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00:07Previously...
00:07I want you to source nine items.
00:10I'm sending you to Brighton and Hove.
00:13Denisha captained the ship...
00:15Try and seek to be in one and be in two.
00:17OK, that's your decision, you're the only one.
00:19But a city centre strategy...
00:21Is this bit Tardy Street?
00:23No, this is Sydney Street.
00:24...saw her run out of road.
00:26Where are we going?
00:27Trug! Trug! Trug, anyone?
00:29On the other team...
00:30The barometer.
00:31Simba led the pack.
00:33They're able to put it on reserve for us.
00:34And despite a stormy outlook...
00:36Is it something that you still have?
00:37We had to sell the nautical one.
00:40In the boardroom, it was plain sailing.
00:45£452.89.
00:47Mark almost hit the rocks.
00:49You had your chance.
00:51But Denisha...
00:52It was like organised chaos.
00:54Sank without trace.
00:55You're fired.
00:57Now, 13 candidates remain to fight for the chance to become Lord Sugar's business partner.
01:124am.
01:15Good morning.
01:17Lord Sugar would like you to meet him at Imperial College London.
01:20The cars will be outside in 20 minutes.
01:22We are coming to Imperial College London.
01:2620 minutes.
01:2720 minutes?
01:2820 minutes!
01:29What do you guys think we're doing today?
01:31Dancing.
01:32Dancing?
01:33It's a dance college, isn't it?
01:34I don't think so.
01:35I reckon it's doing advertising or something.
01:38Morning boys, morning boys.
01:40Imperial College London.
01:42I never went to college.
01:43I went out into the real world and got a job strike.
01:45I was like, why do you want to be queer?
01:48I'm really looking forward to whatever task it is.
01:52Throwing myself in.
02:04If it's something that I know a lot about, I won't be holding back.
02:08I'll be going straight in there for project manager.
02:11That's fighting tough there, isn't it?
02:16South Kensington.
02:19Home for over 100 years to Imperial College London.
02:26One of the world's top universities for science and engineering.
02:42Good morning, ladies and gentlemen.
02:45Good morning, Lord Sugar.
02:46Now, every day we rely upon scientists to help us tackle urgent problems.
02:52And one of the most serious issues we face is climate change.
02:58Today, people are turning to new technology to help them make greener choices.
03:04And one market that has seen a speedy rise is electric motorbikes.
03:09And that's what this next task is all about.
03:12I'm giving you a brand new electric motorbike.
03:16A complete blank canvas.
03:19Your job is to come up with a marketing campaign.
03:22You'll need to create a name, a television advert and a digital billboard.
03:27You'll be pitching your campaign to a panel of industry experts, and they'll be reporting back to me.
03:35And ultimately, I will decide whose advertising campaign is the best.
03:41Good luck, and I'll see you in the boardroom in a few days' time.
03:45Off you go.
03:48Two days to create a campaign before pitching their bikes to industry experts.
03:53Quite excited about this task.
03:54Yeah.
03:55First job, put someone in the driving seat.
03:58I want to put myself forward as project manager.
04:00I do have an electric vehicle, and I think I'll be able to do a really good job.
04:03I'd like to put myself forward.
04:04I mean, at the end of last year, we started changing all my company vehicles for electric,
04:08and it is seen as a good thing for business.
04:10I also would like to put myself forward.
04:12I think this task will stand and fall based on creativity,
04:16and I think I've got a vision that we could sort of start moving forward with.
04:19Great.
04:19Should we take it to a vote then?
04:21Hands up for Mark.
04:23Hands up for myself.
04:26Hands up for Marnie.
04:28Marnie is.
04:29Exciting.
04:30Okay.
04:31I don't know a lot about electric bikes.
04:33What I do know about is design, artistic skills,
04:37and I think that's what will win us this task.
04:39Well, thank you, guys.
04:40That's an honor for me.
04:44Advertising is not what I do, but I do have a passion for motorcycles.
04:47Speeding into the top job.
04:49All in favour of Bradley as the project manager?
04:51Yeah.
04:51Yeah? Okay, perfect.
04:53Construction man Bradley.
04:56These bikes are called Cafe Racers.
04:58That's the style of the bike, and what I want to put forward is the name for this bike as
05:02a brand,
05:03and I want to call it Cafe Racer.
05:34Cafe Racer.
05:35That's cool.
05:35I just worry if they might not get the whole...
05:35Really, really excited, you know, to knuckle down, roll my sleeves up and get stuck into this one.
05:39I think we should target Gen Z, because these guys are usually around, what, 16 years of age,
05:43and are going to be using these things to commute to and from work or college or university.
05:47Yeah.
05:49Maybe we should just talk about who we think that our target market will be.
05:52Also searching for a spark.
05:54Me personally, I think it's businesses.
05:56My business changed to electric vehicles last year.
05:58Project manager, Marnie.
06:01It's helped us massively with big corporations.
06:03This is a big, big market.
06:04I see where you're going.
06:05You're going on a very practical, what the consumers would want,
06:08but I do think for an advertising and marketing campaign, the green vibe is not very appealing.
06:12So I think what we do is we tackle petrol heads and try and redefine what it is to have
06:18an electric bike.
06:19Let's try and just shift the focus more to the aesthetics of the bike and the feel of the bike.
06:25Glossy, high-end, beautiful.
06:28Sexy is the operative word.
06:33Working out who does what.
06:35As a team split, what I want to do is put myself on the billboard and branding team.
06:39I'm going to take Simba and Danny with me.
06:42Bradley's biker gang.
06:44I have a degree in media.
06:46I specialised in advertising at university.
06:48OK, right, what I want to do is on the ad team, I want Jo as sub-team leader.
06:54You don't want Shazia as sub-team leader?
06:56Yeah, I've got no experience in advertising.
06:58Yeah, because I'm happy to be the sub-team lead.
07:02OK, then Shazia, you're going to be sub-team leader on that.
07:05So that's the creating the names and the taglines?
07:07No, that's the ad team.
07:09I think that I would be more suited to the taglines, the logos.
07:18OK, what I'll do is I'll come on to the ad team and then, Shazia, I'll put you on the
07:21billboard team and you'll be taking Avi, Jo and Simba.
07:26Yeah, do you agree with that?
07:27Brilliant.
07:28Fantastic.
07:30I'm really confident being on the branding side.
07:33I do have a media degree and I can make concepts quite simple and memorable, which I think is going
07:39to be an element of being successful in this task.
07:43Shazia, I'm pretty sure you'll come into your own with this marketing side of things.
07:46Best of luck, guys.
07:4910am, while half of each team brainstorm bike ads...
07:53Guys, I think that we have some clear visions from this morning's brainstorm.
07:56Yeah.
07:58The rest head off to build brands.
08:03The kind of vision that Brad had was Café Racer for the name.
08:09Let me be honest, I feel like I don't know.
08:12Scooby-Doo...
08:13Yeah, Avi, I'm with Avi.
08:14It was the first brainstorm I left, kind of thinking, what's our message here?
08:18I'm a bit confused.
08:19I'm not on board with the Racer Café.
08:20I didn't quite understand that.
08:21So I think that what we should do is just kind of go in with quite a generalised message.
08:28I think the key to winning this task is we've got to be simple and concise.
08:34East London.
08:37Base for both teams.
08:39Leading creative agency.
08:41We are social.
08:42Hello, how are we doing?
08:43First, for Shazia's branding brigade.
08:46I think that we should keep it simple.
08:50Brainstorm a new name.
08:52I think city, with the E, motorbikes.
08:59No.
09:00You don't want a name that's too long.
09:01You want it to be memorable, easy, snappy.
09:03When people commute, they want to get to places fast.
09:05So the word zip or zap, that's fast.
09:09But it also has connotations of electric as well.
09:11So maybe something like zip zap.
09:15Zip zap.
09:16Zip zap.
09:17Zip zap.
09:18That name is catchy and it's an onomatopoeia.
09:21Zip zap.
09:22Yeah?
09:22Are we all in agreement with that?
09:23Yeah.
09:24I think it's a great idea.
09:26Brilliant.
09:27Okay, cool.
09:29They've come up with the name zip zap.
09:31I mean, it's as far away from Bradley's vision as I think it's possible to get.
09:35With the tagline...
09:36Zip along in a zap.
09:37Zip along in a zap.
09:39I like that.
09:40Zip along in a zap.
09:42Okay, cool.
09:46Across the hall...
09:47Soldier.
09:48It does represent a mission, a war on something.
09:51I think Petrolheads would like Soldier because they think,
09:53well, I'm going to be a soldier on this bike.
09:55Brand name nailed...
09:57Soldier, ride dirty, drive clean, which might appeal to Petrolheads.
10:02Next battle for Mark, Sahail and Marnie laying down a logo.
10:07How about if we had one circle like this shape?
10:12Perfect, yeah.
10:13What if we put another one of the wheels on the back?
10:17I think we need something really slick.
10:18I wouldn't start putting wheels on it, if I'm honest.
10:20No.
10:20Yeah, wheels I don't think...
10:21If you could create this sort of shape for me, Greg.
10:24Is that meant to be a saddle?
10:25What do you think of that, guys?
10:27I hate the seat.
10:28Okay, let's get rid of the seat.
10:32We don't want to go too mad with this.
10:33Okay, I've got an idea.
10:35You see that diagonal line at the bottom there?
10:36What if we had that, and then perhaps another one here?
10:41What's the idea behind it, Marnie?
10:42A road.
10:45Yeah, I don't like it.
10:50This is a disaster.
10:51It's going really, really badly at the moment,
10:53and it's really apparent that all of us have got a different vision,
10:56so when we're trying to get our ideas onto the table,
10:58we're all looking at different things,
11:00and the end result, it doesn't look like it's going to be great.
11:03Do you want to just make it, like, three...
11:05Do you want to make it just lines like that?
11:06I think just keep it like that.
11:07I think you have two lines.
11:08Guys, it's too many voices.
11:09I think we should just have what we have on our thing.
11:12It's simple.
11:13Let's leave it at that.
11:19Could we just put Zip, um, Zap at the top?
11:23Taking the lead on a brand for young buyers.
11:26And then a bolt of, um, electricity.
11:30Media graduate, Shazia.
11:33And then we can have a motorbike next to it.
11:37I think let's keep it really simple.
11:40It doesn't have to have a bike in the logo.
11:42The most important part of this product is the motorbike,
11:44so, you know, I really love your ideas,
11:47but I disagree with...
11:47Would you take your vote on it?
11:48For one flag.
11:49OK, please, I'm getting confused.
11:51OK, we said we want something that was clean and to the point, OK?
11:54And I think we've completely gone the opposite direction,
11:56if I'm honest with you.
11:57So I think let's just finish the bike.
12:00It's too much for a logo.
12:01Look at logos that exist in real life.
12:03So that chequered flag, would we be able to incorporate that into the P's?
12:08Shaz, you are the sub-team leader.
12:10Yes, I'm happy to.
12:10And your say is final.
12:11If this is what you think is best, I'm going to support you.
12:14Okey-dokey.
12:15All right, so let's get it finished.
12:20I'm a bit concerned about the direction that we've gone in.
12:22We've just mushed loads of ideas together.
12:25What we set off to do at the beginning of the day
12:27and what we've actually produced do not marry up.
12:31I think it's clear, you know, zip-zap, zip along in a zap.
12:33With the two electricity bolts, you know, to get that many elements
12:36and for it to not look messy, I think, you know, it's a great job.
12:40I'm happy with that.
12:40What does everyone think?
12:42Yep, we have a logo.
12:47Across town, talking through the TV ad...
12:51I had an idea of maybe a cafe, like, you see, a motorbike cafe.
12:55The rest of Bradley's team.
12:58I've got a vision in my head.
12:59Basically, you've got a girl and everyone wants her.
13:02And this is going to be the same as the bike.
13:03Do you know what I mean?
13:03We don't want this bike.
13:04You need to have this bike.
13:05Yeah, if the girl pulls up, you can't tell it's a girl.
13:08She's got her hair up in the helmet.
13:11And what she does is they're like,
13:12Oh, go on, that's brilliant.
13:13I like that.
13:14That bike looks sick.
13:15And then she takes the helmet off
13:17and they can't believe that it's a girl.
13:19Like, obviously, we are women,
13:20so we're always going to empower women.
13:21But in that motorbike world,
13:23they're opening up that whole genre to say,
13:25Look, if you're a woman, you can also have this.
13:27If you're Gen Z, you can also have this.
13:29But what it is, is they're impressed.
13:30Yeah, I think that could definitely work.
13:32I don't know what you think about that, Brad.
13:36Yeah.
13:37Yeah.
13:38Yeah.
13:40The beauty of leadership is listening.
13:43More than dictating and more than getting your parents.
13:45Pointing across.
13:46We have came up with a really good concept.
13:48All we need to know is make sure we can pull it off.
13:50So what we could do is just bring the bike straight in,
13:54skid it round to the counter.
13:55Yeah, that's a good idea.
13:56Yeah.
13:59How do we make this sexy?
14:01I did think about maybe having maybe a couple.
14:04Tasked by Marnie to create an ad to make petrolheads purr.
14:07What if the girl wakes up in the morning by herself?
14:12Rhys, Victoria and Megan.
14:14She gets ready, she goes down and then he pulls up on the bike
14:19and she's like, whew, and he's like, yeah.
14:21And she then really, like, flutters to him
14:23because she thinks it's sexy.
14:24The only thing I just want to make sure is that we are reining in
14:26that this is for an electric bike
14:28and I don't want to get too lost in the story of the couple.
14:31Like, I know it's sexy and fun, but we still want to make sure,
14:33you know, we're getting that main message of the electric bike.
14:36So if we've got a balcony in this, you know,
14:37if she could wake up, see him,
14:39then she's getting the cowboy boots on
14:41and she's getting everyone down to join him.
14:43I just want to make sure the message is clear
14:45and I think the main bit of the message is
14:46why they're choosing to go green and...
14:49And it's like, take charge of your bike,
14:51take charge of your woman.
14:53No, you can't say that.
14:54I know, I'm joking.
14:592pm.
15:00While Marnie books bikers to front their campaign...
15:03I think it's important we get a rider for the other team.
15:05Yeah, OK.
15:06We're going to be getting shots.
15:07Anthony's a rider. Let's go for Anthony.
15:09..focused on finding a face that fits...
15:12Keep in mind the brief, which is the young generation.
15:17Joe, Avi, Simba and Shazia.
15:21Above all, whoever we choose as an actor,
15:24it's got to be someone that Gen Z commuters aspire to be like.
15:27I was thinking of Bronwyn.
15:30Bronwyn looks very young.
15:31She looks smiley.
15:33She looks cute.
15:33She looks lucky.
15:34And she hits the target age bracket perfectly.
15:36I could see them commuting to the city,
15:38either to university or to a postgraduate job.
15:42Yeah.
15:43They picked an actor who can't ride a bike.
15:46I mean, this is an advert for a motorbike.
15:49You'd expect the person to be riding it,
15:51sitting on the floor next to it.
15:53Let's go for Bronwyn.
15:55Everyone agreed?
15:56Yeah, I'm happy with that.
15:57Yeah?
16:01East London.
16:02Ready and action.
16:04Trying to rev up their ad for petrolheads.
16:07Keep coming, keep coming, keep coming, keep coming.
16:08Stop.
16:09Nice. Cut. Lovely.
16:11Meghan, Victoria and Rhys.
16:14If we could have, like, a kind of shot, like a mid-shot here,
16:17Meghan is going to be up on her balcony.
16:19The helmet's going to fall.
16:20You're going to catch it.
16:21I think we don't need to worry,
16:23because the main focus is the bike anyway,
16:24so as long as we get all the footage of the bike,
16:26that's going to be, like, quick.
16:28Easy.
16:28Three, two, one.
16:30And stop.
16:31Look up at our waver down.
16:32Yeah.
16:33That's it.
16:33Well done.
16:34What I was thinking is walking like this,
16:36close up off the bike, seeing it in all its detail.
16:39OK, now what we need to do is we need to get Meg coming over.
16:42Three, two, one, action.
16:43Take it, check him out.
16:45Zoom out, out.
16:46We want to see the bike.
16:48Stop.
16:48Look at him up and down.
16:49I've got more of the bike.
16:50More of the bike.
16:50I am just a bit concerned.
16:51Can we get some close-ups of the bike itself?
16:55I feel like Victoria's probably focused a little bit too much
16:57on the motorbike.
16:58Yes, it is really important that we do focus on that.
17:00Of course, we're selling a motorbike,
17:02but the whole thing needs to make sense as well.
17:04It needs to have a story,
17:05because that's what's going to engage, you know, our audience.
17:07See, even like this there, just a nice pan of the water would be cool.
17:10But let's make sure we're getting the bike in with the electric motor.
17:14OK.
17:17On the other team...
17:18What we'd like to do is have our electric motorbike pulling in.
17:22..at a famous hotspot for London bikers...
17:25It's going to come in through the back door there
17:26and it's going to enter to here.
17:28Bradley's team prepare to shoot their female-focused ad.
17:32And then you leave that way.
17:33Yeah.
17:35So, can you ride a motorcycle?
17:37No, I can't.
17:42Right, OK.
17:45Erm...
17:46The whole concept is obviously...
17:47The whole story is now screwed.
17:50Do you know why they would not book an actor
17:52that could drive a motorcycle?
17:55Yeah.
17:55OK, I've got another idea.
17:57You come in, Brad, you're the actor,
17:59you go over, the girl's interested in your bike, yeah?
18:02You're telling her about it, blah, blah, blah.
18:04You can maybe wheel it out hand in hand.
18:06Who's laughing now?
18:06You've walked away with a gorgeous girl.
18:08I think that is the best bet.
18:11First things first, what I'm really not happy about
18:13is the fact that they'd managed to send me an actress
18:14who can't ride a bike.
18:16That screwed up the initial plan.
18:19It wasn't what we wanted.
18:20So, you need to do this then, Brad,
18:22and you need to be the one that wheels it in.
18:274pm.
18:28What we'd like to do is get Marcel onto the bike,
18:31arriving at the university building,
18:32and Avi coming to meet him.
18:35Coming up with a concept for their digital billboard...
18:38And you guys can do, like, a really friendly, kind of, you know,
18:40like, fist bump or whatever.
18:42We can just loop that around over ten seconds.
18:45Simba, Shazia, Avi and Joe.
18:48Who's directing this?
18:50If you're happy with it, Shazia, I'll direct it.
18:52Right, so let's have Marcel on the bike.
18:54Happy smiles, fresh air.
18:56You're just happy to be out on your bike.
18:57Yeah, just take a, you know, big gulp of this fresh, clean air.
19:01Ah, wow.
19:03I think that looks a bit weird.
19:04I would just have happy smiles.
19:05Take a big, deep inhale of the amazing, fresh, clean air
19:09that you're breathing in
19:10because we've got this amazing electronic bike.
19:12And then you've just seen your best mate.
19:13Big smiles, jump off, handshake.
19:15Yeah, little dance, you know.
19:16Head off to lectures.
19:17Like, you're loving it.
19:18You know, wow, you're going to have such a great night.
19:20Wow, you're going to have a party, doing your little dance.
19:23Wow.
19:25I had a clear vision in mind,
19:27wanted it to be directed a particular way,
19:29and Shazia just kept interjecting with her ideas and this and that.
19:33So in the end, we had to sort of rush things and kind of make do.
19:36All right, team.
19:37Great job, great effort.
19:38I think we got our takes.
19:39Let's go and edit this now.
19:43One, two, three, four.
19:47Going into battle on soldiers' billboard.
19:50Six, seven, eight, nine.
19:54Sahail, Mark, and Marnie.
19:57I think we should go for a cityscape.
20:00Where are we thinking of sticking the logo?
20:01Maybe just put the logo at the very end.
20:05I think, I don't know.
20:06Because it's a billboard, so it plays like a mini advert,
20:09and then at the end it comes up.
20:10Yeah, but one second isn't enough.
20:11It's going to ruin the look of every single slide if we put it on.
20:14I think put it on just at the end.
20:16I'm not being funny, but if that's the case,
20:17we should have just done, like, seven seconds of one person.
20:19Guys, we keep changing the ideas.
20:21Like, we need to just stick with one thing
20:23and make the best out of it
20:24rather than keep exploring different ones and then change it.
20:26No, I mean, the idea could have been
20:26just stick the logo in at the top and that's it, done.
20:31Everybody seems to have an opinion.
20:32There's views and ideas coming from all over the place,
20:35leading to them being confused.
20:37Marnie needs to grab hold of this and put some direction in.
20:41I'm just really wary that that it won't say electric bike.
20:44It's supposed to be a cool bike that is eco-friendly.
20:47Not an eco-bike, you know?
20:516pm.
20:52And action.
20:54While theatre school boss Rhys plays to his strengths...
20:57Just give me a tiny, tiny, tiny bit more of a shoulder.
21:00..turning his hand to a starring role.
21:02OK, and Brad, action.
21:05Construction man, Bradley.
21:08That's my Zipzop. It's an electric e-bike.
21:10I bought that for my commute to work.
21:12Do you want me to show you how it works?
21:13Can I just stop there, sorry, a second?
21:14I think we need to do it a little, tiny bit more enthusiastically.
21:18We want it to be more of a conversation rather than descriptive lines.
21:21Do you know what I mean?
21:22Yeah, let's just do that, yeah?
21:23OK, let's just have him do that.
21:24OK, and action.
21:25Wow, it's so quiet. How cut?
21:28Oh, what, my Zipzop?
21:28I bought this for my commute to work.
21:30It makes things so much easier.
21:31Cut.
21:32Brad, sorry, let's do that one more time so it's really fluid.
21:35Yeah, just speak how you speak, Brad.
21:36Like, just be enthusiastic.
21:38Yeah.
21:38Ready, let's go one more time.
21:39Action.
21:40Honestly, it's so environmentally friendly.
21:42Never, ever run out of fuel.
21:44Really, really good price as well.
21:47And cut.
21:50I've never seen an advert for a performance motorcycle
21:54where someone wheels into a cafe and wheels out.
21:59I mean, when I saw it, I just presumed it was broken.
22:02I can take it outside and show you how it works.
22:05OK, and cut.
22:107pm.
22:11Oh, I like that. Brilliant. I love it.
22:13Brands complete.
22:15Thank you, Tom.
22:15Cheers, Tom.
22:16Thank you very much for your time.
22:17Adverts in the can.
22:18I'm definitely getting the zips up.
22:20Cut.
22:21Tomorrow, the pitch is.
22:307am.
22:33For bike lover, Bradley.
22:36Happy.
22:37Happy.
22:37The big reveal of his brand.
22:41And then, that's the...
22:43That's the low, yeah.
22:48At what point did you decide just to disregard all the information
22:50to give you in the morning briefing?
22:53I think it was quite clear that nobody understood
22:56what a cafe racer was,
22:57and so I decided that we should go in with quite a general theme.
23:02I just think the bike's a bit busy.
23:04I'm not going to lie.
23:05We agree.
23:05We had that conversation.
23:07Yeah.
23:07But it was ignored.
23:08I don't think it was ignored.
23:09We had time constraints.
23:11I'm sorry.
23:11It's just, obviously, in advertising,
23:13it does need to be punchy.
23:15You know, there might be a lot of information in there,
23:16but I think in advertising,
23:17it's important to make a message very, very clear.
23:23I'm massively disappointed as to what's gone on over on my sub team.
23:25You know, I put Shazia in charge,
23:27put all of my faith in her to be able to run a team.
23:29The fact that they've not been able to collaborate
23:31is ridiculous, absolutely ridiculous.
23:34I feel like it looks like it says Zip-Zap, not Zip-Zap.
23:38Can anyone else see that?
23:39Yeah.
23:43Selling soldier to her troops.
23:46Project manager, Marnie.
23:49I'm not crazy about the logo.
23:51I won't lie.
23:52I do think it's boring, as harsh as that sounds.
23:55I don't love the logo.
23:57The bottom of that gives me drive-safe vibes.
24:00Which bit?
24:01The line.
24:02I don't know if it's just the colour.
24:04I don't think yellow is a sexy colour.
24:06I'm going to put it out there.
24:07I'm not entirely happy with the logo,
24:10but I think it's something we can work with.
24:14The logo itself, I wasn't too keen on.
24:16You have no idea what they're actually representing,
24:19and I think that is a major issue.
24:20Even if they would have had a wheel incorporated
24:23in the earl of soldier, you know,
24:25just to give it something that would advertise
24:27an electronic motorbike.
24:30Honesty is the best policy, I always say.
24:31We thought we were getting an actor.
24:33Who's going to have a licence to be able to ride the bike in and out?
24:38So I'll just apologise.
24:39I think that was an oversight on our side.
24:41We were quite keen to get an actor that fitted the brief,
24:45and therefore we missed out on the fact that
24:47one was an actor, one was a rider.
24:49OK.
24:50We still have a task to do, so...
24:52What Will says, regardless of what was thrown our way,
24:55I believe we're going to create a really good advert
24:56and it is going to impress the experts.
24:59Yeah, perfect, let's go.
25:00Let's do it.
25:029am.
25:04Before pitching their bikes,
25:06half of each team will edit TV ads,
25:09while the rest will gather feedback on their brands.
25:14Right, team, I think that we've got a great idea.
25:18I think that we've got all of the main ingredients to be successful,
25:21so let's move forward in as positive way as possible.
25:25Exactly, let's do it.
25:28Central London.
25:29Can we go to the speedometer?
25:31Guys, I don't love this.
25:33While Rhys and Victoria wrestle in the cutting room...
25:36I think it's quite important to have that on, though,
25:38because it's like showing another feature of the bike.
25:41On the other team...
25:42If we can get the initial conversation when I start to speak...
25:47Bradley's acting debut hits the cutting room floor.
25:51That's my Zip Zap, it's an electric e-bike.
25:53I bought that for my commute to work.
25:55Yeah, that works, doesn't it?
25:58It's a little bit boring, if you ask me, I don't know,
26:00but I think the dialect is a little bit like...
26:02Do you know what I mean?
26:03Keep it punching.
26:05I honestly think the least dialogue we can have, the better.
26:08I do think the actions are kind of a bit clearer.
26:11Then we can have the music, music fades out, voiceover.
26:14We could say, Zip Zap, just hit that, throttle and go.
26:17Then we can say, saves time, saves money, saves the planet.
26:20It's not up for dispute, it's a new way to commute.
26:22Yeah, that's what we know.
26:24Okay, perfect.
26:28Brent Cross Shopping Centre.
26:31Going into action for her soldier brand.
26:34Oh, wow.
26:35That's nice, that's good.
26:35That's really cool.
26:36Project manager, Marnie.
26:39Our tagline is, ride dirty, drive clean.
26:42What does that say to you?
26:45Be safe, maybe?
26:47Actually, what we're advertising is an electric bike.
26:51Oh, okay.
26:51Would you have got that from the advert?
26:53I'm not sure that I understood it, no.
26:56So, we've got our tagline up there, ride dirty, drive clean.
27:00What does that tell you about our bike?
27:02With my dad and his motorbike, always getting dirty,
27:04I hope it's something to keep your bike clean.
27:06Well, I suppose you could probably do anything with it,
27:09like stunts or whatever,
27:11and to know that you'd have to worry about getting dirty.
27:13Okay, so it's actually an electric bike.
27:16Oh, wow.
27:20What do you think this advertisement is about?
27:23Time to see if Zip Zap creates a spark.
27:26What is it called?
27:27Is it Zip Zap or Zip Zap?
27:30It's actually Zip Zap.
27:32I don't think it's super clear.
27:33They look like Fs.
27:34Just in terms of the name, what are your thoughts on it?
27:37Zip Zap.
27:38If we just take a moment.
27:40Oh, I thought it was Zip Zap.
27:41What did you think that we were advertising today?
27:44A motorbike.
27:46It didn't really say an awful lot about what the motorbike was.
27:49Okay.
27:532pm.
27:54They thought the clean word might reference safe driving
27:57or being clean whilst you're on the bike.
28:00Feedback handed over.
28:01In terms of the logo, a bit like you, Richelle, pointed out,
28:05they thought it was S rather than P, so Zip Zap.
28:07Next, decide who's going in to bat for the brands.
28:11What I'm going to do is have someone come in and explain the branding.
28:14Is any of you guys really keen and confident in pitching?
28:22Avi, I would love for you to come along with me onto this pitch.
28:26That would be my pleasure.
28:28And, Danny, because you can explain the storyline.
28:32Of course.
28:32I believe that I should be going in there and opening this pitch.
28:36It's only right being project manager.
28:37It's not something that I've done before,
28:40so it's all new to me.
28:41But as long as everyone stays in the lanes,
28:43I think we'll do really well out of this.
28:494pm.
28:51Pitching time.
28:54Waiting.
28:55Giants from the worlds of advertising and motorbikes.
29:00We are delighted to introduce to you Soldier.
29:04I think the name Soldier has a sense of masculinity.
29:09Masculinity.
29:10I wish you hadn't said masculinity, though.
29:11You're really narrowing your market down to males.
29:14We needed to make the electronic bike sexy.
29:17We needed to give it the appeal that petrolheads find
29:21in their beloved petrol engines.
29:32Our whole message was, it's fun, it's cool, and it's sexy.
29:37And we wanted to encompass that within our advert.
29:40I don't want to leave you waiting any longer.
29:42Have a look at our advert, which we're very proud of.
30:08I'm going to open the floor up to any questions you may have, and hopefully we can answer.
30:11My name is Moby Nazir.
30:13I'm the Chief Strategy Officer at creative agency We Are Social.
30:17You decided to go with sex appeal.
30:19I think with the TV ad, it can be quite cliched.
30:22Why did you think that was a right approach?
30:29Because our target market is petrolheads, we felt that the reason petrolheads buy the sort
30:37of cars or motorbikes that they do is because of its sex appeal.
30:41Tony Campbell, I'm the Chief Executive for the motorcycle industry.
30:45The TV advert came across as more like an advert for a dating site.
30:50I think the product was completely lost.
30:53OK.
30:54This is exactly what I was pushing from when we were doing the advert right up until the end.
31:00We thought, why would we want to ride a motorbike?
31:03And Marnie in particular, like, it's cool, it's sexy.
31:06Absolutely.
31:07Rhys is absolutely right on all of those points.
31:09You've used a word in your strapline, which we don't associate with our market, which is drive.
31:15So I think that would cause you some problems.
31:18Just because it's cars.
31:19I'd like to understand why you chose that word.
31:23We wanted the contrast between riding dirty and the sense of adventure that petrolheads associate
31:30with having a bike, but combining that with the feeling of driving clean.
31:34I can understand that, but in the audience that you're trying to address, that's a petrolhead,
31:40the word drive is often taken as a bit of an insult.
31:46Thank you, thank you, Tony.
31:47That's very valuable information, and that's perhaps an oversight on our part, but we really appreciate that.
31:55Cheers.
31:58Next to ride in, Zip Zap.
32:03Good afternoon, everyone.
32:05My name's Brad, and firstly, let me start by saying I'm really excited to be here to pitch to you
32:09our new concept, the Zip Zap.
32:11Our target audience for this bike is the Generation Z Commuter.
32:24Let's get started with the name.
32:26Who knows what an onomatopoeia is?
32:33Raise your hand if you do.
32:35Passing the panel the definition of onomatopoeia, it might come across a bit...
32:39A bit patched.
32:39Condescending.
32:40Condescending.
32:40It's a word that sounds like what it means.
32:43Exactly.
32:45Zip Zap gives connotations of speed.
32:48Zip Zap.
32:49And secondly, of electricity.
32:54Perfect.
32:54Thank you so much, guys, and I would really love to play you our video advert.
32:59I caught it bad just a day.
33:01You hit me with a car to your place.
33:04Zip Zap just twists that throttle and go.
33:06Saves time, saves money, saves the planet.
33:09It's not up for dispute.
33:11It's the new way to commute.
33:13I'm definitely getting a Zip Zap.
33:14It's compact and lightweight.
33:16Why wait?
33:17Get one now.
33:18Zip along in a Zap.
33:22What we'd really like to do is open the floor up to any questions that you have and just kind
33:26of see what you guys thought.
33:28My name's Will Steeriff.
33:29I'm the Joint Chief Executive of Maving.
33:31You miss the best thing about owning a motorcycle, which is riding a motorcycle.
33:38The original concept and the original storyboard was to have someone riding in on the bike.
33:42We just weren't able to do it at this point.
33:45Why would you say that?
33:46It is something that we do take on board, and for the next advertisement, it is something that we will
33:50address.
33:51Can I just ask who came up with the name, please?
33:55I'm Will.
33:56I came up with the name.
33:59It is just a dreadful name.
34:03Bit harsh.
34:05Was it the first thing that came to your head?
34:09Zip Zap sticks in your head, whether you like it or not.
34:12I mean...
34:13I don't.
34:16Just to touch on that, you know, it wasn't the first idea that came to head.
34:20An idea that I did put forward was Café Racer, which the element was going to be for the electric
34:26element.
34:26Why would you say that?
34:28And I do think that would have really represented the brand a little bit better.
34:33Brad has just said that wasn't our initial idea.
34:34Why is it mentioning Café Racer?
34:36Shut up, yeah.
34:36You're not presenting that.
34:38The name, yeah, Café Racer, would have had more legs than Zip Zap.
34:44Um, just sticking on the brand name, you say it's Zip Zap, but I can't read that from your visual.
34:50At best it says Z-Zi-Zar.
34:54Okay, that's not good.
34:56You're disengaged, then.
34:57Um, can I ask Moby why you say that?
34:59Is it because of the P's?
35:00Well, they don't look like P's.
35:05Yeah, well, um, Moby, thank you so much for your feedback on that.
35:09We totally agree with...
35:11We totally bring on what you've said, um, on board.
35:15Thank you very much for your time.
35:16Thank you so much, guys.
35:16Thank you, guys.
35:227pm.
35:23Guys, that was terrible!
35:25Oh, my God!
35:26Pitch is over.
35:27It's always really important to back a product, even when you're in a tough crowd, you know?
35:32It's very clear and obvious that there was faults in the brand, so I think we had to kind of
35:36accept that.
35:37I'm massively disappointed in my sub-team, you know?
35:40They've just massively missed the mark, and they've completely ignored the brace that I set.
35:43I think we did get across what we were trying to achieve, even if we perhaps didn't execute it so
35:49well in the advert, which I think was a bit their complaint.
35:51I think as well as I don't know if they love the sexy idea.
35:54The advert was one thing that the experts weren't so keen on.
35:58I can see where it became disjointed with the name.
36:00So if there's any blame, it's with the advertising team.
36:02Tomorrow in the boardroom, no easy rides.
36:17You can go through to the boardroom.
36:39So this task was to produce a creative advertising campaign for a new electric motorbike and pitch it to industry
36:48experts.
36:50I think I'll start with Marnie.
36:52How did you become the project manager?
36:55So I don't know anything about bikes.
36:57I don't even have a driving licence, but I do know about ideas.
37:01You haven't got a driving licence?
37:02No, but I do know about ideas and I had a very clear vision of what I wanted to do.
37:06So who were you targeting your campaign at?
37:09We actually went directly for the petrolhead market.
37:12Our whole objective was to get electric motorbikes to have the same sex appeal as petrol energy, but in a
37:19cleaner version bike.
37:21What is this? This is just the logo, is it?
37:24This is the logo and the tagline.
37:26Explain why Soldier.
37:28I think Soldier has connotations of being robust, strong, dependable, which is what people want in their bike.
37:34Shouldn't that be drive dirty, ride clean?
37:38I am happy and I do stand by the tagline.
37:40I think that was a good choice.
37:42And I think the one thing we wanted to do is just make it cool and not go too over
37:44the top and not make it too shouty in its design.
37:47It's about as cool and sexy as one of Alan Partridge's jumpers.
37:53Right, so then we've got the advertising team and I think that you crafted this as some kind of love
38:03story, is that right?
38:04I know that certainly Marnie's vision was clear, she wanted it to be sexy.
38:08Who did the film in?
38:08That was myself, Victoria.
38:10So you were Scorsese?
38:12Let's see it first, Alan.
38:13Don't rate yourself.
38:14Let me have a look.
38:15Yeah.
38:16Let's play it.
38:20Get your motor running
38:23Head out on the highway
38:27Looking for adventure
38:30In whatever comes our way
38:34Yeah, down and roll, make it happen
38:36All right.
38:38So the storyline is you fall in love and then you steal his bike.
38:43Is that right?
38:44No.
38:45I think the storyline is about the drive for adventure.
38:49Rhys, you were in charge, yeah?
38:51Yeah, myself and so I
38:52I think the only thing that was on charge was the batteries, wasn't it?
38:55Um, I wouldn't agree with that.
38:57I don't think we were either, Victoria.
38:59I think that we worked well as a team.
39:00I think that we got there in the end and we were happy with the outcome.
39:03Okay, now I'm going to tell you what the experts thought.
39:07No product details or explanation of the bike.
39:11Advert seemed like it was for a dating site.
39:15Er...
39:15I think it got a bit lost as well because in the meeting in the morning,
39:19Marnie made it quite clear that she wanted to keep it sexy and cool.
39:22Well, I don't think the electric part is what would have sold this to our target demographic.
39:27Er...
39:27I think they would have been sold based on the appeal and the attraction of the bike.
39:31Let's have a look at the Digital Marketing Board.
39:39I don't know what it's supposed to be telling me.
39:42It could be a recruitment for the army.
39:46Well, Sugar, I think we, again, we wanted to continue with it being subtle.
39:50I will say the market...
39:51Subtle, yeah, it's very subtle, that's for sure.
39:53As motorbike branding goes, to use a pun, it's hardly a triumph.
39:59Okay, let's move on to the other team now.
40:01So, Bradley, you put yourself forward.
40:05That's correct, I am a massive petrolhead.
40:08For me, this bike doesn't appeal to me.
40:09I am not the target audience for this,
40:11which is why I wanted to go for the Generation Z commuter.
40:13Generation Z.
40:15Which is the younger generation.
40:18Oh, right.
40:19What am I, then?
40:21What am I?
40:22Generation A.
40:23Oh, my name.
40:25A minus.
40:28Okay, tell me what you did.
40:30These type of bikes are known as cafe racers.
40:33So, a brand name that I put forward was going to be Cafe Racer.
40:36Right.
40:37Just on that, I think that I definitely didn't understand
40:41what a cafe racer was.
40:43Who came up with the name?
40:44Avi.
40:45Sounds like an acne treatment, zip zap.
40:48When I saw the logo, there was no words.
40:50I mean, it's a bit busy.
40:52It's got more going on on the roof of the Sistine Chapel, actually.
40:57Anyway, so, the actors, you chose a female that couldn't ride a bike.
41:03Is that right?
41:04And that was definitely an oversight on my part,
41:07because I assume that all of the actors would be able to ride a bike.
41:11It was very clear, because it was clearly identified under every...
41:14Yeah, no, I appreciate that, and that's the reason why I said
41:16it was a complete oversight on my part.
41:18I did presume, Lord Sugar, that we would have had an actor,
41:21and when we were coming up with a storyline,
41:23it was something that we just went with,
41:26and then when we were waiting...
41:27It put you in a hole, didn't it?
41:28It did.
41:29But luckily, Bradley stepped in, and he was a fantastic actor.
41:32He did a great job.
41:33There'll be no Oscars coming any time soon,
41:35but I did roll my sleeves up and get stuck in.
41:38It was like the worst casting since So Hill's belly button, I think.
41:45Let's look at this TV advert.
41:47I caught it bad just a day
41:49You hit me with a card of your place
41:52Zip Zap just twists that throttle and go
41:54Saves time, saves money, saves the planet
41:57It's not up for dispute, it's the new way to commute
42:00I'm definitely getting a Zip Zap
42:02It's compact and lightweight, why wait?
42:05Get one now, zip along in a zap
42:07You know that you can
42:11Hmm, okay, let's see the billboard
42:14Is that it?
42:22Yeah
42:22That's it
42:23Who directed this?
42:24I did, actually
42:25I mean, to me, it looks like an advert for Friends Reunited
42:29It looks like...
42:30Lois, she gets to go back in terms of who was directing this
42:33and obviously, she has actually appointed Joel to direct it
42:37But somewhere along the lines, I think there was a bit of...
42:40Yeah, when we came in to create the billboard, I had a clear vision
42:44But in the end, we used up a lot of time talking and discussing props
42:48Yeah, I disagree with that
42:49And that's the reason why I kind of got over the direction
42:52Hmm, who did actually lead the pitch then?
42:55So I went in and opened the pitch
42:57Didn't you, out of desperation, say, well, actually, my original idea was café, yeah?
43:05What I did do is throw forward an idea that we had in order to be able to go back
43:09and revise
43:09I think the only thing you threw was your colleagues under the bus
43:11I mean, I take those comments on board
43:14I don't necessarily agree with that
43:16OK, look, here's how I see it
43:19I listen to what the experts have said
43:21I've seen the adverts
43:24My decision is that Apex, your advertising campaign, was better
43:36Well done
43:36For your treat, you'll be racing another state-of-the-art electric vehicle
43:41E-carts at Gravity in Wandsworth
43:45Enjoy it, and I'll see you on the next task
43:48Thank you
43:50Well done
43:56Well, at the end of this, I'll be telling one of you
44:01You'll certainly be on your bike
44:03I'll call you back in later
44:05Thank you
44:06Thank you, thank you
44:06Thank you, thank you
44:07Thank you, Karen
44:16Oh my god, I don't belong on the road
44:20I'm really proud of how I handled the responsibility of being PM
44:24I'm fragile, please overtake me
44:27I had a clear vision, and I was able to articulate that
44:30And I think that is what won us this task
44:34The winning of this task, I shot the advert and then I directed it
44:38Lord Sugar did refer to me as a little bit of a Scorsese
44:41However, I would say I'm much more of a Spielberg
44:45Champion!
44:47I think we won this task based on my opinion and my influence when it came down to a lot
44:51of the branding
44:51You know the speed limit's not two mile an hour, yeah?
44:54Keeping it simple, keeping it cool, I think that's why we won
44:57Cheers to Team Apex for offers ever wins!
45:00Woo!
45:04It was just disappointing that the brief wasn't adhered to
45:07We did struggle to put forward our contributions
45:10That was the main thing for us
45:12That's right, I don't agree with that
45:13We did struggle
45:14Well, I agree with that
45:14I think I struggled
45:16Each person in that branding team has blamed one person for the failure of the task
45:21What I can't work out is how the other three people didn't manage to get their voices heard
45:25The advert did get a lot of stick, they said it was cliche and it didn't quite hit the mark
45:30The only reason we done the guy gets the girl is because we didn't have somebody that could ride the
45:33bike
45:33And that was literally us thinking on our feet in the spur of the moment to actually have something
45:38You know, the experts didn't like the advert, they didn't like the branding
45:41So a fault literally lies on both teams
45:44I think we did fall down on the pitching side as well because, you know, that passion and that energy,
45:49you know, should have come across
45:51The product should sell it for you, your enthusiasm for the product sellers
45:54And I think the thing that really did let us down in that was potentially the fact that we wasn't
45:57100% behind it
45:59A failure of this task was on Bradley
46:01And I definitely think it was an absolute fatal error to try and disassociate himself from the product in that
46:09pitch
46:18Yes, Lord Sugar
46:19Could you send the candidates in, please?
46:32Disappointing, as far as I'm concerned, because I
46:36Personally specialised in advertising throughout my career
46:39And to me, this is like
46:42Watching the mother-in-law drive the Ferrari over the cliff
46:45I mean, it was diabolical
46:50Bradley, why did no one listen to you when you came up with your first idea
46:54Of the cafe?
46:57Um, if I'm honest with you, Lord Sugar, that's something I'm really disappointed about
47:01You know, we had a team meeting where my sub-team came and showed me the billboard and the logo
47:06I was disappointed, to say the least
47:08And can I just respond to that as well?
47:10I think everybody collectively didn't understand what a cafe racer was
47:15Because none of us here are motorbike enthusiasts
47:18But he is
47:19Because he's the boss, why didn't you just accept it?
47:22Why didn't you reject it?
47:23No, we accepted it, yeah
47:25No, they didn't accept it, did they?
47:27You rejected it
47:29You also didn't understand it as well
47:30You basically dismissed it
47:32So, Shazia, you proudly announced that you have a degree in media, specifically in advertising
47:41Yeah, absolutely, and I was really happy to work, you know, within that field because I felt like I had
47:46But look at that load of rubbish that came up there
47:49Yeah
47:49What do you say about that?
47:50And I hold myself accountable for that load of rubbish
47:54You know, the logo was an issue
47:57Pretty bad, wasn't it, really?
47:59Yeah, and, you know, my concept was that it was simple, but
48:03Lord Sugar, I'll be honest with you, from my perspective, we found it very difficult and very hard to kind
48:08of put our points across
48:09At one point
48:10To Shazia
48:11So we did try to contribute, it was challenging, if I'm honest with you
48:16I think that what the team have said is that I didn't give them an opportunity to speak, which I
48:22completely disagree with
48:23We went with a name that wasn't mine, and we also went with a tagline that wasn't mine
48:28Whose name was it then?
48:29It was Avi's
48:30My name and my tagline
48:32I personally just can't work out why it was dismissed when there was, I'd literally drawn a logo
48:38And then you went down this whole design route when it was already there
48:40It would have been really helpful
48:40Okay, Avi, you were talking in the presentation on a matter pier
48:47What has that got to do with anything?
48:49Giving them a bleating lecture on English language
48:52You're right, Lord Sugar
48:55But the fact of the matter is, whoever was to do it on our team would have got slated
49:01No, I disagree with that
49:02I think that if you're going to go into a pitch, you get behind it fully and you sell that
49:07product
49:09Shazia, do you think that you could have done a better job?
49:12Yeah, I do
49:12Okay, fine
49:13So at that moment when Brad nominated me to run the pitch, how come you were silent if you think
49:21you could have done a better job?
49:22I don't think I was silent, actually
49:23I would have been very happy to put myself forward in the pitch
49:25Did you nominate him?
49:26I didn't, just to clarify, I didn't nominate him to run the pitch
49:29I nominated him to come into the pitch with me
49:30I was going to go in there
49:31Okay
49:32I've had enough of listening to this
49:34So, Bradley, who are you bringing back in this boardroom?
49:40So for me, there's a few key issues
49:42You know, the logo and the branding being one of them
49:45The other one was the name and the tagline
49:46So for that I'm going to bring back Shazia and Avi
49:51Right, okay
49:52So the rest of you go back to the house
49:55Thank you, Lashia
49:56Thank you
50:02I'd like you to step out so that I can have a talk with Karen
50:05As well as Tim
50:07And I'll call you back in
50:08At least one of you will be leaving the process today
50:12Okay?
50:13Thank you, I'll shut up
50:14I'll shut up
50:14Okay
50:20As far as Shazia is concerned
50:22I know you like it when people admit their mistakes
50:25The problem with Shazia is there's so many mistakes
50:29What about Bradley?
50:31He likes bikes, he rides bikes
50:33Comes up with an idea
50:34And then within five minutes they'll dismiss it
50:37He should have been on the branding team
50:38He should have used that knowledge to drive what the branding was going to look like
50:42And Avi
50:43His pitching style is awkward
50:45But look, he did come up with the name and the strap line
50:49Yeah
50:49And everybody liked it when they heard it
50:51They don't like it now
50:52No, you don't like it
50:53They don't like it
50:54Yeah
50:54Well, thanks for that
50:56I'll bring them back in
50:57And at least one of them will be going today
51:03Yes, or trigger?
51:04Could you send three of them in, please?
51:15Bradley, you came up with an idea
51:17And within five minutes
51:19Your teammates said no
51:21And you didn't do anything about it
51:23Why didn't you persuade them that you were right?
51:26At this point, this team had left the building
51:28So as soon as I found out about it
51:30When I was presented with the billboard
51:32I said
51:32So at what point did you disregard the whole brief
51:35And just come up with your own concept
51:36And what I will say about that is
51:39In the morning meeting
51:40Your reaction to it was very negative
51:42And, you know, for somebody that is so enthusiastic about motor
51:46Bikes
51:47I really do believe that you should have
51:49Really presented that enthusiasm
51:51And that passion in that pitch
51:52Instead, the negativity did carry through
51:54In regards to the negativity to do with the branding
51:57I mean, can you blame me?
51:59It doesn't look great
52:00That doesn't sum up the brand
52:02Of what we're trying to produce here
52:03In regards to the negativity
52:05I feel upset that something that you've got a passion for
52:07Has been messed up in this world
52:09I'm absolutely devastated that that has been presented to me
52:13As a leader
52:14It's absolutely shocking
52:16But it's about presenting solutions, isn't it, Bradley?
52:19And not just focusing on the problems
52:20And had you been more positive when you came to the pitch
52:23And not given up on the product
52:24Then maybe the pitch would have been a bit better
52:27And Bradley
52:27Let me just touch on the pitch
52:29Can I quickly just say, though, can I just quickly say
52:31I also disagreed with everything about the branding
52:34Yes, some of those ideas that you see in the logo
52:37Were my ideas
52:38But it wasn't how I wanted it to be
52:40This, whatever it calls, zip-zap
52:42And the zip-along in a zap
52:45Was yours, right?
52:47Yeah
52:47Why did anybody else come up with anything?
52:49Why did you all accept what he did?
52:51If it's such crap, why did you accept it?
52:53Oh, I mean, I really wanted to be collaborative
52:56And I kept the floor open to suggestions for as long as I could
52:59But decisions ultimately had to be made
53:01And I made them
53:05So, Shazia, who should be fired?
53:07I think Bradley should be fired, actually
53:09You don't think you should be fired?
53:11I think that I've got
53:13I've made some really valuable contributions
53:15Throughout this process
53:16I don't think I've hidden
53:17And I own up to my mistakes
53:18Which I think is a really, you know, valuable skill
53:22What do you have to say about this, Bradley?
53:23Who should be fired?
53:24If I'm back at home running my business
53:27And one of my team members dismisses everything
53:28That I've got to say to them about a particular project
53:31They would be instantly back in my office
53:33There would be serious words
53:34And quite possibly they would be dismissed
53:36So for me, Shazia should be fired
53:39Just in terms of that, though
53:40Well, he dismissed it also, didn't he?
53:42He did
53:43But what I'd done is put my trust in my sub-team leader
53:47And she was supposed to lead from the front
53:48Who do you think should be fired?
53:50I think Bradley should be fired
53:52I think Bradley just did not have the leadership skills
53:55In that initial meeting
53:56To give us a clear understanding of what he wanted to do
54:00There was a whole drawing
54:01I'd drawn a brand logo
54:02I couldn't have been any more precise
54:04Bradley, we didn't understand
54:05There were other people
54:07Listen, listen, listen, listen
54:09I think we've flogged this to death by now, really
54:12So I'm going to conclude
54:13And I don't want to hear anything from anybody again
54:17Bradley, this is bad leadership
54:21Not impressed with the fact that you didn't stick up for your idea
54:29Avi, bad name
54:32Bad tagline
54:34A complete mess
54:37Shazia, degree in media
54:40Specialising in advertising
54:41But you've produced a load of rubbish
54:45But Bradley, when you've brought the cafe up
54:51In front of the advisors
54:53You're basically condoning
54:55That you don't even like your own product
54:58I'm very disappointed
55:01And it is sad for me to say
55:05I'm struggling
55:09Shazia, I like people who admit their mistakes
55:13The problem here
55:15Is that there were so many mistakes
55:18When it was one thing
55:19Fair enough, overlook it
55:21Another thing
55:22Fair enough, overlook it
55:23There were so many mistakes
55:25So Shazia
55:26It is with regret
55:27That you're fired
55:30Thank you
55:31Go back to the house
55:40The pair of you
55:41Thank you very much
55:42Sorry for letting you down
55:43Thanks too
55:44Thanks Karen
55:58I think Lord Sugar definitely made a mistake
56:01In terms of firing me
56:02He's missed out on a great investment opportunity
56:05But he's going to have to live with it
56:08So what happened in the boardroom
56:10Shazia actually said
56:11Look, I know that this is my fault basically
56:14Did she?
56:15Yeah
56:16So do you guys think that Shazia's gone then?
56:18100%
56:19I would be very surprised if she didn't
56:22Because obviously
56:26Do it, do it, do it
56:28Don't sit down
56:30Yeah
56:33Please
56:40Well boys
56:41Good to have you home
56:43Tell us what happened
56:44Where do I begin man?
56:46It was
56:47It was
56:48Brutal
56:49He had a few nice things to say about my pitch
56:51Oh good
56:53No, not really
56:53He slated him
56:56So
56:57On to the next one
56:58On to the next one
56:59Now 12 candidates remain
57:02The search for Lord Sugar's next business partner
57:07Continues
57:10Next time
57:11For your next task
57:13I'm sending you to Dubai
57:16Action
57:16I feel like I'm in some like Prince of Arabia
57:22Drama
57:23Oh my God, I'm going to be sick
57:25We're not necessarily limiting water
57:27So I can have a third glass
57:28It's two glasses of water
57:30And in the boardroom
57:31What a disgrace
57:32A line is drawn
57:34You're fired
57:36All right
57:37We'll see TheISH
57:39We'll seeéra
57:39radio And
57:39in as fast as possible We'll
57:39the next two And then
57:49So You
57:49got
57:49To the
57:49next one We'll
58:05see We'll
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