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00:00Previously on The Apprentice.
00:11You're going to stock your shop with two fashion labels
00:14that you think are going to sell to the mass market in Manchester.
00:18The teams took London fashions up north.
00:21I don't want to offend the Mancunians,
00:23but they're always a step behind Londoners.
00:25Do you know what? I'd buy this.
00:27Liz was on trend with a collection of party dresses.
00:30It looks fantastic. Have it. Get it.
00:33And sales sparkled.
00:35You don't mind taking a seat for a couple of minutes
00:38and we'll get you in as quickly as possible?
00:40While on the other team...
00:41Men's here.
00:43Paloma gambled on a recycled range.
00:45There we go, sir.
00:46It's 100% wool. I mean, that looks hot. That's smoking.
00:49With a hefty price tag.
00:51Just going to flip out in a minute.
00:53Her retail guru, Alex...
00:55Do you like this dress?
00:57..lost his way with his promo stand.
00:59All the way to the other side, opposite French Connection.
01:01It's just on your right-hand side, next to Accessorize. Have a look.
01:04But lit up sales with a big-screen smash.
01:07Uh-oh!
01:09In the boardroom, a stylish win for Liz.
01:12You won by £500, basically.
01:15Paloma lost her rag with Alex.
01:17You were terrible at drumming up business.
01:19You were shying people away. You were irritating.
01:21You were more of a hindrance than you were a help.
01:23And overstepped the mark.
01:25I don't like your last outburst.
01:27I don't like what I've seen across the table here today.
01:30And became the fifth casualty of the boardroom.
01:33You've talked yourself out of this, Paloma. You're fired.
01:37Now ten remain to fight for the chance to become...
01:41The Apprentice.
01:547.30am.
01:59For the candidates, a lie-in.
02:08This morning, a wake-up call.
02:13In person.
02:23Morning.
02:25Good morning, Lord Sugar. How are you?
02:27Good.
02:28Nice to see you this morning.
02:30Yeah.
02:32Oh, good morning.
02:34Shall I round the tree, sir?
02:36Yeah, if you could.
02:38Guys, Lord Sugar's waiting downstairs for us.
02:42Are you serious?
02:43No, I'm not joking.
02:44You are joking.
02:45I'm not joking.
02:48You have to come right now.
02:50Are you joking?
02:51No, I'm not joking, but you have to come.
02:53Just come as you are.
02:54Come on, just come as you are, if you want.
03:05You look a bit of a state first thing in the morning.
03:08Is this Stuart Baggs, the brand?
03:10Who are we waiting for?
03:12I don't know.
03:15Well, your task today is one of my favourites,
03:18and that's advertising.
03:20Now, I hope you've been enjoying this house here.
03:23It's a big house.
03:25As you can imagine, it needs a lot of cleaning.
03:28And the subject of this advertising task
03:31is for you to create a new brand of household cleaner.
03:35What you're going to have to do is
03:37you're going to have to create a brand of household cleaner.
03:41What you're going to have to do is give it a brand name,
03:44package it, and make a radio and a TV advert
03:48to head up your campaign.
03:50Now, I've laid on a top advertising agency.
03:53You have the total use of their facilities.
03:56And in two days' time, you'll be pitching your brand
03:59and your campaign to them.
04:01But don't forget, I'm the one that makes the final decision.
04:06The team that delivers the best campaign
04:09will win, and in the losing team, one of you will get fired.
04:14OK? You need to appoint yourself a team leader.
04:17I want to see someone who hasn't been team leader before
04:20in both teams.
04:22Good luck, and I'll see you back in the boardroom.
04:29The teams have two days to brand and launch
04:32a new household cleaning product
04:34with a TV and radio advertising campaign.
04:37I cannot believe I've just met Lord Sugar with my pyjamas on.
04:42I reckon Jo is a bit of a screw-up.
04:44But Jo owns the cleaning company.
04:47We've got JoJo as our secret ally.
04:49Yes, as long as we've got the product right,
04:51everything should fall into place.
04:54South Kensington.
04:569.30am.
04:59Advertising agency Lowe will be the base.
05:04Advertising agency Lowe will be the base for both teams.
05:09First job, choose a leader.
05:14Right, guys, I'd like to put myself forward as project manager.
05:17I think this task is not just about necessary relevant skills,
05:20it's also about maximising everybody here,
05:22making everyone pull together as a team,
05:24and also maybe have some of the great skills on the ground,
05:26like Alex, he's obviously phenomenal with advertising.
05:28Yeah, absolutely, guys.
05:29You know, my background is marketing, advertising, PR,
05:32so I think I'm sort of best placed to sort of really lead this task.
05:35I'm not just another corporate clone.
05:37I'm always thinking outside of the box.
05:39And you know what?
05:40If I was an apple pie, the apples inside would be orange.
05:44Myself, I'd like to support Alex in this.
05:47It would be foolish not to go with that experience.
05:49Yeah, and make no mistake, if we lose this,
05:51the PM's probably going to be fired,
05:52so somebody needs to be aware of that, they're going to be falling.
05:55Just to prove everyone with a bit of confidence.
05:57I'm being serious. Failure is not an option.
05:59If you think in any way you won't be as creative
06:01because you're managing it, then I'd rather you didn't do it.
06:03But if you promise it won't happen...
06:05Yeah, I mean, you know, leading the task,
06:07it won't affect my creative input.
06:09Right, decision made, then. Well done, Alex, project manager.
06:11Well done. Brilliant. Good.
06:13I think Lord Sugar asked for someone who hasn't been PM before.
06:16You have, I have, you have.
06:19So by default, it's me. Yeah.
06:21I was a sniper in the Royal Marines.
06:22I take that killer instinct across into business,
06:24and when you're a leader, you have to lead from the front.
06:27If too many other people get involved, it all ends up as a mess.
06:30Oh, that's really lemony, that one.
06:32Both teams have been given a multi-purpose cleaner
06:35in a plain spray bottle that they'll need to brand.
06:39Cleaning makes you feel happy.
06:41You know, your home is happier,
06:43and I was thinking about something like happy home.
06:45And then when you start cleaning with this stuff, it gets colourful,
06:48and there's maybe, you know, passion going on with people
06:51because they're happy in their house, they're having parties.
06:54So are you thinking black and white and dishevelled person going...
06:59And then someone comes on, and someone comes on saying,
07:02have you used this?
07:05And it's all clean.
07:06Let's say you met me in a lift.
07:07How would you explain our product in just a few words?
07:11Next door, a brainstorm run by Alex.
07:15How is this different? How is this different?
07:17I like swipe because it's very quick.
07:21You swipe. Yeah.
07:22It's quite cheesy, but I had an idea for an advertising campaign
07:25you could do as well, germinate.
07:27I must admit, I don't like germinate.
07:29Any more sort of ideas?
07:31I was trying to think myself of something sort of, you know...
07:35Keep going, guys. Keep them coming, lots and lots.
07:37I think germinate's a good one, like terminate the germ.
07:39Because you could have a...
07:40The character was then going to be like the germinator.
07:43The germinator.
07:44Germinate will get laughed at, I'm telling you.
07:46The ad agency will laugh it off.
07:48We want to base this on consumer insight,
07:50so good work, guys, and off we go.
07:53I thought, to be honest,
07:54considering he was meant to be the ideas man,
07:56he would have come up with more ideas himself.
07:58He didn't actually suggest any ideas.
08:00What did I say to you?
08:01This has got to be credible.
08:02No, I agree.
08:03I didn't want to say it too abruptly in the brainstorm,
08:06but I don't like germinator.
08:07I don't like germinator.
08:09I just think it won't be taken seriously.
08:13PHONE RINGS
08:14Hi, how are you, guys?
08:15Yeah, really good, thanks.
08:16We've been thinking about what we were talking about this morning,
08:19about the kind of, like, helping mums or helping normal people.
08:23OK.
08:24So we were thinking around a concept of, like, a helping hand.
08:28Cheers, guys. Thanks a lot, bye. Bye.
08:30Does anyone not think a helping hand is the worst idea ever?
08:34There's some helping hands.
08:35Slightly better than water.
08:37Exactly, yeah.
08:38Don't like it.
08:39It will do a kind of good job,
08:40it will give you a bit of a helping hand.
08:42But it's probably better than nothing.
08:45Midday.
08:47A mother and toddler group.
08:49Chance for ex-marine Christopher and his team to gather some intelligence.
08:55I'm a working mum, I've got my own business, I work from home.
08:58Time things, you've obviously got your time constraints...
09:01Well, you don't want to clean the side down after tea,
09:03come back five minutes later and it's worn off,
09:05you've got to do it again, it's all streaky.
09:07That's the concept, isn't it?
09:08It's that you're making light of hard work.
09:10I noticed you used to have an octopus,
09:12because then you can have one arm in the sink, one arm in the hob,
09:16one arm with a moth.
09:17You could have something like octoclone or something like that.
09:19Octomoth.
09:20I'll leave the octopus, I like that.
09:22You know, like other things that gives you wings, this gives you arms.
09:25Eve, are you taking credit,
09:26you're getting a royalty on this octopus idea?
09:28I think Eve has come up with a smashing idea here.
09:34Hi, guys.
09:35Across town, Alex's team test out their concepts.
09:40OK, I had a bit of an idea.
09:42Have you had something called Germinator?
09:45Maybe a softer name.
09:46Too strong, I think, for the mums.
09:48But you are talking to mothers, so...
09:50What colour would you associate with clean?
09:52Yellow, for me.
09:53Yes, it's yellow, bright and happy.
09:55Can we run one more name by you?
09:57Helping Hand.
09:58That's boring.
09:59You can't really be too serious.
10:01I'll take this one, and if you want to take another one...
10:04Still without a brand name,
10:06project manager Alex and Laura look for inspiration.
10:09Fragrance matched to colour.
10:11We've got multi-action. Is that a word on yours?
10:14One for all, so yes...
10:15One for all.
10:16How about we turn this on its head?
10:18None of them single-mindedly focus and say,
10:20you know, this is the one you need.
10:22You know, you've got one for all...
10:24Yeah, but the main brand...
10:25All in one, there's a lot that market that.
10:27Yeah, but we'd be leaving with this very single-minded,
10:30very focused idea that this is the one you need.
10:32Maybe something more fun, like making cleaning fun.
10:35Blitz. Could we do Blitz?
10:37The Blitz was like a big bombing thing, wasn't it, years ago?
10:40Like the Blitz in London.
10:41Yeah, Blitz clean.
10:42I think most of the people that were alive then are dead anyway, so...
10:46Alex!
10:47What, sorry?
10:48I'm just saying, Blitz to me means quick.
10:52Gripped by the octopus idea,
10:54project manager Christopher calls Jamie and Joe.
10:57Hi, Jamie, it's Chris.
10:59Hi, Chris.
11:00Listen, we've just had a really good focus group.
11:02We've come up with some amazing ideas,
11:04and we've actually got, like, a brand identity and everything
11:07which we want to throw across to you.
11:09Yeah? Mm-hm.
11:10You know, in the morning, Mum's getting ready to go to work,
11:13kids and Dad's going to work and school.
11:15It's like a hectic lifestyle.
11:16She almost wishes, like, she had eight hands, yeah,
11:19to be able to do the work.
11:20We thought of an octopus, cos it's got the eight tentacles.
11:23Yeah, and eight arms are better than two, would be the strap line.
11:27The whole octopus idea, having an octopus...
11:29In your kitchen. ..on front of a bottle.
11:31Not really, I'll be honest.
11:34The last thing I think of is an octopus.
11:36We're really keen on this, honestly.
11:38We've come away, spoke to the mums,
11:40and they were sort of bouncing off the seats as much as we were.
11:43They were really excited.
11:45Chris! Chris, please let me speak! Chris!
11:48Let's get 100% behind it, guys.
11:50Really confident about the idea. I reckon we can smash this out the park.
11:54I've built up a successful cleaning business,
11:56and I think that Chris has made a bad decision.
11:59I just can't understand that an octopus relates to cleaning.
12:032pm.
12:05Hi, guys.
12:06With no brand name and running out of time,
12:09it's back to the agency for Alex and his team.
12:12Yeah.
12:13The only one we've come up with so far is the one.
12:15This is it.
12:16The only one, all you need.
12:18You can have a germinator in being like a kid, though,
12:21but, I mean, I know you're not crazy about it,
12:23but we were brainstorming ideas for a TV advert in the car.
12:26You'd have, like, this really big, muscular guy,
12:28like, trying to clean, like, the surfaces with a standard brush.
12:31Or, like, the surfaces with a standard sort of soap.
12:33Then this little kid will come in.
12:35Basically, he just basically gets the germinator,
12:37squirts it on the surface, only needs to give it one wipe,
12:40while the other massive guy can't get it clean.
12:43And then he says,
12:44Hasta la vista, gravy.
12:46Yeah, yeah, yeah.
12:47It'd just make people laugh, you know.
12:50Would you not remember that? Hasta la vista, gravy.
12:52No, I like that.
12:53I think it's a funny idea, and at the end of the day,
12:55I'd be more than happy to put my neck on the line
12:57and go and direct a TV advert.
12:59It's something Laura said.
13:00I said there's nothing fun. They're all boring.
13:02They're all trying to be Jasmine and Orange Blossom.
13:04So you've got to give it a real personality.
13:06Yeah, we'll have a lot of personality. It'll be funny for people.
13:08God help me.
13:09The germinator.
13:10Any publicity is good publicity. This is going to be memorable.
13:15Armed with the brand name OxiClean,
13:17Christopher, Stella and Elizabeth brief their designer.
13:24Can we try a background bottle colour
13:26of either a lightish green or a lightish orange?
13:28They're the two options I think that are available.
13:30I think a lime green or a twilight.
13:34I like that.
13:35Yeah?
13:36Shall we go with orange? It's a bit fun and vibrant, isn't it?
13:38Go with the orange then.
13:39Orange.
13:40Yeah.
13:42I love that.
13:43That is actually a logo.
13:44It's brilliant, isn't it?
13:45I think that'll look good.
13:46I think that looks really clever, yeah.
13:48Next door, the germinator comes to life.
13:52And then you've got germinator written here.
13:54Quite dark, mysterious.
13:56I like that.
13:57I like that.
13:58Something that's going to look unusual
13:59compared to all the other cleaners that are out there.
14:02The colours red and black for the actual product bottle
14:05may suit the very strong image,
14:07the tough image that they want to get across,
14:09but actually they're not natural colours
14:12that you would associate with cleaning products.
14:14Does that look like a boy?
14:15He looks like he's got boobs, though.
14:17That's what I mean.
14:18That's why I thought it looked a bit woman-like.
14:20Sorry.
14:21This is a bit weird.
14:23It says here it must be kept out of reach of children.
14:26Our advert is a child using this product.
14:29That's quite a big thing.
14:32I see what you're saying.
14:34So we're advertising kids to use this.
14:37We've got a child and his dad.
14:40Perhaps we have the dad using the product
14:42and the child is talking to his father.
14:45I still think there's a bit of a problem
14:47because it says keep out of reach.
14:49It's my neck on the line here.
14:51I'm saying that will be perfectly fine.
14:587pm.
15:00Hi, guys.
15:01Casting himself as the dad in tomorrow's shoot,
15:05Christopher is auditioning for a wife.
15:08It's got to be important that this actress can relate to you as well
15:11if you're going to be the dad.
15:13That's it, yeah. If she's a minger, I ain't going to...
15:16Hi.
15:17Hello, nice to meet you.
15:19Can we just get you a bit closer? Thank you.
15:21You've got this child who's spilling their breakfast everywhere
15:24and you say to them,
15:26Jack, you're spilling your breakfast everywhere.
15:28Please be careful.
15:30Oh, Jack, you're spilling your breakfast everywhere!
15:33Just be careful, will you? Please stop it.
15:36Can you come and look after my children, please?
15:39Wow, OK.
15:40Gosh, Jack, you're spilling your breakfast everywhere.
15:43Please be careful.
15:44Is that the one?
15:45I didn't match her with you either.
15:47You were more like her dad, do you get me? Yeah.
15:50Jack, you're spilling your breakfast everywhere.
15:53Please be careful.
15:55OK, and then after that, it's got this lovely smell of citrus.
16:01OK.
16:08That's really good, yeah.
16:10Very good.
16:12I think it's quite shady how Chris has chosen the young, attractive girls.
16:16I think it's more convenient that he's going to be acting as the father.
16:19Daddy Chris. That's right.
16:21Who's your daddy? Who's your daddy?
16:23Sex sells, doesn't it? Let's be fair, sex sells everything.
16:42Hi there. Hello.
16:43You've got a box for Apollo.
16:45Right, here we go.
16:52There it is.
16:54Yeah.
16:56Well...
16:57It's...
16:58To be fair, it does the job.
17:00It's a label.
17:01Can I have a look, Chris? I've not actually seen that.
17:04Curminator.
17:05To me, that is going to become the iconic cleaner.
17:08Good choice of the black and the red.
17:10You know, I think that really is strong.
17:13It's like Christmas, isn't it?
17:17Ah!
17:19I mean, there are a few things that I would change.
17:22You see, to me, that says bathroom.
17:25Do you know what I mean? Yeah.
17:27Why do you think it says bathroom?
17:29Cos of the octopus.
17:30But apart from that, do you feel confident with the product?
17:33Do you like the product? Do you think it looks good or...?
17:36We're going to work with it.
17:39Products fixed, the next job,
17:41record the TV and radio commercials.
17:43Right, let's do it. Someone should get you in the booth, then.
17:46Taking the mic, Stuart, voice of the germinator.
17:52OK. All right.
17:54You're listening to Radio Apollo.
17:56Hello, Laura, thanks for texting in.
17:58Coming up next is a little song by me.
18:00We're rolling, so this is take one. OK.
18:03Coming soon to a kitchen or bathroom near you.
18:07There'll be no mercy, only total devastation.
18:11Very good.
18:12I think now we need to move on to trying to do E. coli and influenza.
18:15We haven't scripted this, though. No, we haven't.
18:17I was thinking, for one of the gems, a voice like this.
18:20Help me, let's hide down here.
18:22Yeah, OK, so that's E. coli. Yeah.
18:24And influenza is going to be...
18:26Cockney, cockney. Influenza is cockney.
18:29No... Let's hide down here.
18:31They won't find us down here, mate.
18:33Yeah, OK, influenza is cockney.
18:35This is take two, rolling.
18:37Don't worry, E. coli, come and hide down here with me.
18:41No cleaner cleans this deep.
18:43Oh, no, it's the germinator!
18:45Ah!
18:47That sounds a bit like someone's being sick.
18:49I'll be honest, it doesn't sound brilliant.
18:51Right, come on in.
18:53On the other team, Jamie, Jo and their script for OptiClean.
18:58Do, re, mi, fa, so...
19:01I'm just going to go straight into it.
19:03OK, OptiClean first.
19:05Jamie? Oh, hello.
19:07If we just run it through a few times so you just get used to it, yeah?
19:10OK. Ready, James?
19:12Look at this mess.
19:14If only I was an octopus and had eight hands,
19:16how can I get rid of all this grease and grime?
19:18OptiClean! Germs?
19:20OptiClean!
19:22For a streak-free, citrus-fresh finish,
19:24try new OptiClean,
19:26where eight hands are better than two.
19:28Brilliant.
19:30Cool, it's all sounding very good.
19:3310.30am.
19:36Location, a family home in Hampstead.
19:41The kitchen scene, starring Christopher...
19:44In your own time.
19:46..and his on-screen wife.
19:48Look at all this mess.
19:50If only I was an octopus and had eight hands,
19:53this would be done in no time.
19:55And then shoot to bottle.
19:57That kind of thing.
19:59Yeah, but just make it as big as possible.
20:01OK, yeah, that's great.
20:03Right, can we move on to the next one now?
20:05Go.
20:07Fancy an early night?
20:09Take Lucy to bed and leave this to me.
20:12So much for the liberated woman.
20:14This commercial is a stereotypical mumsy housewife.
20:19Cleaning up, sending the daughter off to bed
20:22so that she can, as an octopus, perhaps,
20:25grope her husband.
20:27Are you OK?
20:30Right, let's put your arms in.
20:32Very fancy. Very fancy, Clapham.
20:35That's it.
20:37Camera's at speed, so in your own time.
20:40Do you wish your wife...
20:44Clapham.
20:46Setting for Germinator, the movie.
20:51Thick, rich, meaty gravy.
20:55Director, investment banker Chris Bates.
20:58Yep, it's definitely working.
21:00Right, you can turn it off now, mate.
21:02It's quite styling already, to be honest.
21:05And then really kind of spread it out quite thinly,
21:07so it gets the opportunity to dry quite quickly.
21:09Is that a big enough area?
21:11Yep, that's good. Action.
21:16I just can't get rid of this gravy.
21:19Be even more dramatic, Sean, to be honest.
21:21I really kind of...
21:23Just can't get rid of this gravy.
21:26OK, no problem.
21:31I just can't get rid of this gravy.
21:34That's great, actually.
21:36That's brilliant.
21:38That's just what I'm looking for.
21:40Can you get that smoke machine started, then, Alex?
21:42See what bit of smoke?
21:44It's working well, actually. I think it's going to be a very funny advert.
21:46The idea, what makes it quite funny,
21:48is that this very big guy can't get this gravy stain off.
21:50But, yeah, actually, a little boy can manage to do it,
21:52who's half his size.
21:54And action.
21:56Move over, big guy!
21:58Ah! It's quite funny.
22:00Yeah, that's good.
22:02Can we have a bit more smoke, please, Alex?
22:08Time for Germinator's big entrance.
22:11It's like a scene from London's Burning.
22:15Let the smoke come out for a couple of seconds.
22:17I'm going to say, looks like you need the Germinator.
22:22Pretty well tucked up.
22:25Action.
22:33Looks like you need the Germinator.
22:36That's good for me.
22:38Yeah, that's brilliant.
22:41Coming soon to a kitchen or bathroom near you.
22:45An epic tale...
22:47OK, stop. You see the An Epic Tale? Can you move that 500 milliseconds?
22:49OK.
22:51Almost in the can. Germinator, the radio ad.
22:55Oh, no! Look what's coming!
22:57You all right? Yeah, fine, yeah.
22:59There's obviously something up.
23:01I just feel like I'm a wasted skill.
23:03Yeah.
23:05Well, you could do this on your own, that's all I'm saying.
23:07Why don't we just call him?
23:09We're getting called by the other team, by the way.
23:11One second.
23:13Hello, Alex speaking.
23:15Alex, we're actually running well ahead of schedule.
23:18We're going to finish pretty soon, then come over to you guys, to be honest.
23:20I don't think it's going to help.
23:22Yeah, I mean, we can't really take any more people on here.
23:25We're going to sort it out, seriously.
23:27But we'll give you a call when our brain kicks in.
23:29OK, we'll speak to you later.
23:33OK, cool. Let's crack on with this.
23:36Oh, no! Look what's coming!
23:38I'm just so frustrated. If people volunteer for a role,
23:40you don't put them somewhere where they're going to be a loose part.
23:43And he should recognise that me and him are the only people on this team
23:46that have got experience in marketing and advertising.
23:48The only ones.
23:49And I'm the only person that's not doing any of the advertising and marketing.
23:52We're going to have Mum sort of coming in, bringing in the glass of wine.
23:56OctiClean. The climax.
24:00With extra hands, cleaning's done.
24:02Making time for husband Christopher.
24:05You're going to give him a sexy little smirk.
24:07It's really important for me and the actress to sort of have a sort of chemistry,
24:10as it were, an on-screen chemistry.
24:12It's really got to work.
24:13You know, if it doesn't work, it's going to look uncomfortable,
24:15it's going to look cheesy.
24:16OK, go.
24:21Wow, that was quick.
24:28You sort of look a bit, like, uncomfortable.
24:31Do you know what I mean? OK.
24:32Pretend it's Brad Pitt you sat next to.
24:35You don't have to worry about Chris.
24:38In 2010, you do not show this sort of 1950s schmaltz.
24:43OctiClean. Eight hands are definitely better than two.
24:47Very good.
24:48You happy? Yeah.
24:49Done.
24:58People want antibacterial and they want great cleaning.
25:016pm. The agency.
25:03Product and advert speak for themselves.
25:06Tomorrow, the teams will pitch their products to industry experts.
25:11Hi, guys.
25:12Keen for the job, marketing professional Laura has made an early start.
25:17That's my pitch and that's my pitch so far.
25:20OK. Now, in terms of the pitch, my thought is, you know, in past tasks,
25:24I know you have pitched before.
25:26I know Sandeej hasn't had an opportunity to do a pitch,
25:29so on this occasion, I would like you to do the pitch, Sandeej.
25:32Thanks.
25:33Like I said, I just think it's only fair that everyone is given a sort of opportunity.
25:38The world has changed.
25:40MP3 players, search engines, but with cleaning products,
25:44has anything really changed?
25:46It's very stagnant, saturated.
25:48The market is crying out for a product to come along and clean up.
25:52OK.
25:53There's every room of the concept that you've got to believe a bit more when you're doing it.
25:56I know, but I need to practise this.
25:58Yeah, of course you do. OK.
25:59Of course you don't, you know... Don't worry.
26:01I don't think anybody realistically expects you to nail it and to be amazing right now.
26:04Can I just make an important point there?
26:06I didn't like the beginning.
26:07I'll be really honest with you here, because I think it needs to be good.
26:10What did you not like about it?
26:11I don't think you should say,
26:12we're Team Apollo and we've come here because we were asked to create a brand
26:15and we weren't allowed to change the product.
26:17That wasn't my idea.
26:19We were given a set formulation,
26:21so, you know, it was very difficult for us to come up with a very original USP
26:25or point of difference.
26:26This is the market we're in. You've got to introduce a concept to them.
26:29I'll agree to disagree.
26:35Not only have they come up with the biggest pile of crap I've ever heard
26:38for a really important pitch tomorrow,
26:40they're ignoring my ideas.
26:42I just see this as a complete disaster.
26:47Nothing made me sense. The content is bollocks.
26:50Have you ever seen me this pissed off?
26:52No, to be fair, that is true. OK.
26:54But equally, I think we're all just a bit tired and a bit strained.
26:57We're probably best just leaving it.
26:59OK.
27:01The morning of the pitch.
27:07Why don't you just make a few little notes?
27:09Are you going to give me a bit of a sort of a read-through?
27:13Yep, can do.
27:17At the agency, the in-house experts.
27:20Executives Tom Hudson and Rebecca Morgan.
27:24I'm going to start with the pitch.
27:26At the agency, the in-house experts.
27:29Executives Tom Hudson and Rebecca Morgan.
27:33From market leaders Unilever, Sean Gogerty.
27:37Coming soon to a kitchen or bathroom near you.
27:41Starting with the radio ad premier, Sandeesh and...
27:46Germinator. Terminate germs and dirt.
27:49Good morning, ladies and gentlemen.
27:51I'm here today to introduce to you a big brand idea
27:55Germinator.
27:56I think you'll agree most cleaning products look very similar.
28:00What we did was create a visual point of difference.
28:03Eye-catching black and red for buying the product at the point of sale.
28:07The product has a powerful and catchy slogan.
28:10It terminates germs and dirt.
28:13We've got a fun and memorable advert
28:16and we hope it's going to have a mass market appeal.
28:18Can we have the adverts, please?
28:21I just can't get rid of this gravy.
28:28Looks like you need the Germinator.
28:31Whoa.
28:32Move over, big guy.
28:34Wow.
28:35Tough bacteria and grime.
28:38E. coli and influenza.
28:40Easy.
28:41Hasta la vista, gravy.
28:43Wow. Thanks, Germinator.
28:45Germinator. Terminate germs and dirt.
28:49We really enjoyed the phrase hasta la vista, gravy.
28:53And like E. coli and influenza, this brand is going viral.
28:58Thank you for your time.
28:59How funny on a scale of 1 to 10 do you think your ad is?
29:03I've watched it about 20 times now and I've laughed every time.
29:06So you'd give it a 10, would you?
29:08I would give it an 8 or 9, I would say.
29:11I'm interested in your use of resin black.
29:14It looks like something I might use to clean the car.
29:17Why do you think that would appeal to me?
29:19Would it grab your attention if you walked past it in the supermarket?
29:22I kind of liken it to an ugly man.
29:24He'd rather get some attention so he can convince somebody that he's a nice guy
29:28than just have people walk past him.
29:30So if people actually go, that's ugly, but it actually works.
29:33I might think it's going to take the paint off, though,
29:36as well as terminate germs and dirt.
29:38I would hope not.
29:39We've tried to soften the image down by using a child.
29:42Is that a child? It looks to me like a woman in dark glasses.
29:48All right, guys, thank you very much indeed.
29:51Hasta la vista.
29:55Well done, friend.
29:59Next, Jamie, presenting...
30:02OctiClean, where eight hands are better than two.
30:06Good morning.
30:07Our research showed that last year a quarter of men admitted
30:12that they would pass up the opportunity of a night of passion
30:16if their home was dirty.
30:18We then visited a mother and baby focus group,
30:20and they all agreed in volumes that as a modern, working woman,
30:25keeping up with the demands of a hectic life,
30:28they felt like they had to be like an octopus
30:31and literally have eight hands just to keep up.
30:35So let me introduce you to OctiClean.
30:38Look at all this mess.
30:40If only I was an octopus, and this would be done in no time.
30:44Fancy an early night and leave this to me.
30:47OctiClean.
30:49A multi-purpose kitchen cleaner with a powerful one-wipe system
30:53can be used on various surfaces where eight hands are better than two.
30:58Wow, that was quick.
31:01OctiClean, eight hands are definitely better than two.
31:06OctiClean, the multi-purpose kitchen cleaner.
31:09As you can see, with the help of OctiClean,
31:12this home is a happy home
31:14with relationships improved at every level.
31:17My question is just to be clear on whether you're selling
31:19marital harmony or a cleaning product.
31:22When you looked at your actress there,
31:24dressed in the octopus costume, and she walked onto your set,
31:27did you say to yourselves,
31:29that's it, that's the image,
31:31this woman with this comedy octopus head on
31:34is how we want to represent our brand?
31:36We didn't try to focus too much on the octopus.
31:38We purposely didn't have her in the octopus outfit for very long
31:41because it wasn't the main focus of the advert.
31:43But it's the bit that I remember.
31:45It's a good thing if you're remembering it.
31:47I know, but if it wasn't the main focus,
31:49am I remembering it for the right reasons or the wrong ones?
31:51OK, guys, thank you very much indeed.
31:57Time for the experts to report back to the boss.
32:03Go ahead, you tell me what you think.
32:05I think there's a good idea there.
32:07Struggling to get out, but unfortunately it didn't quite make it.
32:10It's got to be said, the execution was an absolute travesty.
32:13A travesty, right.
32:15Yeah, and I did find some of it even distasteful.
32:18Bad mistakes made on both sides.
32:20There's a bit of a dilemma here.
32:22We're listening, he's a close call.
32:41You can go through to the boardroom now.
33:07Afternoon.
33:10Right, Apollo.
33:12Team leader?
33:14Yeah, I was the team leader on this task.
33:16So, Alex, in the past weeks,
33:19you've told me about your marketing expertise
33:22and this was the opportunity, yeah?
33:24Did he clean up or mess up, then?
33:29Silence. Oh, dear.
33:31Why don't we see the television advert first of all?
33:34I just can't...
33:36get rid of this gravy.
33:40Looks like you need...
33:42the Germinator.
33:44Whoa.
33:45Tough bacteria and grime?
33:47E. coli and influenza?
33:49Easy.
33:51Hasta la vista, gravy.
33:53Wow, thanks, Germinator.
33:55Germinator. Terminates germs and dirt.
33:59Right.
34:00So, who masterminded this?
34:02Right.
34:03So, who masterminded the television advert?
34:06The idea was actually Chris's.
34:08Mm-hm.
34:09You know, quite often, there's not much differentiation
34:11in terms of the product.
34:12You know, they're all-purpose, multi-surface.
34:14However, the ones which really stick out in your mind
34:16are the ones which have adverts which are either appallingly bad
34:18or shocking or humorous, so I thought...
34:20You decided to make a shockingly bad advert also?
34:22Well, no, I mean, the idea was that we were going to go down the amusing route.
34:25I see.
34:26To be fair, I think it tied in well with the name.
34:28I thought it was quite a humorous parody.
34:30Yeah, Germinator is a very good name, actually.
34:33I would just think that if you're going with Germinator,
34:36then you have set your stall out.
34:38Germs.
34:39Your television advert says it's a deep stain remover.
34:44It doesn't go with a name, does it?
34:47OK.
34:48Christopher, the marine, you're the team leader, I understand.
34:51Oh, I was, Lord Sugar, yeah. Yeah, OK.
34:53Was he a good team leader, by the way?
34:55Yeah. Yeah?
34:57Joanna, you run a cleaning business, don't you?
34:59Yes, I do, Lord Sugar.
35:00So you had a bit of an expert in your midst.
35:02Had you taken any notice of her?
35:03We did. We sort of asked Joanna for her input and we were looking at all...
35:06Unless she's got something wrong with her neck.
35:08She doesn't seem to agree.
35:10Do you think you got listened to in this?
35:12I feel that I could have been utilised a bit better.
35:14Well, I think we'll go straight into your advert, first of all,
35:18and see what you've got to offer.
35:20Look at all this mess.
35:22If only I was an octopus and this would be done in no time.
35:26Fancy an early night and leave this to me.
35:29OctiClean!
35:31A multi-purpose kitchen cleaner with a powerful one-wipe system
35:35can be used on various surfaces where eight hands are better than two.
35:39Wow!
35:41That was quick.
35:42OctiClean. Eight hands are definitely better than two.
35:50Reminds me of one of your friend's midnight movie DVDs, doesn't it?
35:57Right. Tell me, what gender normally goes and buys this in the shops?
36:03The females.
36:04Females, OK.
36:05Do you think what I would call a 1960s advert,
36:09which actually depicts that the husband says,
36:12go on, you get on with the cleaning, I'm going to go and sit on the couch somewhere,
36:16you go and scrub up and all that stuff, come in and see me when you've done it,
36:20is going to go down too well with the...
36:22I thought it was just the aspect of normal family day life.
36:25Dad takes the little one up to bed while Mum finishes up downstairs.
36:28Dad looked like he was just laying on the couch while Mum was doing all the cleaning.
36:32He'd go down like a lead balloon, that would.
36:35Where'd the name OctiClean come from, then?
36:38Basically, it was like mothers could do with an extra set of hands,
36:41so someone said, you know, almost like an octopus,
36:43and then the name OctiClean came from there.
36:45The first time octopus was mentioned, it was mentioned by the woman at the focus group,
36:49and as soon as she mentioned octopus, you were all over it like a tramp on chips.
36:53LAUGHTER
36:55Yeah, the strap line and the name and the theme did come from the focus group.
36:59Hmm. I mean, that is, that is the clever bit about your campaign.
37:04The eight hands are better than two, so to speak. That is it.
37:11Now, under normal circumstances, the advertising agencies,
37:15me and them don't normally get on too well, because I have my own strong views.
37:20I have to say, on this occasion, we are at one.
37:29Synergy...
37:31Let me put it this way.
37:35I wouldn't say you've won.
37:38I'd put it more like, technically, you haven't lost.
37:45Don't breathe a sigh of relief there, Christopher,
37:47because the reason you won was because of the octopus and the eight for two,
37:52and also the fact that your bottle looks more in line with what you would expect for a cleaning like that.
37:59It's bright, and the thing that tipped the scales for me
38:03is that you clearly understood what you needed to show in that advert,
38:08although it was shown very, very badly.
38:11So I've got a treat for you.
38:13I've arranged a private karaoke party for you.
38:17Karaoke.
38:18Yeah, so you can go and celebrate in style and have some cocktails.
38:22Enjoy yourself, and I'll see you on the next task.
38:25Thank you, Lord Sugar.
38:35Technically, you have lost. It's as simple as that.
38:39Cleaning is the most horrible thing I would have seen in the bathroom since Psycho, I think.
38:44There's a lot of thoughts on this campaign.
38:46I'd like you to go off and have a discussion amongst yourself.
38:49I'll be calling you back in here.
38:51One of you, at least one of you, will be going today.
38:54Okay?
39:04We are the champions!
39:08We are the champions!
39:11No time for losers,
39:15because we are the champions
39:20of the world!
39:24Cheers!
39:25Thank you, guys.
39:28That was a real look of satisfaction.
39:30That's good.
39:38Quite frankly, I'm quite shocked at Lord Sugar's decision, and I actually disagree with it.
39:42So I'd be more than happy to discuss this in depth with him.
39:45It's very difficult for me here, because, you know, I'm looking around the table.
39:48You know, I'm not seeing any sort of guilty hands.
39:51I think everyone worked very, very well.
39:53I think we did have a good idea.
39:55I mean, what about myself?
39:56Have you any sort of feedback as to how I managed the task?
40:03It's gone very silent.
40:05Is that good news or bad news, guys?
40:29Hello?
40:30Could you send the morning, please?
40:33You can go through to the boardroom now.
40:51Right. Alex, have you had time to deliberate?
40:56I wanted to sort of perhaps defend what we did.
40:59I'm a little bit surprised looking at what the other team produced.
41:02In that bottle is just a regular cleaning liquid.
41:05I am not consulting you over the reason why they have won.
41:09Do you understand?
41:11I'm here to talk about why you lost.
41:13OK, so forget about them and talk about this.
41:17I must admit, you know, we took a risk.
41:19We went for something that looks and feels very different to what people have seen before.
41:23But we did that for a reason.
41:25Lots of companies launch very similar Me Too's,
41:27but they don't have any success because it's just another copycat.
41:30But this is a Me Too that I would expect to find in a car accessory shop as a degreaser.
41:37This does not lend itself to somewhere in the kitchen or the bathroom.
41:42Who designed this label? You and him, right?
41:45My friend, Alex.
41:46Yeah? I mean, who is this on here?
41:49Posh Spice? Who is it? Who is it meant to be?
41:52It's meant to be the Terminator character.
41:54Looking at the products in the supermarket, you know,
41:57I really felt we wanted something that would visually stand out.
42:00It would stand out in the car accessory department.
42:03And if you did your market research properly in the supermarket,
42:07you would have seen that most of the colours of bottles of this stuff are pastely and light shades.
42:12Our focus group also led back to pastel colours and light shades as well,
42:15which is something interesting to note.
42:17Yeah, they said yellow.
42:18When we got back and we were talking about colours,
42:20nobody mentioned that somebody in the focus group had mentioned yellow.
42:23We told you exactly what we found out from our pages.
42:26And Laura here is agreeing with me.
42:27She said yellow.
42:28No, we didn't. Sorry.
42:29Chris, do I get the feeling that you took the helm on this thing here
42:34once you had this Germinator idea?
42:36It was just taking no notice of anything else.
42:38I'm just going gung-ho and I'm going to do it.
42:40I wouldn't say it was like that at all.
42:42You know, I presented an idea which has failed
42:44and I'll fully accept responsibility for that,
42:46but at least I'm providing an idea.
42:47And to back up Chris as well, I did have an idea of the whole
42:51which was incorporated,
42:52so I obviously wouldn't have done that if I wasn't happy with the brand.
42:55I think the problem here is that the product got lost in the process.
43:00Definitely.
43:01I mean, what you were doing was focusing on an advert
43:05which you wanted to make people laugh, wanted to be funny,
43:08wanted to be memorable, and forgot the product.
43:11You know, the Titanic won 12 Oscars,
43:13but it weren't a good advert for cruise ships, was it?
43:16Yeah.
43:17And you're cleaning gravy with something called Germinator.
43:21So you kind of half-heartedly, through the young boy,
43:24say, oh, and it's killed the influenza bug also at the same time.
43:28And worse than that, as a parent myself of young kids,
43:31I'd certainly be looking at the back where it says
43:33keep product out of reach of children.
43:35Yeah.
43:36Having a boy is just a no-go area on a product like this.
43:40I mean, in our defence, we did want to stress that...
43:43Yeah, it's an irritant.
43:45It's doing a bloody good job irritating me at the moment, to be honest.
43:48Yeah, OK.
43:49You can't deny that's something that really worried me.
43:51I read that and I said we should scrap the advert.
43:53Absolutely, you brought that up, Laura, and you were right to bring that up.
43:56Laura, you keep saying, I discussed it with Alex about the kid,
43:59so why didn't we shut it down?
44:00I don't think Alex will disagree that I stressed again and again
44:03and again my worries about this,
44:05but I wasn't allowed involvement in the TV advert.
44:08So where was your input into this?
44:10It doesn't seem like there was any.
44:12You seem to be being a little bit quiet and feeble
44:14and standing back and doing nothing, really.
44:16No, I have to stress that I have asked for a lot more involvement in this
44:20than I have received.
44:22Every idea I had...
44:23Laura had an angry attitude all day as well.
44:25No, I was frustrated, Alex.
44:26You weren't listening.
44:27Both times, I stressed...
44:28You were angry and...
44:29No, because both times, Alex, I stressed to you
44:31that I would be the right person to do it.
44:33Sandesh, when you were trying to write your pitch,
44:35to me, Laura wasn't trying to be helpful.
44:37She was shouting at you and shouting different things at you
44:39instead of actually trying to help you.
44:41It was not going to work.
44:43One thing I heard when I spoke to the advertising agency this morning
44:48is that you did a very good pitch there, Sandesh,
44:51so it's about the first time I've heard something positive.
44:55They said it was very, very good.
44:57Sandesh and Laura put themselves forward to do the pitching.
45:01I think Sandesh was really, really enthusiastic
45:04and really wanted to step up.
45:06She delivered a good pitch.
45:07And she did, yes.
45:08Who are you bringing back in the boardroom, Alex?
45:10Well, you know, I believe the failure of this task
45:12very much seems to lie around the TV ad.
45:15And, you know, the two other people who were involved in that
45:18were myself, Sandesh and Chris, and those are the people...
45:21But you just said she did a good job for you.
45:23She did a good job in the pitch, however...
45:25You just said you relied upon her and...
45:28No, Laura did a good job earlier in the day.
45:30I'm not saying Laura didn't do a good job.
45:32I'm just...
45:33But the reason I'm choosing Sandesh
45:35is because during that focus group,
45:38it was mentioned that yellow would have been a good colour...
45:40There were three of us in the focus... Hold on.
45:42There were three of us in the focus group and Chris said red.
45:45I understand you're bringing me in here, but bringing her in here
45:47when, apparently, the pitch was the only good thing in the whole thing...
45:49I don't really understand that at all.
45:50..is a bit of a joke, to be perfectly honest.
45:52You just sat here and said to me that you knew
45:54that somebody had mentioned yellow, but you never offered that.
45:56We mentioned pastel colours and you said...
45:58You did not mention that. Those are my choices.
46:02Well, Alex, you're not good at choosing concepts.
46:06You're not good at choosing ideas,
46:08but I would say this to you, Laura,
46:10that, frankly, you're getting away scot-free.
46:12I think I've had enough of listening to you about, you know,
46:15not being given the opportunity to do this,
46:18not being given the opportunity to do that.
46:20You two people, back to the house.
46:22Thank you, Richard.
46:30Right, I'm going to have a consultation with Karen and Nick on this,
46:34so I'd like you to step outside.
46:47I hope he's bringing people back in this ballroom for the right reasons.
46:52And, listen, I'm not a great fan of Sandesh.
46:55She did a good pitch, but, actually,
46:57her contribution to this task was less than anybody else.
47:01Yeah, well, I think Chris should have supported Alex,
47:04not the other way round.
47:06He's an investment banker. What does he know about it?
47:09I'll get them back in.
47:11PHONE RINGS
47:13Hello? Yes, send three of them in, please.
47:15Yes, gotcha.
47:17I'm going to go for you to the boardroom now.
47:32PHONE RINGS
47:37You know, throughout the course of the last few weeks,
47:40I've heard people say about you, Alex,
47:43that you've always got some good ideas,
47:45and yet, when it comes to this task,
47:48in what you do for a day job, it's gone wrong.
47:51I'll agree.
47:53It was quite a challenge in terms of managing all the timings
47:56and being super creative at the same time.
47:58I think I did manage the task well.
48:00You didn't manage the task well, Alex. You didn't.
48:03In my day job, I am a marketing manager, I'm not a creative,
48:07so I would argue that, you know,
48:09I am skilled in managing a team of people.
48:11I delegate it effectively.
48:13Have you ever heard the expression,
48:15pouring more oil on the fire? I have, yeah.
48:17And what you've just said to me is, that's what I actually do.
48:20I'm not creative, I manage people.
48:22And the point I've just made to you is that you didn't manage well.
48:26You didn't manage well.
48:28You know, Laura was complaining,
48:30although, for some reason, has become an ally of yours
48:33and has got nothing good to say about you in this particular instance.
48:37Because yesterday, Laura, she was in a bad mood.
48:40She was very, very angry.
48:41But a lot of what she did was very, very good
48:43in terms of the brainstorming.
48:45You know, I can't say Laura did a bad job yesterday.
48:47How can you not bring somebody in who you said you sidelined
48:50from doing anything productive throughout a whole day,
48:52and then you don't bring them into the boardroom at the end of it?
48:55You bring in two people who did a lot more than she did.
48:58But the reason you're both here is, you know,
49:00we failed because of our TV ad.
49:02It didn't fail just on the basis of the TV advert.
49:06It failed on the basis of that thing, first of all.
49:09That's right.
49:10And it failed on the fact that the content of the advert
49:14did not portray the bullet points of the product.
49:17The actual advert itself wasn't that bad.
49:20What was bad was that the message wasn't there.
49:23Well, all the things you've said there,
49:25those were all things that Chris wrote and conceived.
49:28Yeah.
49:29At the time...
49:30Can I just speak? Can I just speak for a second?
49:33You signed off on it. You said you loved it.
49:35You're the manager. I'm not saying that.
49:37I'm just giving you an idea.
49:38I'm saying you got carried away with...
49:40And you agreed to it.
49:41No, but you got very angry.
49:42Is that the reason you...
49:43What's the point?
49:44When we discussed the leather jacket...
49:47What's wrong with you?
49:48Because you're talking over me and it's very rude.
49:50Because you're shouting in my face.
49:52So do you want to just slow down for a second?
49:55Well, stop shouting. It's bizarre.
49:57You didn't try and change that, Alex.
49:59I think he got carried away in trying to sort of create
50:02this overall theme, this homage to the film.
50:04Isn't it your role as a manager then to stop that?
50:06Isn't that your role as a manager to rein that in?
50:08OK, OK, so listen.
50:10I personally reject your logic of bringing people back
50:16and I'm wondering, Alex,
50:18as to whether there is some motive for bringing her back in here.
50:21Now, last week you heard me say that I wasn't happy
50:24with the pair of you.
50:25Sure.
50:26Yeah, and I'm wondering whether you brought her back in here
50:29because you're thinking that she might be the lackey today.
50:32Definitely not.
50:33The reason I've chosen Sandesh is I know you've made
50:36a very strong point about the colour of the bottle
50:39and in this boardroom Sandesh has made an admission
50:42that she knew in the focus group that they had said...
50:45We all heard the same thing.
50:46..that yellow would have been preferred.
50:48We all heard the same thing, Alex.
50:50She never offered this information...
50:52Alex, we all heard the same thing.
50:54..so I feel that was a key reason for...
50:56That's ridiculous, Alex.
50:57You know what, I delivered a good pitch,
50:59so why did you bring me in?
51:01But most of that material in the pitch was material that I gave you.
51:04I had to deliver that pitch, I had to make it my own
51:06and I stepped up to the mark and I took a risk.
51:08Yes, and I allowed you to do it.
51:10So I did that because I wanted to take a risk
51:12and prove I don't do naff all.
51:14Don't get carried away, Sandesh, that because she done a good pitch,
51:18let me tell you that the reports back from Karen
51:20was that you were still not doing much at all on this task.
51:24But on the other hand, if it was yellow,
51:26don't think you were being home and dry.
51:28But that's why Chris is here, because...
51:30I mean, on the scale...
51:31If you all let somebody else talk for a minute...
51:33OK, go ahead, Chris.
51:35The point he's making, which is quite clear,
51:37is if you still believe that the colour of the bottle,
51:39rather than the fact that it doesn't sell the product,
51:41is what lost the task,
51:42then you clearly don't understand marketing
51:44to the extent you think that you do.
51:46Chris, it seemed that you're the one
51:48that wanted to push this thing all the way through.
51:51That's correct, yeah.
51:52Therefore, do you not feel responsible?
51:54I don't, at the end of the day.
51:56At the end of the day, there was a lack of ideas.
51:58And I'll admit that maybe I made a mistake, perhaps,
52:00of conceiving an advert
52:01before maybe necessarily addressing all the product points.
52:03But the point was, when I delivered the idea,
52:05everybody else, without me bulldozing it
52:07or impressing it on anyone, said,
52:09you know what, actually, I think it's a great idea, we'll go with it.
52:12So the failure of this task, who is responsible for the failure?
52:15Alex has to be.
52:16At the end of the day,
52:17I didn't see a great deal of good management from him,
52:19but equally, he didn't actually add anything creatively whatsoever.
52:22Alex, out of the three of you,
52:24who is responsible, would you say?
52:27I would say Chris.
52:28Even after they came up with the idea,
52:30I said to them, guys, I don't like this germinator,
52:32it's not going to work.
52:34And then...
52:35It was the only point.
52:36And then there came a point in the day when we had to run with that.
52:39That's your answer is Chris, is that what you're saying?
52:42Yes.
52:44Sandesh, I don't expect I need to ask you,
52:46cos you're also going to tell me it's Alex, is that right?
52:48Alex was panicky and he wasn't creative
52:51and he didn't lead us well
52:53and I don't really know much of what he did.
52:55Right, I have heard enough, really.
53:03The first thing I'd like to say is this.
53:06I don't agree with the reason, Sandesh,
53:09why you're in this boardroom.
53:11So, you, go back to the house now.
53:14Thank you, Lord Sugar.
53:21Alex, I'm still lost as to why, on this,
53:26a task which you are supposed to be expert in
53:29went so miserably wrong.
53:31And miserably wrong it did.
53:33I'm mindful of your abilities
53:37and I'm also mindful of some of the things
53:40that you've done in the last six weeks.
53:43Chris, I think that this task is really not the one
53:47for you to have taken the helm on
53:49and take the helm you did.
53:51And that is a flaw, really.
53:53It's an example of someone getting a little bit too cocky.
53:58It's really unforgivable.
54:02And I think that the positive things
54:05that you have done in the previous weeks
54:08outweigh that.
54:10And so, it is with regret that,
54:12having given you the chance and opportunity, Alex,
54:15that I'm going to have to say to you, you're fired.
54:18Nice to meet you, Lord Sugar. Likewise, Nick and Karen.
54:21Thank you very much indeed.
54:30Chris, go back to the house. I'll see you on the next task.
54:33Thanks very much.
54:34Take on board what I've said.
54:35I will do.
54:39Good luck.
54:40Absolutely. All the best, mate.
54:41See you soon.
54:42All the best.
54:45Kind of an excitable gentleman,
54:47but he had a difficulty in accepting he's ever done anything wrong.
54:51Your car's ready for you now.
54:53Decent enough bloke, though.
54:55Yeah, nice enough fellow.
54:56But, on balance, I think the right person went today.
55:09I think Lord Sugar has made a big mistake.
55:12I am successful. I'm going to be successful.
55:15I'm going to found my own businesses. I don't need him.
55:18Alex is stupid, because if he had have brought Laura in,
55:21he might still be here.
55:23I know everyone's shocked I'm here,
55:25which is really obvious, so thanks.
55:27But, anyway, everyone walked in and went...
55:33If Alex can't be found,
55:36if Alex comes back,
55:38then I will genuinely eat an item of clothing from every single one of you.
55:43Hello!
55:44Told you, told you.
55:46Yes!
55:48I'm sure that Alex didn't go down without a fight.
55:51What did he say?
55:52He was trying to talk over me, and he was like...
55:57One job, now nine candidates.
56:01Lord Sugar's search for his apprentice continues.