The Apprentice UK S04E12 (2008)
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00:00Previously on The Apprentice I have four of my very trusted colleagues
00:18and they're going to put you through a very intensive interview process.
00:23The interviewers were impressed by four of the candidates.
00:27I had to fire a 42-year-old man who had two kids.
00:30It had to be done for the business.
00:31To get where I am in a male-dominated environment,
00:33you have to be bloody ballsy.
00:35When somebody says to me,
00:36I'll have an email to you for ten o'clock,
00:38I expect an email there.
00:40My previous job was 100% commission,
00:42so if I didn't motivate my teams,
00:44then I wouldn't make any money myself.
00:45In the boardroom, Lucinda was shown the door.
00:49I'm afraid to say that you're a little bit too zany for me.
00:53You're fired.
00:57For the others, a surprise.
01:00All four of you are in the final.
01:04And the reason is, is because you're all very, very good candidates, I think.
01:10You've all got something about you.
01:11Come on! We're in the final!
01:16Four survived for a final chance to become Sir Alan Sugar's apprentice.
01:27MUSIC PLAYS
01:37On the eve of Sir Alan's final task, a treat.
01:41I'm really excited. I can't believe that I'm in the final of The Apprentice
01:45and I'm going out for dinner with Sir Alan.
01:46Seriously bizarre.
01:48Guys, imagine if Sir Alan's taking us back to his roots
01:50and we're going to, like, his local chippy in Hackney.
01:53This is where it all started and we're all dressed up for the nines.
01:56But then he'd have to sit there and eat chips with us.
01:58I think he'd be quite happy.
01:59He hasn't got 800 million through splashing out on lobster dinners, has he?
02:02SHE LAUGHS
02:09Evening, folks.
02:10How are you, sir?
02:11How are you all?
02:12No, good, thank you.
02:13Good?
02:14Good.
02:15Good?
02:16Good.
02:17You're the four finalists, so I don't suppose you expected that at all?
02:22No, not at all.
02:23It's because it's so difficult to work out who's going to be The Apprentice.
02:27There's a lot of work still to go.
02:30So, here's a toast to you all.
02:32Good luck.
02:34Thank you very much. Cheers.
02:35Cheers.
02:36To be sat in a restaurant like this, you know, eating fillets of steak
02:39coated with truffles, it's just ridiculous.
02:42It's unbelievable.
02:43I couldn't think of anything more that I want than to work for Sir Alan
02:46and be, you know, be The Apprentice.
02:48What team do you support?
02:49I support the Tottenham Hotspur.
02:50Ah, that tells me a lot about you, if you support Tottenham Hotspur.
02:54Yeah.
02:55You realise now we've got so much work ahead of us, we understand that.
02:59You know, we want to put it in, I want to put it in, definitely.
03:03He's a really nice guy, he's, you know, he's down-to-earth, he's great.
03:06I can't stop smiling, he's brilliant.
03:08I'll make somebody a great wife.
03:10No, I'm sure you will, I'm sure you will.
03:12Whatever happens, you'll introduce him to me, will you?
03:15Why?
03:16I will give him a bleeding medal.
03:19We're all very mindful, like, yes, we've got into the final,
03:22but there's only one job.
03:23It's going to be really tough, you know,
03:25I think we're all going to have to really raise our game,
03:27fight really hard and, you know, there's no weak link now.
03:31Are we having three courses, Sir Alan?
03:33You have whatever you like. Brilliant.
03:35Lease pay.
03:50PHONE RINGS
03:51Hello?
03:52Hello, this is Frances calling from Sir Alan's office.
03:55Sir Alan wants you to meet him in West London.
03:57The car's been ready to pick you up in 30 minutes' time.
04:02At the end of this week,
04:04one of these candidates will have a job with Sir Alan.
04:08And a six-figure salary.
04:11Today, their destination, an empty art gallery.
04:22And a job with Sir Alan.
04:24Today, they're going to be working with Sir Alan.
04:27And a job with Sir Alan.
04:29And a job with Sir Alan.
04:31And a job with Sir Alan.
04:33And a job with Sir Alan.
04:35And a job with Sir Alan.
04:37ELECTRONIC GOODBYE RING
04:59Morning. Morning, Sir Alan.
05:02Now, you're most probably wondering what we're going to be doing next.
05:06There's going to be two teams. Claire and Lee, Alex and Helene.
05:11So just step aside a little bit.
05:16You're joint team leaders, but you're going to need some assistance.
05:22Oh!
05:35Welcome back, ladies and gentlemen. Lee and Claire.
05:38Jenny C, please.
05:40Alex and Helene.
05:42Er, Rafe, please.
05:45Michael, please.
05:47Kevin, please.
05:52And Simon, please.
05:55OK, Jennifer, over to this team.
06:01Well, what it is, is I want you to go off and design a men's fragrance.
06:09Now, you see this room?
06:12This is your blank canvas.
06:15Each team will have half,
06:17and it will be here that you will launch your fragrance
06:21to a panel of experts and myself.
06:25One team will win, and the other will lose.
06:29And in that losing team,
06:31the two finalists will regretfully leave this process.
06:35And in the winning team, one of the finalists is going to get hired.
06:40Everything clear? Yes, sir.
06:42Good. Good luck. Off you go.
06:48Do you know what? If it had said to me today,
06:51you've got to pick one of the candidates to work with,
06:54I wouldn't have picked Claire, because she just takes over.
06:57Lee's going to have a nightmare, because he's the more insecure character.
07:01If I could have picked today who I was going to work with,
07:04it would have been you.
07:09Claire, all we've got to do, basically, is fucking nail it,
07:12and we work for Swann.
07:14I know you're my competition and I'm your competition,
07:16but we can't fight each other on this task.
07:18Not on this task, Lee. We're not competition.
07:20Exactly, otherwise we lose.
07:22Half of me feels quite sick.
07:24I feel sick.
07:26Shall we just be sick together?
07:31The teams must create and brand an original fragrance for the modern man,
07:36retailing at £29.95.
07:40To succeed, they must show their product can be profitable
07:44and promote it with a well-targeted advertising campaign.
08:04Its offices will be the base for both teams.
08:10Paul Smith, that's quite a popular one.
08:13On Alex and Helene's team, ex-candidates Kevin, Jennifer and Rafe.
08:19Being called vain used to be kind of a derogatory term.
08:22Now it pretty much means somebody who takes care of their appearance.
08:25The modern man, I think, you know, young professional,
08:28reasonable amount of disposable income.
08:30Get married mid-30s.
08:32And I would say, generally, that's kind of specifically us.
08:35Alex Wotherspoon is the youngest ever finalist.
08:38I see he's not as long in the tooth as many of the other candidates
08:42and, you know, I can't help that.
08:44I'm 24 years old, I can't extend my age.
08:47But I am dynamic, I'm agile, I've got the full package to be the apprentice.
08:56Down the corridor, the other team leaders have split up for some market research.
09:01Lee maps out his vision of modern man to ex-candidate Jenny.
09:06He moisturises before he shaves, he worries about ingrown hairs,
09:09he worries about, you know, his appearance, he needs to be able to look good.
09:13And he goes to the hairdressers to have his hair styled rather than going to the barbers.
09:17Yes, I like it, yeah, that's the type of person that he is.
09:20He might go and even get a manicure, pedicure, that type of person.
09:24He might wax, he might have a back sack and crack,
09:26he definitely shaves his balls.
09:28Claire, with the rest of their team, is in London's West End
09:31to talk about perfume...
09:34..to modern man.
09:38First stop, plumbers.
09:40And what type of smells do you like?
09:42Erm, something strong, that's going to last.
09:47What do you think of, like, unisex fragrances?
09:50Or do you rather just use a fragrance that's masculine or masculine?
09:54It's all about being a man.
09:57Of all the finalists, Claire Young has faced Sir Alan in the boardroom the most times.
10:02I hope Sir Alan likes me, because I've seen quite a lot of him.
10:06I've been in the boardroom five times,
10:08I've almost got a season ticket to go in there.
10:10I've been told, really, I have to change my personality.
10:14I think he thinks I've got some balls, and that's what it comes down to.
10:18Market research completed,
10:20Lee and Claire's plan is to buck the metro-sexual trend
10:24and go for a macho brand.
10:26Right, my first name's Psst,
10:28and it's the sound that you do when you spray the eau de toilette.
10:31Psst.
10:33I've got Primal.
10:35Dollar.
10:37You could call it roulette.
10:39Well, that's good.
10:41And I've got Primal.
10:43Primal.
10:45Call it roulette.
10:47That's quite nice. That's a good name.
10:49Roulette, yeah. Roulette.
10:51Think of James Bond and think of, like, everybody...
10:54Surely there's not men who don't aspire to be like a James Bond.
10:58I really like it.
11:06On Alex and Helene's team,
11:08Alex is on his way to a design company to create a bottle for their fragrance.
11:13Partner Helene has the job of market research
11:16and must invent a brand name.
11:19But after two hours brainstorming, still no decisions.
11:24What about something, like, strong?
11:26Oh...
11:29Girth.
11:36The suggestions are phoned through to Alex.
11:39Keep asking me what I'm wearing. What are you wearing tonight?
11:42Alex, what are you wearing tonight?
11:44Stimulate, no. Alex, you smell great. What are you wearing?
11:47Trust.
11:49Alex, what do you smell like?
11:51Arrogance.
11:53Hi, Alex, it's Helene.
11:55I'm just ringing because we're literally going to go into an appointment
11:58in a couple of minutes and I just want to run through...
12:00We whittle down the ones that we think of the list that you've given us.
12:03Let's go for it. All right. In third place, we've got Enigma.
12:06We scrapped that.
12:08All right, cool. In second place, we've got Trust.
12:11We didn't even have that. We didn't like that.
12:13We don't want that.
12:15Number one, right, we think, is not Connection, but Connect.
12:19We hate it.
12:21All right, so what names are you going to put forward to the focus group?
12:26Hello?
12:29Making decisions is something that isn't her strong point.
12:33And if we don't make these decisions, we're just going to waste time
12:36and time isn't what we've got.
12:38If she's not willing to make a decision, then I will make it for her,
12:41and that is the top of my mind.
12:43Sir Alan's made it dual project manager.
12:45Well, in my eyes, it doesn't mean that you can't manage her.
12:48Yeah.
12:541pm.
12:56With brand-name roulette to work with,
12:59Lee briefs his designers on the shape of the bottle.
13:03The cost of mass-producing the bottle
13:05must be as low as possible to maximise profit.
13:10Alex also arrives at the design company.
13:13With him, Kevin, fired six weeks ago.
13:17I'm really glad I came back for the last task,
13:19because, for me, it's a pride thing.
13:21You know, I left The Apprentice at the wrong time, far too early,
13:25and I made a mistake.
13:27And I'm really gutted that I'm not in the position now
13:29where I could be winning this,
13:31because I feel that I've got the capability of doing that.
13:35Under pressure to brief his bottle designers...
13:37Peter, nice to meet you. Nice to meet you, Kevin.
13:39Hello, Kevin.
13:41Alex still has no concept or name to work on.
13:44We think that we need to kind of ascertain what the final name is,
13:48and that might play a big factor
13:50in what the design actually looks like, I'm sure.
13:52Sure, yeah.
13:54We've not actually got to that point yet.
13:56Right.
13:58With no ideas on the table,
14:00bank manager Kevin steps in.
14:03Obviously, is it possible to have a perfume
14:08that kind of the exterior of it feels like a stress ball material?
14:13Is that possible?
14:15Kind of like the Rubik's Cube type effect, you know?
14:20It's something really basic, straightforward,
14:22that people will play with, and, you know, it's got another use.
14:26I mean, I think if you were to walk into a store
14:29and see a brand that you've never seen before
14:31and it's got a stress ball attached in some way to the bottle,
14:34I think you'd keep walking, to be honest with you.
14:36No-one's really going to take that concept seriously.
14:38If you've got a substantial-sized bottle
14:40and it's sitting on the side at home,
14:42you don't really want to be carting that around that way.
14:44Could we come up with a way of decanting some of it
14:47into a smaller container that you can take out with you?
14:50You get the story across straightaway, because you've got your...
14:53You keep it at home and then you can just top up
14:56like a secondary container and take that out with you.
14:59Suddenly, Alex and Helene have a bottle design,
15:02but still no idea for their brand.
15:06And after five hours of fruitless brainstorming,
15:09Helene is late for her focus group.
15:11Hello.
15:12I'll just run you through what this design's looking like now.
15:15It's looking really good, basically.
15:17I'll tell you what, Alex, can we run you through ours more importantly?
15:20We're running late. At this point in time, we don't have a name or anything.
15:23I feel like we're in no-man's land.
15:25No, we're not. Don't panic. I mean, the bottle...
15:28Well, it is the most important factor of it.
15:30It's not. Alex, it isn't.
15:32Believe me, it's all about how you sell your brand, your advertising.
15:35You're not panicking, are you?
15:37No, I'm just a bit annoyed, that's all.
15:39But I'll be fine in five minutes.
15:41I'll just tell you essentially what the bottle looks like quickly.
15:44It's going to have, like, a very fine split down the middle
15:47where a little bit breaks off.
15:49That's why Connect is coming back.
15:51Another name could be Dual, because, you know, it's Connect and it's dual functional.
15:55Alex, I'm going to have to go. I'm sorry.
15:58All right, bye.
16:00What's she annoyed about? All she's done is...
16:02She isn't too bloody focused.
16:04She hasn't made any decisions today.
16:06God, I feel like she's stressing me out. I don't know why.
16:09Working with Helene, she was quite moody and quite negative,
16:12and I was like, you know, well, you're in the final.
16:14You should be really happy.
16:16And I know you're under a lot of stress, but we're all here to help.
16:19Maybe it was because she was feeling a bit insecure, nerves, whatever,
16:22but you don't have to be like that.
16:2548 hours to go before the teams must run slick 30-minute presentations
16:31to launch their men's fragrances at a party for over 100 industry experts.
16:40And people are like, Jesus, what's going on, what's going on?
16:42It's a big launch thing, and all of a sudden night glow sticks come through,
16:45like, running around, it's like...
16:47And they're like, night glow, night glow.
16:49Like, three spotlights or whatever go onto our product,
16:53and it just lights up our product on the roulette wheel,
16:56or the roulette wheel...
16:58Even better, linking into your idea, the roulette wheel is spinning,
17:01and all you can see is the lights on the roulette wheel.
17:04And then Claire and I appear, and then we present, and we win the task.
17:07Yeah.
17:09That's what I'm talking about!
17:11Although finalist Lee has the best record so far in the competition,
17:15his weakness is presenting.
17:19I'm feeling nervous about the presentation.
17:21My confidence took a knock when I'd done a previous presentation,
17:24and one of the last tasks.
17:26We've got a brand, we know our identity,
17:28all of that will go out the window unless we do a good presentation.
17:31If we nail it, I could be his next apprentice,
17:34and that's just the way it is.
17:42Day two, 7.35am.
17:46Today, the teams must create the scent for their male fragrance
17:50and shoot their advertising campaigns.
17:55Cut!
17:57Finalist Alex is making his commercial with Rafe.
18:01To match their two-part bottle, their fragrance is now called Duel.
18:06The concept of Duel is conveying the duality of human beings.
18:11We all have an inner self that occasionally wants to come out,
18:15a naughtier self, if you like.
18:17Perhaps, I don't know, stockbroker, etc,
18:19but by night, you know, one sees before their very eyes,
18:23you know, a completely transformed creature.
18:26Their bottle arrives from the prototype company.
18:30So that's the Duel for Men,
18:32that's the bit that would sit on, you know, on your counter at home.
18:36Yesterday was one of the most depressing days I've had to endure.
18:40Helene was a shambles.
18:42But fortunately, Alex seems to have been doing
18:44something rather good at the other end.
18:46He's come up with a two-part bottle,
18:48a concept that I've never seen before,
18:50and I think that's a great advance on things.
18:53He's also, with Rafe, directing this commercial,
18:56which seems to tie into the bottle.
18:58So I'm buoyed.
19:10Alex's partner, Helene,
19:12is at a fragrance house on the outskirts of London.
19:17I don't think Alex is as good as me.
19:19I don't think he's got the depth of knowledge.
19:21I've got an awful lot more work experience.
19:23Alex is sometimes a bit moody and a bit gnarky
19:26and very much sees it from his own point of view.
19:29At the end of the day, you know, he's put us in a team of two people
19:32and I'm really looking forward to the pitch.
19:34I'm really going to go for it,
19:35so I think that's when I'm going to really stand out,
19:37is tomorrow night.
19:39Her plan?
19:41To get the perfumer to match the modern bottle
19:44with an unconventional scent.
19:47But you mentioned chocolate. Yeah.
19:49Yeah.
19:50And obviously, then, for chocolate,
19:53you would have something like vanilla.
19:55All right, yeah.
19:56Now, you mentioned also spicy. Yeah.
19:58This material has almost a slightly a curry note.
20:01All right.
20:02Combining it with...
20:03You don't want to smell like a chicken tikka bowl today.
20:05No, no, no, no, no. That's quite good.
20:07But that brings it more back into line.
20:09I'm thinking of something like that,
20:11which is kind of candyfloss-like.
20:13Ooh, yeah. Yeah?
20:16On Claire and Lee's team, with Claire off creating their scent,
20:20fellow leader Lee will shoot the roulette commercial
20:23and poster campaign.
20:26His idea is to revive the old-fashioned gambling gentleman.
20:30Mate, you're looking great, man. Look at that.
20:32The location, a nightclub,
20:34dressed up to be a Monte Carlo casino.
20:40Action!
20:47That was much better.
20:48Absolutely lovely.
20:54You're looking really good, but just try and get him to say,
20:57I want you, I want you, you know, have that desire, yeah?
21:00Can you do it for me?
21:01OK, guys, come on.
21:02Desire him. Claire, you want him.
21:04You want him to make love to you,
21:06really take you to that next place, you know?
21:09You want to take him to that next place.
21:11Get closer to her. Come on.
21:13Really show that you want him for your eyes.
21:15And just... Oh, yeah.
21:17And move... Oh, this is good.
21:19Look at that, Chloe. That is fantastic.
21:21Your lips are pouting and your eyes are pushing forward
21:24and you want the guy.
21:25You've wanted him for months and now you've finally got him
21:28because of the fragrance.
21:29Seriously, that was really good. Really good.
21:37Back at the house, discussing plans for tomorrow's big pitch,
21:41Alex and Helene's team.
21:43Me and you need to spend a lot of time together tomorrow because...
21:46We're doing the pitch. Yeah.
21:48But I'm just saying, in terms of logistics...
21:50We'll get up whatever time you want.
21:52If you want to get up at eight, that's fine.
21:54If I want to get out of bed at seven, that's fine.
21:56And then we'll just do the pitch together
21:58and then get critiques off these guys throughout the day. Perfect.
22:01Get the alarms on for seven.
22:02If you want to get up at six, mate,
22:04I'm not telling you what time you're getting up.
22:06I'm sorry, are we leaving here at eight or 7.30?
22:08I don't know what you're laughing at, James.
22:10I'm not laughing at you.
22:11I'm laughing at the fact that he said he was getting up at seven
22:13and you said you want to have a lie-in
22:15and now we're all getting up at seven o'clock.
22:17No, I said I didn't want to get up at six.
22:19I'll go to bed then.
22:20So half seven, OK, so...
22:21Can you stay in?
22:22Yeah, cool, mate.
22:23I mean, I don't understand why you're getting so...
22:25Well, can you sit down and talk about it?
22:27Let's not do any more work now.
22:28Let's get up at eight and we'll just do the pitch tomorrow.
22:30And that's all I was saying.
22:31I said I want to get up at five o'clock in the morning
22:33and it's like...
22:34No, I want to say my point.
22:35Believe me, the people I've worked with today have said
22:37you are a lot more of a panicker than me
22:39and yet the first person to say,
22:40Helen, you're panicking, Helen, believe me,
22:42I'm not worried about this pitch tomorrow.
22:44I've done it for years, Alex.
22:45That's good for you, brilliant.
22:46But because of that, I know what works
22:48and forget these other people.
22:50This is about me and you winning tomorrow.
22:52We're not even uniting now.
22:53We're conflicting against each other.
22:55I'm absolutely not conflicting against you.
22:56We are.
22:57Look at the body language.
22:58I'm not conflicting.
22:59Helen, I'm not conflicting against you.
23:00I'm not conflicting against you at all.
23:01Forget other people now.
23:02This is about me and you getting on that stage tomorrow
23:04and nailing it.
23:05I'm fully aware of that.
23:06Right, why are you being so defensive?
23:08Alex.
23:09Just stop it.
23:10And we both want the same goal.
23:11I think I'm adult enough to express myself.
23:12I'm not being defensive.
23:13I'm telling you how it is.
23:14The day of the pitch.
23:30Eight hours before the teams must launch
23:32their new branded fragrances
23:35to a gallery full of hard-nosed industry experts.
23:39Claire and Lee plan to make their roulette brand a winner
23:43by dressing the launch space to mirror their glamorous commercial.
23:48Oh, man!
23:51Very good.
23:52He is a good-looking guy, isn't he?
23:56Can you put a white one on top of the black, Simon?
23:58A white on top of a black one, yeah?
23:59Yeah.
24:03Oh, that looks quite nice.
24:05Definitely.
24:08I think it's going to look really good.
24:10I'll do it as well.
24:11It's very classy.
24:15The roulette wheel's come up on the screen.
24:17It's gone...
24:19The lights have gone bang onto the plane,
24:21so they see the product...
24:23Presentations will have to be word perfect.
24:27Ryan drives a Golf GTI, and he shops in high-end...
24:31Sorry, and he shops in high-street, top-end agencies.
24:35No, he doesn't.
24:36He doesn't let it go there at all.
24:38Let me just start again, because that was just really shit.
24:40Sorry.
24:41It's all right. Just start again.
24:42OK.
24:43Ryan, I know somebody who likes to play to bet.
24:46His name's Ryan.
24:47Ryan is the new modern man.
24:48He looks good and wants to feel good as well.
24:51In order to do this, he goes to the gym.
24:54It's just shit. I can't do this.
24:55It's all right.
24:56I can't do this right now.
24:57It's all right. OK, fine.
24:58I'm not ready.
24:59OK, fine.
25:00We'll just carry on practising.
25:02Can you do the bottles and all that stuff?
25:05I can't do it, Claire.
25:07Of course you can.
25:142.45pm.
25:16Helene and Alex have spent the morning rehearsing their pitch alone.
25:22Now they're joining the rest of their team at the launch space,
25:25where samplers of Helene's fragrance have just arrived.
25:29Can I see my passport?
25:37You can smell the chocolate in it.
25:39The chocolate's...
25:40Eat it up, eat it up.
25:41It is quite chocolatey.
25:44I tell you what, it's different.
25:47Two of Ryan's necessities before he leaves the home is...
25:51Ryan also looks...
25:53Ryan likes to go to...
25:57Just look at my nose.
25:58Look at my nose, it's fine.
26:00Outside, Lee is still stumbling through his pitch.
26:04The Lee I'm seeing in the last couple of hours
26:06isn't the Lee I've worked with.
26:08He's not focused, he's fluffing,
26:10and so I think it's really good that he's got off by himself
26:13for some fresh air, he can get his head together.
26:15He won't crack, because if he does, I'm in trouble.
26:20He understands that he wants the finer things in life,
26:23but has to work hard...
26:25Fuck.
26:27I'm doing it to myself.
26:29What's different this time is everything's at stake.
26:32This is everything we've worked towards over the last 12 weeks.
26:35Ryan is the new modern man.
26:37He's a 27-year-old sales professional.
26:43What do you think?
26:44Yeah, it looks brilliant, doesn't it?
26:46On the set for Duel, and late in the day,
26:50Helene and Alex finally reveal their presentation to their assistants.
26:56Good evening, ladies and gentlemen.
26:58Tonight we are going to take you on a journey.
27:01Our modern man is called Adam.
27:03He lives in Leeds and is 26 years old.
27:06He works for a large high street bank
27:09and works a five-day week.
27:12Adam is ambitious and wants the nicer things in life.
27:16It was the worst thing I've ever heard in my life,
27:19is the worst presentation.
27:20They stood there, they were boring, they were monotonous,
27:24they had no facial expression, no body language.
27:27I thought, oh, my God.
27:29I fell asleep almost through the presentation
27:32and I really love the product because I've created it.
27:35Exactly.
27:36With one hour to go, the assistants step in.
27:40Adam is fucking great.
27:43Men want to be him, women want to be him.
27:45Adam is going to buy this product.
27:47I think what I need to do is try and inject some of my personality
27:51into Alex and Helene.
27:53Rafe's working with Alex,
27:54so he's probably not benefiting really from what I'm saying.
27:58It's more Helene.
28:00He's sexy, he's cool, but he's got a really playful, fiery side.
28:096.15pm.
28:1515 minutes to go before the finalists face their judges.
28:29CHEERING
28:34Among Sir Alan's guests,
28:36top people from perfume houses Estée Lauder and Givenchy.
28:43First up, Roulette, by Lee and Claire.
28:51I'm feeling really, really focused.
28:53This is like the end of such a long road
28:56and I just feel quite emotional, I can't cry.
29:01No.
29:02If we execute this well, I could be the next Apprentice
29:05and I've worked my tits off for the last 12 weeks.
29:12I've worked my tits off for the last 12 weeks to make this happen.
29:16It's pressure.
29:18Ladies and gentlemen,
29:20I present to you Team Alpha and their new fragrance.
29:27WHISTLE BLOWS
29:31MUSIC PLAYS
29:57APPLAUSE
30:06A warm welcome, ladies and gentlemen.
30:09Gambling is important.
30:11Last year in the UK,
30:13£60 billion was spent on this industry.
30:17It's the fastest-growing online industry
30:20and shows no signs of slowing down.
30:22This evening, we'd like to talk to you about an opportunity
30:25which taps into two booming industries,
30:28fragrance and gambling.
30:30They're both fun, sexy, exciting and accessible.
30:36So come on, who's up for it?
30:38Who's going to place a bet?
30:42I know a little cheeky chap that likes to place a bet.
30:45His name's Ryan.
30:47He's a 27-year-old salesman working for an international organisation.
30:51He likes his job. He's good at his job.
30:54He aspires to be better in the job that he does.
30:58The metrosexual trends that we've seen over the last eight to ten years are dead.
31:04We are looking at the new modern man.
31:06He looks like a man, he feels like a man
31:09and now Ryan wants to smell like a man.
31:12LAUGHTER
31:16Welcome to the world of roulette, where we make the rules.
31:21MUSIC PLAYS
31:25This is a man's world
31:30This is a man's world
31:36But it wouldn't be nothing
31:39Nothing
31:42Without a woman or a girl
31:45MUSIC STOPS
31:53We've listened to what men want from a fragrance.
31:56They're bored of flowers, they don't want to smell like their girlfriends.
32:00What we've created is a very warm, rich fragrance.
32:04It's a spicy, amber, oriental blend with sensual animal notes.
32:10Thank you very much. I open the floor for any questions.
32:14When you make a perfume for men, more often than not it's actually women that buy it.
32:18Do you think it's appealing for a woman to know that the man of her choice is going to be a gambler?
32:26Thank you for your question.
32:28LAUGHTER
32:32The negative connotations of old-fashioned gambling are long gone.
32:36I think it's become quite glamorous and the introduction of mega casinos
32:41and it's become very accessible and very aspirational.
32:44Just coming on to that point again, how overt would the reference to gambling be?
32:48Because coming from a retailer's point of view, I need to protect my own brand
32:52and I wouldn't want to be seen to be promoting and endorsing gambling.
32:55It's important that the playful aspect, i.e. the game, remains in the campaign.
33:00But we make no references to gambling, we make no references to winning, taking a chance.
33:05It's all about this gorgeous man who walks into a casino, places his money on zero
33:10because he's so confident he's going to win.
33:13It's about making his own rules and so we would be focusing more on that side of the campaign
33:18as opposed to anything else.
33:20Thank you very much indeed for your time and we hope to see you again soon.
33:34As much as I love the other guys, I'm here to win it.
33:37And I hope they've ballsed it up and I hope they've got a crap perfume
33:40because I want to win the competition.
33:49Next, a new setting for Alex and Helene's launch of Duel.
34:07Duel
34:24Good evening ladies and gentlemen, Sir Alan.
34:27Tonight we are going to take you on a journey.
34:30We are launching a breakthrough in the male fragrance market.
34:35Our target market is a man called Adam.
34:38He lives in a 24-hour vibrant cosmopolitan city.
34:43His hectic lifestyle makes convenience very, very appealing for him.
34:49The values of the brand fulfil Adam's needs and fulfil Adam's wants.
34:54Our brand is the versatility of mankind.
34:59It's about Adam releasing his inner self.
35:02Ladies and gentlemen, I would like to unveil our new fragrance, Duel, for men.
35:13Duel. There is nothing else like this on the market.
35:18Here we see the portable piece.
35:21It's a 25ml bottle that you can take with you.
35:24The main body of our bottle is beautiful and sleek and stylish.
35:28It matches the contemporary home of our target audience.
35:32We see our design as a major factor to the success of our fragrance.
35:37We are giving the retailers something new on your shelves.
35:41Something that will stand out.
35:43It's a recommended retail price of £29.95.
35:47We see this as the next market leader.
35:58Duel. A new fragrance. Release your inner self.
36:21OK, can we get a microphone down to the front please?
36:26I'd like to make a comment on it if I can.
36:28I may be the most quoted authority on perfumery in the world.
36:31That's what I do.
36:32I might say, having nearly every product in the market sent into my office,
36:37considering you've had three days to make this, I think it's extraordinary.
36:47I think very few companies communicate messages that are coherent.
36:52And the one thing that I think is excellent with this is the message is totally coherent.
36:57And I think that it personally fits in the marketplace very well.
37:02So congratulations on it.
37:07From a very pure commercial, hard-nosed, boring angle on this one,
37:12did you have any time to research how much that bottle would actually cost to produce?
37:18They did say it may be a few percentage points higher to produce it because of the dual function.
37:24But we believe in incremental sales going into the future,
37:28that profit would be able to be drawn back because of the unique aspects of the perfume and the volume it would sell.
37:36OK, well thank you very much for this evening. It's been fantastic.
37:47At the price that Sir Alan had set on Dual, £29,
37:51the cost of the bottle would be so prohibitive that would they have enough money to actually spend on advertising?
37:56So how would they tell their consumers about it?
38:01I think the positive virtue of Roulette is that it's a commercial product.
38:05I could see it go onto Tesco tomorrow.
38:08It would probably sell reasonably well.
38:10Now the longevity of Roulette would be a question mark,
38:13because there's nothing really very special about it.
38:16But I think commercially it would work immediately,
38:18whereas Dual needs probably a lot more work to work out.
38:38Sir Alan's boardroom beckons.
38:42In the air, the scent of victory.
38:47And the smell of defeat.
39:00We'll go through to the boardroom now.
39:16Good afternoon.
39:40Good afternoon.
39:41Good afternoon, Sir Alan.
39:43We'll start off with Lee and Claire's team.
39:48How was the team? Michael, how was it? Good?
39:51Yeah, I think that Claire and Lee were fantastic project managers.
39:56Good. And Simon?
39:58They were both absolutely outstanding.
40:00Good. You all worked together nicely as a team, yeah?
40:03Yeah.
40:04OK. So, tell me what you did.
40:07So, Alan, on day one, we got some ideas down
40:10and roulette was a strong idea that we'd come up with.
40:13We wanted to do something a little bit bolder.
40:15A lot of the men didn't like unisex fragrance
40:17because they said, I'm a man and I want to smell like a man
40:20and I want something bold.
40:21Consumers were being bored of the fluffy metrosexual.
40:24What is this metrosexual man supposed to be?
40:27Have we got any here? Have we?
40:29All of them are.
40:30You're plastering your face with lotions and hair lotions.
40:34Lotions and hair lotions. You're not, Simon.
40:36No.
40:37No, I didn't think you would come across as like that.
40:39No.
40:40I'm soap, toothpaste, deodorant out.
40:42I really wasn't.
40:43So, this metrosexual person that your project was all to do with
40:47against this person.
40:49They've done it.
40:50They've been there, they've used it.
40:5280% of this stuff is purchased by a female for a male.
40:57The female is maybe being off-put by the gambling connotation.
41:03We were quite sensitive about not using gamble and chance
41:06in our marketing for any negative connotation.
41:09Sorry to have to tell you, but in my view, roulette equals gambling,
41:13equals debt, equals misery.
41:18OK, and then you went off and you went and developed a fragrance
41:22at the laboratory. Yeah.
41:24The experts, they felt that it was not distinctive at all.
41:30One of them said it was retro 1970s.
41:34In other words, boring.
41:36It could be rotten cabbage smell, as far as I'm concerned.
41:39I don't care.
41:40At least it would actually say, wow, this is different.
41:43And this was not different.
41:45OK, I'm not arguing with experts here, of course I'm not,
41:47but at the end of the day, the consumers are the ones
41:49that are going to buy.
41:50It's likeable and people like it.
41:53Right, OK.
41:54Now, Renaissance.
41:57I think on day one we did things slightly different
42:00in that we didn't have any concrete thoughts behind the name
42:03or, you know, the actual brand.
42:05We wanted to get out there and get a feel for the market
42:07by actually seeing...
42:08So when did the name Jewel pop up?
42:10Kevin had an idea of the chaps always on the move
42:13and then the idea evolved into Jewel.
42:16This didn't pop up until 5.15, so bloody late in the day.
42:19Yeah, it was.
42:20The rest of the day was a washout.
42:24Who do you think championed the task?
42:26What would you say, Kevin?
42:27The decisions were made by Alex, in my eyes.
42:29What would you say about that, Helen?
42:32I'm not surprised by the response,
42:34but I've got that feeling before I came into the room.
42:37But I feel that, you know, what I did do,
42:39I guided the team through a brainstorm
42:41and, in fact, Jewel spelt D-U-A-L.
42:43Alex phoned me and said,
42:45I'm thinking of doing it D-U-E-L.
42:47And I said, can you tell me the story behind that decision?
42:50And he said, stop panicking.
42:51And believe me, I wasn't panicking,
42:53I just wanted to understand.
42:54I wasn't panicking, I just wanted to know
42:56if we were going to change tags.
42:58Part of this task is the capability of you
43:01to show me again that you can work with people
43:04and show me again that you can mesh as a team.
43:08Who was the nose amongst you?
43:11I was Solomon.
43:12Right.
43:13And what you produced was definitely distinctive.
43:16There's no question about that.
43:18This chocolate and caramel smell that it had.
43:21Personally, I didn't like it.
43:23What perfume do you actually wear, Helen?
43:25Angel.
43:26Angel, yeah.
43:27And you know what he said to me?
43:28It's very similar.
43:29It's a copy of Angel.
43:30It's not.
43:31It's a copy of Amen.
43:33It's not a copy, Sir Alan.
43:34I had no idea what goes into Angel.
43:37Having said that, you impressed one of the greatest experts,
43:41professor of fragrances in the world.
43:44And who came up with this concept
43:47of the removable thing here?
43:52I mean, that seems to be a bit of a grey area.
43:56It started off...
43:57Let's make it black and white.
43:58All right, I'll make it black and white.
43:59Kevin came up with the initial idea of the stress ball.
44:02We were just discussing it and it evolved into the product it is now.
44:07I haven't got an answer there.
44:09I haven't got an answer there.
44:10Can you give me an answer?
44:11Whose mouth did the words come out of?
44:14You know what?
44:15Let's do a double bottle.
44:18I think when sitting with the designer,
44:21he said, you know, have you thought about...
44:24It was a brainstorming session with the designer.
44:29Right, we have heard generally what went on.
44:34Perhaps the six of you would kindly go out there now
44:37because I want to deal with the four people here.
44:50Right, you know, I've got to decide now
44:53and two people here are going to lead this process, yeah?
44:57You are all four finalists.
44:59You've all done very, very well to get to this position
45:02out of 20,000 people.
45:04But now, two of you have got to go.
45:06Alpha, I think you made an error on this roulette.
45:10The campaign and everything you put forward
45:12leaves a negative connotation on roulette.
45:16I think Lee, your presentation, you've improved 100%.
45:21I think Claire, your Q&A handling was brilliant.
45:27But Q&A doesn't sell perfume, I'm afraid.
45:33Renaissance, on the bottle, let me tell you,
45:36and I didn't need the experts to tell me this,
45:39when I saw it, first of all, it dawned upon me
45:42that the business side of the task had slipped your mind.
45:47I'm no engineering genius
45:49and neither was the gentleman from Givenchy sitting next to me.
45:53He told me straight off,
45:55this will cost at least three to four times more
45:59than a normal bottle that we would use on any one of our fragrances.
46:04He said, I don't know where their budget's coming from.
46:07If they've got to make £29.99 out of this product,
46:10they've got 17.5% VAT, they've got massive dealer margin.
46:15You're left with nothing to advertise it and promote it.
46:18We didn't go into depth of the costing, however, what we did do...
46:21You didn't? You're supposed to research the thing
46:24and one of the things that you could have found out
46:27as to how much margin people have to make
46:30and then do a quick work back yourself.
46:32I don't think you did that. No, we didn't.
46:34No, and I think that's a big flaw and a big hole in the business plan.
46:40Right, it's time for me to make a decision now and here's how it is.
46:48I kind of summarise it in this way.
46:51I think that the task is made up of many, many elements
46:54to test you to see that some of my concerns
46:58that I may have about you individuals over the past weeks
47:02to kind of bring it to a crescendo and to throw everything in
47:06into this last task to see whether you've signed on.
47:13This was a business task which...
47:18There were lots and lots of elements in
47:21and I have to go and look at the people that ticked most of those boxes.
47:35I want to put you out of your misery.
47:39Alex and Helene, you are fired from this process.
47:45Thank you for everything.
47:47Thank you for the experience. Thank you very much.
48:02Here we are. We're left with the final two.
48:05But what I'd like you to do now is to step out there
48:08and I'll be calling you back in shortly
48:11where I've got to decide which of you is going to get hired.
48:16OK? Off you go.
48:39If you think about why Sir Alan is now saying we've failed,
48:42it's all to do with the bottle.
48:44So I didn't design the bottle, I didn't come up with the design,
48:47I wasn't on that side of the task.
48:49So it's quite interesting for me sitting here
48:52after being almost ganged up on a bit in the boardroom
48:55that what really lost it for us is the fact the bottle cost too much to make.
49:04When you're truly impassioned about what you actually want to do
49:07and you've got your eyes on the goal and you've not taken them off for 12 weeks
49:10and you've hardly slept and you're hardly eating
49:12and you're so wanting to actually achieve it and then you get so close
49:15and Sir Alan says, you're fired.
49:19And you're so close, you can turn to your right
49:23and just see the two people who have got it over you.
49:25It's heartbreaking.
49:28MUSIC
49:39Lee and Claire worked very well together
49:41and they inspired real loyalty in their team.
49:44They let them have their heads to do things while controlling them and so on.
49:48It was a very good exercise in team management.
49:50And that came through very, very clearly, didn't it?
49:53A lot ahead of us now, we have to decide on Claire and Lee.
49:58We'll bring the other three people back in also
50:01and we'll have another session until we get down to who I'm going to hire.
50:06Sir Alan's ready for you now.
50:09MUSIC
50:24Well, welcome back.
50:26Claire and Lee are here.
50:31And one of them will get hired.
50:35Bearing in mind your experiences in the previous weeks,
50:39not just on this task,
50:41Michael, it would be unfair to not recognise what people have done in the past.
50:45Yeah, I agree.
50:46Claire's been in the boardroom a number of times
50:49and she's just shown so much tenacity
50:51and strength.
50:52But that might mean if you're in the boardroom a number of times,
50:55it might mean that you've made a number of mistakes.
50:57Well, yes, there is that. Claire's had a tougher route.
51:00Simon, similar question.
51:01Trying to remember the times that you were here
51:04and the encounters that you had with both of them.
51:06If you'd have told me eight weeks ago
51:09that I would be coming back here and championing Claire,
51:12I wouldn't have known what to say.
51:14But being invited back on the final and being managed by this lady,
51:17I can't choose between them, Sir Alan.
51:19Going for Claire, you've got a candidate that's evolved
51:21all the way through this competition
51:23and taken on board what people have said to her.
51:25And with Lee, you've got somebody that's been consistently,
51:28consistently strong and consistently a winner from the start.
51:31Tough one, right?
51:33I wouldn't want your job, sir.
51:35Right, OK. And Jenny, a similar question.
51:38The one thing that I will say about Lee
51:41is that he is such an amazing guy.
51:44This guy opens doors for people
51:48No matter what's been going on in the house,
51:50he has always remained a real gentleman.
51:52And I think in this day and age, that is hugely important,
51:55not only in life but in business as well.
52:01Well, I'm going to bid you a final farewell now
52:04and thank you once again.
52:06So thanks a lot to you three, OK?
52:09Cheers, guys. Thanks a lot.
52:12What's it say?
52:14Good luck.
52:15Cheers.
52:16Good luck.
52:17Cheers.
52:29I do feel that Lee cracked under the pressure
52:33and he did struggle,
52:35and had I not been cool, calm and collected
52:37and kept on going, being positive and focused,
52:40it would have fallen apart.
52:43Everybody wants to win.
52:45I want to win, and I want it.
52:47I want the job with Sir Alan.
53:01Well, Lee and Claire,
53:04it's getting close to that time now
53:07that I have to make my decision as to who I'm going to hire.
53:12Lee, your presentation was certainly much better
53:17than the last time you did a presentation back in advertising.
53:21I still felt you were a little bit uncomfortable,
53:25whereas Claire, one has to say,
53:28and I think we would all agree here,
53:30you were superb.
53:32Claire, why should I hire you?
53:35I think I came into this competition with a huge amount of drive
53:39and I was going 100 miles an hour,
53:41and I was going to cause accidents,
53:43and what I've learnt to do is become more calmer and considered.
53:46I want to become better at business
53:48and I want to become a better person,
53:50and now I feel that I've got all my pieces of a jigsaw together,
53:53that I'm ready to do anything.
53:55And why are you a better winner for me than Lee here?
53:57I feel that I'm the tougher person.
53:59I think if things are going bad in the office,
54:01if a project's going completely wrong,
54:03I'm not going to crumble,
54:05and I just feel I've got more drive
54:08and I want this more.
54:10Well, how do you know how he wants it?
54:12Lee, do you want this?
54:13More than anyone that's been in this process.
54:15And tell me why I should hire you then.
54:18So Alan, you should hire me
54:20because I've demonstrated over the last 12 weeks
54:23my sales ability, my management ability,
54:26leading by example and management as well.
54:29I've project managed three tasks now which I've won.
54:32Consistently delivering throughout this intense process
54:35makes me, in my opinion, your next apprentice.
54:41I think I've proven that I really want this
54:43because when the going's good, it's great,
54:46but you really test people when things are going badly.
54:49Most people at some point what I've been through
54:52would have cracked, they would have flared up,
54:54they would have lost their temper,
54:55or they would have just broken down and walked out.
54:57And I'm tough and I'm made of resilient stuff
55:00and can see how much I want this.
55:02Yeah, you're tough.
55:03So Alan, why get yourself into that situation in the first place?
55:07I didn't get myself into that situation
55:09because I've delivered every single time.
55:11Do you have that self-confidence though?
55:14Because I heard that even up to yesterday
55:17you were throwing the towel in in your rehearsals.
55:19You were kind of saying, that's it, I can't do this.
55:22Absolutely. And again, Claire's talking about resilience.
55:25Look how resilient that was.
55:26I did do that. I did think that.
55:28And I've pulled myself together.
55:29That might be a moment, a blip through 12 weeks of intense process.
55:32And that's one of the only things that we can say about my character.
55:36But Claire makes a great point about her resilience.
55:39I mean, she's certainly got some resilience, that's for sure.
55:41He's very convincing, this guy, don't you think?
55:44I'm not interrupting.
55:45No, good.
55:46Yeah, it's OK, I noticed.
55:53It's been a long, a long, long journey, as you know.
55:57But now it's the final hurdle
55:59where I have to make this very serious decision.
56:04And so, Lee, I wonder whether you are
56:09a one-trick pony in the sense of Sal's.
56:12And that's the thing that's worrying me and bothering me.
56:16Claire, I'm not sure whether I can put up with someone like you, Claire.
56:25But you do have some great attributes.
56:30Lee, you're very, very convincing.
56:34Very, very convincing.
56:38And I've concluded.
56:50Lee, you're hired.
57:03It's nice to meet you.
57:06Thanks.
57:28I can't describe how I'm feeling right now.
57:31To go through everything and to set myself goals,
57:34to get to certain stages through the competition
57:37and to think that, actually, maybe, maybe I could win this.
57:41And, you know, I know what I can do to win this.
57:43And then actually win it is... I can't describe it.
57:46It's unbelievable.
57:4916 candidates, one job.
57:53Sir Alan's search for his apprentice is over.