot in my personal life
40:58we had ample energy they seem to really like the product yeah i've got some feedback a bit too much
41:06talking over one another and it's not very engaging no sir if i may i think the reality is you
41:13were very hard on the sale and i suppose with your experience of life you could have done slightly
41:18better no i thought it went well but that's did you well let me tell you what my panel had
41:23to say
41:24they said that one was better yeah so overall good project manager yes yes i'd actually say that
41:34krishma knew what she was doing i mean i was impressed with the quality of her work
41:37i do think krishma did a really good job the only thing for me is i did voice that i
41:42would like to be
41:43sub team leader with having a marketing agency i thought a lot of my skills were really valid for
41:48this project you're saying that your talent was not exploited in this task carrington is simply just
41:54stronger when it comes to social media whereas megan's strengths lie in advertising and that was
41:59that's your opinion is it that's your opinion no no no this was a statement made by megan and
42:04i'm pretty sure we can all agree that that's how that went it wasn't picking yeah if carrington was
42:08weaker in a certain task she wouldn't have been chosen anyway let's move on to team alpha connor you
42:15said when you became project manager that you bring ideas to life correct so my history is in my
42:22streaming and i'm confident and comfortable in pitching okay and you chose commuters and then
42:29dan came out with this north is that right yeah that was my idea i wanted to do a play
42:34on words
42:35that the water up north is better so is it yeah i think a lot of that because it rains
42:39more up there
42:40so it's like a joke that a lot of people say whenever they come down to london they say the
42:44water tastes better up north don't you think it'd be alienating people in the south that was exactly
42:49my that was exactly my point lord sugar in in the morning brief i expressed that you know we could
42:53be creating like a bit of a divide here right the reality is it would have worked well lord sugar
42:58if
42:58my whole story concept had come to life but the fact there was a bit of divide in terms of
43:02anyway
43:02anyway then you ended up with this yeah yes and then you got the the compass on there that's correct
43:09lord sugar so i propose the compass to the team and then also with the the line on top of
43:14the north it
43:14represents the progress chart i know some people had mentioned it does look like a bit
43:19like mountains um when you were designing it you said you wanted it look like mountains
43:23yeah it's nothing to do with the progress chart and if i may when we when we separated into our
43:28advertising and branding team we never kind of spoke about it being the adventure themed
43:32i thought collectively we did kind of go against the story of the north you did mention that you
43:37said you'd give full reign to us like free reign and no and i did and in fairness you also
43:42said
43:42you've experienced in creating brands when you saw that was your reaction what's what's what's this
43:47north and what's the mountains all about we were quite shocked yeah yeah yeah all right let's see
43:53this advert now shall we which direction is this boat headed north
44:06excuse me what drink is that no h2o supporting you to reach your peak well um these are the experts
44:16they said the advert was a bit old-fashioned boring yeah i'm actually extremely proud of our team of how
44:22we
44:22pivoted to incorporate the branding name of north and kind of almost saying that the boat is going
44:26north we had to make do with with what we had it was just making it work sorry i disagree
44:32i feel like
44:33you could have used the name north and done a bit more of a creative flair to it but we
44:38didn't know
44:38personally do you think it lacked creativity and likewise with yourself i think you know you put
44:43yourself forward as sub team leader and you have experience in logos and designing okay so then you
44:48go and pitch uh and you haven't done your homework because a part of your pitch was you know canned
44:54water is old passe rubbish you know you've got two people on the panel big zoo and canno whose water
45:03is
45:03supplied in cans not very clever it was actually brought up in our pitch by rajan they were kind of
45:09it's not good to impress you should do your research first of all um okay so look um good team
45:16leader
45:17yeah yeah what's that mean just feel like for the morning brief we could have had a bit more to
45:23go
45:23on right well look um i've seen both adverts i've listened to the experts as you know i was always
45:30going
45:31to make the decision on which the best advert was because of my experience um i think the eclipse
45:38cinematography was much better than alpha's advert i think alpha's advert to me with due respect
45:49was boring looks like a 10 year old's done it on his iphone and so on that basis i'm going
45:56to award
45:57the win to eclipse thank you so much right off you go back to the house thank you well done
46:05guys
46:07and uh i think there's a talent agent out there for the remake of rocky five
46:19well as ever i'd like you to go away talk amongst yourself come back in here and do a more
46:27deeper dive into what went wrong off you go thank you so happy guys that we won that oh my
46:40god what a
46:41relief we won on the video in the end that's what made the decision as a content creator it was
46:45huge
46:45for me you killed it you know both of you should be very very proud thanks i'll be up for
46:50the baftas
46:59do the branding team take accountability that they made a brand that looks like an adventure water
47:03i just feel like for the branding side of things you were quite vague with that roxanne you did say
47:08you had experience in branding so i did leave a very vague and open brief there was absolutely no
47:13direction from connor i feel like it's unfair if i am brought back into the boardroom today lord sugar
47:19said at the end it was a boring advert i do agree it wasn't a most exciting video but i
47:24told him in
47:24that meeting just to let you know i have no experience editing a video yes the idea of the advert
47:29was mine
47:30but the way that that was brought out corner really should have made that come to life
47:34rajan i do think unfortunately the compounding of the compass onto the water vessel did leave us an
47:40extremely difficult position yes okay the branding wasn't fantastic that you were dealing with
47:45but you know one of the first things that you said as pm was you know i bring stories to
47:49life
47:50i'm disappointed with the branding i'm extremely proud of the work that i did in order to make that
47:54work and to make that brand story fit however it's extremely different than the vision that we agreed on
48:09would you send the candidates in please
48:22well i believe you lost because the branding and the tv advert both
48:28very very poor now dan you've got this name north and you said well thing was it wasn't executed
48:36as to my total idea right why didn't you pipe up dan i didn't i did say many times but
48:44there was a lot
48:44of divide in the team that they wanted it who did who was dividing in the team then the reason
48:50why we
48:51didn't apply his complete concept lord sugar was because it's a bit you know demographically prejudiced
48:57it's it's a running joke people get it or they don't it's it's 50 50 so we decided to go
49:02away
49:02from dan's watertaste up north but still get the name i mean put simply the name north is meaningless
49:08if you don't use the concept yeah branding team i i would ask for some accountability here in all
49:16fairness um connor you were very vague with what you were actually wanting you were just like you know
49:22i trust you guys and also just kind of do what you want with your free will 100 and when
49:27when i took
49:27this role as pm i said i have no branding experience i trust you you did say you have branding
49:31experience
49:31and i trust you i've got a beauty business you know so you've created logos and designs before
49:36now when you look at this when you look at this branding you would think that christopher columbus would
49:40look at this as an explorer well the logo looks like a road sign on the m6 quite clearly north
49:46and
49:47it's all gone south quite honestly anyway connor and pasha i've heard that um both of you were
49:54directing the cameraman and saying do this and then the other one would overstep and say no do that
50:01so basically we had two directors yeah hundred percent i feel like i did take a step back and i
50:07was
50:07letting connor predominantly lead i didn't witness you taking a step back okay um can i um just add
50:16lord sugar so when we met on day two it was very out of the blue he sort of looked
50:21at me and said
50:22pasha you're going to be doing the edit now i said to connor i've never edited a video a branding
50:28ad
50:28so you're telling me he dropped you in it is that what you're saying i'm not i'm not he went
50:32off
50:32to do the social media thing because that's what he does that's where he's that's what he does
50:36hundred percent it's the only good thing it did do because your one was voted best by the social
50:43media experts hundred percent all right um anyway where do you think the fault with this project lays
50:51in my opinion i think the fault on this project lays more with the video team one of the first
50:57things connor said was i create stories into reality there was no reality here right well connor as the
51:04project manager can i ask which two people are you bringing back into this boardroom um i am going
51:11to bring back rajan and roxanne right i think it's very quick for you to throw me under the bus
51:20okay the rest of you leave and go back to the house and the three of you stay here
51:30well look you three are going to step outside i'm going to have a chat with the baroness brady and
51:36uh tim and then you'll come back in here when at least one of you is going to be going
51:41today okay
51:42off you go
51:48i think a couple of them had a lucky escape yeah
51:57so connor good talker isn't he yeah but actually no one in the team thought his instructions were
52:03very clear at all and what about rajan the reality is that rajan was responsible for some grave errors
52:10in the pitch particularly saying negative things that impacted some of the judges i think you're
52:16really going to have to narrow down on roxanne i mean she was in charge of the branding and the
52:22branding
52:22is i'm afraid i think incredibly poor yeah
52:29yes could you send the three candidates in please
52:43well connor no clear concept from the brainstorm no synergy between the ad and the product
52:50our initial concept which i'm pretty sure you both knew and were aware of that we were going for the
52:56mobile phone replacement something kind of sleek that was kind of the concept i trusted you with
53:00branding unfortunately north h2o with the mountains and supporting you to reach your peak
53:04does have a narrative and that is much more linked to an adventure brand and roxanne more specifically
53:10a sub team lead i think you fail to take accountability for that which i'm really disappointed
53:13by because immediately sorry can you interject there because as a leader i wanted to hear everybody's
53:20opinions and voices levi threw in the the bit about the peak which ultimately everyone agreed on it
53:27connor you've you've you've gone into why you brought roxanne here as being you know the sub team
53:32leader i'm loving to hear no problem so you doubled down on making an adventure brand you compounded
53:39it by adding in the compass you dissed big zoo's um brand itself no no i meant i i mentioned
53:45that we
53:46went for a carton as opposed to a can to stand out and i think there's a way that you
53:50can elevate the
53:51use of the carton without putting down a can so what you're trying to say is you brought me back
53:55because i put a compass onto a bottle yes you think that we have failed this task because a
54:00compass is on there is that what you're saying i think you made it it made it extremely difficult
54:03in the pitch and i think it not the mountains not the mountains or all of this and i was
54:08like so
54:08you agree that there are branding issues here what you've achieved is that you've made
54:11tap ball to look at look exciting quite frankly branding roxanne you have to take responsibility
54:21for it you're the sub team leader i do take you know accountability for for some of the you know
54:27the branding but ultimately um i don't believe i am the failure of this task where do you think the
54:33failure lays out the three of you then i believe connor easy to point at a project manager isn't it
54:39well it's not just because he's the leader that's not it at all the directing and the filming of the
54:45actual advert when me pasha and the editing team were going into the second day there was nothing
54:50for us to go off there was no there was no no that's not true that isn't true i was
54:54like pasha
54:54it was pasha's vision and pasha was the assistant director for a reason but you're saying it's his
54:59responsibility well he directed it okay yes this week i took the reins as pm and i pivoted when we
55:04got
55:04the north i swapped sides over to the live stream i think we smashed that out of the park was
55:08the video
55:09a little bit boring yes so i do take accountability for that right okay i don't want to hear any
55:14more
55:15from anyone so the way i see this connor is that i i'm impressed that you do take responsibility
55:22and you've taken responsibility for certain parts of the failure of this task right
55:29roxanne i think a sub-team leader on the branding side you have a lot to answer to
55:37rajan to be disrespectful of the canned water to the two experts was a major boob
55:44i i can't get to the bottom of whether you're shrewd enough for me but connor whether you allowed
55:53the social media to distract you from the main business that we were supposed to be doing
56:00could be one of the reasons why regretfully this task failed
56:06i just got to do this on a gut feeling at the moment my gut feeling is that
56:19roxanne you're fired thanks for the opportunity thanks tim thanks by nesbreddy good luck
56:47i'm sad that lord sugar didn't believe in me but i back myself a hundred percent i've got a lucrative
56:52business and i can't wait to prove lord sugar wrong
56:56i mean no one backed my vision unfortunately i should have been p.m really
57:03guys i really hope the roxanne's coming back yeah i actually walk quiet if roxanne doesn't
57:07make it home today i think connor might make it back
57:10oh boys you've got to tell us what happened so i mean lord sugar felt that roxanne was the
57:25person to blame the branding aspect wasn't fantastic and you know she was the one who got
57:29the finger who do you think's on thin ice now then i think everybody's on thin ice but there's
57:34no room for hiding now 15 candidates remain lord sugar's search for his next business partner
57:45continues next time i want you to make a bunch of money out of flowers petals you've got 60 bouquets
57:53to make we're only four down don't cut them too short don't cut them too short pitfalls
57:56come over and treat yourself tough crowd and in the boardroom you completely and utterly lost the plot
58:03a pruning you're fired
58:08if that merely wet your whistle head over to bbc2 for unfinished business after the figure skating
58:14let's be honest it's the olympics of drag battling for the crown rupaul's drag race uk versus the
58:19world is at the end of that red button
58:21you
58:25you
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