Advertising - Jeans The Apprentice


Advertising - Jeans

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I'm not here to make any friends.

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The process is not personal.

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It's business.

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Lord Sugar is on the lookout for a brand-new business partner.

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It is a very competitive situation.

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I need to see who's got a good business brain.

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Fighting it out for his funding...

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..18 aspiring tycoons.

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Not one of you geniuses ran this thing properly.

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I feel so angry!

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You're coming across a bit thick.

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At stake, a quarter of a million pounds...

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..and a 50/50 deal

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with a business heavyweight.

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Your best hope for 250 grand is to buy yourself a scratchcard.

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-Yeah, yeah. Go, go, go!

-Right, run!

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It's an investment worth fighting for.

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-Please stop talking. Please...

-OK, go on.

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..for the love of God, stop talking.

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We're meant to be grown-up women,

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we're acting like little schoolgirls!

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18 candidates...

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I'm not getting angry, I'm just telling you

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cos you're not listening to my point.

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-Boom!

-Smashed it!

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..12 testing weeks...

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This is getting really, really childish now!

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If I was project manager, I'd be trying to motivate my team.

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So that's not cool. That's not cool.

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..one life-changing opportunity.

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You're fired. You're fired.

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You are a loose cannon. You're fired.

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Previously on The Apprentice...

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You will be selling antiques and collectables

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to the public and trade.

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Oh, wow!

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..it was straight down to business.

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Both teams got a garage full of goods...

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Got a nice pair of jugs there, Trish!

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..including hidden gems.

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That could be crystal.

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I just want to check for vintage Chanel or something.

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Led by Paul...

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I think this is very hipster, East London.

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..the boys aimed high...

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-I reckon 300 quid for it.

-300 quid for that.

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..turning trash...

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-Aargh!

-175.

-OK.

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..into cash.

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I just love the sound of money!

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Let's go.

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Under Michelle's leadership...

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-What would you give for it, then?

-20.

-Deal.

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..speedy sales...

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15? Yeah, got a deal.

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..and dire decisions...

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My gut feeling is Camden. I'm going with Camden.

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..led to the girls losing their way.

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What does your stall look like?

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-Have you got umbrellas or have you got a wooden stall?

-I don't know.

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In the boardroom, Lord Sugar questioned Mukai and JD's value.

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I believe we worked well.

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According to Karren, you looked like lost lambs.

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But a vintage victory for the boys...

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..left the girls coming up short.

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-Who sold those green vases?

-Me. £15.

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The valuation was 300.

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Rebecca had a close call...

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-You are the wrong type of candidate.

-Please, Lord Sugar!

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-Can you please be quiet?

-I'm sorry.

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..but it was Michelle...

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I see you responsible for not laying down the rules to your team.

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..who became the first casualty of the boardroom.

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-You're fired.

-Thank you.

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Now, 17 remain

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to fight for the chance to become Lord Sugar's business partner.

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PHONE RINGS

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-Hello.

-'Good morning.

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'Lord Sugar would like you to meet him at Istituto Marangoni.

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'The cars will be outside in 20 minutes.'

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OK, OK. Thank you. Bye.

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Cars are coming in 20 minutes!

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20 minutes, guys! Come on!

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That's a lovely view for anyone just looking in there.

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-What a treat(!)

-LAUGHTER

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Istituto Marangoni.

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-Italiano.

-It's a fashion store.

-School.

-School?

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School of fashion.

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If we are working with Italians, you should put brown shoes on

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because you only wear black shoes in Italy to a funeral.

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I AM going to the funeral... of the other team.

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Ooh!

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-Their egos have gone up a peg, haven't they?

-I think so, too.

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Looking fresh!

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In the heart of London's trendy East End,

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Istituto Marangoni.

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-Good morning.

-ALL:

-Good morning, Lord Sugar.

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Well, this place used to be a textile factory

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and is now a renowned fashion school.

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Your task today has got a lot to do with fashion.

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I'll be providing you with a product -

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jeans made from Japanese denim.

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I want you to come up with an advertising campaign.

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You'll be pitching your advertising idea to some leaders

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in the jeans business, as well as some top advertising executives.

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They'll be reporting back to me - the client -

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and, as ever, in the losing team,

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at least one of you will be fired.

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Or...

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hung out to dry.

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Like one of those things there.

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-Everything clear?

-ALL:

-Yes, Lord Sugar.

-Off you go.

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The teams have two days to create their brands,

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shoot TV adverts for their jeans...

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..and design a digital screen the public can interact with.

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-I think we have the best model for our video.

-Dungarees. Nothing else.

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-Like, really tight, as well.

-I think I'm too hairy up here, I reckon.

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If I wanted to be like everybody else,

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then I would have plucked my monobrow.

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-We'll wax you!

-Nobody's touching my hair!

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But I don't want to be like anybody else.

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Everybody else wants to be like me.

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Not here, not here and not anywhere else!

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11am.

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Base for both teams...

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..ad agency Rainey Kelly.

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My skills lie in branding and advertising and marketing.

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It's what I do every day.

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Going head-to-head...

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-I brand all types of businesses, so...

-I've got a fashion brand.

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..pitching to project manage...

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-I don't do the visual side of branding, but...

-I brand, every day.

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..Rebecca and Jessica.

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Whoever's chosen as project manager, we could maybe do sub-team manager.

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I'd like you to work with me.

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-OK. Rebecca - go. Two, three, four. OK!

-We split?

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-4-4.

-Four and four split. Hands up for Rebecca again.

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-You can't vote for yourself!

-Oh, I suppose that's stupid.

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-Right, so it's Jess.

-Right, OK, brilliant.

-What?

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So, hold on. There's eight of us, isn't there?

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I'm going to be project manager on this task.

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And there's a 4-4 split.

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I voted for myself and everyone told me to put my hand down,

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so I think I've probably just been

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somehow duped into not being the project manager!

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That's awful! I really want... I...

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OK. Can we all get behind me here?

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Already running the boys' team...

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So, first I'd like target market.

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..marketing man Mukai puts forward his plans.

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I want to go with teens.

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I know we want to do it democratically but can we just

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go with that? What else do we need? We need brand name.

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I thought Ichiban was a good name. I don't know if that fits.

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-Ichiban. Itchy jeans?

-I just don't know what it means.

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-Emojeans.

-DILLON:

-Emojeans. I love that.

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Let's write that down, yeah?

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I'm sorry. I'm going to, kind of, veto that.

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I lead a team from the front.

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I've got one. Day After Yesterday, which is...ie, today.

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I'm always challenging and asking questions and that could

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potentially be an annoyance to some people.

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It could be D-A-Y. I think we'll go for it. Day After Yesterday.

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Can we please think of brand names?

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Sights set on a luxury brand for women...

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Stripped Back, Unclaimed or Reinvented.

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..for the girls' team, nail the name.

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-The reason I liked Unclaimed...

-I like Unclaimed.

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..is you could go for things like...

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-Girl stood there taking a selfie and she's claiming her own look.

-I like Unclaimed.

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-We're calling it Unclaimed. It's a play on a word.

-Fantastic.

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Yeah, Unclaimed.

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So, what I want to do now, ladies, split into Team A and Team B.

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Team A are going to be in charge of the brand and TV adverts.

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My strengths lie with TV adverts.

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Team B is going to be the packaging,

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which you said you were very strong on, didn't you?

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You don't want me doing branding?

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-Even though that's what I do every day?

-Who's going to lead Team B?

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Jessica...

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Let me finish, please. Everyone's talking over. Right, OK.

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They're only half an hour in and Jessica is already flustered.

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Erm... Oh, God!

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This task is huge.

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Maybe the girls have just chosen the wrong leader.

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-So, Team A, Rebecca?

-Yep.

-Team B, we've got myself.

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Can I just be really clear?

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Everything has got to be very stylish.

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I don't want anything like dog masks or anything like that.

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Jeans in hand, half of each team hits the road.

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I'm a little bit concerned about Rebecca as sub-team manager.

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Personally, I think Frances or Grainne would be

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a much better team leader because they're a stronger character.

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If you call her and put her down,

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it's going to cause friction in the group.

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You'll completely destabilise the team.

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I want to go to a premium shop.

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-We may not get a broad enough spectrum...

-We're on Oxford Circus.

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For both teams, a chance to get the measure of their target markets.

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Which one feels more quality to you - this one or that one?

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These ones are too flannelly.

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While the girls get the lowdown on luxury shoppers...

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If you saw a pair of jeans, what would make you like them?

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If the model looks really good in them.

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The fit and the feel of the fabric.

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Thank you so much.

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..the boys...

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Make sure that we're pulling the right type of people in.

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..seek out teens for their unisex jeans.

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-How old are you?

-25.

-25.

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If it's 25, it's a little bit too old, actually,

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for what we're looking for.

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-What brand jeans do you like to buy and why?

-I don't wear jeans a lot.

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I don't think you're going to be much use to us.

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We have a few questions to answer.

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Do you know anything about Japanese denim?

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-No, I'm afraid not.

-Fine.

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Excellent. OK.

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We're really out of time now. We've got, like, about ten, 15 minutes.

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It's very hard to find people of that age group...

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-I know.

-Listen. You haven't been able to tell me...

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-Let's not argue. We need to get this done.

-We're going to stay here.

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I'll try and find the right target people.

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Mukai - he's just trying to be like,

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"Look, I can lead, I can do this, I can do that."

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Everyone else's input is coming a close second.

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Come on, I need a little bit of direction.

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Let's go.

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Back at the ad agency...

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This one's really cute.

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..in charge of branding for the boys, art director Dillon.

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-Day After Tomorrow.

-Yesterday.

-Yesterday, sorry!

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Personally, I think a vibrant yellow is quite unisex.

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Dillon, I've never seen colour on a jean.

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-It will pop right off a denim colour, black.

-Perfect, perfect.

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Dillon, where is the yellow going to come again in this?

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-It's going to be on the label.

-OK.

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Mate, I think it looks good.

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I'm not happy with "Day After Yesterday Denim".

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Why do you have to say "denim"? It's on jeans, right? We know what it is.

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-Nobody says Coca-Cola is a drink.

-Yeah.

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-CLAUDE:

-Excuse me, guys.

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You're going to miss deadlines if you don't hurry up.

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Dillon, we need to start thinking about a few straplines.

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Could you have a question/answer thing?

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"Want to have fun the day after yesterday?

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-"That's today." Or something like that.

-Can you talk quieter?

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I will come up with an awesome strapline but I can't be

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constantly interrupted in my thinking process. Thank you.

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Always Japanese, definitely cool. I think that works.

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-I kind of like that.

-KARTHIK:

-Dillon, we need to rush.

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I'm anxious to talk to the other team, though. I'll call them.

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-Great.

-Hi there, Dillon. Are you OK?

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I need to relay some thoughts to you. Check the straplines...

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Sorry, Dillon, stop, stop, stop.

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As an art director, I'm letting you have the rein.

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But I have to say that...

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See you later. Bye.

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It just stopped.

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-CLAUDE:

-That should've been a very important discussion.

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Mukai has shown absolutely no interest in finding out

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what his sub-team has been creating.

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Frankly, I don't know how he thinks he's going to be able to produce

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the billboard adverts without this critical information.

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We're under pressure, we're behind. What's next?

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-Do you know what I love?

-Also searching for a strapline...

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"Claim your fit."

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Do you know what's also quite funny? "Claim you're fit!"

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..industry expert Rebecca builds the girls' brand.

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Are we saying our strapline is going to be something like,

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-"Claim your fit"?

-Claim your fit.

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The strapline as in the strap of the jeans?

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No, no, strapline as in the thing that sits alongside the branding.

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Oh, yeah, the strap.

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So, the colour...

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Neutral grey. Can we see it on just a long strip as well?

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I'd put, like, a wee, like, hashtag, if you can do that.

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-Not a hashtag.

-Not on the logo.

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-Ooh!

-Beautiful.

-That's what we like!

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That's going to be our logo. Unclaimed - luxury Japanese denim.

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-Come on, then.

-Let's do it.

-Here we go.

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Bloomsbury.

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Planning the photo shoot for their campaign...

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So, ideally, I just want a really clean image

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of the quality of the jeans.

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..project manager Jessica.

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Where the hell are the jeans?

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-Where's the jeans?

-The jeans have been left.

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Who had the jeans with them?

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I said, "I'm leaving them with you guys. You look after them."

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Waiting at the studio, a professional photographer.

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Hello.

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On the team's to-do list,

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pictures for bus shelter posters and interactive displays.

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The one issue is, we can't find the jeans.

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What do you mean, you can't find the jeans?

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Er, basically, the last location,

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we put the jeans down and then we've not picked them back up again.

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So you're...doing photographs for your jean campaign

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without your jeans?

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Right.

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-TEARFULLY:

-I'm sorry, I'm...

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I'm so sorry, but...

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Jessica. Jess... Jessica.

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Go outside, go and take a breath, calm yourself down.

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We'll all be here when you're ready.

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SHE HYPERVENTILATES

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Right, guys, let's try and pull this together.

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Let's try and talk while she's not here. Can't rely on her, yeah?

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Just get in the zone, just get in the zone, Jessica.

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Oh, God!

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At the boys' photo shoot...

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-Were they meant to book the model, then, were they?

-Yes.

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..with his photographer waiting,

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project manager Mukai has nothing to shoot.

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We haven't got any information. We don't know when they're coming.

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-They should be here by now.

-Let's try and get through to the sub-team.

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OK, here we go.

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I skateboard, I fall. I'm like...

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He looks at you and he gets distracted and falls.

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-'This is the Vodafone voicema...'

-What?

-What's going on there?

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-This is unbelievable.

-This is a joke.

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-So, you look very athletic.

-Thank you.

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-Is there a six-pack under there?

-Yep.

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Thank you. I'm very happy.

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Dillon's quest for perfection is all well and good,

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but he's fallen well behind.

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Imagine you're flirting with somebody.

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-I'll use you as a girl.

-OK, I'll be the girl.

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He's enjoying himself too much and, really, he needs to focus,

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because the models should already be at the studio.

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-How you doing? You all right?

-Good. I'm fine, thanks.

0:15:430:15:46

-Oh, very good, very good!

-I can see Dillon blushing.

0:15:470:15:50

It's just the hot lights, I promise!

0:15:500:15:52

-Let's go and get changed.

-OK, cool.

0:15:550:15:57

Reunited with their jeans, the girls look closer to home for models.

0:15:570:16:03

I wish I had had spray tan done!

0:16:030:16:05

-Keep this one down.

-And wear a heel with that one.

0:16:050:16:09

-That looks ridiculous!

-Just take it.

0:16:090:16:10

That's not going to sell luxury, is it?

0:16:100:16:13

Just a little note - are we going to do one for the billboard?

0:16:130:16:16

I'd forgotten the billboard.

0:16:160:16:18

I genuinely don't think she knows what she's doing at all.

0:16:190:16:22

Really natural! Just do a fake laugh. Ha-ha-ha-ha-ha!

0:16:220:16:26

We haven't had any direction.

0:16:260:16:28

We lost on a lack of organisation last week and, like,

0:16:280:16:31

we're going to lose again and it's just embarrassing.

0:16:310:16:35

And then look at the camera.

0:16:350:16:36

OK, perfect. Let's go to the graphic designer.

0:16:360:16:39

The bus shelter and our interactive billboard - it's all so disjointed.

0:16:410:16:45

-It's not disjointed.

-So if we can try and pull it together...

0:16:450:16:48

We're using the same colours throughout, so that's tying it in.

0:16:480:16:51

We're using the same jeans throughout.

0:16:510:16:52

You're coming up with problems to our solutions.

0:16:520:16:55

-OK.

-OK?

0:16:570:16:59

-Hi there, I'm Mukai.

-Tia.

-Oliver. How do you do?

0:17:010:17:04

7:30pm.

0:17:040:17:05

Paul. Nice to meet you.

0:17:050:17:06

With only one model sent by Dillon,

0:17:060:17:08

another's needed for their unisex campaign.

0:17:080:17:11

-So, I'm wanting a volunteer.

-Courtney.

-Yeah, that works.

-OK.

0:17:110:17:16

I'll step up to do it, yeah.

0:17:160:17:18

Cast complete, next - the plot behind their posters.

0:17:180:17:22

She's talking to one of her friends, texting or something.

0:17:220:17:25

He'd be walking by. Could be on a skateboard.

0:17:250:17:27

They've both got the jeans on.

0:17:270:17:28

You might have something like "#seizetheday" - yes or no?

0:17:280:17:31

-You like that?

-Let's get something on camera.

0:17:310:17:34

So, you kind of go up to her and, yeah, exactly.

0:17:340:17:36

Give me a look of love, though.

0:17:360:17:38

Like, "Oh, my God! Who's this hottie?"

0:17:380:17:40

Ah, he's gone all shy!

0:17:400:17:42

Come on. Seriously, we've got to win this task!

0:17:420:17:44

One hour till work must stop...

0:17:460:17:49

Good evening.

0:17:490:17:50

..so interactive bus shelters can be built overnight.

0:17:500:17:53

Share your image.

0:17:530:17:54

Shake it out!

0:17:540:17:55

While half of each team create soundtracks

0:17:560:17:59

to prick the ears of passers-by...

0:17:590:18:02

Cloo-cloo!

0:18:020:18:03

Do-do-loo!

0:18:030:18:04

Brr-brr!

0:18:040:18:06

Do-do-loo-do!

0:18:060:18:07

Om-om!

0:18:070:18:08

..across London...

0:18:100:18:12

-Why don't we just do one the other way?

-Hang on a minute. Let's just...

0:18:120:18:15

..the rest must turn pictures into posters.

0:18:150:18:18

-Is that the interactive one?

-Yeah.

0:18:180:18:19

..and a digital screen the public can interact with via social media.

0:18:190:18:23

-On this, can we upload a picture onto that?

-Yeah.

0:18:230:18:26

And then I think it must be interactive when you go up to it

0:18:260:18:28

-and then you can take pictures. Is that right?

-Yeah.

-Fantastic!

0:18:280:18:31

We've only got 25 minutes.

0:18:310:18:33

Today has been a comedy of errors, and I'm mortified!

0:18:340:18:38

Jessica. Logo, "#turnitup",

0:18:380:18:40

and then the best image we can get of these two together.

0:18:400:18:43

People keep chipping in and clouding my vision, whereas tomorrow

0:18:430:18:46

is a new day and I'm going to make sure I stick to my guns.

0:18:460:18:48

-Guys, I don't want to go over the deadline. Just leave it.

-Yeah!

0:18:480:18:52

-OK, that's it. Done.

-Thank you.

-OK, let's go.

0:18:520:18:54

Talk about cutting it fine!

0:18:560:18:57

We should have some images that were

0:18:580:19:00

-sent previously from the studio.

-Yep.

0:19:000:19:02

Running out of time...

0:19:020:19:03

Just to let you know,

0:19:030:19:04

we need to do the posters first and then the dynamic.

0:19:040:19:07

OK. Come on!

0:19:070:19:08

..the boys...

0:19:080:19:10

We've got five minutes and it is a deadline, hard deadline.

0:19:100:19:13

-We can't do both.

-You don't have time for the digital?

-No.

0:19:130:19:17

We haven't got what we should have.

0:19:170:19:19

We haven't got the full digital advert.

0:19:190:19:22

-We've just got an image on a bus shelter.

-Let's just go with that.

0:19:220:19:26

I think Mukai's walking a dangerous line.

0:19:260:19:28

I've got a list of things that have gone wrong.

0:19:280:19:30

There was no communication. And you know what?

0:19:300:19:32

If you're going to not listen to your team,

0:19:320:19:34

this is exactly what happens.

0:19:340:19:36

MOBILE PHONE RINGS

0:19:360:19:38

-Hello, Mukai.

-Unfortunately, the interactive has not been completed.

0:19:380:19:42

Bye.

0:19:440:19:46

We missed the deadline.

0:19:460:19:48

-We're going to have to make an awesome advert tomorrow.

-OK.

0:19:480:19:51

We'll stay positive, get some kip, come back, bounce along,

0:19:510:19:54

knock out the video - happy days - win the challenge,

0:19:540:19:57

win the task, get the treat. Job done.

0:19:570:19:59

7am.

0:20:050:20:06

-Good morning, guys.

-ALL:

-Morning.

0:20:070:20:09

For the boys, a chance to check in.

0:20:090:20:13

Dillon's great in art. But when it comes to the management part of it,

0:20:130:20:16

he tends to get a bit flustered.

0:20:160:20:18

So I would like you to take on sub-team leadership.

0:20:180:20:20

To answer that point,

0:20:200:20:22

I'm going to be moving to the A team on the TV ad.

0:20:220:20:25

And I am going to put Courtney in charge of the sub-team

0:20:260:20:30

to lead the packaging, if that's OK with you, Courtney.

0:20:300:20:32

-I'm completely happy.

-Everybody OK?

-Yeah.

-Fantastic.

0:20:320:20:36

THEY TALK OVER EACH OTHER

0:20:360:20:37

Can everyone calm down?

0:20:370:20:38

Everyone's talking over everyone, so I can't listen.

0:20:380:20:41

I'm not having this again today - trust me!

0:20:410:20:43

Managing her manpower, project manager Jessica.

0:20:430:20:47

With the packaging, I think Rebecca's going to be well suited

0:20:470:20:49

for the packaging, so we're changing team leaders.

0:20:490:20:51

I'm going to go on Team A

0:20:510:20:53

today for the TV advert, and you're going to be on Team B.

0:20:530:20:56

Aleksandra, I'd love you to work with me as well,

0:20:560:20:59

cos I loved your input yesterday.

0:20:590:21:00

Honestly, Rebecca, we've got some really good creative people.

0:21:000:21:03

Everyone likes to have their input - trust me.

0:21:030:21:06

I'm joking! I'm not.

0:21:060:21:07

Come on, let's do this!

0:21:080:21:10

Today, teams must create packaging...

0:21:130:21:15

So that's the key, then, is that you keep that box

0:21:150:21:18

once you've taken your jeans out.

0:21:180:21:19

..and shoot their TV ads.

0:21:190:21:21

Interesting Jessica wanted to go to the TV ad side.

0:21:210:21:24

-I think she wanted to get away from me.

-Do you think? Why?

0:21:240:21:27

It was the weirdest, maddest day I've ever experienced.

0:21:270:21:29

She just lost the plot!

0:21:290:21:31

She completely collapsed under the pressure.

0:21:310:21:34

For both teams, Designworks.

0:21:350:21:38

We've got a pretty clear idea of what we want to do.

0:21:380:21:41

Help to dress up their denim.

0:21:410:21:43

That! I love that!

0:21:430:21:46

Thinking outside the box...

0:21:460:21:48

Cylinder - tick.

0:21:480:21:49

..the girls.

0:21:490:21:50

The logo's going to be washed out on there.

0:21:500:21:53

Lift this white off of this logo and put it directly onto this brown.

0:21:530:21:57

Loving it! This is fun, isn't it?

0:21:570:21:58

-TRISHNA:

-I think it looks really slick.

0:21:580:22:00

Next door...

0:22:000:22:02

On the inside of the box, we'd like the cherry blossom print.

0:22:020:22:04

..leading the boys, designer Courtney.

0:22:040:22:07

We'd also like "made in Japan", a bit like the seal of approval.

0:22:070:22:10

We want the packaging to be something you want to keep.

0:22:100:22:13

Is that a feature you think

0:22:130:22:14

users are going to pick up on and appreciate?

0:22:140:22:16

I mean, I've kept a box, a fragrant box, for 15 years.

0:22:160:22:20

Which now stores minidiscs.

0:22:210:22:22

What would the ongoing function of that box be for you guys?

0:22:230:22:27

Will they put their minidiscs in it?

0:22:270:22:29

Central London.

0:22:340:22:36

-Here are your lines.

-Thank you.

-Confidence is key.

0:22:360:22:38

Bam, here I am!

0:22:380:22:40

Location for the girls' TV ad - a posh Japanese restaurant.

0:22:400:22:45

So, Grainne, do you want to start with make-up for the models?

0:22:450:22:48

Calling the shots...

0:22:480:22:49

Aleksandra, help Grainne.

0:22:490:22:51

..project manager Jessica.

0:22:510:22:52

Natalie, can you help me...

0:22:520:22:55

SHE LAUGHS

0:22:550:22:57

Oh, actually, you're going to do

0:22:570:22:59

-their hair with the styling, aren't you?

-Whatever.

0:22:590:23:01

Today I feel a lot better. Yesterday was just absolutely horrific!

0:23:010:23:05

But today, we'll be fine.

0:23:050:23:07

Three, two, one - action.

0:23:070:23:11

The next best thing to Japanese food is the jeans they make!

0:23:110:23:14

Fierce!

0:23:140:23:15

So far, the advert, I have to say, is looking good.

0:23:150:23:18

You need some more of that lipstick on.

0:23:180:23:20

You look gorgeous!

0:23:200:23:21

Grainne did really well on the make-up.

0:23:210:23:23

Action!

0:23:230:23:24

Jessica did really well on the direction.

0:23:240:23:26

OK, cut.

0:23:260:23:27

The three of us gave good input. Natalie, bless her,

0:23:270:23:30

is looking at the timelines.

0:23:300:23:32

-Natalie, have we got the time?

-Eight minutes past.

0:23:320:23:35

In terms of contribution, there isn't any more from Natalie.

0:23:350:23:39

Main setting for their luxury brand campaign...

0:23:390:23:42

-Up here.

-It looks like a girls' toilet

0:23:420:23:44

with a full mirror and room to move.

0:23:440:23:46

Love it!

0:23:460:23:47

..the loo!

0:23:470:23:49

Take your shoes off, right? Turn your jeans up.

0:23:490:23:51

Action!

0:23:510:23:52

Beautiful!

0:23:540:23:56

-Perfect!

-Yep? Fastest shoot ever!

-Yeah!

0:23:560:23:59

Shall we head over to the editing suite?

0:23:590:24:01

Brixton, South London.

0:24:060:24:08

Let's get on the point!

0:24:080:24:11

Backdrop for DAY Denim's teen-focused ad.

0:24:110:24:15

That's a nice colour.

0:24:150:24:16

-When you fall...

-Yeah?

-..can you take off your sunglasses?

0:24:160:24:20

Director for the day - Dillon.

0:24:200:24:22

Clear the set, please! Sofiane!

0:24:220:24:25

It's a skate park. It supposed to be a bit dirty.

0:24:250:24:28

Action!

0:24:280:24:29

Cut! Let's do it once more.

0:24:310:24:34

Oh, God, it's so hot!

0:24:340:24:36

I feel like stripping, man!

0:24:360:24:38

He's like Marmite. One day you love him, the next you hate him.

0:24:380:24:41

But I don't want it to become a meat market with all the chicks

0:24:410:24:44

coming after me, so I'm just going to deal with sitting in my shirt.

0:24:440:24:47

I think I'll opt with love him, though.

0:24:470:24:49

-I think I'll go with that one.

-It's sunny weather!

0:24:490:24:52

Action!

0:24:520:24:54

Push his shoulder, like, "Get out of here!"

0:24:540:24:57

-Cut!

-That's good.

-That's a wrap, yeah?

-Fantastic.

0:24:570:24:59

4pm.

0:25:020:25:03

Oxford Street.

0:25:060:25:07

'Konnichiwa.'

0:25:070:25:09

For both teams, the big reveal of their bus shelters.

0:25:090:25:12

'Brr-brr. Dee-lee-tee.'

0:25:120:25:15

-Oh, that looks all right!

-It looks pretty good.

0:25:160:25:18

Oh, I really like it! Well done! Well done!

0:25:180:25:21

For the boys, a basic display.

0:25:220:25:24

It would have been better if we could have had some interaction.

0:25:240:25:28

While the girls...

0:25:280:25:29

Can we borrow you to take a quick picture?

0:25:290:25:32

..use social media to spread their message.

0:25:320:25:34

-RECORDING:

-'Share your image!'

0:25:340:25:36

-ALL:

-Yay!

0:25:360:25:38

'Oh, my God! Are you OK?'

0:25:410:25:43

Yeah, that one.

0:25:430:25:44

A central London editing suite.

0:25:440:25:46

OK, and the next scene is Tia.

0:25:460:25:49

'Always Japanese.'

0:25:490:25:51

Director Dillon hones the team's TV advert.

0:25:510:25:54

I'll wait until you finish, then I'll play with the thing on my own,

0:25:540:25:57

and I want to see what I can come up with.

0:25:570:25:59

You're not going to play on your own.

0:25:590:26:01

So, what, you won't let me sit and do it on my own?

0:26:010:26:03

Are you scared?

0:26:030:26:05

We're trying to get the editing correct.

0:26:050:26:08

If there's something wrong with it, you can have your say.

0:26:080:26:10

-'Hey, a perfect fit!

-Always Japanese.'

0:26:100:26:13

'Definitely. Cool.'

0:26:130:26:15

-It looks good.

-I like that.

0:26:150:26:17

So we now have a 30 second rough-cut.

0:26:170:26:20

I'd really like to get everybody's comments on board.

0:26:200:26:23

-Is that OK? Does that make sense?

-No, it doesn't.

0:26:230:26:26

What I want to do is I want to spend five minutes with him.

0:26:260:26:29

We haven't actually discussed what we've seen yet.

0:26:290:26:31

I want to see what I can do in five minutes.

0:26:310:26:33

You've made your point, I've listened to you.

0:26:330:26:35

-I want five minutes now...

-No, you will not get five minutes.

0:26:350:26:38

You can wait five minutes... No, I will.

0:26:380:26:40

-I'm overruling you.

-No, you are not.

0:26:400:26:42

'The problem with Karthik is whilst he may have a lot to offer,'

0:26:430:26:46

his aggression, in terms of trying to get his voice heard,

0:26:460:26:49

has turned the others against him.

0:26:490:26:51

Consequently, the more he tries, the less they listen.

0:26:510:26:54

-I know he's your choice...

-Let me speak. Please!

0:26:540:26:57

Karthik!

0:26:570:26:59

I'm telling you right now, I need to speak and you need to listen.

0:26:590:27:03

-I am telling you...

-You need to be overruled.

0:27:030:27:05

Karthik, please, for the love... For the love of God, stop talking.

0:27:050:27:10

No, I'm going to tell you what I want to tell you

0:27:100:27:12

and you have to listen to it.

0:27:120:27:14

# I hate you so much right now

0:27:140:27:16

# I hate you so much right now... #

0:27:160:27:18

No, I don't think this is... Yeah, scrap it.

0:27:180:27:20

Selecting a soundtrack for their ad...

0:27:200:27:24

the girls.

0:27:240:27:25

# Got nothing in my brain... #

0:27:250:27:27

-Follow the lyric.

-You like it?

0:27:270:27:29

What are we shaking off, though? Why are you choosing that?

0:27:290:27:31

Shake it off. She's just shaking off whatever. She's like,

0:27:310:27:34

-"Yeah, I'm in power!"

-Are we happy with Shake it Off?

0:27:340:27:37

Aye, Shake it Off. Aye.

0:27:370:27:39

The good news for Jessica is she is lot calmer today

0:27:390:27:42

than she was yesterday.

0:27:420:27:44

-One, two - cut!

-But the girls' advert doesn't work.

0:27:440:27:47

You're filming in a toilet, the song is Shake it Off - very unfortunate.

0:27:470:27:51

'The next best thing to Japanese food is the jeans they make.'

0:27:510:27:54

And you're comparing the jeans to sushi food.

0:27:540:27:57

It certainly doesn't say luxury product that empowers women to me.

0:27:570:28:01

# Got nothing in my brain... #

0:28:010:28:04

-"Got nothing in my brain!"

-Oh, gosh!

0:28:040:28:07

# Shake, shake, shake. #

0:28:070:28:09

PHONE RINGS 7am.

0:28:130:28:16

Today, both teams will pitch their campaigns

0:28:160:28:18

to a panel of industry experts.

0:28:180:28:20

-Hello!

-Hi!

0:28:200:28:22

-But first...

-Thank you so much.

-Thank you!

-Have a lovely day.

0:28:220:28:26

..a delivery of prototype packaging.

0:28:260:28:28

-Do-do-do!

-It's like Christmas come early.

0:28:280:28:31

-I'm liking it.

-There's no doubt that there's jeans in that box.

0:28:310:28:34

-Really cool.

-THEY GASP

0:28:340:28:37

-"Made in Japan."

-That is well done.

0:28:370:28:39

THEY GASP

0:28:390:28:41

Oh, wow!

0:28:410:28:43

Fabulous and chunky, isn't it?

0:28:430:28:46

So do we think that the packaging is luxury enough?

0:28:460:28:49

-I think it is.

-I think that's really luxurious.

0:28:490:28:52

So obviously we've got the big pitch today.

0:28:520:28:54

I'm introducing us and I'm going to lead onto...

0:28:540:28:57

How are we going to coordinate between each other?

0:28:570:28:59

Then you have to, sort of...

0:28:590:29:00

Day one, all I had as a project manager

0:29:000:29:02

was people talking all over me.

0:29:020:29:04

I'm not having everyone chipping in.

0:29:040:29:05

-Jessica, just one thing.

-Yeah?

0:29:050:29:07

Are you going to feel comfortable being calm?

0:29:070:29:09

Calm is key here. We cannot be flustered.

0:29:090:29:13

Oh, thank you for that. I didn't realise that(!)

0:29:130:29:16

Good.

0:29:160:29:17

JD on the branding.

0:29:170:29:19

Precision planning his team's pitch...

0:29:190:29:21

I think it's a really important part.

0:29:210:29:23

-..Mukai.

-Establish the fact that the campaign is

0:29:230:29:25

an integrated, multichannel, 360 campaign.

0:29:250:29:28

The key thing is benchmark for quality.

0:29:280:29:31

Teen-youth market, premium, with a high disposable income.

0:29:310:29:34

That should come in branding though, for sure.

0:29:340:29:37

-Are you clear on that?

-Erm...

0:29:370:29:40

West London.

0:29:410:29:43

Headquarters of outdoor advertising heavyweights JCDecaux.

0:29:460:29:49

Casting an expert eye over replicas of both bus shelters..

0:29:530:29:57

'Konnichiwa.'

0:29:570:29:58

..experts from the worlds of fashion and digital signage.

0:29:580:30:01

'Brr-brr.'

0:30:010:30:04

'Woo-ooo.'

0:30:040:30:06

-Clangers!

-The Clangers!

0:30:080:30:10

'Doo-doo. Dum-dum.'

0:30:100:30:11

First to pitch...Unclaimed.

0:30:130:30:15

Watching on... the rest of the girls.

0:30:170:30:20

Hello. How are you all? Thank you so much for inviting us here.

0:30:210:30:24

-Alex, it's a lovely building.

-Come on, Jessica.

0:30:240:30:26

We were given the task to do a marketing

0:30:260:30:29

and advertising campaign for jeans.

0:30:290:30:30

What we decided to do was target women aged 18 to 35.

0:30:300:30:34

When we were creating the TV advert, we wanted to put across

0:30:340:30:37

that the jeans were quality and also the fit was crucial.

0:30:370:30:41

So if we just play the video.

0:30:410:30:43

-Jessica, she pulled it off really good.

-She did.

0:30:430:30:46

# Cos the players gonna play, play, play, play, play... #

0:30:490:30:52

The next best thing to Japanese food is the jeans they make.

0:30:520:30:55

# I'm just gonna shake, shake, shake, shake, shake

0:30:550:30:58

# Shake it off. #

0:30:580:31:01

Unclaimed is a beautiful brand that we've put together which

0:31:010:31:05

we think encapsulates the feeling of owning your own look

0:31:050:31:09

-and claiming that look...

-She's so calm, isn't she?

-She's brilliant.

0:31:090:31:12

..and adoring what you're wearing, no matter what you're wearing.

0:31:120:31:15

This packaging, it feels very solid.

0:31:150:31:19

It's actually quite easy to associate that with luxury

0:31:190:31:21

because if you hold a beautiful big diamond in your hand,

0:31:210:31:25

that's going to have some weight to it.

0:31:250:31:28

I'm just not sure it says luxury to me.

0:31:280:31:30

Really?

0:31:300:31:32

-Your branding is targeting more of an older consumer.

-Oh, right.

0:31:320:31:35

I can't bear this.

0:31:350:31:37

-Then your TV advert - it's a little bit younger.

-Yeah.

0:31:370:31:40

Probably mixed messages there for me.

0:31:400:31:42

Thank you very much for hearing us today.

0:31:420:31:44

Thank you very much for taking the time.

0:31:440:31:45

-Would you like me to leave that with you to have a look at...?

-You can keep them.

0:31:450:31:48

-What?

-"You can keep it."

-That's a great indication.

0:31:480:31:51

Well done.

0:31:540:31:55

THEY EXHALE

0:31:550:31:57

No, seriously, well done.

0:31:570:31:58

Next, D-Day for DAY Denim.

0:32:000:32:03

So good morning, everybody.

0:32:050:32:07

Day Denim really means...

0:32:070:32:09

Day After Yesterday really means the fact that...

0:32:090:32:12

It's... We're talking about...

0:32:120:32:15

We're aiming for the teen market here.

0:32:150:32:17

So we really... I'm really sorry, I've just completely fluffed it.

0:32:170:32:20

OK.

0:32:220:32:23

I'd really appreciate it if we don't mention that to him

0:32:230:32:26

and just forget about it, OK?

0:32:260:32:28

Today we're presenting a multichannel advertising

0:32:290:32:32

campaign for the launch of a new denim brand.

0:32:320:32:34

I'll now hand you over to JD to explain a little bit more

0:32:340:32:37

-about the brand.

-Thanks, Mukai.

0:32:370:32:40

Afternoon, guys.

0:32:400:32:42

When you're picking a name and...

0:32:420:32:44

It takes a bit of time.

0:32:440:32:45

It takes the creative juices to really get going,

0:32:450:32:48

get people excited. The names are flying around

0:32:480:32:51

and after a couple of juicy conversations, we came up with Day.

0:32:510:32:54

We feel this is a good name. "Yes, Day Jeans! Love them.

0:32:540:32:57

"I'm going to buy some."

0:32:570:32:59

So... Sorry if I'm going a bit quick.

0:32:590:33:02

'Oh, my God! Are you OK?

0:33:090:33:11

-'Did you tear your jeans?

-They hardly ever tear.

0:33:110:33:14

-'They're Day Jeans.

-Mine, too.

-Hey, a perfect fit.

0:33:140:33:18

-'Always Japanese.

-Definitely cool!'

0:33:180:33:21

# We're up all night to get lucky. #

0:33:210:33:24

Please explain to me your unisex idea.

0:33:240:33:27

We didn't see any reason why we couldn't

0:33:270:33:29

have a denim that could be for a boy and a girl.

0:33:290:33:33

Obviously, different cuts, different designs.

0:33:330:33:35

That's not unisex.

0:33:350:33:37

-But that's not unisex.

-That's not unisex.

0:33:370:33:39

So if you're saying there's one product

0:33:390:33:41

but a man or women could wear it, that's unisex.

0:33:410:33:44

-Thank you so much.

-Thanks, guys.

0:33:450:33:48

-All right?

-Quality, man.

-How's it going?

0:33:480:33:50

Everyone was unbelievable.

0:33:500:33:53

Makai from day one was like, "Oh, I'm this creative director.

0:33:530:33:56

"I'm going to do this, I'm going to do that."

0:33:560:33:58

That's been his whole attitude the whole time.

0:33:580:34:01

'What's going through my head right now is that we're the losing team.'

0:34:010:34:05

Pitches over, there's nothing more the teams can do.

0:34:050:34:09

-Good afternoon.

-Good afternoon.

-Good afternoon.

0:34:110:34:13

For Lord Sugar, feedback from the experts.

0:34:130:34:15

-So let's start with the girls' team.

-We struggled with the name.

0:34:150:34:18

The focus was on "claim your fit" but it was called Unclaimed.

0:34:180:34:22

The packaging - I don't know there's a pair of jeans in there.

0:34:220:34:24

It's very bland.

0:34:240:34:26

Their advert was a younger message and the packaging was speaking

0:34:260:34:29

to an older woman.

0:34:290:34:31

They could actually be two different brands.

0:34:310:34:33

So, now, the boys' team - DAY.

0:34:330:34:35

You know, they missed a great opportunity

0:34:350:34:37

by not deploying the digital screen.

0:34:370:34:40

-They had a unisex message.

-Yeah.

0:34:400:34:42

The group didn't really understand.

0:34:420:34:44

It didn't work.

0:34:440:34:46

You can go to the boardroom now.

0:34:580:35:00

Good afternoon.

0:35:170:35:18

ALL: Good afternoon, Lord Sugar.

0:35:180:35:20

Well...

0:35:240:35:25

this is, traditionally, one of my favourite tasks.

0:35:250:35:29

I've been a marketing man

0:35:290:35:31

for well over 50 years.

0:35:310:35:33

In simple terms,

0:35:330:35:34

the commodity is jeans.

0:35:340:35:37

I asked you to come up with

0:35:370:35:38

packaging, television advertising,

0:35:380:35:42

bus shelter -

0:35:420:35:43

that's the whole project. OK?

0:35:430:35:45

So, I'm going to start with the boys' team.

0:35:450:35:48

Mukai, you were the project manager.

0:35:480:35:51

Yes, Lord sugar.

0:35:510:35:52

I've worked in fashion

0:35:520:35:53

as well as I've worked in marketing and communications, so...

0:35:530:35:56

-Right up your alley, then.

-Yep.

0:35:560:35:58

Right, OK. Tell me... What happened?

0:35:580:36:00

We went with the name "Day Denim".

0:36:000:36:03

"Day" standing for "Day After Yesterday".

0:36:030:36:06

The day after yesterday, meaning today?

0:36:060:36:08

Meaning today.

0:36:080:36:09

That sounds like a James Bond movie to me.

0:36:090:36:12

Tell me how you split your team up.

0:36:120:36:14

Because of our background,

0:36:140:36:15

I felt that Dillon would make an excellent sub-team leader.

0:36:150:36:18

So, you had to do what? The logo...

0:36:180:36:20

Designed the logo type...

0:36:200:36:22

-And the copy.

-..the strap line...

0:36:220:36:23

So, I had a chat with Claude.

0:36:230:36:25

What comes across here, Dillon,

0:36:250:36:27

is that you are a person

0:36:270:36:29

-of great detail and a perfectionist.

-Yeah.

0:36:290:36:32

Nothing wrong with that.

0:36:320:36:33

The only thing is, I think you forgot to look at your watch.

0:36:330:36:36

-Correct.

-Dillon is a great artist.

0:36:360:36:38

He sat there with the graphic designer

0:36:380:36:39

and he started getting into his little artistic world,

0:36:390:36:42

but he forgot about the people management, process management,

0:36:420:36:45

what are the deadlines? All we were working on was the logo.

0:36:450:36:47

I don't think that's entirely fair.

0:36:470:36:49

-Delegation of work was very important.

-Karthik...

0:36:490:36:51

I really appreciated your input.

0:36:510:36:53

It was just that your delivery was very aggressive

0:36:530:36:56

-and it was hard to fish out...

-I was getting so frustrated...

0:36:560:36:58

Karthik...

0:36:580:37:00

Karthik, you'll hear me say this many times -

0:37:000:37:02

if you've got an expert,

0:37:020:37:04

unless you've got some constructive input,

0:37:040:37:06

then you shut up.

0:37:060:37:08

But, you see, the thing is,

0:37:080:37:10

this time mismanagement

0:37:100:37:12

may have cost you dearly

0:37:120:37:14

in the sense that there's one element,

0:37:140:37:15

your digital bus shelter,

0:37:150:37:17

that didn't get completed.

0:37:170:37:19

We just had that logo in the centre of the screen.

0:37:190:37:23

Anybody want to tell me how that came about?

0:37:230:37:25

We had no communication with the other team.

0:37:250:37:28

This is you, right,

0:37:280:37:30

in your Leonardo DiCaprio role?

0:37:300:37:33

I mean...

0:37:350:37:36

yeah. You know, this is disappointing.

0:37:360:37:39

We did the photo shoot in 10-15 minutes

0:37:390:37:41

and I had 20 minutes to create the bus shelter campaign.

0:37:410:37:45

HE SCOFFS

0:37:450:37:46

What caused the delay?

0:37:460:37:47

We were waiting for the model.

0:37:470:37:49

The sub-team hadn't communicated any of the information

0:37:490:37:52

to myself or any of our team.

0:37:520:37:54

The problem was that you did make a call

0:37:540:37:56

but you didn't listen to what they had to say.

0:37:560:37:58

You said, "Got to go now," and that was it.

0:37:580:38:00

Dillon, from what I can understand,

0:38:000:38:02

you spent a lot of time in the casting

0:38:020:38:05

to see whether the models

0:38:050:38:07

were going to be any good in the role.

0:38:070:38:09

If we were remaking Ben Hur,

0:38:090:38:11

perhaps we'd have the time to do it.

0:38:110:38:13

I will say that it was a massive learning curve for me

0:38:130:38:15

and I gave it my all,

0:38:150:38:17

and I was doing my best.

0:38:170:38:18

Look, somewhere down the line,

0:38:180:38:20

someone has to be responsible

0:38:200:38:22

for the timeline management.

0:38:220:38:24

Mukai, you're the team leader...

0:38:240:38:26

Yes, could I clarify that, on the second day,

0:38:260:38:28

because of the lack of communication,

0:38:280:38:30

I decided to move

0:38:300:38:32

to manage that team?

0:38:320:38:33

So, I was there for the video shoot,

0:38:330:38:35

as well as the editing process.

0:38:350:38:37

-And you're directing that, yeah?

-Yeah.

0:38:370:38:39

We can carry on discussion after I've had a look at this thing.

0:38:390:38:42

'Oh, my God. Did you tear your jeans?

0:38:460:38:48

'They're Day jeans.

0:38:480:38:50

'I love Day After Yesterday jeans.

0:38:500:38:52

'Always Japanese.

0:38:520:38:53

'Definitely cool.'

0:38:530:38:54

# We're up all night to get lucky... #

0:38:540:38:58

"Always Japanese. Definitely cool."

0:38:580:39:00

HE SIGHS

0:39:020:39:03

So... And then you went off and done a pitch to the experts,

0:39:030:39:06

is that right? Who led the pitch?

0:39:060:39:07

I led the pitch as project manager.

0:39:070:39:09

How did that go?

0:39:090:39:12

Unfortunately, it didn't go perfect.

0:39:120:39:14

So, my next question is,

0:39:150:39:17

good team leader?

0:39:170:39:18

Nope. From my side, in my humble opinion.

0:39:180:39:21

It was a team issue.

0:39:210:39:22

The whole team wasn't functioning and,

0:39:220:39:24

if the team's not functioning,

0:39:240:39:26

we're not going to get the result we want. That's just the basics.

0:39:260:39:29

Look...

0:39:290:39:31

let's talk to the...

0:39:310:39:33

the other team at the moment.

0:39:330:39:34

Rebecca, you're in marketing.

0:39:340:39:36

Did you put yourself forward...?

0:39:360:39:37

I did. Jessica put herself forward and we asked the team to vote,

0:39:370:39:40

and Jessica, kind of, just became project manager.

0:39:400:39:43

Jessica...

0:39:430:39:44

Well, talk to me. Tell me what you're doing.

0:39:440:39:46

OK, so, we decided on the name of the company, didn't we?

0:39:460:39:49

Which was Unclaimed.

0:39:490:39:50

Unclaimed?

0:39:500:39:52

Unclaimed, yeah. So, we decided, first of all,

0:39:520:39:54

that our target market was going to be women

0:39:540:39:56

and then we decided to do a luxury brand.

0:39:560:39:57

What kind of age-group?

0:39:570:39:59

We assumed, sort of, the ideal customer

0:39:590:40:01

would be about 25, or maybe a little bit...

0:40:010:40:04

-You night need to just slow down...

-Sorry.

-..just a touch.

0:40:040:40:07

I'll just take a sip of water.

0:40:070:40:08

So, we went for the strapline,

0:40:080:40:10

"claim your fit,"

0:40:100:40:11

to go with "Unclaimed" as a play on words...

0:40:110:40:13

You have to be careful, in a television advert, using Unclaimed,

0:40:130:40:16

cos you might sound like an injury lawyer

0:40:160:40:19

touting for some business.

0:40:190:40:20

Right, now, the photography took place on day one

0:40:200:40:24

and I believe you left the jeans somewhere.

0:40:240:40:28

The jeans were left and we didn't realise

0:40:280:40:30

until we were at the photography studio. Well, on the way there.

0:40:300:40:32

Which makes the name Unclaimed like the lost property office.

0:40:320:40:36

So it was a comedy of errors.

0:40:360:40:38

I heard you were a little bit flustered.

0:40:380:40:40

I was very flustered. It was horrific.

0:40:400:40:42

I have to point out, there was a loss of control from Jessica

0:40:420:40:45

-throughout the day and we had to...

-THEY SPEAK OVER ONE ANOTHER

0:40:450:40:47

-..piece Jessica back together.

-OK.

0:40:470:40:49

Anything you say to Jessica,

0:40:490:40:50

you would have to tread on eggshells because...

0:40:500:40:52

Excuse me. Please let me intervene.

0:40:520:40:54

The reason why I got so tearful and upset,

0:40:540:40:56

everyone was undermining me...

0:40:560:40:57

-Jessica, you're paranoid.

-Please let me finish.

-You're paranoid.

0:40:570:41:00

-OK, I'm paranoid.

-No-one was undermining you.

0:41:000:41:02

I didn't realise how big the task of day one was going to be

0:41:020:41:05

and, yes, I did get flustered.

0:41:050:41:06

Yeah. OK.

0:41:060:41:09

I think, at this point, we best look at the advert.

0:41:090:41:12

# Cos the players gonna play, play, play, play, play

0:41:140:41:17

# And the haters gonna hate, hate, hate, hate, hate

0:41:170:41:20

# Baby, shake it off, shake it off... #

0:41:200:41:23

'The next best thing to Japanese food is the jeans they make.'

0:41:230:41:26

Interesting.

0:41:290:41:30

"Japanese" seems to have ranked quite high in your themes.

0:41:300:41:35

The boys... You make a bit of a point about "Japanese" in your box.

0:41:350:41:39

Do you think that the end consumer gives a damn?

0:41:400:41:44

"Oh, I'm going to buy a pair of jeans that, oh,

0:41:440:41:46

"must be Japanese fabric."

0:41:460:41:48

Did you all go off spending too much time

0:41:480:41:50

talking about "Japanese" in your adverts?

0:41:500:41:53

Lord Sugar, we hadn't thought that through enough.

0:41:530:41:55

Not only did you choose a Japanese restaurant,

0:41:550:41:57

you chose the toilet of a Japanese restaurant.

0:41:570:42:01

I'm getting more and more disappointed, really.

0:42:010:42:04

I mean, I saw your bus shelter.

0:42:040:42:07

This thing, here.

0:42:070:42:09

Yes.

0:42:090:42:10

What has this got to do with jeans?

0:42:100:42:12

It's all to do with getting your ideal customer

0:42:120:42:14

to interact with your brand.

0:42:140:42:17

But what has it got to do with jeans?

0:42:170:42:19

I'm just coming along and I see this... What is it?!

0:42:190:42:22

Is it packets of crisps that

0:42:220:42:23

you're trying to advertise there,

0:42:230:42:25

a fizzy drink, or whatever?

0:42:250:42:28

So, you know, you wait ages

0:42:280:42:30

for a terrible bus shelter advert

0:42:300:42:32

and then two come along at the same time.

0:42:320:42:34

This is the packaging.

0:42:370:42:40

A £100 pair of jeans in this?

0:42:400:42:42

The brand logo, Unclaimed...

0:42:420:42:44

-Pretty insipid, I think.

-Really?

0:42:440:42:47

The boys' one is a bit more in-your-face,

0:42:470:42:51

but, I mean, you know, this is...

0:42:510:42:53

HE SIGHS

0:42:530:42:55

Normally, in this task,

0:42:550:42:57

I make the decision

0:42:570:42:59

as to which of those were the best...

0:42:590:43:01

Well, I'll tell you what...

0:43:010:43:04

I'm not putting my name

0:43:040:43:05

to either of these advertising campaigns.

0:43:050:43:08

They're useless.

0:43:080:43:09

Both totally, absolutely useless.

0:43:090:43:13

I feel so angry

0:43:150:43:17

that not one of you geniuses

0:43:170:43:19

came through and ran this thing properly.

0:43:190:43:22

Never mind Mad Men,

0:43:240:43:26

more like Demented Dimwits.

0:43:260:43:28

What annoys me is, I understand that there are some people

0:43:320:43:35

who have not pulled their weight,

0:43:350:43:37

just general hangers-on

0:43:370:43:39

or deadwood, as I would call it.

0:43:390:43:42

For example, Oliver,

0:43:420:43:43

you didn't open your mouth once.

0:43:430:43:45

Do you think you contributed, in any way or form, in this task?

0:43:450:43:49

Lord Sugar, I wrote down a number of questions,

0:43:490:43:52

which we carried out on the market research the first day.

0:43:520:43:55

HE SIGHS

0:43:550:43:57

And, Natalie, what do you think you did?

0:43:570:43:59

Basically, I done the model's hair.

0:43:590:44:02

Like, cleaned up and...

0:44:020:44:03

Cleaning and hairdressing?

0:44:030:44:05

Not skills Lord Sugar's looking for, Natalie.

0:44:050:44:07

-And...

-OK.

0:44:070:44:08

-..I gave my input...

-End it there.

0:44:080:44:10

There's no winner here. Right?

0:44:130:44:16

It's never happened before on this particular task.

0:44:160:44:20

Get out of there and have a chat amongst yourselves about this

0:44:220:44:25

because, when you come back,

0:44:250:44:27

I'm going to invite the two project managers

0:44:270:44:30

to choose two people

0:44:300:44:32

to bring back into the boardroom. Off.

0:44:320:44:34

I mean, second week,

0:44:400:44:41

my favourite task...

0:44:410:44:43

I...

0:44:430:44:45

I'm just lost for words, really.

0:44:450:44:47

The truth of the matter is,

0:44:490:44:50

it was a cock-up.

0:44:500:44:51

I tried to manage, the best I could,

0:44:510:44:54

a really bad situation that we were in.

0:44:540:44:55

You ignored what other people were trying to say.

0:44:550:44:58

-Did we get the market research done?

-Let me finish. Let me finish.

0:44:580:45:01

He's useless.

0:45:010:45:02

You're not a good PM.

0:45:020:45:04

And if anybody else goes but Mukai today, that's a travesty.

0:45:040:45:06

You was being dismissive when we were sitting there making decisions.

0:45:060:45:09

I have to take some of the responsibility, as PM.

0:45:090:45:12

However, I feel Karthik has been a disruption throughout.

0:45:120:45:15

He's actually had a net negative effect on the task.

0:45:150:45:18

There are two kinds of people in this world - spectators and players.

0:45:180:45:21

If you're a player, you'll roll up your sleeves and get in there.

0:45:210:45:24

Yes, you will step on people's toes

0:45:240:45:26

and you'll be labelled a disruptor.

0:45:260:45:28

I saw people not pulling their weight

0:45:280:45:30

and that's what leads to frustration,

0:45:300:45:31

because it feels like I'm pushing custard up a hill.

0:45:310:45:35

THEY SHOUT OVER EACH OTHER

0:45:350:45:39

Right, the reason we failed the task

0:45:390:45:41

is because all of us, as a group -

0:45:410:45:43

not just me, not just you, not just anyone...

0:45:430:45:46

You two were marketing,

0:45:460:45:47

-you were in marketing.

-Yes, exactly,

0:45:470:45:49

and who listened to me? Nobody.

0:45:490:45:51

I've got a luxurious women's fashion brand.

0:45:510:45:53

-So why weren't you leading us?

-Excuse me, I was leading you

0:45:530:45:56

but you said, "Let me put you in charge of the branding."

0:45:560:45:58

-You were shouting at us.

-Oh, God, shut up.

0:45:580:46:01

I have never experienced anything like that in business.

0:46:010:46:05

-Did day one go swimmingly for you?

-Yes.

0:46:050:46:07

Fantastic. Day one didn't go swimmingly for me.

0:46:070:46:09

If Jessica had led with her strengths

0:46:090:46:11

rather than whirlwinding and emotion,

0:46:110:46:14

then we might have understood what she wanted.

0:46:140:46:17

Why have we failed on the marketing?

0:46:170:46:18

Because you didn't listen.

0:46:180:46:20

I got that bloody flustered on day one

0:46:200:46:21

cos I had you two yipping at my ear nonstop.

0:46:210:46:24

I think there's a lot of people, in this process,

0:46:270:46:29

that are too busy trying to get heard.

0:46:290:46:31

If you're building a business, you need team players.

0:46:310:46:34

They are not people I'd want working for me at all.

0:46:340:46:36

You said you worked well with me on day one.

0:46:360:46:38

Because I didn't want to bring your confidence down for day two.

0:46:380:46:41

She's an utter nightmare to work with. Nightmare.

0:46:410:46:44

You, actually... You're too good at patronising people, honestly.

0:46:440:46:47

This is the first I've heard from you because you've been so quiet.

0:46:470:46:50

There you go again, patronising people.

0:46:500:46:52

That's bullshit.

0:46:520:46:54

Bullshit, darling.

0:46:540:46:56

What the hell is going on? We're meant to be grown-up women,

0:46:560:46:59

we're acting like little schoolgirls!

0:46:590:47:01

Well, I...

0:47:150:47:16

I'm bitterly disappointed about the outcome of this task,

0:47:180:47:22

to be quite frank.

0:47:220:47:23

Have you thought about which two people you're bringing back

0:47:230:47:26

into this boardroom?

0:47:260:47:28

-Yes, Lord Sugar.

-Who are they?

0:47:280:47:29

I would like to bring in Karthik,

0:47:290:47:30

cos he is such a disruption to the party.

0:47:300:47:33

On the other side, I'm sorry to say, JD,

0:47:330:47:36

although he's a very nice fellow,

0:47:360:47:37

I thought that the branding points that we needed to express,

0:47:370:47:40

actually none of them were covered during the presentation.

0:47:400:47:43

What about your team? Have you thought it through?

0:47:430:47:46

Erm, I'd like to bring Alana back into the process.

0:47:460:47:48

The only contribution she made was,

0:47:480:47:50

she kept coming up with problems to solutions.

0:47:500:47:52

I think I'd like to bring in Natalie,

0:47:520:47:54

just because she wasn't heard enough.

0:47:540:47:55

-There's more she could have done where she was.

-OK.

0:47:550:47:57

HE SIGHS

0:47:570:47:59

That leaves 11 of you. You'd better up your game on the next task.

0:47:590:48:03

Honestly, you have got to up your game,

0:48:030:48:05

cos I am terribly, terribly disappointed

0:48:050:48:08

with what I've seen today. OK? Go back to the house.

0:48:080:48:11

ALL: Thank you, Lord Sugar.

0:48:110:48:12

Right, I'm going to start over here.

0:48:240:48:26

Could you give me an explanation as to what JD's doing here?

0:48:260:48:30

Before the presentation, we had discussed branding points

0:48:300:48:32

that we needed to, kind of, communicate.

0:48:320:48:34

Unfortunately, none of those points

0:48:340:48:36

-were actually communicated during the presentation.

-JD?

0:48:360:48:38

The presentation didn't get off to a great start,

0:48:380:48:41

cos Mukai was stumbling like a bit of a fool, so when I stepped in,

0:48:410:48:44

I thought I'd keep it lively and try and cheer them up a bit.

0:48:440:48:47

I may have missed out some points,

0:48:470:48:49

but there was a lot of information I was given compared to

0:48:490:48:52

everyone else, and I felt that I pulled my weight. I helped Dillon.

0:48:520:48:55

I asked you to do the strapline because the deadlines

0:48:550:48:57

-were mounting up.

-I'm talking at the moment.

0:48:570:48:59

You can have your moment, I know you want it.

0:48:590:49:01

But the simple thing was, I'm not the project manager,

0:49:010:49:03

I'm not the sub-team leader.

0:49:030:49:05

I'm trying to help them as a member of their team.

0:49:050:49:07

-Do you think you did, then, do you?

-I think I did.

0:49:070:49:09

I took up the project, the pseudo-project manager,

0:49:090:49:11

-if you like, for that particular sub-team.

-Are you kidding me?

0:49:110:49:14

Are you kidding me? You were a massive disruption.

0:49:140:49:16

-I turned to him and I said...

-You were a massive disruption.

0:49:160:49:19

I'll come to disruption in a moment, I've got an answer for that as well.

0:49:190:49:22

So he didn't want to take up the work on his own.

0:49:220:49:24

There's no single piece of work that he'd take up on his own.

0:49:240:49:26

Who came up with the strapline? I came up with the strapline.

0:49:260:49:29

This guy is absolutely fabulous in coming up with ten minutes of

0:49:290:49:32

-rubbish every half an hour.

-So why did you bring him back in?

0:49:320:49:34

Karthik, unfortunately,

0:49:340:49:36

everybody has found him incredibly disruptive.

0:49:360:49:38

Not everybody, you're wrong.

0:49:380:49:40

-A lot of the team found him disruptive.

-Gang up on me now, huh?

0:49:400:49:43

You stopped me from doing it.

0:49:430:49:44

-In terms of the altercation...

-Can you please let him speak?

0:49:440:49:46

-Sorry, sir.

-Just give me the bullet points, why you brought him back in.

0:49:460:49:50

In total, he has been a constant disruption.

0:49:500:49:52

I would have, in hindsight,

0:49:520:49:53

not have him in my team if I could make that decision.

0:49:530:49:57

Ten seconds, Lord Sugar. Just ten seconds.

0:49:570:49:59

Mukai's a good fashionista, he's a good employee,

0:49:590:50:01

-but he's not a good employer.

-You're not very subtle, are you?

0:50:010:50:03

I mean, it's like you're trying to play

0:50:030:50:05

a piano with boxing gloves on at the moment.

0:50:050:50:08

You're all over the place, really.

0:50:080:50:09

He's saying that you are responsible for the failure because

0:50:090:50:13

other people couldn't get on with their job.

0:50:130:50:16

But, Lord Sugar, it's hard to work for him because he cuts you off,

0:50:160:50:20

-and this was a complaint...

-Just to let you know,

0:50:200:50:22

it was my design, it was my music.

0:50:220:50:23

I was asked to shut up when you were speaking,

0:50:230:50:25

now please let me complete as well.

0:50:250:50:27

-So you're blaming him for the failure of the task?

-Yes.

0:50:270:50:30

You were blaming him a while ago.

0:50:300:50:32

I think the fault lies in both these people. One person, in my opinion...

0:50:320:50:35

-Not you?

-If I was not there, yes, the disruptor would not have

0:50:350:50:38

been there, but how would deadlines have been met on the branding day?

0:50:380:50:41

I'm going to come back to you in a minute. Erm, Jessica...

0:50:410:50:46

Yes, Lord Sugar?

0:50:460:50:47

-Basically, you cracked up on the first day.

-Oh, massively, yeah.

0:50:470:50:51

Yeah, and Rebecca should have been the project manager...

0:50:510:50:54

-100%.

-..in the end.

0:50:540:50:56

On day one, when I lost my head, honestly, that's not me.

0:50:560:50:59

On day two, I pulled it back together and I came back fighting,

0:50:590:51:01

but day one, all the important decisions were already signed off,

0:51:010:51:04

but I did, unfortunately, I had a couple of

0:51:040:51:06

the stronger characters undermining me and flapping me and...

0:51:060:51:09

I'm flapping now, but... Oh, sorry, I've lost my train of thought.

0:51:090:51:13

Can you explain to me the reasons

0:51:130:51:15

as to why you brought these two ladies back in?

0:51:150:51:19

Alana was nothing but disruptive, she didn't listen.

0:51:190:51:21

When I made a decision, she'd undermine me and then,

0:51:210:51:24

if we didn't go with her decision, she'd sit there with a face on.

0:51:240:51:27

It brought the whole team down, it just wasn't a great atmosphere.

0:51:270:51:30

The reason I brought Natalie back in, she could have done more,

0:51:300:51:33

but she was just getting on with the jobs,

0:51:330:51:35

the small jobs that were there.

0:51:350:51:37

Can I explain what happened?

0:51:370:51:38

Because you probably think I'm a real quiet character,

0:51:380:51:41

but I'm actually not.

0:51:410:51:42

So what did you do in the team, then? Where was your creativity?

0:51:420:51:44

OK, so when we did the photo shoot, Jessica was really upset.

0:51:440:51:47

I was upset, Alana, though, because all you'd done...

0:51:470:51:49

I know why, we had a personality clash,

0:51:490:51:51

-that is why you were upset.

-It wasn't a personality clash.

0:51:510:51:53

-Yes, it was.

-It was everything I said, you went against.

0:51:530:51:55

-If we didn't go for your idea, there was an argument.

-No, it wasn't.

0:51:550:51:58

I don't know anything about marketing, it wasn't...

0:51:580:52:01

Calm down and tell me what you contributed to this task.

0:52:010:52:05

I was in a grump because I was stressed and I'm really sorry.

0:52:050:52:09

-To be fair...

-Let me just say what I did, please.

-OK, go on.

0:52:090:52:12

So the two posters were my design.

0:52:120:52:15

Right, Natalie.

0:52:150:52:17

You say in your CV that you are creative.

0:52:170:52:21

Where were you creative in this particular exercise?

0:52:210:52:24

Er, Lord Sugar, I done the best I can, like...

0:52:260:52:29

On day one, I was working with Rebecca, designing the design.

0:52:290:52:33

Rebecca took control of that,

0:52:330:52:35

because that's what her strong point was.

0:52:350:52:37

-But you didn't offer any alternative ideas, did you?

-I tried, I did say.

0:52:370:52:43

-Well, I was there...

-I just didn't... I says...

-Natalie...

0:52:430:52:46

I says cleaning and hairdressing...

0:52:460:52:48

THEY TALK OVER EACH OTHER

0:52:480:52:52

Alana, you've had your say, darling.

0:52:520:52:53

Your reason was she didn't do a lot and now you're defending her,

0:52:530:52:56

because you're trying to gang up on me because you don't like me.

0:52:560:52:59

One at a time, please.

0:52:590:53:00

I did my best and I certainly just didn't clean and do hairdressing.

0:53:000:53:03

If you weren't there,

0:53:030:53:05

what would have been missing from the ad campaign?

0:53:050:53:08

I gave my input, I done the best I can.

0:53:090:53:11

I wasn't listened to, so maybe if they listened,

0:53:110:53:13

then it would have been done better.

0:53:130:53:16

-Jessica, why shouldn't I fire you?

-Because I've got two businesses.

0:53:160:53:19

I've got a business model that works, the most energy.

0:53:190:53:22

I'm used to working 16, 17, 18-hour days.

0:53:220:53:24

The only reason why I'm here

0:53:240:53:25

is because I want you as a business partner.

0:53:250:53:27

-Well, so does everyone else.

-I know, but I want it more!

0:53:270:53:30

Hmm...

0:53:320:53:34

-Erm, Karthik...

-Yes, Lord Sugar.

0:53:340:53:37

..you are a loose cannon.

0:53:370:53:39

Lord Sugar, I am a quick learner.

0:53:390:53:41

I am a project manager and in the next task, if you let me stay,

0:53:410:53:45

then I will take up the project management mantle, because...

0:53:450:53:48

You don't even know what it is.

0:53:480:53:50

But if I was the sub-team leader, just imagine,

0:53:500:53:52

Dillon would have been free to go and make the best logo he could.

0:53:520:53:54

This is what happened to Dillon, he got flustered.

0:53:540:53:57

If I was the sub-team leader...

0:53:570:53:58

I should think so, with someone like you hammering away at him!

0:53:580:54:01

Yes, Lord Sugar, but just imagine...

0:54:010:54:02

Trying to calm you down is like trying to baptise a cat.

0:54:020:54:05

I've learnt from that.

0:54:050:54:06

Alana, my two colleagues here, they don't see you, they don't get you.

0:54:060:54:12

I really... I really do feel...

0:54:120:54:13

I don't feel like I'm in the background.

0:54:130:54:15

I don't understand why I'm coming across like I am.

0:54:150:54:19

You're not doing very well at the moment convincing me

0:54:190:54:21

as to why you should stay in the process, really.

0:54:210:54:24

-Natalie...

-I will not let you down. I've got more to bring to the table.

0:54:260:54:30

I obviously was just getting settled in.

0:54:300:54:32

I feel on day two, Jessica, I worked hard.

0:54:320:54:35

You didn't even need to ask me to do stuff. I'd done it, Lord Sugar.

0:54:350:54:38

I do 100 hours a week. I do it with passion.

0:54:380:54:41

-Are you ready to talk to me?

-Yes. Erm, so I...

0:54:410:54:45

..I think I can, erm... I'm...

0:54:460:54:49

This is so embarrassing, I genuinely...

0:54:530:54:55

I will not fold like a deck of cards.

0:54:550:54:57

I'll give you 100%, Lord Sugar.

0:54:570:54:59

I don't want to hear any more.

0:54:590:55:00

Jessica...

0:55:030:55:05

..you shouldn't have been the project manager.

0:55:070:55:10

And Alana, I see you struggling there.

0:55:100:55:13

The one that I'm finding very difficult to come to grips with

0:55:130:55:17

is you, Natalie, someone who, from what I've understood from

0:55:170:55:20

the last two tasks, has actually not done much.

0:55:200:55:23

JD, do you know what?

0:55:230:55:26

I'm going to give you the benefit of the doubt, OK?

0:55:260:55:29

-You're staying in the process.

-Thank you, Lord Sugar.

0:55:290:55:31

But you, Mukai...

0:55:310:55:34

I think there's some fatal errors that you made in this task,

0:55:340:55:37

to be perfectly frank with you.

0:55:370:55:39

-I've got to say, Karthik, that you are a loose cannon...

-Lord Sugar...

0:55:390:55:43

-No, no, keep quiet.

-OK.

-..and I can't put up with loose cannons.

0:55:430:55:49

This was just the one task...

0:55:490:55:50

-Yeah, I said I can't put up with loose cannons...

-I'm sorry.

0:55:500:55:53

..and for that reason, I'm struggling.

0:55:530:55:56

Erm...

0:55:560:55:57

But, for a potential business partner of mine, Natalie,

0:56:000:56:05

you've been a bit quiet. You've not been pushing yourself forward.

0:56:050:56:09

It is regretful, it is only the second week,

0:56:090:56:12

but, Natalie,

0:56:120:56:14

you're fired.

0:56:140:56:15

Thanks, Lord Sugar.

0:56:150:56:16

Alana, you are struggling. You are struggling.

0:56:320:56:36

I know the tension and pressure that exists in this room

0:56:370:56:40

and I'm sympathising with it a little.

0:56:400:56:43

Karthik...

0:56:430:56:44

..I can't put up with what I heard from Claude.

0:56:470:56:51

-Second week, you said you can learn.

-Yes, Lord Sugar.

0:56:550:56:58

Just go back to the house now, OK?

0:56:590:57:02

ALL: Thank you, Lord Sugar.

0:57:020:57:03

It's the name of the game, isn't it?

0:57:110:57:13

People sink you, obviously, to win,

0:57:130:57:15

but I'm not that kind of person. I'm, like, I'm real.

0:57:150:57:18

It's been a pleasure meeting Lord Sugar,

0:57:180:57:20

but not getting his investment is not going to affect me.

0:57:200:57:23

It's really hard.

0:57:290:57:30

I certainly learned a lot and I think, in a way,

0:57:300:57:33

I'm happy it happened to me now.

0:57:330:57:34

I just feel that it's not how hard you hit,

0:57:340:57:36

it's how hard you can get hit and keep moving forward.

0:57:360:57:40

JD, you're awfully quiet.

0:57:400:57:41

It's been a long day and there's a lot of people

0:57:410:57:43

-talking a lot of nonsense.

-You're right.

0:57:430:57:46

Now, 16 candidates remain.

0:57:490:57:53

Lord Sugar's search for his next business partner continues.

0:57:530:57:59

Next time...

0:58:000:58:01

I want you to manufacture and sell your own range of sweets.

0:58:010:58:06

..creating candy...

0:58:060:58:07

-Keep going, keep going!

-Guys, please just listen to me.

0:58:070:58:10

-I'm worried about this.

-..for mouthwatering profit.

0:58:100:58:12

Come and get your candy!

0:58:120:58:14

I stood back and just watched what was going on.

0:58:140:58:16

-Standing back and watching isn't the answer. Seriously.

-No, no, no...

0:58:160:58:19

But in the boardroom...

0:58:190:58:20

Can you hack this process?

0:58:200:58:21

..a Sugar overload.

0:58:210:58:23

Your best hope for 250 grand

0:58:230:58:26

is to buy yourself a scratchcard.

0:58:260:58:28

You're fired.

0:58:280:58:30

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