0:00:02 > 0:00:04I'm not here to make any friends.
0:00:04 > 0:00:06The process is not personal.
0:00:06 > 0:00:08It's business.
0:00:09 > 0:00:13Lord Sugar is on the lookout for a brand-new business partner.
0:00:13 > 0:00:16It is a very competitive situation.
0:00:16 > 0:00:19I need to see who's got a good business brain.
0:00:20 > 0:00:22Fighting it out for his funding...
0:00:25 > 0:00:28..18 aspiring tycoons.
0:00:28 > 0:00:31Not one of you geniuses ran this thing properly.
0:00:31 > 0:00:33I feel so angry!
0:00:33 > 0:00:35You're coming across a bit thick.
0:00:35 > 0:00:38At stake, a quarter of a million pounds...
0:00:40 > 0:00:42..and a 50/50 deal
0:00:42 > 0:00:45with a business heavyweight.
0:00:45 > 0:00:50Your best hope for 250 grand is to buy yourself a scratchcard.
0:00:50 > 0:00:52- Yeah, yeah. Go, go, go!- Right, run!
0:00:52 > 0:00:54It's an investment worth fighting for.
0:00:54 > 0:00:56- Please stop talking. Please... - OK, go on.
0:00:56 > 0:00:58..for the love of God, stop talking.
0:00:58 > 0:01:00We're meant to be grown-up women,
0:01:00 > 0:01:01we're acting like little schoolgirls!
0:01:01 > 0:01:0318 candidates...
0:01:03 > 0:01:04I'm not getting angry, I'm just telling you
0:01:04 > 0:01:06cos you're not listening to my point.
0:01:06 > 0:01:08- Boom!- Smashed it!
0:01:08 > 0:01:10..12 testing weeks...
0:01:10 > 0:01:13This is getting really, really childish now!
0:01:13 > 0:01:15If I was project manager, I'd be trying to motivate my team.
0:01:15 > 0:01:16So that's not cool. That's not cool.
0:01:16 > 0:01:19..one life-changing opportunity.
0:01:19 > 0:01:21You're fired. You're fired.
0:01:21 > 0:01:24You are a loose cannon. You're fired.
0:01:32 > 0:01:34Previously on The Apprentice...
0:01:34 > 0:01:37You will be selling antiques and collectables
0:01:37 > 0:01:40to the public and trade.
0:01:40 > 0:01:42Oh, wow!
0:01:42 > 0:01:43..it was straight down to business.
0:01:44 > 0:01:47Both teams got a garage full of goods...
0:01:47 > 0:01:49Got a nice pair of jugs there, Trish!
0:01:49 > 0:01:50..including hidden gems.
0:01:50 > 0:01:52That could be crystal.
0:01:52 > 0:01:55I just want to check for vintage Chanel or something.
0:01:55 > 0:01:56Led by Paul...
0:01:56 > 0:01:58I think this is very hipster, East London.
0:01:58 > 0:02:00..the boys aimed high...
0:02:00 > 0:02:02- I reckon 300 quid for it. - 300 quid for that.
0:02:02 > 0:02:03..turning trash...
0:02:03 > 0:02:04- Aargh!- 175.- OK.
0:02:04 > 0:02:06..into cash.
0:02:06 > 0:02:08I just love the sound of money!
0:02:08 > 0:02:10Let's go.
0:02:10 > 0:02:11Under Michelle's leadership...
0:02:11 > 0:02:14- What would you give for it, then? - 20.- Deal.
0:02:14 > 0:02:15..speedy sales...
0:02:15 > 0:02:1615? Yeah, got a deal.
0:02:16 > 0:02:18..and dire decisions...
0:02:18 > 0:02:21My gut feeling is Camden. I'm going with Camden.
0:02:21 > 0:02:23..led to the girls losing their way.
0:02:23 > 0:02:24What does your stall look like?
0:02:24 > 0:02:27- Have you got umbrellas or have you got a wooden stall?- I don't know.
0:02:27 > 0:02:32In the boardroom, Lord Sugar questioned Mukai and JD's value.
0:02:32 > 0:02:33I believe we worked well.
0:02:33 > 0:02:36According to Karren, you looked like lost lambs.
0:02:36 > 0:02:38But a vintage victory for the boys...
0:02:40 > 0:02:42..left the girls coming up short.
0:02:42 > 0:02:45- Who sold those green vases?- Me. £15.
0:02:45 > 0:02:47The valuation was 300.
0:02:47 > 0:02:49Rebecca had a close call...
0:02:49 > 0:02:52- You are the wrong type of candidate. - Please, Lord Sugar!
0:02:52 > 0:02:53- Can you please be quiet?- I'm sorry.
0:02:53 > 0:02:54..but it was Michelle...
0:02:54 > 0:02:58I see you responsible for not laying down the rules to your team.
0:02:58 > 0:03:01..who became the first casualty of the boardroom.
0:03:01 > 0:03:03- You're fired.- Thank you.
0:03:03 > 0:03:05Now, 17 remain
0:03:05 > 0:03:10to fight for the chance to become Lord Sugar's business partner.
0:03:17 > 0:03:19PHONE RINGS
0:03:22 > 0:03:24- Hello.- 'Good morning.
0:03:24 > 0:03:27'Lord Sugar would like you to meet him at Istituto Marangoni.
0:03:27 > 0:03:30'The cars will be outside in 20 minutes.'
0:03:30 > 0:03:31OK, OK. Thank you. Bye.
0:03:31 > 0:03:34Cars are coming in 20 minutes!
0:03:34 > 0:03:3620 minutes, guys! Come on!
0:03:36 > 0:03:39That's a lovely view for anyone just looking in there.
0:03:39 > 0:03:41- What a treat(!) - LAUGHTER
0:03:41 > 0:03:43Istituto Marangoni.
0:03:43 > 0:03:46- Italiano.- It's a fashion store. - School.- School?
0:03:46 > 0:03:47School of fashion.
0:03:47 > 0:03:50If we are working with Italians, you should put brown shoes on
0:03:50 > 0:03:52because you only wear black shoes in Italy to a funeral.
0:03:52 > 0:03:55I AM going to the funeral... of the other team.
0:03:55 > 0:03:56Ooh!
0:03:57 > 0:04:00- Their egos have gone up a peg, haven't they?- I think so, too.
0:04:00 > 0:04:02Looking fresh!
0:04:17 > 0:04:20In the heart of London's trendy East End,
0:04:20 > 0:04:22Istituto Marangoni.
0:04:45 > 0:04:48- Good morning. - ALL:- Good morning, Lord Sugar.
0:04:48 > 0:04:53Well, this place used to be a textile factory
0:04:53 > 0:04:57and is now a renowned fashion school.
0:04:57 > 0:05:02Your task today has got a lot to do with fashion.
0:05:02 > 0:05:04I'll be providing you with a product -
0:05:04 > 0:05:07jeans made from Japanese denim.
0:05:07 > 0:05:11I want you to come up with an advertising campaign.
0:05:11 > 0:05:15You'll be pitching your advertising idea to some leaders
0:05:15 > 0:05:20in the jeans business, as well as some top advertising executives.
0:05:20 > 0:05:23They'll be reporting back to me - the client -
0:05:23 > 0:05:26and, as ever, in the losing team,
0:05:26 > 0:05:29at least one of you will be fired.
0:05:29 > 0:05:31Or...
0:05:31 > 0:05:32hung out to dry.
0:05:34 > 0:05:36Like one of those things there.
0:05:36 > 0:05:40- Everything clear? - ALL:- Yes, Lord Sugar.- Off you go.
0:05:41 > 0:05:45The teams have two days to create their brands,
0:05:45 > 0:05:48shoot TV adverts for their jeans...
0:05:49 > 0:05:53..and design a digital screen the public can interact with.
0:05:58 > 0:06:04- I think we have the best model for our video.- Dungarees. Nothing else.
0:06:04 > 0:06:07- Like, really tight, as well.- I think I'm too hairy up here, I reckon.
0:06:07 > 0:06:09If I wanted to be like everybody else,
0:06:09 > 0:06:10then I would have plucked my monobrow.
0:06:10 > 0:06:14- We'll wax you! - Nobody's touching my hair!
0:06:14 > 0:06:15But I don't want to be like anybody else.
0:06:15 > 0:06:17Everybody else wants to be like me.
0:06:17 > 0:06:20Not here, not here and not anywhere else!
0:06:22 > 0:06:2311am.
0:06:25 > 0:06:27Base for both teams...
0:06:28 > 0:06:30..ad agency Rainey Kelly.
0:06:30 > 0:06:33My skills lie in branding and advertising and marketing.
0:06:33 > 0:06:34It's what I do every day.
0:06:34 > 0:06:36Going head-to-head...
0:06:36 > 0:06:39- I brand all types of businesses, so...- I've got a fashion brand.
0:06:39 > 0:06:41..pitching to project manage...
0:06:41 > 0:06:44- I don't do the visual side of branding, but...- I brand, every day.
0:06:44 > 0:06:45..Rebecca and Jessica.
0:06:45 > 0:06:49Whoever's chosen as project manager, we could maybe do sub-team manager.
0:06:49 > 0:06:50I'd like you to work with me.
0:06:50 > 0:06:55- OK. Rebecca - go. Two, three, four. OK!- We split?
0:06:55 > 0:06:57- 4-4.- Four and four split. Hands up for Rebecca again.
0:06:57 > 0:07:00- You can't vote for yourself! - Oh, I suppose that's stupid.
0:07:00 > 0:07:02- Right, so it's Jess. - Right, OK, brilliant.- What?
0:07:02 > 0:07:05So, hold on. There's eight of us, isn't there?
0:07:05 > 0:07:07I'm going to be project manager on this task.
0:07:07 > 0:07:10And there's a 4-4 split.
0:07:10 > 0:07:12I voted for myself and everyone told me to put my hand down,
0:07:12 > 0:07:14so I think I've probably just been
0:07:14 > 0:07:17somehow duped into not being the project manager!
0:07:17 > 0:07:19That's awful! I really want... I...
0:07:23 > 0:07:25OK. Can we all get behind me here?
0:07:25 > 0:07:26Already running the boys' team...
0:07:26 > 0:07:29So, first I'd like target market.
0:07:29 > 0:07:32..marketing man Mukai puts forward his plans.
0:07:32 > 0:07:34I want to go with teens.
0:07:34 > 0:07:37I know we want to do it democratically but can we just
0:07:37 > 0:07:40go with that? What else do we need? We need brand name.
0:07:40 > 0:07:42I thought Ichiban was a good name. I don't know if that fits.
0:07:42 > 0:07:46- Ichiban. Itchy jeans? - I just don't know what it means.
0:07:46 > 0:07:48- Emojeans. - DILLON:- Emojeans. I love that.
0:07:48 > 0:07:49Let's write that down, yeah?
0:07:49 > 0:07:52I'm sorry. I'm going to, kind of, veto that.
0:07:52 > 0:07:54I lead a team from the front.
0:07:54 > 0:07:59I've got one. Day After Yesterday, which is...ie, today.
0:07:59 > 0:08:02I'm always challenging and asking questions and that could
0:08:02 > 0:08:05potentially be an annoyance to some people.
0:08:05 > 0:08:09It could be D-A-Y. I think we'll go for it. Day After Yesterday.
0:08:10 > 0:08:12Can we please think of brand names?
0:08:12 > 0:08:15Sights set on a luxury brand for women...
0:08:15 > 0:08:17Stripped Back, Unclaimed or Reinvented.
0:08:17 > 0:08:20..for the girls' team, nail the name.
0:08:20 > 0:08:22- The reason I liked Unclaimed... - I like Unclaimed.
0:08:22 > 0:08:24..is you could go for things like...
0:08:24 > 0:08:28- Girl stood there taking a selfie and she's claiming her own look. - I like Unclaimed.
0:08:28 > 0:08:30- We're calling it Unclaimed. It's a play on a word.- Fantastic.
0:08:30 > 0:08:32Yeah, Unclaimed.
0:08:32 > 0:08:36So, what I want to do now, ladies, split into Team A and Team B.
0:08:36 > 0:08:40Team A are going to be in charge of the brand and TV adverts.
0:08:40 > 0:08:42My strengths lie with TV adverts.
0:08:42 > 0:08:43Team B is going to be the packaging,
0:08:43 > 0:08:46which you said you were very strong on, didn't you?
0:08:46 > 0:08:47You don't want me doing branding?
0:08:47 > 0:08:50- Even though that's what I do every day?- Who's going to lead Team B?
0:08:50 > 0:08:52Jessica...
0:08:52 > 0:08:54Let me finish, please. Everyone's talking over. Right, OK.
0:08:54 > 0:08:58They're only half an hour in and Jessica is already flustered.
0:08:58 > 0:08:59Erm... Oh, God!
0:08:59 > 0:09:01This task is huge.
0:09:01 > 0:09:04Maybe the girls have just chosen the wrong leader.
0:09:04 > 0:09:08- So, Team A, Rebecca?- Yep. - Team B, we've got myself.
0:09:08 > 0:09:10Can I just be really clear?
0:09:10 > 0:09:11Everything has got to be very stylish.
0:09:11 > 0:09:14I don't want anything like dog masks or anything like that.
0:09:17 > 0:09:20Jeans in hand, half of each team hits the road.
0:09:22 > 0:09:25I'm a little bit concerned about Rebecca as sub-team manager.
0:09:25 > 0:09:28Personally, I think Frances or Grainne would be
0:09:28 > 0:09:30a much better team leader because they're a stronger character.
0:09:30 > 0:09:32If you call her and put her down,
0:09:32 > 0:09:33it's going to cause friction in the group.
0:09:33 > 0:09:35You'll completely destabilise the team.
0:09:40 > 0:09:42I want to go to a premium shop.
0:09:42 > 0:09:45- We may not get a broad enough spectrum...- We're on Oxford Circus.
0:09:45 > 0:09:50For both teams, a chance to get the measure of their target markets.
0:09:51 > 0:09:54Which one feels more quality to you - this one or that one?
0:09:54 > 0:09:55These ones are too flannelly.
0:09:55 > 0:09:58While the girls get the lowdown on luxury shoppers...
0:09:58 > 0:10:00If you saw a pair of jeans, what would make you like them?
0:10:00 > 0:10:02If the model looks really good in them.
0:10:02 > 0:10:04The fit and the feel of the fabric.
0:10:04 > 0:10:06Thank you so much.
0:10:06 > 0:10:07..the boys...
0:10:07 > 0:10:10Make sure that we're pulling the right type of people in.
0:10:10 > 0:10:12..seek out teens for their unisex jeans.
0:10:14 > 0:10:16- How old are you?- 25.- 25.
0:10:16 > 0:10:19If it's 25, it's a little bit too old, actually,
0:10:19 > 0:10:20for what we're looking for.
0:10:20 > 0:10:23- What brand jeans do you like to buy and why?- I don't wear jeans a lot.
0:10:23 > 0:10:26I don't think you're going to be much use to us.
0:10:26 > 0:10:29We have a few questions to answer.
0:10:29 > 0:10:31Do you know anything about Japanese denim?
0:10:31 > 0:10:33- No, I'm afraid not.- Fine.
0:10:33 > 0:10:35Excellent. OK.
0:10:35 > 0:10:38We're really out of time now. We've got, like, about ten, 15 minutes.
0:10:38 > 0:10:40It's very hard to find people of that age group...
0:10:40 > 0:10:42- I know.- Listen. You haven't been able to tell me...
0:10:42 > 0:10:45- Let's not argue. We need to get this done.- We're going to stay here.
0:10:45 > 0:10:47I'll try and find the right target people.
0:10:48 > 0:10:50Mukai - he's just trying to be like,
0:10:50 > 0:10:52"Look, I can lead, I can do this, I can do that."
0:10:52 > 0:10:54Everyone else's input is coming a close second.
0:10:54 > 0:10:57Come on, I need a little bit of direction.
0:10:57 > 0:10:59Let's go.
0:11:01 > 0:11:02Back at the ad agency...
0:11:02 > 0:11:04This one's really cute.
0:11:04 > 0:11:08..in charge of branding for the boys, art director Dillon.
0:11:08 > 0:11:12- Day After Tomorrow.- Yesterday. - Yesterday, sorry!
0:11:13 > 0:11:17Personally, I think a vibrant yellow is quite unisex.
0:11:17 > 0:11:19Dillon, I've never seen colour on a jean.
0:11:19 > 0:11:23- It will pop right off a denim colour, black.- Perfect, perfect.
0:11:24 > 0:11:26Dillon, where is the yellow going to come again in this?
0:11:26 > 0:11:29- It's going to be on the label.- OK.
0:11:30 > 0:11:32Mate, I think it looks good.
0:11:32 > 0:11:34I'm not happy with "Day After Yesterday Denim".
0:11:34 > 0:11:37Why do you have to say "denim"? It's on jeans, right? We know what it is.
0:11:37 > 0:11:40- Nobody says Coca-Cola is a drink. - Yeah.
0:11:40 > 0:11:42- CLAUDE:- Excuse me, guys.
0:11:42 > 0:11:44You're going to miss deadlines if you don't hurry up.
0:11:44 > 0:11:47Dillon, we need to start thinking about a few straplines.
0:11:47 > 0:11:49Could you have a question/answer thing?
0:11:49 > 0:11:51"Want to have fun the day after yesterday?
0:11:51 > 0:11:53- "That's today." Or something like that.- Can you talk quieter?
0:11:53 > 0:11:55I will come up with an awesome strapline but I can't be
0:11:55 > 0:11:58constantly interrupted in my thinking process. Thank you.
0:11:58 > 0:12:01Always Japanese, definitely cool. I think that works.
0:12:01 > 0:12:03- I kind of like that. - KARTHIK:- Dillon, we need to rush.
0:12:03 > 0:12:06I'm anxious to talk to the other team, though. I'll call them.
0:12:08 > 0:12:10- Great.- Hi there, Dillon. Are you OK?
0:12:10 > 0:12:14I need to relay some thoughts to you. Check the straplines...
0:12:14 > 0:12:16Sorry, Dillon, stop, stop, stop.
0:12:16 > 0:12:19As an art director, I'm letting you have the rein.
0:12:19 > 0:12:20But I have to say that...
0:12:20 > 0:12:22See you later. Bye.
0:12:22 > 0:12:24It just stopped.
0:12:24 > 0:12:27- CLAUDE:- That should've been a very important discussion.
0:12:27 > 0:12:30Mukai has shown absolutely no interest in finding out
0:12:30 > 0:12:32what his sub-team has been creating.
0:12:32 > 0:12:35Frankly, I don't know how he thinks he's going to be able to produce
0:12:35 > 0:12:37the billboard adverts without this critical information.
0:12:37 > 0:12:41We're under pressure, we're behind. What's next?
0:12:41 > 0:12:44- Do you know what I love? - Also searching for a strapline...
0:12:44 > 0:12:45"Claim your fit."
0:12:45 > 0:12:48Do you know what's also quite funny? "Claim you're fit!"
0:12:48 > 0:12:52..industry expert Rebecca builds the girls' brand.
0:12:52 > 0:12:56Are we saying our strapline is going to be something like,
0:12:56 > 0:12:58- "Claim your fit"?- Claim your fit.
0:12:58 > 0:13:00The strapline as in the strap of the jeans?
0:13:00 > 0:13:03No, no, strapline as in the thing that sits alongside the branding.
0:13:03 > 0:13:04Oh, yeah, the strap.
0:13:06 > 0:13:07So, the colour...
0:13:07 > 0:13:11Neutral grey. Can we see it on just a long strip as well?
0:13:11 > 0:13:14I'd put, like, a wee, like, hashtag, if you can do that.
0:13:14 > 0:13:16- Not a hashtag.- Not on the logo.
0:13:16 > 0:13:19- Ooh!- Beautiful.- That's what we like!
0:13:19 > 0:13:22That's going to be our logo. Unclaimed - luxury Japanese denim.
0:13:22 > 0:13:24- Come on, then. - Let's do it.- Here we go.
0:13:25 > 0:13:27Bloomsbury.
0:13:27 > 0:13:30Planning the photo shoot for their campaign...
0:13:30 > 0:13:32So, ideally, I just want a really clean image
0:13:32 > 0:13:34of the quality of the jeans.
0:13:34 > 0:13:36..project manager Jessica.
0:13:36 > 0:13:38Where the hell are the jeans?
0:13:39 > 0:13:42- Where's the jeans? - The jeans have been left.
0:13:42 > 0:13:44Who had the jeans with them?
0:13:44 > 0:13:47I said, "I'm leaving them with you guys. You look after them."
0:13:50 > 0:13:53Waiting at the studio, a professional photographer.
0:13:53 > 0:13:55Hello.
0:13:55 > 0:13:56On the team's to-do list,
0:13:56 > 0:14:00pictures for bus shelter posters and interactive displays.
0:14:00 > 0:14:03The one issue is, we can't find the jeans.
0:14:03 > 0:14:06What do you mean, you can't find the jeans?
0:14:06 > 0:14:08Er, basically, the last location,
0:14:08 > 0:14:11we put the jeans down and then we've not picked them back up again.
0:14:11 > 0:14:15So you're...doing photographs for your jean campaign
0:14:15 > 0:14:16without your jeans?
0:14:18 > 0:14:19Right.
0:14:22 > 0:14:24- TEARFULLY:- I'm sorry, I'm...
0:14:26 > 0:14:27I'm so sorry, but...
0:14:27 > 0:14:29Jessica. Jess... Jessica.
0:14:29 > 0:14:32Go outside, go and take a breath, calm yourself down.
0:14:33 > 0:14:36We'll all be here when you're ready.
0:14:36 > 0:14:37SHE HYPERVENTILATES
0:14:37 > 0:14:39Right, guys, let's try and pull this together.
0:14:39 > 0:14:44Let's try and talk while she's not here. Can't rely on her, yeah?
0:14:44 > 0:14:46Just get in the zone, just get in the zone, Jessica.
0:14:46 > 0:14:47Oh, God!
0:14:52 > 0:14:54At the boys' photo shoot...
0:14:54 > 0:14:57- Were they meant to book the model, then, were they?- Yes.
0:14:57 > 0:14:59..with his photographer waiting,
0:14:59 > 0:15:02project manager Mukai has nothing to shoot.
0:15:02 > 0:15:05We haven't got any information. We don't know when they're coming.
0:15:05 > 0:15:09- They should be here by now.- Let's try and get through to the sub-team.
0:15:09 > 0:15:10OK, here we go.
0:15:12 > 0:15:14I skateboard, I fall. I'm like...
0:15:14 > 0:15:16He looks at you and he gets distracted and falls.
0:15:17 > 0:15:21- 'This is the Vodafone voicema...' - What?- What's going on there?
0:15:21 > 0:15:23- This is unbelievable. - This is a joke.
0:15:23 > 0:15:25- So, you look very athletic. - Thank you.
0:15:25 > 0:15:26- Is there a six-pack under there? - Yep.
0:15:27 > 0:15:29Thank you. I'm very happy.
0:15:29 > 0:15:32Dillon's quest for perfection is all well and good,
0:15:32 > 0:15:33but he's fallen well behind.
0:15:33 > 0:15:35Imagine you're flirting with somebody.
0:15:35 > 0:15:38- I'll use you as a girl. - OK, I'll be the girl.
0:15:38 > 0:15:40He's enjoying himself too much and, really, he needs to focus,
0:15:40 > 0:15:43because the models should already be at the studio.
0:15:43 > 0:15:46- How you doing? You all right? - Good. I'm fine, thanks.
0:15:47 > 0:15:50- Oh, very good, very good! - I can see Dillon blushing.
0:15:50 > 0:15:52It's just the hot lights, I promise!
0:15:55 > 0:15:57- Let's go and get changed.- OK, cool.
0:15:57 > 0:16:03Reunited with their jeans, the girls look closer to home for models.
0:16:03 > 0:16:05I wish I had had spray tan done!
0:16:05 > 0:16:09- Keep this one down. - And wear a heel with that one.
0:16:09 > 0:16:10- That looks ridiculous!- Just take it.
0:16:10 > 0:16:13That's not going to sell luxury, is it?
0:16:13 > 0:16:16Just a little note - are we going to do one for the billboard?
0:16:16 > 0:16:18I'd forgotten the billboard.
0:16:19 > 0:16:22I genuinely don't think she knows what she's doing at all.
0:16:22 > 0:16:26Really natural! Just do a fake laugh. Ha-ha-ha-ha-ha!
0:16:26 > 0:16:28We haven't had any direction.
0:16:28 > 0:16:31We lost on a lack of organisation last week and, like,
0:16:31 > 0:16:35we're going to lose again and it's just embarrassing.
0:16:35 > 0:16:36And then look at the camera.
0:16:36 > 0:16:39OK, perfect. Let's go to the graphic designer.
0:16:41 > 0:16:45The bus shelter and our interactive billboard - it's all so disjointed.
0:16:45 > 0:16:48- It's not disjointed.- So if we can try and pull it together...
0:16:48 > 0:16:51We're using the same colours throughout, so that's tying it in.
0:16:51 > 0:16:52We're using the same jeans throughout.
0:16:52 > 0:16:55You're coming up with problems to our solutions.
0:16:57 > 0:16:59- OK.- OK?
0:17:01 > 0:17:04- Hi there, I'm Mukai.- Tia.- Oliver. How do you do?
0:17:04 > 0:17:057:30pm.
0:17:05 > 0:17:06Paul. Nice to meet you.
0:17:06 > 0:17:08With only one model sent by Dillon,
0:17:08 > 0:17:11another's needed for their unisex campaign.
0:17:11 > 0:17:16- So, I'm wanting a volunteer. - Courtney.- Yeah, that works.- OK.
0:17:16 > 0:17:18I'll step up to do it, yeah.
0:17:18 > 0:17:22Cast complete, next - the plot behind their posters.
0:17:22 > 0:17:25She's talking to one of her friends, texting or something.
0:17:25 > 0:17:27He'd be walking by. Could be on a skateboard.
0:17:27 > 0:17:28They've both got the jeans on.
0:17:28 > 0:17:31You might have something like "#seizetheday" - yes or no?
0:17:31 > 0:17:34- You like that? - Let's get something on camera.
0:17:34 > 0:17:36So, you kind of go up to her and, yeah, exactly.
0:17:36 > 0:17:38Give me a look of love, though.
0:17:38 > 0:17:40Like, "Oh, my God! Who's this hottie?"
0:17:40 > 0:17:42Ah, he's gone all shy!
0:17:42 > 0:17:44Come on. Seriously, we've got to win this task!
0:17:46 > 0:17:49One hour till work must stop...
0:17:49 > 0:17:50Good evening.
0:17:50 > 0:17:53..so interactive bus shelters can be built overnight.
0:17:53 > 0:17:54Share your image.
0:17:54 > 0:17:55Shake it out!
0:17:56 > 0:17:59While half of each team create soundtracks
0:17:59 > 0:18:02to prick the ears of passers-by...
0:18:02 > 0:18:03Cloo-cloo!
0:18:03 > 0:18:04Do-do-loo!
0:18:04 > 0:18:06Brr-brr!
0:18:06 > 0:18:07Do-do-loo-do!
0:18:07 > 0:18:08Om-om!
0:18:10 > 0:18:12..across London...
0:18:12 > 0:18:15- Why don't we just do one the other way?- Hang on a minute. Let's just...
0:18:15 > 0:18:18..the rest must turn pictures into posters.
0:18:18 > 0:18:19- Is that the interactive one?- Yeah.
0:18:19 > 0:18:23..and a digital screen the public can interact with via social media.
0:18:23 > 0:18:26- On this, can we upload a picture onto that?- Yeah.
0:18:26 > 0:18:28And then I think it must be interactive when you go up to it
0:18:28 > 0:18:31- and then you can take pictures. Is that right?- Yeah.- Fantastic!
0:18:31 > 0:18:33We've only got 25 minutes.
0:18:34 > 0:18:38Today has been a comedy of errors, and I'm mortified!
0:18:38 > 0:18:40Jessica. Logo, "#turnitup",
0:18:40 > 0:18:43and then the best image we can get of these two together.
0:18:43 > 0:18:46People keep chipping in and clouding my vision, whereas tomorrow
0:18:46 > 0:18:48is a new day and I'm going to make sure I stick to my guns.
0:18:48 > 0:18:52- Guys, I don't want to go over the deadline. Just leave it.- Yeah!
0:18:52 > 0:18:54- OK, that's it. Done. - Thank you.- OK, let's go.
0:18:56 > 0:18:57Talk about cutting it fine!
0:18:58 > 0:19:00We should have some images that were
0:19:00 > 0:19:02- sent previously from the studio.- Yep.
0:19:02 > 0:19:03Running out of time...
0:19:03 > 0:19:04Just to let you know,
0:19:04 > 0:19:07we need to do the posters first and then the dynamic.
0:19:07 > 0:19:08OK. Come on!
0:19:08 > 0:19:10..the boys...
0:19:10 > 0:19:13We've got five minutes and it is a deadline, hard deadline.
0:19:13 > 0:19:17- We can't do both.- You don't have time for the digital?- No.
0:19:17 > 0:19:19We haven't got what we should have.
0:19:19 > 0:19:22We haven't got the full digital advert.
0:19:22 > 0:19:26- We've just got an image on a bus shelter.- Let's just go with that.
0:19:26 > 0:19:28I think Mukai's walking a dangerous line.
0:19:28 > 0:19:30I've got a list of things that have gone wrong.
0:19:30 > 0:19:32There was no communication. And you know what?
0:19:32 > 0:19:34If you're going to not listen to your team,
0:19:34 > 0:19:36this is exactly what happens.
0:19:36 > 0:19:38MOBILE PHONE RINGS
0:19:38 > 0:19:42- Hello, Mukai.- Unfortunately, the interactive has not been completed.
0:19:44 > 0:19:46Bye.
0:19:46 > 0:19:48We missed the deadline.
0:19:48 > 0:19:51- We're going to have to make an awesome advert tomorrow.- OK.
0:19:51 > 0:19:54We'll stay positive, get some kip, come back, bounce along,
0:19:54 > 0:19:57knock out the video - happy days - win the challenge,
0:19:57 > 0:19:59win the task, get the treat. Job done.
0:20:05 > 0:20:067am.
0:20:07 > 0:20:09- Good morning, guys.- ALL:- Morning.
0:20:09 > 0:20:13For the boys, a chance to check in.
0:20:13 > 0:20:16Dillon's great in art. But when it comes to the management part of it,
0:20:16 > 0:20:18he tends to get a bit flustered.
0:20:18 > 0:20:20So I would like you to take on sub-team leadership.
0:20:20 > 0:20:22To answer that point,
0:20:22 > 0:20:25I'm going to be moving to the A team on the TV ad.
0:20:26 > 0:20:30And I am going to put Courtney in charge of the sub-team
0:20:30 > 0:20:32to lead the packaging, if that's OK with you, Courtney.
0:20:32 > 0:20:36- I'm completely happy. - Everybody OK?- Yeah.- Fantastic.
0:20:36 > 0:20:37THEY TALK OVER EACH OTHER
0:20:37 > 0:20:38Can everyone calm down?
0:20:38 > 0:20:41Everyone's talking over everyone, so I can't listen.
0:20:41 > 0:20:43I'm not having this again today - trust me!
0:20:43 > 0:20:47Managing her manpower, project manager Jessica.
0:20:47 > 0:20:49With the packaging, I think Rebecca's going to be well suited
0:20:49 > 0:20:51for the packaging, so we're changing team leaders.
0:20:51 > 0:20:53I'm going to go on Team A
0:20:53 > 0:20:56today for the TV advert, and you're going to be on Team B.
0:20:56 > 0:20:59Aleksandra, I'd love you to work with me as well,
0:20:59 > 0:21:00cos I loved your input yesterday.
0:21:00 > 0:21:03Honestly, Rebecca, we've got some really good creative people.
0:21:03 > 0:21:06Everyone likes to have their input - trust me.
0:21:06 > 0:21:07I'm joking! I'm not.
0:21:08 > 0:21:10Come on, let's do this!
0:21:13 > 0:21:15Today, teams must create packaging...
0:21:15 > 0:21:18So that's the key, then, is that you keep that box
0:21:18 > 0:21:19once you've taken your jeans out.
0:21:19 > 0:21:21..and shoot their TV ads.
0:21:21 > 0:21:24Interesting Jessica wanted to go to the TV ad side.
0:21:24 > 0:21:27- I think she wanted to get away from me.- Do you think? Why?
0:21:27 > 0:21:29It was the weirdest, maddest day I've ever experienced.
0:21:29 > 0:21:31She just lost the plot!
0:21:31 > 0:21:34She completely collapsed under the pressure.
0:21:35 > 0:21:38For both teams, Designworks.
0:21:38 > 0:21:41We've got a pretty clear idea of what we want to do.
0:21:41 > 0:21:43Help to dress up their denim.
0:21:43 > 0:21:46That! I love that!
0:21:46 > 0:21:48Thinking outside the box...
0:21:48 > 0:21:49Cylinder - tick.
0:21:49 > 0:21:50..the girls.
0:21:50 > 0:21:53The logo's going to be washed out on there.
0:21:53 > 0:21:57Lift this white off of this logo and put it directly onto this brown.
0:21:57 > 0:21:58Loving it! This is fun, isn't it?
0:21:58 > 0:22:00- TRISHNA:- I think it looks really slick.
0:22:00 > 0:22:02Next door...
0:22:02 > 0:22:04On the inside of the box, we'd like the cherry blossom print.
0:22:04 > 0:22:07..leading the boys, designer Courtney.
0:22:07 > 0:22:10We'd also like "made in Japan", a bit like the seal of approval.
0:22:10 > 0:22:13We want the packaging to be something you want to keep.
0:22:13 > 0:22:14Is that a feature you think
0:22:14 > 0:22:16users are going to pick up on and appreciate?
0:22:16 > 0:22:20I mean, I've kept a box, a fragrant box, for 15 years.
0:22:21 > 0:22:22Which now stores minidiscs.
0:22:23 > 0:22:27What would the ongoing function of that box be for you guys?
0:22:27 > 0:22:29Will they put their minidiscs in it?
0:22:34 > 0:22:36Central London.
0:22:36 > 0:22:38- Here are your lines. - Thank you.- Confidence is key.
0:22:38 > 0:22:40Bam, here I am!
0:22:40 > 0:22:45Location for the girls' TV ad - a posh Japanese restaurant.
0:22:45 > 0:22:48So, Grainne, do you want to start with make-up for the models?
0:22:48 > 0:22:49Calling the shots...
0:22:49 > 0:22:51Aleksandra, help Grainne.
0:22:51 > 0:22:52..project manager Jessica.
0:22:52 > 0:22:55Natalie, can you help me...
0:22:55 > 0:22:57SHE LAUGHS
0:22:57 > 0:22:59Oh, actually, you're going to do
0:22:59 > 0:23:01- their hair with the styling, aren't you?- Whatever.
0:23:01 > 0:23:05Today I feel a lot better. Yesterday was just absolutely horrific!
0:23:05 > 0:23:07But today, we'll be fine.
0:23:07 > 0:23:11Three, two, one - action.
0:23:11 > 0:23:14The next best thing to Japanese food is the jeans they make!
0:23:14 > 0:23:15Fierce!
0:23:15 > 0:23:18So far, the advert, I have to say, is looking good.
0:23:18 > 0:23:20You need some more of that lipstick on.
0:23:20 > 0:23:21You look gorgeous!
0:23:21 > 0:23:23Grainne did really well on the make-up.
0:23:23 > 0:23:24Action!
0:23:24 > 0:23:26Jessica did really well on the direction.
0:23:26 > 0:23:27OK, cut.
0:23:27 > 0:23:30The three of us gave good input. Natalie, bless her,
0:23:30 > 0:23:32is looking at the timelines.
0:23:32 > 0:23:35- Natalie, have we got the time? - Eight minutes past.
0:23:35 > 0:23:39In terms of contribution, there isn't any more from Natalie.
0:23:39 > 0:23:42Main setting for their luxury brand campaign...
0:23:42 > 0:23:44- Up here.- It looks like a girls' toilet
0:23:44 > 0:23:46with a full mirror and room to move.
0:23:46 > 0:23:47Love it!
0:23:47 > 0:23:49..the loo!
0:23:49 > 0:23:51Take your shoes off, right? Turn your jeans up.
0:23:51 > 0:23:52Action!
0:23:54 > 0:23:56Beautiful!
0:23:56 > 0:23:59- Perfect!- Yep? Fastest shoot ever! - Yeah!
0:23:59 > 0:24:01Shall we head over to the editing suite?
0:24:06 > 0:24:08Brixton, South London.
0:24:08 > 0:24:11Let's get on the point!
0:24:11 > 0:24:15Backdrop for DAY Denim's teen-focused ad.
0:24:15 > 0:24:16That's a nice colour.
0:24:16 > 0:24:20- When you fall...- Yeah? - ..can you take off your sunglasses?
0:24:20 > 0:24:22Director for the day - Dillon.
0:24:22 > 0:24:25Clear the set, please! Sofiane!
0:24:25 > 0:24:28It's a skate park. It supposed to be a bit dirty.
0:24:28 > 0:24:29Action!
0:24:31 > 0:24:34Cut! Let's do it once more.
0:24:34 > 0:24:36Oh, God, it's so hot!
0:24:36 > 0:24:38I feel like stripping, man!
0:24:38 > 0:24:41He's like Marmite. One day you love him, the next you hate him.
0:24:41 > 0:24:44But I don't want it to become a meat market with all the chicks
0:24:44 > 0:24:47coming after me, so I'm just going to deal with sitting in my shirt.
0:24:47 > 0:24:49I think I'll opt with love him, though.
0:24:49 > 0:24:52- I think I'll go with that one. - It's sunny weather!
0:24:52 > 0:24:54Action!
0:24:54 > 0:24:57Push his shoulder, like, "Get out of here!"
0:24:57 > 0:24:59- Cut!- That's good. - That's a wrap, yeah?- Fantastic.
0:25:02 > 0:25:034pm.
0:25:06 > 0:25:07Oxford Street.
0:25:07 > 0:25:09'Konnichiwa.'
0:25:09 > 0:25:12For both teams, the big reveal of their bus shelters.
0:25:12 > 0:25:15'Brr-brr. Dee-lee-tee.'
0:25:16 > 0:25:18- Oh, that looks all right! - It looks pretty good.
0:25:18 > 0:25:21Oh, I really like it! Well done! Well done!
0:25:22 > 0:25:24For the boys, a basic display.
0:25:24 > 0:25:28It would have been better if we could have had some interaction.
0:25:28 > 0:25:29While the girls...
0:25:29 > 0:25:32Can we borrow you to take a quick picture?
0:25:32 > 0:25:34..use social media to spread their message.
0:25:34 > 0:25:36- RECORDING:- 'Share your image!'
0:25:36 > 0:25:38- ALL:- Yay!
0:25:41 > 0:25:43'Oh, my God! Are you OK?'
0:25:43 > 0:25:44Yeah, that one.
0:25:44 > 0:25:46A central London editing suite.
0:25:46 > 0:25:49OK, and the next scene is Tia.
0:25:49 > 0:25:51'Always Japanese.'
0:25:51 > 0:25:54Director Dillon hones the team's TV advert.
0:25:54 > 0:25:57I'll wait until you finish, then I'll play with the thing on my own,
0:25:57 > 0:25:59and I want to see what I can come up with.
0:25:59 > 0:26:01You're not going to play on your own.
0:26:01 > 0:26:03So, what, you won't let me sit and do it on my own?
0:26:03 > 0:26:05Are you scared?
0:26:05 > 0:26:08We're trying to get the editing correct.
0:26:08 > 0:26:10If there's something wrong with it, you can have your say.
0:26:10 > 0:26:13- 'Hey, a perfect fit! - Always Japanese.'
0:26:13 > 0:26:15'Definitely. Cool.'
0:26:15 > 0:26:17- It looks good. - I like that.
0:26:17 > 0:26:20So we now have a 30 second rough-cut.
0:26:20 > 0:26:23I'd really like to get everybody's comments on board.
0:26:23 > 0:26:26- Is that OK? Does that make sense? - No, it doesn't.
0:26:26 > 0:26:29What I want to do is I want to spend five minutes with him.
0:26:29 > 0:26:31We haven't actually discussed what we've seen yet.
0:26:31 > 0:26:33I want to see what I can do in five minutes.
0:26:33 > 0:26:35You've made your point, I've listened to you.
0:26:35 > 0:26:38- I want five minutes now...- No, you will not get five minutes.
0:26:38 > 0:26:40You can wait five minutes... No, I will.
0:26:40 > 0:26:42- I'm overruling you. - No, you are not.
0:26:43 > 0:26:46'The problem with Karthik is whilst he may have a lot to offer,'
0:26:46 > 0:26:49his aggression, in terms of trying to get his voice heard,
0:26:49 > 0:26:51has turned the others against him.
0:26:51 > 0:26:54Consequently, the more he tries, the less they listen.
0:26:54 > 0:26:57- I know he's your choice... - Let me speak. Please!
0:26:57 > 0:26:59Karthik!
0:26:59 > 0:27:03I'm telling you right now, I need to speak and you need to listen.
0:27:03 > 0:27:05- I am telling you... - You need to be overruled.
0:27:05 > 0:27:10Karthik, please, for the love... For the love of God, stop talking.
0:27:10 > 0:27:12No, I'm going to tell you what I want to tell you
0:27:12 > 0:27:14and you have to listen to it.
0:27:14 > 0:27:16# I hate you so much right now
0:27:16 > 0:27:18# I hate you so much right now... #
0:27:18 > 0:27:20No, I don't think this is... Yeah, scrap it.
0:27:20 > 0:27:24Selecting a soundtrack for their ad...
0:27:24 > 0:27:25the girls.
0:27:25 > 0:27:27# Got nothing in my brain... #
0:27:27 > 0:27:29- Follow the lyric.- You like it?
0:27:29 > 0:27:31What are we shaking off, though? Why are you choosing that?
0:27:31 > 0:27:34Shake it off. She's just shaking off whatever. She's like,
0:27:34 > 0:27:37- "Yeah, I'm in power!" - Are we happy with Shake it Off?
0:27:37 > 0:27:39Aye, Shake it Off. Aye.
0:27:39 > 0:27:42The good news for Jessica is she is lot calmer today
0:27:42 > 0:27:44than she was yesterday.
0:27:44 > 0:27:47- One, two - cut! - But the girls' advert doesn't work.
0:27:47 > 0:27:51You're filming in a toilet, the song is Shake it Off - very unfortunate.
0:27:51 > 0:27:54'The next best thing to Japanese food is the jeans they make.'
0:27:54 > 0:27:57And you're comparing the jeans to sushi food.
0:27:57 > 0:28:01It certainly doesn't say luxury product that empowers women to me.
0:28:01 > 0:28:04# Got nothing in my brain... #
0:28:04 > 0:28:07- "Got nothing in my brain!" - Oh, gosh!
0:28:07 > 0:28:09# Shake, shake, shake. #
0:28:13 > 0:28:16PHONE RINGS 7am.
0:28:16 > 0:28:18Today, both teams will pitch their campaigns
0:28:18 > 0:28:20to a panel of industry experts.
0:28:20 > 0:28:22- Hello!- Hi!
0:28:22 > 0:28:26- But first...- Thank you so much. - Thank you!- Have a lovely day.
0:28:26 > 0:28:28..a delivery of prototype packaging.
0:28:28 > 0:28:31- Do-do-do! - It's like Christmas come early.
0:28:31 > 0:28:34- I'm liking it.- There's no doubt that there's jeans in that box.
0:28:34 > 0:28:37- Really cool. - THEY GASP
0:28:37 > 0:28:39- "Made in Japan." - That is well done.
0:28:39 > 0:28:41THEY GASP
0:28:41 > 0:28:43Oh, wow!
0:28:43 > 0:28:46Fabulous and chunky, isn't it?
0:28:46 > 0:28:49So do we think that the packaging is luxury enough?
0:28:49 > 0:28:52- I think it is. - I think that's really luxurious.
0:28:52 > 0:28:54So obviously we've got the big pitch today.
0:28:54 > 0:28:57I'm introducing us and I'm going to lead onto...
0:28:57 > 0:28:59How are we going to coordinate between each other?
0:28:59 > 0:29:00Then you have to, sort of...
0:29:00 > 0:29:02Day one, all I had as a project manager
0:29:02 > 0:29:04was people talking all over me.
0:29:04 > 0:29:05I'm not having everyone chipping in.
0:29:05 > 0:29:07- Jessica, just one thing.- Yeah?
0:29:07 > 0:29:09Are you going to feel comfortable being calm?
0:29:09 > 0:29:13Calm is key here. We cannot be flustered.
0:29:13 > 0:29:16Oh, thank you for that. I didn't realise that(!)
0:29:16 > 0:29:17Good.
0:29:17 > 0:29:19JD on the branding.
0:29:19 > 0:29:21Precision planning his team's pitch...
0:29:21 > 0:29:23I think it's a really important part.
0:29:23 > 0:29:25- ..Mukai.- Establish the fact that the campaign is
0:29:25 > 0:29:28an integrated, multichannel, 360 campaign.
0:29:28 > 0:29:31The key thing is benchmark for quality.
0:29:31 > 0:29:34Teen-youth market, premium, with a high disposable income.
0:29:34 > 0:29:37That should come in branding though, for sure.
0:29:37 > 0:29:40- Are you clear on that?- Erm...
0:29:41 > 0:29:43West London.
0:29:46 > 0:29:49Headquarters of outdoor advertising heavyweights JCDecaux.
0:29:53 > 0:29:57Casting an expert eye over replicas of both bus shelters..
0:29:57 > 0:29:58'Konnichiwa.'
0:29:58 > 0:30:01..experts from the worlds of fashion and digital signage.
0:30:01 > 0:30:04'Brr-brr.'
0:30:04 > 0:30:06'Woo-ooo.'
0:30:08 > 0:30:10- Clangers! - The Clangers!
0:30:10 > 0:30:11'Doo-doo. Dum-dum.'
0:30:13 > 0:30:15First to pitch...Unclaimed.
0:30:17 > 0:30:20Watching on... the rest of the girls.
0:30:21 > 0:30:24Hello. How are you all? Thank you so much for inviting us here.
0:30:24 > 0:30:26- Alex, it's a lovely building. - Come on, Jessica.
0:30:26 > 0:30:29We were given the task to do a marketing
0:30:29 > 0:30:30and advertising campaign for jeans.
0:30:30 > 0:30:34What we decided to do was target women aged 18 to 35.
0:30:34 > 0:30:37When we were creating the TV advert, we wanted to put across
0:30:37 > 0:30:41that the jeans were quality and also the fit was crucial.
0:30:41 > 0:30:43So if we just play the video.
0:30:43 > 0:30:46- Jessica, she pulled it off really good.- She did.
0:30:49 > 0:30:52# Cos the players gonna play, play, play, play, play... #
0:30:52 > 0:30:55The next best thing to Japanese food is the jeans they make.
0:30:55 > 0:30:58# I'm just gonna shake, shake, shake, shake, shake
0:30:58 > 0:31:01# Shake it off. #
0:31:01 > 0:31:05Unclaimed is a beautiful brand that we've put together which
0:31:05 > 0:31:09we think encapsulates the feeling of owning your own look
0:31:09 > 0:31:12- and claiming that look...- She's so calm, isn't she?- She's brilliant.
0:31:12 > 0:31:15..and adoring what you're wearing, no matter what you're wearing.
0:31:15 > 0:31:19This packaging, it feels very solid.
0:31:19 > 0:31:21It's actually quite easy to associate that with luxury
0:31:21 > 0:31:25because if you hold a beautiful big diamond in your hand,
0:31:25 > 0:31:28that's going to have some weight to it.
0:31:28 > 0:31:30I'm just not sure it says luxury to me.
0:31:30 > 0:31:32Really?
0:31:32 > 0:31:35- Your branding is targeting more of an older consumer.- Oh, right.
0:31:35 > 0:31:37I can't bear this.
0:31:37 > 0:31:40- Then your TV advert - it's a little bit younger.- Yeah.
0:31:40 > 0:31:42Probably mixed messages there for me.
0:31:42 > 0:31:44Thank you very much for hearing us today.
0:31:44 > 0:31:45Thank you very much for taking the time.
0:31:45 > 0:31:48- Would you like me to leave that with you to have a look at...? - You can keep them.
0:31:48 > 0:31:51- What?- "You can keep it." - That's a great indication.
0:31:54 > 0:31:55Well done.
0:31:55 > 0:31:57THEY EXHALE
0:31:57 > 0:31:58No, seriously, well done.
0:32:00 > 0:32:03Next, D-Day for DAY Denim.
0:32:05 > 0:32:07So good morning, everybody.
0:32:07 > 0:32:09Day Denim really means...
0:32:09 > 0:32:12Day After Yesterday really means the fact that...
0:32:12 > 0:32:15It's... We're talking about...
0:32:15 > 0:32:17We're aiming for the teen market here.
0:32:17 > 0:32:20So we really... I'm really sorry, I've just completely fluffed it.
0:32:22 > 0:32:23OK.
0:32:23 > 0:32:26I'd really appreciate it if we don't mention that to him
0:32:26 > 0:32:28and just forget about it, OK?
0:32:29 > 0:32:32Today we're presenting a multichannel advertising
0:32:32 > 0:32:34campaign for the launch of a new denim brand.
0:32:34 > 0:32:37I'll now hand you over to JD to explain a little bit more
0:32:37 > 0:32:40- about the brand. - Thanks, Mukai.
0:32:40 > 0:32:42Afternoon, guys.
0:32:42 > 0:32:44When you're picking a name and...
0:32:44 > 0:32:45It takes a bit of time.
0:32:45 > 0:32:48It takes the creative juices to really get going,
0:32:48 > 0:32:51get people excited. The names are flying around
0:32:51 > 0:32:54and after a couple of juicy conversations, we came up with Day.
0:32:54 > 0:32:57We feel this is a good name. "Yes, Day Jeans! Love them.
0:32:57 > 0:32:59"I'm going to buy some."
0:32:59 > 0:33:02So... Sorry if I'm going a bit quick.
0:33:09 > 0:33:11'Oh, my God! Are you OK?
0:33:11 > 0:33:14- 'Did you tear your jeans? - They hardly ever tear.
0:33:14 > 0:33:18- 'They're Day Jeans. - Mine, too.- Hey, a perfect fit.
0:33:18 > 0:33:21- 'Always Japanese. - Definitely cool!'
0:33:21 > 0:33:24# We're up all night to get lucky. #
0:33:24 > 0:33:27Please explain to me your unisex idea.
0:33:27 > 0:33:29We didn't see any reason why we couldn't
0:33:29 > 0:33:33have a denim that could be for a boy and a girl.
0:33:33 > 0:33:35Obviously, different cuts, different designs.
0:33:35 > 0:33:37That's not unisex.
0:33:37 > 0:33:39- But that's not unisex. - That's not unisex.
0:33:39 > 0:33:41So if you're saying there's one product
0:33:41 > 0:33:44but a man or women could wear it, that's unisex.
0:33:45 > 0:33:48- Thank you so much.- Thanks, guys.
0:33:48 > 0:33:50- All right?- Quality, man. - How's it going?
0:33:50 > 0:33:53Everyone was unbelievable.
0:33:53 > 0:33:56Makai from day one was like, "Oh, I'm this creative director.
0:33:56 > 0:33:58"I'm going to do this, I'm going to do that."
0:33:58 > 0:34:01That's been his whole attitude the whole time.
0:34:01 > 0:34:05'What's going through my head right now is that we're the losing team.'
0:34:05 > 0:34:09Pitches over, there's nothing more the teams can do.
0:34:11 > 0:34:13- Good afternoon.- Good afternoon. - Good afternoon.
0:34:13 > 0:34:15For Lord Sugar, feedback from the experts.
0:34:15 > 0:34:18- So let's start with the girls' team. - We struggled with the name.
0:34:18 > 0:34:22The focus was on "claim your fit" but it was called Unclaimed.
0:34:22 > 0:34:24The packaging - I don't know there's a pair of jeans in there.
0:34:24 > 0:34:26It's very bland.
0:34:26 > 0:34:29Their advert was a younger message and the packaging was speaking
0:34:29 > 0:34:31to an older woman.
0:34:31 > 0:34:33They could actually be two different brands.
0:34:33 > 0:34:35So, now, the boys' team - DAY.
0:34:35 > 0:34:37You know, they missed a great opportunity
0:34:37 > 0:34:40by not deploying the digital screen.
0:34:40 > 0:34:42- They had a unisex message. - Yeah.
0:34:42 > 0:34:44The group didn't really understand.
0:34:44 > 0:34:46It didn't work.
0:34:58 > 0:35:00You can go to the boardroom now.
0:35:17 > 0:35:18Good afternoon.
0:35:18 > 0:35:20ALL: Good afternoon, Lord Sugar.
0:35:24 > 0:35:25Well...
0:35:25 > 0:35:29this is, traditionally, one of my favourite tasks.
0:35:29 > 0:35:31I've been a marketing man
0:35:31 > 0:35:33for well over 50 years.
0:35:33 > 0:35:34In simple terms,
0:35:34 > 0:35:37the commodity is jeans.
0:35:37 > 0:35:38I asked you to come up with
0:35:38 > 0:35:42packaging, television advertising,
0:35:42 > 0:35:43bus shelter -
0:35:43 > 0:35:45that's the whole project. OK?
0:35:45 > 0:35:48So, I'm going to start with the boys' team.
0:35:48 > 0:35:51Mukai, you were the project manager.
0:35:51 > 0:35:52Yes, Lord sugar.
0:35:52 > 0:35:53I've worked in fashion
0:35:53 > 0:35:56as well as I've worked in marketing and communications, so...
0:35:56 > 0:35:58- Right up your alley, then.- Yep.
0:35:58 > 0:36:00Right, OK. Tell me... What happened?
0:36:00 > 0:36:03We went with the name "Day Denim".
0:36:03 > 0:36:06"Day" standing for "Day After Yesterday".
0:36:06 > 0:36:08The day after yesterday, meaning today?
0:36:08 > 0:36:09Meaning today.
0:36:09 > 0:36:12That sounds like a James Bond movie to me.
0:36:12 > 0:36:14Tell me how you split your team up.
0:36:14 > 0:36:15Because of our background,
0:36:15 > 0:36:18I felt that Dillon would make an excellent sub-team leader.
0:36:18 > 0:36:20So, you had to do what? The logo...
0:36:20 > 0:36:22Designed the logo type...
0:36:22 > 0:36:23- And the copy.- ..the strap line...
0:36:23 > 0:36:25So, I had a chat with Claude.
0:36:25 > 0:36:27What comes across here, Dillon,
0:36:27 > 0:36:29is that you are a person
0:36:29 > 0:36:32- of great detail and a perfectionist.- Yeah.
0:36:32 > 0:36:33Nothing wrong with that.
0:36:33 > 0:36:36The only thing is, I think you forgot to look at your watch.
0:36:36 > 0:36:38- Correct.- Dillon is a great artist.
0:36:38 > 0:36:39He sat there with the graphic designer
0:36:39 > 0:36:42and he started getting into his little artistic world,
0:36:42 > 0:36:45but he forgot about the people management, process management,
0:36:45 > 0:36:47what are the deadlines? All we were working on was the logo.
0:36:47 > 0:36:49I don't think that's entirely fair.
0:36:49 > 0:36:51- Delegation of work was very important.- Karthik...
0:36:51 > 0:36:53I really appreciated your input.
0:36:53 > 0:36:56It was just that your delivery was very aggressive
0:36:56 > 0:36:58- and it was hard to fish out... - I was getting so frustrated...
0:36:58 > 0:37:00Karthik...
0:37:00 > 0:37:02Karthik, you'll hear me say this many times -
0:37:02 > 0:37:04if you've got an expert,
0:37:04 > 0:37:06unless you've got some constructive input,
0:37:06 > 0:37:08then you shut up.
0:37:08 > 0:37:10But, you see, the thing is,
0:37:10 > 0:37:12this time mismanagement
0:37:12 > 0:37:14may have cost you dearly
0:37:14 > 0:37:15in the sense that there's one element,
0:37:15 > 0:37:17your digital bus shelter,
0:37:17 > 0:37:19that didn't get completed.
0:37:19 > 0:37:23We just had that logo in the centre of the screen.
0:37:23 > 0:37:25Anybody want to tell me how that came about?
0:37:25 > 0:37:28We had no communication with the other team.
0:37:28 > 0:37:30This is you, right,
0:37:30 > 0:37:33in your Leonardo DiCaprio role?
0:37:35 > 0:37:36I mean...
0:37:36 > 0:37:39yeah. You know, this is disappointing.
0:37:39 > 0:37:41We did the photo shoot in 10-15 minutes
0:37:41 > 0:37:45and I had 20 minutes to create the bus shelter campaign.
0:37:45 > 0:37:46HE SCOFFS
0:37:46 > 0:37:47What caused the delay?
0:37:47 > 0:37:49We were waiting for the model.
0:37:49 > 0:37:52The sub-team hadn't communicated any of the information
0:37:52 > 0:37:54to myself or any of our team.
0:37:54 > 0:37:56The problem was that you did make a call
0:37:56 > 0:37:58but you didn't listen to what they had to say.
0:37:58 > 0:38:00You said, "Got to go now," and that was it.
0:38:00 > 0:38:02Dillon, from what I can understand,
0:38:02 > 0:38:05you spent a lot of time in the casting
0:38:05 > 0:38:07to see whether the models
0:38:07 > 0:38:09were going to be any good in the role.
0:38:09 > 0:38:11If we were remaking Ben Hur,
0:38:11 > 0:38:13perhaps we'd have the time to do it.
0:38:13 > 0:38:15I will say that it was a massive learning curve for me
0:38:15 > 0:38:17and I gave it my all,
0:38:17 > 0:38:18and I was doing my best.
0:38:18 > 0:38:20Look, somewhere down the line,
0:38:20 > 0:38:22someone has to be responsible
0:38:22 > 0:38:24for the timeline management.
0:38:24 > 0:38:26Mukai, you're the team leader...
0:38:26 > 0:38:28Yes, could I clarify that, on the second day,
0:38:28 > 0:38:30because of the lack of communication,
0:38:30 > 0:38:32I decided to move
0:38:32 > 0:38:33to manage that team?
0:38:33 > 0:38:35So, I was there for the video shoot,
0:38:35 > 0:38:37as well as the editing process.
0:38:37 > 0:38:39- And you're directing that, yeah?- Yeah.
0:38:39 > 0:38:42We can carry on discussion after I've had a look at this thing.
0:38:46 > 0:38:48'Oh, my God. Did you tear your jeans?
0:38:48 > 0:38:50'They're Day jeans.
0:38:50 > 0:38:52'I love Day After Yesterday jeans.
0:38:52 > 0:38:53'Always Japanese.
0:38:53 > 0:38:54'Definitely cool.'
0:38:54 > 0:38:58# We're up all night to get lucky... #
0:38:58 > 0:39:00"Always Japanese. Definitely cool."
0:39:02 > 0:39:03HE SIGHS
0:39:03 > 0:39:06So... And then you went off and done a pitch to the experts,
0:39:06 > 0:39:07is that right? Who led the pitch?
0:39:07 > 0:39:09I led the pitch as project manager.
0:39:09 > 0:39:12How did that go?
0:39:12 > 0:39:14Unfortunately, it didn't go perfect.
0:39:15 > 0:39:17So, my next question is,
0:39:17 > 0:39:18good team leader?
0:39:18 > 0:39:21Nope. From my side, in my humble opinion.
0:39:21 > 0:39:22It was a team issue.
0:39:22 > 0:39:24The whole team wasn't functioning and,
0:39:24 > 0:39:26if the team's not functioning,
0:39:26 > 0:39:29we're not going to get the result we want. That's just the basics.
0:39:29 > 0:39:31Look...
0:39:31 > 0:39:33let's talk to the...
0:39:33 > 0:39:34the other team at the moment.
0:39:34 > 0:39:36Rebecca, you're in marketing.
0:39:36 > 0:39:37Did you put yourself forward...?
0:39:37 > 0:39:40I did. Jessica put herself forward and we asked the team to vote,
0:39:40 > 0:39:43and Jessica, kind of, just became project manager.
0:39:43 > 0:39:44Jessica...
0:39:44 > 0:39:46Well, talk to me. Tell me what you're doing.
0:39:46 > 0:39:49OK, so, we decided on the name of the company, didn't we?
0:39:49 > 0:39:50Which was Unclaimed.
0:39:50 > 0:39:52Unclaimed?
0:39:52 > 0:39:54Unclaimed, yeah. So, we decided, first of all,
0:39:54 > 0:39:56that our target market was going to be women
0:39:56 > 0:39:57and then we decided to do a luxury brand.
0:39:57 > 0:39:59What kind of age-group?
0:39:59 > 0:40:01We assumed, sort of, the ideal customer
0:40:01 > 0:40:04would be about 25, or maybe a little bit...
0:40:04 > 0:40:07- You night need to just slow down... - Sorry.- ..just a touch.
0:40:07 > 0:40:08I'll just take a sip of water.
0:40:08 > 0:40:10So, we went for the strapline,
0:40:10 > 0:40:11"claim your fit,"
0:40:11 > 0:40:13to go with "Unclaimed" as a play on words...
0:40:13 > 0:40:16You have to be careful, in a television advert, using Unclaimed,
0:40:16 > 0:40:19cos you might sound like an injury lawyer
0:40:19 > 0:40:20touting for some business.
0:40:20 > 0:40:24Right, now, the photography took place on day one
0:40:24 > 0:40:28and I believe you left the jeans somewhere.
0:40:28 > 0:40:30The jeans were left and we didn't realise
0:40:30 > 0:40:32until we were at the photography studio. Well, on the way there.
0:40:32 > 0:40:36Which makes the name Unclaimed like the lost property office.
0:40:36 > 0:40:38So it was a comedy of errors.
0:40:38 > 0:40:40I heard you were a little bit flustered.
0:40:40 > 0:40:42I was very flustered. It was horrific.
0:40:42 > 0:40:45I have to point out, there was a loss of control from Jessica
0:40:45 > 0:40:47- throughout the day and we had to... - THEY SPEAK OVER ONE ANOTHER
0:40:47 > 0:40:49- ..piece Jessica back together.- OK.
0:40:49 > 0:40:50Anything you say to Jessica,
0:40:50 > 0:40:52you would have to tread on eggshells because...
0:40:52 > 0:40:54Excuse me. Please let me intervene.
0:40:54 > 0:40:56The reason why I got so tearful and upset,
0:40:56 > 0:40:57everyone was undermining me...
0:40:57 > 0:41:00- Jessica, you're paranoid.- Please let me finish.- You're paranoid.
0:41:00 > 0:41:02- OK, I'm paranoid. - No-one was undermining you.
0:41:02 > 0:41:05I didn't realise how big the task of day one was going to be
0:41:05 > 0:41:06and, yes, I did get flustered.
0:41:06 > 0:41:09Yeah. OK.
0:41:09 > 0:41:12I think, at this point, we best look at the advert.
0:41:14 > 0:41:17# Cos the players gonna play, play, play, play, play
0:41:17 > 0:41:20# And the haters gonna hate, hate, hate, hate, hate
0:41:20 > 0:41:23# Baby, shake it off, shake it off... #
0:41:23 > 0:41:26'The next best thing to Japanese food is the jeans they make.'
0:41:29 > 0:41:30Interesting.
0:41:30 > 0:41:35"Japanese" seems to have ranked quite high in your themes.
0:41:35 > 0:41:39The boys... You make a bit of a point about "Japanese" in your box.
0:41:40 > 0:41:44Do you think that the end consumer gives a damn?
0:41:44 > 0:41:46"Oh, I'm going to buy a pair of jeans that, oh,
0:41:46 > 0:41:48"must be Japanese fabric."
0:41:48 > 0:41:50Did you all go off spending too much time
0:41:50 > 0:41:53talking about "Japanese" in your adverts?
0:41:53 > 0:41:55Lord Sugar, we hadn't thought that through enough.
0:41:55 > 0:41:57Not only did you choose a Japanese restaurant,
0:41:57 > 0:42:01you chose the toilet of a Japanese restaurant.
0:42:01 > 0:42:04I'm getting more and more disappointed, really.
0:42:04 > 0:42:07I mean, I saw your bus shelter.
0:42:07 > 0:42:09This thing, here.
0:42:09 > 0:42:10Yes.
0:42:10 > 0:42:12What has this got to do with jeans?
0:42:12 > 0:42:14It's all to do with getting your ideal customer
0:42:14 > 0:42:17to interact with your brand.
0:42:17 > 0:42:19But what has it got to do with jeans?
0:42:19 > 0:42:22I'm just coming along and I see this... What is it?!
0:42:22 > 0:42:23Is it packets of crisps that
0:42:23 > 0:42:25you're trying to advertise there,
0:42:25 > 0:42:28a fizzy drink, or whatever?
0:42:28 > 0:42:30So, you know, you wait ages
0:42:30 > 0:42:32for a terrible bus shelter advert
0:42:32 > 0:42:34and then two come along at the same time.
0:42:37 > 0:42:40This is the packaging.
0:42:40 > 0:42:42A £100 pair of jeans in this?
0:42:42 > 0:42:44The brand logo, Unclaimed...
0:42:44 > 0:42:47- Pretty insipid, I think.- Really?
0:42:47 > 0:42:51The boys' one is a bit more in-your-face,
0:42:51 > 0:42:53but, I mean, you know, this is...
0:42:53 > 0:42:55HE SIGHS
0:42:55 > 0:42:57Normally, in this task,
0:42:57 > 0:42:59I make the decision
0:42:59 > 0:43:01as to which of those were the best...
0:43:01 > 0:43:04Well, I'll tell you what...
0:43:04 > 0:43:05I'm not putting my name
0:43:05 > 0:43:08to either of these advertising campaigns.
0:43:08 > 0:43:09They're useless.
0:43:09 > 0:43:13Both totally, absolutely useless.
0:43:15 > 0:43:17I feel so angry
0:43:17 > 0:43:19that not one of you geniuses
0:43:19 > 0:43:22came through and ran this thing properly.
0:43:24 > 0:43:26Never mind Mad Men,
0:43:26 > 0:43:28more like Demented Dimwits.
0:43:32 > 0:43:35What annoys me is, I understand that there are some people
0:43:35 > 0:43:37who have not pulled their weight,
0:43:37 > 0:43:39just general hangers-on
0:43:39 > 0:43:42or deadwood, as I would call it.
0:43:42 > 0:43:43For example, Oliver,
0:43:43 > 0:43:45you didn't open your mouth once.
0:43:45 > 0:43:49Do you think you contributed, in any way or form, in this task?
0:43:49 > 0:43:52Lord Sugar, I wrote down a number of questions,
0:43:52 > 0:43:55which we carried out on the market research the first day.
0:43:55 > 0:43:57HE SIGHS
0:43:57 > 0:43:59And, Natalie, what do you think you did?
0:43:59 > 0:44:02Basically, I done the model's hair.
0:44:02 > 0:44:03Like, cleaned up and...
0:44:03 > 0:44:05Cleaning and hairdressing?
0:44:05 > 0:44:07Not skills Lord Sugar's looking for, Natalie.
0:44:07 > 0:44:08- And...- OK.
0:44:08 > 0:44:10- ..I gave my input...- End it there.
0:44:13 > 0:44:16There's no winner here. Right?
0:44:16 > 0:44:20It's never happened before on this particular task.
0:44:22 > 0:44:25Get out of there and have a chat amongst yourselves about this
0:44:25 > 0:44:27because, when you come back,
0:44:27 > 0:44:30I'm going to invite the two project managers
0:44:30 > 0:44:32to choose two people
0:44:32 > 0:44:34to bring back into the boardroom. Off.
0:44:40 > 0:44:41I mean, second week,
0:44:41 > 0:44:43my favourite task...
0:44:43 > 0:44:45I...
0:44:45 > 0:44:47I'm just lost for words, really.
0:44:49 > 0:44:50The truth of the matter is,
0:44:50 > 0:44:51it was a cock-up.
0:44:51 > 0:44:54I tried to manage, the best I could,
0:44:54 > 0:44:55a really bad situation that we were in.
0:44:55 > 0:44:58You ignored what other people were trying to say.
0:44:58 > 0:45:01- Did we get the market research done? - Let me finish. Let me finish.
0:45:01 > 0:45:02He's useless.
0:45:02 > 0:45:04You're not a good PM.
0:45:04 > 0:45:06And if anybody else goes but Mukai today, that's a travesty.
0:45:06 > 0:45:09You was being dismissive when we were sitting there making decisions.
0:45:09 > 0:45:12I have to take some of the responsibility, as PM.
0:45:12 > 0:45:15However, I feel Karthik has been a disruption throughout.
0:45:15 > 0:45:18He's actually had a net negative effect on the task.
0:45:18 > 0:45:21There are two kinds of people in this world - spectators and players.
0:45:21 > 0:45:24If you're a player, you'll roll up your sleeves and get in there.
0:45:24 > 0:45:26Yes, you will step on people's toes
0:45:26 > 0:45:28and you'll be labelled a disruptor.
0:45:28 > 0:45:30I saw people not pulling their weight
0:45:30 > 0:45:31and that's what leads to frustration,
0:45:31 > 0:45:35because it feels like I'm pushing custard up a hill.
0:45:35 > 0:45:39THEY SHOUT OVER EACH OTHER
0:45:39 > 0:45:41Right, the reason we failed the task
0:45:41 > 0:45:43is because all of us, as a group -
0:45:43 > 0:45:46not just me, not just you, not just anyone...
0:45:46 > 0:45:47You two were marketing,
0:45:47 > 0:45:49- you were in marketing.- Yes, exactly,
0:45:49 > 0:45:51and who listened to me? Nobody.
0:45:51 > 0:45:53I've got a luxurious women's fashion brand.
0:45:53 > 0:45:56- So why weren't you leading us? - Excuse me, I was leading you
0:45:56 > 0:45:58but you said, "Let me put you in charge of the branding."
0:45:58 > 0:46:01- You were shouting at us. - Oh, God, shut up.
0:46:01 > 0:46:05I have never experienced anything like that in business.
0:46:05 > 0:46:07- Did day one go swimmingly for you?- Yes.
0:46:07 > 0:46:09Fantastic. Day one didn't go swimmingly for me.
0:46:09 > 0:46:11If Jessica had led with her strengths
0:46:11 > 0:46:14rather than whirlwinding and emotion,
0:46:14 > 0:46:17then we might have understood what she wanted.
0:46:17 > 0:46:18Why have we failed on the marketing?
0:46:18 > 0:46:20Because you didn't listen.
0:46:20 > 0:46:21I got that bloody flustered on day one
0:46:21 > 0:46:24cos I had you two yipping at my ear nonstop.
0:46:27 > 0:46:29I think there's a lot of people, in this process,
0:46:29 > 0:46:31that are too busy trying to get heard.
0:46:31 > 0:46:34If you're building a business, you need team players.
0:46:34 > 0:46:36They are not people I'd want working for me at all.
0:46:36 > 0:46:38You said you worked well with me on day one.
0:46:38 > 0:46:41Because I didn't want to bring your confidence down for day two.
0:46:41 > 0:46:44She's an utter nightmare to work with. Nightmare.
0:46:44 > 0:46:47You, actually... You're too good at patronising people, honestly.
0:46:47 > 0:46:50This is the first I've heard from you because you've been so quiet.
0:46:50 > 0:46:52There you go again, patronising people.
0:46:52 > 0:46:54That's bullshit.
0:46:54 > 0:46:56Bullshit, darling.
0:46:56 > 0:46:59What the hell is going on? We're meant to be grown-up women,
0:46:59 > 0:47:01we're acting like little schoolgirls!
0:47:15 > 0:47:16Well, I...
0:47:18 > 0:47:22I'm bitterly disappointed about the outcome of this task,
0:47:22 > 0:47:23to be quite frank.
0:47:23 > 0:47:26Have you thought about which two people you're bringing back
0:47:26 > 0:47:28into this boardroom?
0:47:28 > 0:47:29- Yes, Lord Sugar.- Who are they?
0:47:29 > 0:47:30I would like to bring in Karthik,
0:47:30 > 0:47:33cos he is such a disruption to the party.
0:47:33 > 0:47:36On the other side, I'm sorry to say, JD,
0:47:36 > 0:47:37although he's a very nice fellow,
0:47:37 > 0:47:40I thought that the branding points that we needed to express,
0:47:40 > 0:47:43actually none of them were covered during the presentation.
0:47:43 > 0:47:46What about your team? Have you thought it through?
0:47:46 > 0:47:48Erm, I'd like to bring Alana back into the process.
0:47:48 > 0:47:50The only contribution she made was,
0:47:50 > 0:47:52she kept coming up with problems to solutions.
0:47:52 > 0:47:54I think I'd like to bring in Natalie,
0:47:54 > 0:47:55just because she wasn't heard enough.
0:47:55 > 0:47:57- There's more she could have done where she was.- OK.
0:47:57 > 0:47:59HE SIGHS
0:47:59 > 0:48:03That leaves 11 of you. You'd better up your game on the next task.
0:48:03 > 0:48:05Honestly, you have got to up your game,
0:48:05 > 0:48:08cos I am terribly, terribly disappointed
0:48:08 > 0:48:11with what I've seen today. OK? Go back to the house.
0:48:11 > 0:48:12ALL: Thank you, Lord Sugar.
0:48:24 > 0:48:26Right, I'm going to start over here.
0:48:26 > 0:48:30Could you give me an explanation as to what JD's doing here?
0:48:30 > 0:48:32Before the presentation, we had discussed branding points
0:48:32 > 0:48:34that we needed to, kind of, communicate.
0:48:34 > 0:48:36Unfortunately, none of those points
0:48:36 > 0:48:38- were actually communicated during the presentation.- JD?
0:48:38 > 0:48:41The presentation didn't get off to a great start,
0:48:41 > 0:48:44cos Mukai was stumbling like a bit of a fool, so when I stepped in,
0:48:44 > 0:48:47I thought I'd keep it lively and try and cheer them up a bit.
0:48:47 > 0:48:49I may have missed out some points,
0:48:49 > 0:48:52but there was a lot of information I was given compared to
0:48:52 > 0:48:55everyone else, and I felt that I pulled my weight. I helped Dillon.
0:48:55 > 0:48:57I asked you to do the strapline because the deadlines
0:48:57 > 0:48:59- were mounting up. - I'm talking at the moment.
0:48:59 > 0:49:01You can have your moment, I know you want it.
0:49:01 > 0:49:03But the simple thing was, I'm not the project manager,
0:49:03 > 0:49:05I'm not the sub-team leader.
0:49:05 > 0:49:07I'm trying to help them as a member of their team.
0:49:07 > 0:49:09- Do you think you did, then, do you? - I think I did.
0:49:09 > 0:49:11I took up the project, the pseudo-project manager,
0:49:11 > 0:49:14- if you like, for that particular sub-team.- Are you kidding me?
0:49:14 > 0:49:16Are you kidding me? You were a massive disruption.
0:49:16 > 0:49:19- I turned to him and I said... - You were a massive disruption.
0:49:19 > 0:49:22I'll come to disruption in a moment, I've got an answer for that as well.
0:49:22 > 0:49:24So he didn't want to take up the work on his own.
0:49:24 > 0:49:26There's no single piece of work that he'd take up on his own.
0:49:26 > 0:49:29Who came up with the strapline? I came up with the strapline.
0:49:29 > 0:49:32This guy is absolutely fabulous in coming up with ten minutes of
0:49:32 > 0:49:34- rubbish every half an hour. - So why did you bring him back in?
0:49:34 > 0:49:36Karthik, unfortunately,
0:49:36 > 0:49:38everybody has found him incredibly disruptive.
0:49:38 > 0:49:40Not everybody, you're wrong.
0:49:40 > 0:49:43- A lot of the team found him disruptive.- Gang up on me now, huh?
0:49:43 > 0:49:44You stopped me from doing it.
0:49:44 > 0:49:46- In terms of the altercation... - Can you please let him speak?
0:49:46 > 0:49:50- Sorry, sir.- Just give me the bullet points, why you brought him back in.
0:49:50 > 0:49:52In total, he has been a constant disruption.
0:49:52 > 0:49:53I would have, in hindsight,
0:49:53 > 0:49:57not have him in my team if I could make that decision.
0:49:57 > 0:49:59Ten seconds, Lord Sugar. Just ten seconds.
0:49:59 > 0:50:01Mukai's a good fashionista, he's a good employee,
0:50:01 > 0:50:03- but he's not a good employer. - You're not very subtle, are you?
0:50:03 > 0:50:05I mean, it's like you're trying to play
0:50:05 > 0:50:08a piano with boxing gloves on at the moment.
0:50:08 > 0:50:09You're all over the place, really.
0:50:09 > 0:50:13He's saying that you are responsible for the failure because
0:50:13 > 0:50:16other people couldn't get on with their job.
0:50:16 > 0:50:20But, Lord Sugar, it's hard to work for him because he cuts you off,
0:50:20 > 0:50:22- and this was a complaint... - Just to let you know,
0:50:22 > 0:50:23it was my design, it was my music.
0:50:23 > 0:50:25I was asked to shut up when you were speaking,
0:50:25 > 0:50:27now please let me complete as well.
0:50:27 > 0:50:30- So you're blaming him for the failure of the task?- Yes.
0:50:30 > 0:50:32You were blaming him a while ago.
0:50:32 > 0:50:35I think the fault lies in both these people. One person, in my opinion...
0:50:35 > 0:50:38- Not you?- If I was not there, yes, the disruptor would not have
0:50:38 > 0:50:41been there, but how would deadlines have been met on the branding day?
0:50:41 > 0:50:46I'm going to come back to you in a minute. Erm, Jessica...
0:50:46 > 0:50:47Yes, Lord Sugar?
0:50:47 > 0:50:51- Basically, you cracked up on the first day.- Oh, massively, yeah.
0:50:51 > 0:50:54Yeah, and Rebecca should have been the project manager...
0:50:54 > 0:50:56- 100%.- ..in the end.
0:50:56 > 0:50:59On day one, when I lost my head, honestly, that's not me.
0:50:59 > 0:51:01On day two, I pulled it back together and I came back fighting,
0:51:01 > 0:51:04but day one, all the important decisions were already signed off,
0:51:04 > 0:51:06but I did, unfortunately, I had a couple of
0:51:06 > 0:51:09the stronger characters undermining me and flapping me and...
0:51:09 > 0:51:13I'm flapping now, but... Oh, sorry, I've lost my train of thought.
0:51:13 > 0:51:15Can you explain to me the reasons
0:51:15 > 0:51:19as to why you brought these two ladies back in?
0:51:19 > 0:51:21Alana was nothing but disruptive, she didn't listen.
0:51:21 > 0:51:24When I made a decision, she'd undermine me and then,
0:51:24 > 0:51:27if we didn't go with her decision, she'd sit there with a face on.
0:51:27 > 0:51:30It brought the whole team down, it just wasn't a great atmosphere.
0:51:30 > 0:51:33The reason I brought Natalie back in, she could have done more,
0:51:33 > 0:51:35but she was just getting on with the jobs,
0:51:35 > 0:51:37the small jobs that were there.
0:51:37 > 0:51:38Can I explain what happened?
0:51:38 > 0:51:41Because you probably think I'm a real quiet character,
0:51:41 > 0:51:42but I'm actually not.
0:51:42 > 0:51:44So what did you do in the team, then? Where was your creativity?
0:51:44 > 0:51:47OK, so when we did the photo shoot, Jessica was really upset.
0:51:47 > 0:51:49I was upset, Alana, though, because all you'd done...
0:51:49 > 0:51:51I know why, we had a personality clash,
0:51:51 > 0:51:53- that is why you were upset. - It wasn't a personality clash.
0:51:53 > 0:51:55- Yes, it was.- It was everything I said, you went against.
0:51:55 > 0:51:58- If we didn't go for your idea, there was an argument.- No, it wasn't.
0:51:58 > 0:52:01I don't know anything about marketing, it wasn't...
0:52:01 > 0:52:05Calm down and tell me what you contributed to this task.
0:52:05 > 0:52:09I was in a grump because I was stressed and I'm really sorry.
0:52:09 > 0:52:12- To be fair...- Let me just say what I did, please.- OK, go on.
0:52:12 > 0:52:15So the two posters were my design.
0:52:15 > 0:52:17Right, Natalie.
0:52:17 > 0:52:21You say in your CV that you are creative.
0:52:21 > 0:52:24Where were you creative in this particular exercise?
0:52:26 > 0:52:29Er, Lord Sugar, I done the best I can, like...
0:52:29 > 0:52:33On day one, I was working with Rebecca, designing the design.
0:52:33 > 0:52:35Rebecca took control of that,
0:52:35 > 0:52:37because that's what her strong point was.
0:52:37 > 0:52:43- But you didn't offer any alternative ideas, did you?- I tried, I did say.
0:52:43 > 0:52:46- Well, I was there...- I just didn't... I says...- Natalie...
0:52:46 > 0:52:48I says cleaning and hairdressing...
0:52:48 > 0:52:52THEY TALK OVER EACH OTHER
0:52:52 > 0:52:53Alana, you've had your say, darling.
0:52:53 > 0:52:56Your reason was she didn't do a lot and now you're defending her,
0:52:56 > 0:52:59because you're trying to gang up on me because you don't like me.
0:52:59 > 0:53:00One at a time, please.
0:53:00 > 0:53:03I did my best and I certainly just didn't clean and do hairdressing.
0:53:03 > 0:53:05If you weren't there,
0:53:05 > 0:53:08what would have been missing from the ad campaign?
0:53:09 > 0:53:11I gave my input, I done the best I can.
0:53:11 > 0:53:13I wasn't listened to, so maybe if they listened,
0:53:13 > 0:53:16then it would have been done better.
0:53:16 > 0:53:19- Jessica, why shouldn't I fire you? - Because I've got two businesses.
0:53:19 > 0:53:22I've got a business model that works, the most energy.
0:53:22 > 0:53:24I'm used to working 16, 17, 18-hour days.
0:53:24 > 0:53:25The only reason why I'm here
0:53:25 > 0:53:27is because I want you as a business partner.
0:53:27 > 0:53:30- Well, so does everyone else. - I know, but I want it more!
0:53:32 > 0:53:34Hmm...
0:53:34 > 0:53:37- Erm, Karthik...- Yes, Lord Sugar.
0:53:37 > 0:53:39..you are a loose cannon.
0:53:39 > 0:53:41Lord Sugar, I am a quick learner.
0:53:41 > 0:53:45I am a project manager and in the next task, if you let me stay,
0:53:45 > 0:53:48then I will take up the project management mantle, because...
0:53:48 > 0:53:50You don't even know what it is.
0:53:50 > 0:53:52But if I was the sub-team leader, just imagine,
0:53:52 > 0:53:54Dillon would have been free to go and make the best logo he could.
0:53:54 > 0:53:57This is what happened to Dillon, he got flustered.
0:53:57 > 0:53:58If I was the sub-team leader...
0:53:58 > 0:54:01I should think so, with someone like you hammering away at him!
0:54:01 > 0:54:02Yes, Lord Sugar, but just imagine...
0:54:02 > 0:54:05Trying to calm you down is like trying to baptise a cat.
0:54:05 > 0:54:06I've learnt from that.
0:54:06 > 0:54:12Alana, my two colleagues here, they don't see you, they don't get you.
0:54:12 > 0:54:13I really... I really do feel...
0:54:13 > 0:54:15I don't feel like I'm in the background.
0:54:15 > 0:54:19I don't understand why I'm coming across like I am.
0:54:19 > 0:54:21You're not doing very well at the moment convincing me
0:54:21 > 0:54:24as to why you should stay in the process, really.
0:54:26 > 0:54:30- Natalie...- I will not let you down. I've got more to bring to the table.
0:54:30 > 0:54:32I obviously was just getting settled in.
0:54:32 > 0:54:35I feel on day two, Jessica, I worked hard.
0:54:35 > 0:54:38You didn't even need to ask me to do stuff. I'd done it, Lord Sugar.
0:54:38 > 0:54:41I do 100 hours a week. I do it with passion.
0:54:41 > 0:54:45- Are you ready to talk to me? - Yes. Erm, so I...
0:54:46 > 0:54:49..I think I can, erm... I'm...
0:54:53 > 0:54:55This is so embarrassing, I genuinely...
0:54:55 > 0:54:57I will not fold like a deck of cards.
0:54:57 > 0:54:59I'll give you 100%, Lord Sugar.
0:54:59 > 0:55:00I don't want to hear any more.
0:55:03 > 0:55:05Jessica...
0:55:07 > 0:55:10..you shouldn't have been the project manager.
0:55:10 > 0:55:13And Alana, I see you struggling there.
0:55:13 > 0:55:17The one that I'm finding very difficult to come to grips with
0:55:17 > 0:55:20is you, Natalie, someone who, from what I've understood from
0:55:20 > 0:55:23the last two tasks, has actually not done much.
0:55:23 > 0:55:26JD, do you know what?
0:55:26 > 0:55:29I'm going to give you the benefit of the doubt, OK?
0:55:29 > 0:55:31- You're staying in the process. - Thank you, Lord Sugar.
0:55:31 > 0:55:34But you, Mukai...
0:55:34 > 0:55:37I think there's some fatal errors that you made in this task,
0:55:37 > 0:55:39to be perfectly frank with you.
0:55:39 > 0:55:43- I've got to say, Karthik, that you are a loose cannon...- Lord Sugar...
0:55:43 > 0:55:49- No, no, keep quiet.- OK.- ..and I can't put up with loose cannons.
0:55:49 > 0:55:50This was just the one task...
0:55:50 > 0:55:53- Yeah, I said I can't put up with loose cannons...- I'm sorry.
0:55:53 > 0:55:56..and for that reason, I'm struggling.
0:55:56 > 0:55:57Erm...
0:56:00 > 0:56:05But, for a potential business partner of mine, Natalie,
0:56:05 > 0:56:09you've been a bit quiet. You've not been pushing yourself forward.
0:56:09 > 0:56:12It is regretful, it is only the second week,
0:56:12 > 0:56:14but, Natalie,
0:56:14 > 0:56:15you're fired.
0:56:15 > 0:56:16Thanks, Lord Sugar.
0:56:32 > 0:56:36Alana, you are struggling. You are struggling.
0:56:37 > 0:56:40I know the tension and pressure that exists in this room
0:56:40 > 0:56:43and I'm sympathising with it a little.
0:56:43 > 0:56:44Karthik...
0:56:47 > 0:56:51..I can't put up with what I heard from Claude.
0:56:55 > 0:56:58- Second week, you said you can learn. - Yes, Lord Sugar.
0:56:59 > 0:57:02Just go back to the house now, OK?
0:57:02 > 0:57:03ALL: Thank you, Lord Sugar.
0:57:11 > 0:57:13It's the name of the game, isn't it?
0:57:13 > 0:57:15People sink you, obviously, to win,
0:57:15 > 0:57:18but I'm not that kind of person. I'm, like, I'm real.
0:57:18 > 0:57:20It's been a pleasure meeting Lord Sugar,
0:57:20 > 0:57:23but not getting his investment is not going to affect me.
0:57:29 > 0:57:30It's really hard.
0:57:30 > 0:57:33I certainly learned a lot and I think, in a way,
0:57:33 > 0:57:34I'm happy it happened to me now.
0:57:34 > 0:57:36I just feel that it's not how hard you hit,
0:57:36 > 0:57:40it's how hard you can get hit and keep moving forward.
0:57:40 > 0:57:41JD, you're awfully quiet.
0:57:41 > 0:57:43It's been a long day and there's a lot of people
0:57:43 > 0:57:46- talking a lot of nonsense. - You're right.
0:57:49 > 0:57:53Now, 16 candidates remain.
0:57:53 > 0:57:59Lord Sugar's search for his next business partner continues.
0:58:00 > 0:58:01Next time...
0:58:01 > 0:58:06I want you to manufacture and sell your own range of sweets.
0:58:06 > 0:58:07..creating candy...
0:58:07 > 0:58:10- Keep going, keep going! - Guys, please just listen to me.
0:58:10 > 0:58:12- I'm worried about this. - ..for mouthwatering profit.
0:58:12 > 0:58:14Come and get your candy!
0:58:14 > 0:58:16I stood back and just watched what was going on.
0:58:16 > 0:58:19- Standing back and watching isn't the answer. Seriously.- No, no, no...
0:58:19 > 0:58:20But in the boardroom...
0:58:20 > 0:58:21Can you hack this process?
0:58:21 > 0:58:23..a Sugar overload.
0:58:23 > 0:58:26Your best hope for 250 grand
0:58:26 > 0:58:28is to buy yourself a scratchcard.
0:58:28 > 0:58:30You're fired.