0:00:02 > 0:00:03This is not a holiday camp.
0:00:03 > 0:00:08This is a business proposition from heaven.
0:00:08 > 0:00:12Lord Sugar is searching for a brand-new business partner.
0:00:12 > 0:00:15We got Brexit but in this process,
0:00:15 > 0:00:20I'm the one who decides who's going to remain and who's going to leave.
0:00:20 > 0:00:22Competing for his cash...
0:00:24 > 0:00:26..millionaire moguls in the making.
0:00:27 > 0:00:30This is a bloody shambles, it was boring, boring, boring.
0:00:30 > 0:00:33There was no bloody strategy.
0:00:33 > 0:00:34Get out of the way, get out of the way.
0:00:34 > 0:00:36It's a prize worth fighting for.
0:00:36 > 0:00:39No, I would like to finish my point because you're interrupting.
0:00:39 > 0:00:42I'm the one doing all the work, you're just both standing there.
0:00:42 > 0:00:45- Stop it!- 18 candidates.
0:00:45 > 0:00:46Your behaviour is ridiculous.
0:00:46 > 0:00:49- Please just keep positive.- I'm not having the argument with you.
0:00:49 > 0:00:52- I feel like you are, let's just move on...- I'm not being argumentative.
0:00:52 > 0:00:53HE GASPS
0:00:53 > 0:00:5512 tough tasks...
0:00:55 > 0:00:57To infinity and beyond!
0:00:57 > 0:00:59..one life-changing investment.
0:00:59 > 0:01:01You're fired. You're fired.
0:01:01 > 0:01:03You didn't follow the money.
0:01:03 > 0:01:04You're fired.
0:01:11 > 0:01:17- Previously...- Your next task is to execute a tour of Bruges.
0:01:17 > 0:01:21..Captain Sarah Jayne struggled to steer the ship.
0:01:21 > 0:01:23We're fannying about, we don't need to.
0:01:23 > 0:01:26- Let's just calm down. - Lack of direction...
0:01:26 > 0:01:27- We're lost.- No, no, not at all.
0:01:27 > 0:01:30..gave her team that sinking feeling.
0:01:30 > 0:01:31Oh, no, we're back where we started.
0:01:31 > 0:01:34And Andrew pushed a booze cruise.
0:01:34 > 0:01:37We'll get some beer soon, guys, don't worry!
0:01:37 > 0:01:39The other team oversold their Segways...
0:01:39 > 0:01:43- Can you tell us what the tour is? - It's a very simple tour.- On Segways? - No.
0:01:43 > 0:01:46..but Elizabeth led from the front.
0:01:46 > 0:01:48Guys, come on, quick as we can now.
0:01:48 > 0:01:50James bagged a profit...
0:01:50 > 0:01:53So, I'd rather take a bit more of a risk, spend a bit more.
0:01:53 > 0:01:55..so in the boardroom...
0:01:55 > 0:01:58Leading to an overall profit of £803.06.
0:01:58 > 0:02:01..Elizabeth held course for victory.
0:02:01 > 0:02:04- You win, Elizabeth. - Thank you, Lord Sugar.
0:02:04 > 0:02:06Andrew sailed close to the wind...
0:02:06 > 0:02:09Last chance is an understatement.
0:02:09 > 0:02:10..but it was Sarah Jayne...
0:02:10 > 0:02:13I think you've been in a convenient place for the last six weeks.
0:02:13 > 0:02:15..who walked the plank.
0:02:15 > 0:02:18For that reason, you're fired.
0:02:18 > 0:02:22Now 12 remain to fight for the chance to become
0:02:22 > 0:02:24Lord Sugar's business partner.
0:02:29 > 0:02:32PHONE RINGS
0:02:32 > 0:02:335am.
0:02:34 > 0:02:37- Morning.- Lord Sugar would like you to meet him at the
0:02:37 > 0:02:41Dunton Technical Centre. The cars will be outside in 20 minutes.
0:02:41 > 0:02:43Wake up!
0:02:43 > 0:02:47- I'm so tired.- Dunton Technical Centre in Essex,
0:02:47 > 0:02:51we've got 20 minutes.
0:02:51 > 0:02:54If the task is right today, I want to put myself forward for PM.
0:02:54 > 0:02:57I don't know, I'm hoping it's something to do with something
0:02:57 > 0:02:59creative, so I can go for it and put myself forward.
0:02:59 > 0:03:01- James.- Yeah?- Will you step up to be a PM today?
0:03:01 > 0:03:04I definitely want to step up, it's about my time to.
0:03:12 > 0:03:14Charles, you and I, we've only won one task.
0:03:14 > 0:03:17It is obviously poor losing five or six but we're both still here,
0:03:17 > 0:03:19so clearly you've got to take the positive out of it.
0:03:19 > 0:03:22100% though, we've got to win this week because whoever goes in that
0:03:22 > 0:03:26bottom three, three could go quite easily, so no-one's safe.
0:03:26 > 0:03:30Essex. The Dunton Technical Centre.
0:03:32 > 0:03:35Research and development base...
0:03:35 > 0:03:37Oh, my God!
0:03:37 > 0:03:40..for one of the world's leading car manufacturers.
0:03:50 > 0:03:53- Good morning. - ALL:- Good morning, Lord Sugar.
0:03:53 > 0:03:56Now welcome to Ford's creative design hub.
0:03:56 > 0:04:01Now, your task today is all about advertising.
0:04:01 > 0:04:06I'm giving each of the teams a brand-new car out of the factory and
0:04:06 > 0:04:10what you have to do is come up with a campaign to launch it.
0:04:10 > 0:04:12You'd need to create a TV advert
0:04:12 > 0:04:15and design digital advertising screens
0:04:15 > 0:04:20that will grab the attention of London Underground passengers.
0:04:20 > 0:04:25Now tomorrow, you'll pitch your campaign to top advertising executives
0:04:25 > 0:04:31and I, ultimately, will decide who's advertising campaign is the best.
0:04:31 > 0:04:34Now I'm going to even up the teams.
0:04:34 > 0:04:37So, Sarah, would you move over to Vitality, please?
0:04:38 > 0:04:42Now, launching a new car is very, very tough.
0:04:42 > 0:04:46I'd really like you to think something great up for this task.
0:04:46 > 0:04:51Good luck, I'll see you back in the boardroom in a couple of days' time.
0:04:51 > 0:04:56Two days to tap into one of advertising's most lucrative markets.
0:04:56 > 0:04:59- Whoa.- Minty fresh!
0:04:59 > 0:05:00Teams must brand a car...
0:05:00 > 0:05:03Would it be a first car, do you think?
0:05:03 > 0:05:04- For like a...- It could be.
0:05:04 > 0:05:05..and create an ad campaign...
0:05:05 > 0:05:07It's maybe, like, for a family.
0:05:07 > 0:05:10I'm absolutely fine in this and I'm six foot.
0:05:10 > 0:05:13..before pitching both to a panel of experts.
0:05:13 > 0:05:18My knowledge of cars isn't amazing but I've got a creative background.
0:05:18 > 0:05:20Pushing for pole position, Anisa.
0:05:20 > 0:05:22I'd feel confident to lead this project and win.
0:05:22 > 0:05:25I run a marketing company although I don't, like, design the adverts or
0:05:25 > 0:05:27anything but I do love cars as well so...
0:05:27 > 0:05:29I'd probably vote Michaela project manager.
0:05:29 > 0:05:31Michaela, I'd want you as PM as well.
0:05:31 > 0:05:34I'll happily stand by Michaela as well.
0:05:34 > 0:05:38Anisa does PR, branding, on a daily basis, this should be her task.
0:05:38 > 0:05:42However, she got dismissed instantly by the rest of her team, which is
0:05:42 > 0:05:46worrying, as she would have been perhaps a natural choice.
0:05:46 > 0:05:49- Next door...- I wouldn't say I know loads of stuff, but I like cars,
0:05:49 > 0:05:50I'm happy to lead it.
0:05:50 > 0:05:53- Yep, fine.- ..already in the driving seat, James.
0:05:53 > 0:05:55Right, cool, I'm PM, then.
0:05:55 > 0:05:58Right, brilliant. When I was growing up, actually, I had a car washing
0:05:58 > 0:06:00business called Starwash, started it when I was 13.
0:06:00 > 0:06:03It was very successful in my local village, so yes,
0:06:03 > 0:06:05maybe a bit of a blast from the past.
0:06:05 > 0:06:08First things first, we need to pick a market we're going to target.
0:06:08 > 0:06:12My initial reaction was that this is a car that I would be drawn to
0:06:12 > 0:06:13and obviously I'm under 25.
0:06:13 > 0:06:16But can I just say, as a person who has a family, I always look for
0:06:16 > 0:06:20easy parking, can I fit my kids in there? This kind of fits perfectly.
0:06:20 > 0:06:23- You've got the panoramic view.- What, would you want your three children in this car?- 100%.
0:06:23 > 0:06:27You'd use this as a family car, so I think it makes sense to go for families.
0:06:27 > 0:06:30- Yeah, cool, that's done.- Yeah. - Perfect, let's go with that, then. - Good with that.
0:06:30 > 0:06:33Great. I'd probably go to the television advert.
0:06:33 > 0:06:35Sajan, I'd like you with the TV advert side.
0:06:35 > 0:06:40- May I suggest that there's a woman on the TV advert side?- Yeah.
0:06:40 > 0:06:43Yeah. So I think I'm going to put Elizabeth on the TV ad.
0:06:43 > 0:06:46Now we need to decide my sub team lead, with the brand insights.
0:06:46 > 0:06:49I'm creative anyway, and I've shown creativity in other tasks.
0:06:49 > 0:06:52- Do you feel happy doing it? - Yeah, no, I feel happy doing it.
0:06:52 > 0:06:55Our target audience is going to be girls under 25.
0:06:55 > 0:06:57Focused on the female market...
0:06:57 > 0:07:01Anisa, you're going to be the sub team leader doing the branding and digital.
0:07:01 > 0:07:04..priority for Michaela, pick her pit crew.
0:07:04 > 0:07:06I'd really like to get onboard with the TV ad,
0:07:06 > 0:07:09I've got a few good ideas at the moment, based on the target market we've got.
0:07:09 > 0:07:11I'll do the TV advert.
0:07:11 > 0:07:14Jade, if you can help me with the design aspects of the TV ad and, Andrew,
0:07:14 > 0:07:18obviously you're super-enthusiastic, so you can help me.
0:07:18 > 0:07:21- 10am.- Guys, have a good day and I'll speak to you later on.
0:07:21 > 0:07:25- Make sure we win.- First job for the branding teams -
0:07:25 > 0:07:28- pick a slogan.- "Different day, same reliable car".
0:07:28 > 0:07:31I just think that's a quite simple one, it says exactly what
0:07:31 > 0:07:34- you're looking to do. - Then a name for their car.
0:07:34 > 0:07:38I have one major one and that would be Expando, so the message of saying
0:07:38 > 0:07:40that you're expanding your family.
0:07:40 > 0:07:44How about Plus? You can literally have Plus and then a Plus or something
0:07:44 > 0:07:47funky, like if you're thinking about, you're going to be adding on to your
0:07:47 > 0:07:50- family...- I was more drawn to the one that I came up with.
0:07:50 > 0:07:52I feel like Expando sounds more like a car model.
0:07:54 > 0:07:56On the other team...
0:07:56 > 0:07:59I was thinking something along the lines of maybe Marbella.
0:07:59 > 0:08:02..also brainstorming brand names...
0:08:02 > 0:08:05If you have this car then you could also head to these places.
0:08:05 > 0:08:06..project manager Michaela.
0:08:06 > 0:08:08Oh, what about Miami?
0:08:08 > 0:08:10Miami is a bit shorter as well, isn't it?
0:08:10 > 0:08:12All right, let's do Miami.
0:08:12 > 0:08:15- Name agreed....- Excuse how I do this but I always have to close my
0:08:15 > 0:08:19- eyes to imagine it.- ..next, cook up a concept for their car ad.
0:08:19 > 0:08:24So I imagine - girl in the car, potentially with a friend in,
0:08:24 > 0:08:26coming out of the house like, "Hello!"
0:08:26 > 0:08:30Can I just give an idea of what I had in mind for this advert?
0:08:30 > 0:08:33So, in the house would be a young boy with his parents and then this
0:08:33 > 0:08:36girl pulls up in the car, the parents are looking out the window like,
0:08:36 > 0:08:39thank God he's found someone who's so cool and...
0:08:39 > 0:08:41I have been young once and when I was, I wouldn't be interested in
0:08:41 > 0:08:43impressing my boyfriend's parents.
0:08:43 > 0:08:46Andrew has come up with some ideas, but obviously with me and Jade being
0:08:46 > 0:08:48the females in the group,
0:08:48 > 0:08:50I'm going to side with our opinions more because we -
0:08:50 > 0:08:53I was once the target audience and Jade is the target audience, so we
0:08:53 > 0:08:55know what we would look for in an advert.
0:08:55 > 0:08:58So girl's in car driving up to a house?
0:08:58 > 0:09:00- Yeah.- A mate jumps in.
0:09:00 > 0:09:04- OK and then?- And they go, "Oh, this is amazing.
0:09:04 > 0:09:07"I'm so excited." A bit of dialogue...
0:09:07 > 0:09:10And than she can be like, "Oh, my God, this is your new car."
0:09:10 > 0:09:12Turn up the surround sound.
0:09:12 > 0:09:14You could even use assisted parking,
0:09:14 > 0:09:16while she's putting on some lipstick,
0:09:16 > 0:09:18or something like that.
0:09:18 > 0:09:20- Across the hall...- You have a photo booth business?
0:09:20 > 0:09:22- I do.- Would you be comfortable to direct it?
0:09:22 > 0:09:27- Yeah.- With Sajan at the wheel for the TV ad, some back-seat driving...
0:09:27 > 0:09:30- My thoughts go towards humour. - Erm...
0:09:30 > 0:09:32..from florist Elizabeth.
0:09:32 > 0:09:35I've got an idea. Picture it, Mum comes out of a house,
0:09:35 > 0:09:36she's got maybe one or two children in tow.
0:09:36 > 0:09:39She's got a million, trillion things going on and her hair is not done
0:09:39 > 0:09:42properly. She kisses hubby goodbye, she's running to the car.
0:09:42 > 0:09:44All of a sudden, this goes here, that goes there, the boot goes down,
0:09:44 > 0:09:47boom, boom, boom. Her life gets in order because she's in a good car.
0:09:47 > 0:09:50She puts her handbag on the roof of the car and then she drives off,
0:09:50 > 0:09:53her handbag flicks off the side but she's on her way to work, ready for
0:09:53 > 0:09:55the day. It's funny.
0:09:57 > 0:10:00And if you want me to go into the advert,
0:10:00 > 0:10:04I kind of break some of the female moulds, I'm tall, I'm quirky.
0:10:04 > 0:10:08- Are you happy with that? I don't want to ramrod it through.- OK, good.
0:10:08 > 0:10:10Elizabeth is quite a dominant person.
0:10:10 > 0:10:12James fell into the trap of just listening to her and just taking on
0:10:12 > 0:10:14what she says.
0:10:14 > 0:10:18However, as a director, I will be the one deciding the shots and I will let him know,
0:10:18 > 0:10:22you need to give me the free range to make sure that I execute this well.
0:10:22 > 0:10:24Next job...
0:10:24 > 0:10:28We are trying to get the family out of the house in the morning, we've got to be in a family home.
0:10:28 > 0:10:30..pick the perfect backdrop for their ad.
0:10:30 > 0:10:33We've got options, do we want a new housing estate?
0:10:33 > 0:10:35Do we want suburbia? Do we want a Norman village?
0:10:35 > 0:10:38Now, I think that it could be good to come from maybe an old village,
0:10:38 > 0:10:41like a Norman village and you had the family living in an old place
0:10:41 > 0:10:44but they're quite up-to-date with their technology.
0:10:44 > 0:10:47- That's it.- And then have yourself driving out in a brand-new car.
0:10:47 > 0:10:51If you do it in this Norman village the idea that the car is the brand-new thing and
0:10:51 > 0:10:53it's coming out of something that's quite old.
0:10:53 > 0:10:55The team have gone for a family theme and they've picked the
0:10:55 > 0:10:58Norman village as the setting for their advert.
0:10:58 > 0:11:01They're talking about quaint little houses but I'm not entirely sure
0:11:01 > 0:11:04they understand when the Norman era was.
0:11:04 > 0:11:07The Normans were around in medieval times.
0:11:07 > 0:11:09All right, brilliant, thanks, guys.
0:11:11 > 0:11:132pm.
0:11:13 > 0:11:17Outdoor advertising agency, Exterior Media.
0:11:17 > 0:11:19Base for half of each team.
0:11:19 > 0:11:24Their task, create digital posters for display on London Underground.
0:11:24 > 0:11:28That first panel has to say that this is a car for family.
0:11:28 > 0:11:32- Joanna's job...- We've got the blocks to say that it's children.
0:11:32 > 0:11:34..take pictures for their digital displays.
0:11:34 > 0:11:38We've got me and Harrison that would be parents and they're looking at
0:11:38 > 0:11:41various different cars and then we start going into the detail of the
0:11:41 > 0:11:45USPs of the cars and then the fourth panel will reveal the car and the brand.
0:11:45 > 0:11:46What do you think?
0:11:48 > 0:11:50- Do you understand that, Harrison? - Silence.
0:11:50 > 0:11:53Do you get that?
0:11:53 > 0:11:56What are we actually going to do in this? Just have a picture and plonk one next to it?
0:11:56 > 0:11:58It was clear, like,
0:11:58 > 0:12:00initial brainstorm that family wasn't what I was drawn to.
0:12:00 > 0:12:04All we're doing is trying to set the scene that this is a family.
0:12:04 > 0:12:06We can say, they've got a pram,
0:12:06 > 0:12:08but the pram actually would fit into the boot of the car.
0:12:08 > 0:12:11- I'm confused - is there a child in it?- We don't know, it doesn't matter,
0:12:11 > 0:12:13the point is, we haven't picked the image yet.
0:12:13 > 0:12:16I just want to make sure that we don't have images that don't make
0:12:16 > 0:12:17any sense.
0:12:17 > 0:12:20I think Bushra, she'll instantly say, "Oh, I don't understand,
0:12:20 > 0:12:22"I don't understand." Rather than
0:12:22 > 0:12:24actually come up with something else.
0:12:24 > 0:12:26She dragged it on and made me explain two or three times.
0:12:26 > 0:12:29I think just to ridicule whatever point I was making.
0:12:29 > 0:12:32Let's just get some pictures of you guys and we can put that in
0:12:32 > 0:12:34- afterwards.- That's literally what I said,
0:12:34 > 0:12:37let's get as many photos as possible, throw loads of ideas in.
0:12:37 > 0:12:39- OK.- Smile!
0:12:39 > 0:12:41Yeah, I'm waiting for him.
0:12:41 > 0:12:42On the other team...
0:12:42 > 0:12:46Move forward, move fast and move free.
0:12:46 > 0:12:47..mapping out a strap line.
0:12:47 > 0:12:51My only concern with the move fast is all the regulations and rules of
0:12:51 > 0:12:53- the road.- I think it works and we'll make it work.
0:12:53 > 0:12:55- Correct.- And still to pin down their car's name.
0:12:55 > 0:12:57Hi, love.
0:12:57 > 0:13:01Right, so quickly, our brand name is Miami.
0:13:02 > 0:13:05- OK.- So we're thinking of, like, escaping to your favourite destination.
0:13:05 > 0:13:07That's what this car is going to bring you,
0:13:07 > 0:13:09we're going to sell them that dream.
0:13:09 > 0:13:12Does it have to be so literal with the name because couldn't you still
0:13:12 > 0:13:15- be escaping but not call the car Miami?- The car name is Miami.
0:13:15 > 0:13:17OK. I'm going to take what you've given me now because I think you're
0:13:17 > 0:13:20- quite set in your idea. - All right, all right.
0:13:20 > 0:13:22- Bye.- Cheerio.
0:13:22 > 0:13:24Michaela's project management
0:13:24 > 0:13:26approach is a little bit aggressive for me.
0:13:26 > 0:13:28I think she's a bit of a control freak.
0:13:28 > 0:13:31It was almost like, it's my way or the highway - but I think if you've sent
0:13:31 > 0:13:34a team off to do branding, it's worth listening to them.
0:13:34 > 0:13:37Next, for Charles, Sarah and Anisa...
0:13:37 > 0:13:40The whole premise of the idea is about escaping reality.
0:13:40 > 0:13:41..market Miami.
0:13:41 > 0:13:43You just want to get people thinking and interacting,
0:13:43 > 0:13:45I think that's the main predominance of those boards,
0:13:45 > 0:13:48that's why we are asking a question, you're engaging the consumers,
0:13:48 > 0:13:51they're coming down the escalator, they've got nothing else to look at and
0:13:51 > 0:13:54they're being posed a question so ultimately it could be something like,
0:13:54 > 0:13:57escape the daily grind, fancy Miami. If we're alluding to a holiday...
0:13:57 > 0:13:59I think it needs to smack of car and the brand.
0:13:59 > 0:14:02I think Anisa can be a little bit too PR for me.
0:14:02 > 0:14:03A bit style over substance.
0:14:03 > 0:14:05But you could take a road trip every day,
0:14:05 > 0:14:07it's like you don't know it's a holiday but then it is,
0:14:07 > 0:14:10- do you know what I mean? It's a car. - These brainstorms can sometimes be a
0:14:10 > 0:14:13lot of waffle and babble and I don't really get them.
0:14:13 > 0:14:16I was thinking the vintage bike in a way, though, could be so random.
0:14:16 > 0:14:18How would you get away? You don't need that, you need this amazing car,
0:14:18 > 0:14:21- it's going to take you places. - It's a little bit different,
0:14:21 > 0:14:23- a little bit out there and I think the risk will pay off for us.- OK.
0:14:25 > 0:14:28Essex.
0:14:28 > 0:14:30Chosen location for James's TV advert...
0:14:32 > 0:14:34..a Norman village.
0:14:36 > 0:14:39James, I don't think this is an English village, I think this is a...
0:14:40 > 0:14:43..pretend village.
0:14:44 > 0:14:47- Yeah.- Oh, my God.
0:14:47 > 0:14:50Oh, good God. It's a pretend Norman fort.
0:14:51 > 0:14:53It's not an English chocolate-pot village.
0:14:55 > 0:14:56That's what you thought it was, wasn't it?
0:14:56 > 0:14:59- Let's get to the end location first. - We thought it was just a village.
0:14:59 > 0:15:03Yeah. We need to see what we're dealing with first.
0:15:03 > 0:15:06Oh, my God! Oh, my good God.
0:15:06 > 0:15:08CHICKENS SQUAWK
0:15:08 > 0:15:10Wow.
0:15:11 > 0:15:12HE COUGHS
0:15:12 > 0:15:15I don't mean to be funny, James, but we are scuppered.
0:15:15 > 0:15:18- Yeah, yeah.- You've got to take a decision on this because we are going to be
0:15:18 > 0:15:21so disjointed. We are dealing with something really, really old.
0:15:21 > 0:15:24I think I was thinking of more of a small village rather than a
0:15:24 > 0:15:26make-believe little town.
0:15:26 > 0:15:30We need to really speak to sub team because we need to make sure the brand
0:15:30 > 0:15:32is consistent with the theme that we're going with in the advert.
0:15:32 > 0:15:36I think the strap line has to be something sort of related to this.
0:15:36 > 0:15:38William the Conqueror, conquer your future.
0:15:38 > 0:15:40Or, conquer your lifestyle.
0:15:40 > 0:15:42- Like, take control.- Conquer life.
0:15:42 > 0:15:44- Conquer life. - Conquer life, simple as.
0:15:44 > 0:15:45Conquer life. OK.
0:15:45 > 0:15:46PHONE RINGS
0:15:46 > 0:15:48Hi, James, it's Joanna, are you OK?
0:15:48 > 0:15:51We're actually in, like, a medieval setting.
0:15:51 > 0:15:53- With a what, sorry?- Where?
0:15:53 > 0:15:56- Do I hear chickens?- It's basically a really old setting,
0:15:56 > 0:15:58with a really modern car outside.
0:15:58 > 0:16:01They'll be medieval, we're going to be 2017.
0:16:01 > 0:16:03You need to know as well, James, that the brand name is Expando.
0:16:03 > 0:16:05Sounds like something out of a comic strip.
0:16:05 > 0:16:07Sounds very futuristic.
0:16:07 > 0:16:09Think we have to go with it. So we just need to speak to you around the
0:16:09 > 0:16:12strap line that we're going to go with because we need to make sure that
0:16:12 > 0:16:14it's in line with the advert that we've got.
0:16:14 > 0:16:17We're in a Norman setting, so we're thinking, conquer your future or conquer.
0:16:17 > 0:16:19What like, what like, that grows off a tree?
0:16:19 > 0:16:22- No, conquer the world. - Like, conquer the world, conqueror.
0:16:22 > 0:16:25What we're doing is we're saying that you can have a different day
0:16:25 > 0:16:28every day, one day it's going to be fine, one day it's going to be crazy.
0:16:28 > 0:16:31No day's going to be the same with the family but the car stays the
0:16:31 > 0:16:34same and it's reliable. Different day, same reliable car.
0:16:34 > 0:16:37Doesn't really fit into the medieval theme but...
0:16:37 > 0:16:40We're going to have to go because we have to crack on but you've got the
0:16:40 > 0:16:43idea of what we're doing, so do with it as you please.
0:16:43 > 0:16:45- Bye.- Bye.
0:16:45 > 0:16:48Gone medieval. They didn't even have cars then, did they?
0:16:48 > 0:16:51My main concern, really, would be that what we've done today doesn't
0:16:51 > 0:16:54at all marry up with the other team's doing.
0:16:54 > 0:16:58Concerns with medieval times and chickens on the phone, new cars,
0:16:58 > 0:17:01that's my main concern at the moment, chickens, funnily enough.
0:17:03 > 0:17:05Setting for the Miami TV ad...
0:17:05 > 0:17:08- Hi, guys.- ..an Essex housing estate.
0:17:08 > 0:17:12So getting these houses in is fine but don't get that back bit in.
0:17:12 > 0:17:15Calling the shots, project manager Michaela.
0:17:15 > 0:17:17You're going away somewhere nice, to a festival or something,
0:17:17 > 0:17:19you're coming and picking your friend up.
0:17:19 > 0:17:22Andrew, you're going to be the passenger in it.
0:17:22 > 0:17:24Right, so all what you want me to do this afternoon is just be a guy in a
0:17:24 > 0:17:27- passenger seat?- Yeah, you get in the car and we're going to do the first
0:17:27 > 0:17:29shot. And remember, you're going on holiday!
0:17:29 > 0:17:31Jade and Michaela are very,
0:17:31 > 0:17:33very big characters and getting a
0:17:33 > 0:17:35word in edgeways is next to impossible,
0:17:35 > 0:17:38- quite frankly.- You won't hear because of the sounds, so just give it a
0:17:38 > 0:17:40- beat, you know what...- I can hear you, I can hear you, trust me.
0:17:40 > 0:17:42- Come on, quick sticks.- Nice one.
0:17:42 > 0:17:45- Action.- They've just put me to the sideline, just because they've got
0:17:45 > 0:17:49- these visions.- Focus on the panoramic roof, which has been opened at this point.
0:17:49 > 0:17:52- Yeah.- And then going up into the sky.
0:17:52 > 0:17:55- Up into the sky.- I'm just worried about the time a little bit.
0:17:55 > 0:17:57- Yeah, I know, I know.- I thought this was going to be Jason Statham kind
0:17:57 > 0:17:59of stuff and it isn't.
0:17:59 > 0:18:01You just need to go straight now, love.
0:18:01 > 0:18:04- Straight? - Whoa!- Whoa!
0:18:04 > 0:18:06I am very worried about this task at the moment because we've not got
0:18:06 > 0:18:08many takes on anything.
0:18:08 > 0:18:09No, no, Mia go back, sorry.
0:18:09 > 0:18:11Mia, Mia, Mia!
0:18:11 > 0:18:14No sorry, go back. Tip the camera back... Tip the camera back into the
0:18:14 > 0:18:16- sky.- Yes!- That'll do, all right, that'll do.
0:18:16 > 0:18:19- How do you think we've done, then?- I think we have enough footage to drag
0:18:19 > 0:18:20it out to 20 seconds.
0:18:20 > 0:18:22- Yeah?- Yeah.- Yeah.
0:18:22 > 0:18:24- I agree.- Buzzing!
0:18:24 > 0:18:26Back in the Norman village...
0:18:26 > 0:18:28Right, so, let me set the scene.
0:18:28 > 0:18:31I'm completely stressed, trying to get to work,
0:18:31 > 0:18:34I've got a business trip to go on, I'm trying to drag you lot along with me,
0:18:34 > 0:18:36husband's inside thinking, "God, what's she doing now?"
0:18:36 > 0:18:39..directing his blockbuster.
0:18:39 > 0:18:42First we want this wide shot, to just set the scene where we are.
0:18:42 > 0:18:43..event company owner Sajan.
0:18:43 > 0:18:47We'll take a shot from here and then we'll take another shot from there.
0:18:47 > 0:18:49I really want this but really on the ground floor.
0:18:49 > 0:18:51So the car comes, camera's here.
0:18:51 > 0:18:54Oh, here's a shot. Or should we do three different shots of this?
0:18:54 > 0:18:56The sun does look so good in it.
0:18:56 > 0:18:58I came up with this really good, coherent,
0:18:58 > 0:19:01quirky idea for our advert and unfortunately,
0:19:01 > 0:19:03Sajan is just winging it a bit.
0:19:03 > 0:19:06To the left a little bit more, just a little bit, to the left.
0:19:06 > 0:19:08The mise-en-scene is perfect.
0:19:08 > 0:19:10He was doing a little bit more cinematography and camera angles and
0:19:10 > 0:19:13he's not actually directing people.
0:19:13 > 0:19:15You need to say action or I'm not coming.
0:19:15 > 0:19:17Action. That's just the shot of the environment.
0:19:17 > 0:19:20Right, you need to tell me what we're doing because I'm not sure.
0:19:20 > 0:19:23Four scenes to be shot this morning, four only.
0:19:23 > 0:19:25I think we've got 20 plus.
0:19:25 > 0:19:27Scene 26, action.
0:19:27 > 0:19:30Quick, come on, we've got to go, I'm late, I'm late, I'm late.
0:19:30 > 0:19:31Give Hubby big love.
0:19:31 > 0:19:32HORN TOOTS
0:19:32 > 0:19:34Going to do the same thing exactly.
0:19:34 > 0:19:37- Take two.- Get out of the way!
0:19:37 > 0:19:39- Get out of the way! - Just get one more.
0:19:39 > 0:19:41- This has got to be the final shot. - This is it.
0:19:41 > 0:19:45Cool. Great job. Thanks very much. I thought I had some great camera angles in there.
0:19:45 > 0:19:47I've got lots of footage.
0:19:47 > 0:19:50I've actually done a really good job.
0:19:50 > 0:19:526pm, London.
0:19:52 > 0:19:54We could go with the font.
0:19:54 > 0:19:57That literally is an expanded font. It just looks like a video game.
0:19:57 > 0:19:59I think it is more brandable, guys.
0:19:59 > 0:20:02Bringing Expando digital posters to life...
0:20:02 > 0:20:05We need to show a story. They are looking for a car.
0:20:05 > 0:20:08- ..Joanna.- These are the key features of what we like about the car.
0:20:08 > 0:20:11Image number two lets you see one of the features of the car.
0:20:11 > 0:20:14And then a third one, let's go for a full image of the car.
0:20:14 > 0:20:15Designed for families.
0:20:15 > 0:20:19- Different day, same reliable car. - Yeah.- I'm happy with it anyway.
0:20:19 > 0:20:21- And I'm proud.- Good.
0:20:21 > 0:20:24Working on the Miami panels...
0:20:24 > 0:20:27The first slide is the bicycle with the rain, saying,
0:20:27 > 0:20:29"Looking to escape normality?"
0:20:29 > 0:20:32- ..Anisa.- In the second slide you've got the car there.
0:20:32 > 0:20:34It says, "Welcome to Miami".
0:20:34 > 0:20:35It's different. 100%.
0:20:35 > 0:20:37We're here because we are entrepreneurs that take risks.
0:20:37 > 0:20:40We're not here because we do the status quo, do you know what I mean?
0:20:40 > 0:20:42I do think it's a bit cool and a bit quirky.
0:20:42 > 0:20:44But I'm also worried tomorrow, they
0:20:44 > 0:20:46don't understand the messaging altogether.
0:20:46 > 0:20:48Tomorrow, if everything goes wrong,
0:20:48 > 0:20:51I'll be really upset because I don't want to end up in that boardroom
0:20:51 > 0:20:54again. I just really don't want to go through that process.
0:21:01 > 0:21:05- 7am.- You're going down the escalator, "Yeah, that's exactly how I feel today,
0:21:05 > 0:21:08- "I've had a really long day."- Oh.
0:21:08 > 0:21:09It flashes, "Welcome to Miami".
0:21:09 > 0:21:12I like everything. It's dead good. I like the colour scheme as well.
0:21:12 > 0:21:15Today the teams will unveil their digital panels.
0:21:15 > 0:21:19What we decided to do was obviously have the ABC box to show children or
0:21:19 > 0:21:21- family.- OK, cool.
0:21:21 > 0:21:24Edit their TV advert and pitch their campaigns.
0:21:24 > 0:21:26Obviously, I'm going to have to pitch.
0:21:26 > 0:21:29I don't want to. I've not slept, but I'll need to do it,
0:21:29 > 0:21:31so I'm just going to have to...
0:21:31 > 0:21:33Although I'm really, really nervous about doing the pitch.
0:21:33 > 0:21:36The last time I was in the boardroom, I didn't do the pitch,
0:21:36 > 0:21:38and I need to prove that I can do that side of business.
0:21:38 > 0:21:42I'm just going to have to try and find some confidence from somewhere.
0:21:47 > 0:21:50Michaela expressed that she wasn't that comfortable about pitching at all.
0:21:50 > 0:21:52If she looks like she doesn't want to be there, it'll be a problem.
0:21:52 > 0:21:55As sub team leader, you need to make a call on whether you want to say to
0:21:55 > 0:21:57her, does she want to do this pitch?
0:21:57 > 0:22:00And if she's not, then we need to talk about her not being there.
0:22:00 > 0:22:02I just don't know if it's a good idea.
0:22:02 > 0:22:04Anisa, if you're not comfortable, I'll do it.
0:22:04 > 0:22:07- I think I'm going to go for it. - Good.- And then, Sarah, will you join me?
0:22:07 > 0:22:09Yeah.
0:22:09 > 0:22:11- Bonjour.- Hi.
0:22:11 > 0:22:14We just wanted to talk about who we think should pitch today.
0:22:14 > 0:22:17- OK.- Now, are you sure you want to pitch?
0:22:17 > 0:22:18We thought it would be...
0:22:19 > 0:22:22Do you want us to do more of the pitching and you take a bit of a
0:22:22 > 0:22:24back seat? If you don't want to pitch...
0:22:24 > 0:22:26No, I want to pitch.
0:22:26 > 0:22:28I'm the project manager. I think, so far, I'm doing a good job.
0:22:28 > 0:22:31I'd appreciate it if you were confident in me.
0:22:31 > 0:22:34OK, that's fine. We just wanted to clarify and make sure you're
0:22:34 > 0:22:37- completely happy. - I'm definitely 100% pitching.
0:22:37 > 0:22:39- Yeah? Bye, guys.- Bye. - Thank you, bye.
0:22:41 > 0:22:42OK.
0:22:44 > 0:22:46In Central London...
0:22:47 > 0:22:49- Hi. Are you all right? I'm Michaela. - ..Jade,
0:22:49 > 0:22:52Michaela and Andrew edit, Miami: The Movie.
0:22:52 > 0:22:55I definitely want a shot of her coming out of the house.
0:22:55 > 0:22:57We don't have a shot of her coming out of the house.
0:22:57 > 0:23:00There's not as much footage as what we would have wanted, but I do have some ideas.
0:23:00 > 0:23:03Andrew, I need you to get the ten key points in that we are going to
0:23:03 > 0:23:07- be using in the voiceover. - Yeah, I think ten is too much, though, for 20 seconds.
0:23:07 > 0:23:10- Yeah.- I'm going to tell you which ones we want.
0:23:10 > 0:23:14Can we start it from there but not seeing the cul-de-sac, and then stop?
0:23:14 > 0:23:16Before you touch anything...
0:23:16 > 0:23:20That clip with the clouds, there's a lot of just stationary car.
0:23:20 > 0:23:23- We're going to speed it up. - Is it possible to cut that bit out?
0:23:23 > 0:23:25- Let's just...- OK.
0:23:25 > 0:23:27Let's just do them bits and see what time we are on.
0:23:27 > 0:23:30If you started a little bit further on, then you can fast-forward it.
0:23:30 > 0:23:31That is exactly what I just said.
0:23:31 > 0:23:33Have you gone through and got the script ready?
0:23:33 > 0:23:35I've got it a starting basis.
0:23:35 > 0:23:37Make sure that we have more than a starting basis.
0:23:37 > 0:23:39- Can you work on that while we just fine tune this?- Absolutely.
0:23:39 > 0:23:41- We need to crack on.- Sounds good.
0:23:41 > 0:23:44Yeah, Andrew is getting on my nerves a bit.
0:23:44 > 0:23:47He's just all over the show, jack of all trades and a master of none.
0:23:47 > 0:23:51He just wants to do everything but not actually do anything productive.
0:23:51 > 0:23:53Looking to escape reality?
0:23:53 > 0:23:56The all new technologically advanced hot hatchback, Miami.
0:23:56 > 0:23:59Move forward, move fast, move free.
0:24:01 > 0:24:03Get out of the way...!
0:24:03 > 0:24:05On the other team...
0:24:05 > 0:24:06We took over 26 shots.
0:24:06 > 0:24:08..Sajan sets out his vision.
0:24:08 > 0:24:11I do like this shot. It is a nice shot.
0:24:11 > 0:24:12Still back-seat driving...
0:24:12 > 0:24:14You've got her leaving her old life behind,
0:24:14 > 0:24:17and at that point we are revealing the car's brand.
0:24:17 > 0:24:18- ..Elizabeth.- And then she's gone.
0:24:18 > 0:24:21She's into the real world. She's back in the 21st-century.
0:24:21 > 0:24:22Action.
0:24:22 > 0:24:25Well, if you're going to get the humour aspect...
0:24:25 > 0:24:28Yes, I was going to say we can have that hen sound in there or chicken sound in there.
0:24:28 > 0:24:30Shall we have a little bit of the start in black and white?
0:24:30 > 0:24:33No, because her real life is colour.
0:24:33 > 0:24:35She gets into that car and it zooms off,
0:24:35 > 0:24:38that fades away into black and white and she is in her colour car.
0:24:38 > 0:24:40I've got an idea with the music as well.
0:24:40 > 0:24:42# I've got the key I've got the secret... #
0:24:42 > 0:24:44And then it goes... Dum, tee, dum, doo, doo, doo...
0:24:44 > 0:24:46It goes like that. Listen.
0:24:46 > 0:24:49MUSIC: The Key, The Secret by Urban Cookie Collective
0:24:49 > 0:24:51Stop. Cut it there.
0:24:51 > 0:24:53And then just go to...boom, boom...
0:24:53 > 0:24:55And cut it straight into the...
0:24:55 > 0:24:57Boom, boom, brumm, boom, boom...
0:24:57 > 0:24:59Try it. Brumm, brumm, bumm, bumm is what you go with.
0:24:59 > 0:25:03And then you could take that down and go - Expando!
0:25:03 > 0:25:06Being project manager means you HAVE to be able to lead the team.
0:25:06 > 0:25:08Elizabeth is pushing for the music,
0:25:08 > 0:25:10she's pushing where she wants the edit.
0:25:10 > 0:25:13James is getting swayed in far too many different decisions,
0:25:13 > 0:25:16and not actually taking ownership of anything himself.
0:25:16 > 0:25:18I think it's a bit of a mess at the moment.
0:25:18 > 0:25:20- Expando!- Expando.
0:25:20 > 0:25:22- Expando...!- Expando.
0:25:22 > 0:25:25Different day, same reliable car.
0:25:25 > 0:25:27Do you want me to do it, as well, and try between us?
0:25:27 > 0:25:30- You are in it quite a lot.- James, can you just make a call, please?
0:25:30 > 0:25:32I prefer the male voice on it.
0:25:32 > 0:25:35I will let it go, but I feel it's a mistake.
0:25:37 > 0:25:3811am.
0:25:40 > 0:25:42Waterloo Underground...
0:25:42 > 0:25:44Different day, the same reliable car.
0:25:44 > 0:25:47- You can see it.- ..the digital campaign for Expando goes live.
0:25:47 > 0:25:49I absolutely love it.
0:25:49 > 0:25:51What it is, it's not one of those adverts when you look at it and be like,
0:25:51 > 0:25:53what is that actually advertising?
0:25:53 > 0:25:55Straightaway, you can see that it's for a car.
0:25:55 > 0:25:58A chance to drum up some feedback for the pitch.
0:25:58 > 0:26:01I was wondering if you noticed an advert on the way up?
0:26:01 > 0:26:03- Not really, no.- Did you notice them as you were coming up?
0:26:03 > 0:26:05- I remember seeing a car.- OK.
0:26:05 > 0:26:07Though nothing particularly grabbed me.
0:26:07 > 0:26:09Is there anything you did like about it?
0:26:09 > 0:26:12- Nothing.- Didn't like anything? - Really?- Do you remember what the
0:26:12 > 0:26:14- brand was called?- Expando.
0:26:14 > 0:26:16Expando, so it stuck?
0:26:16 > 0:26:19- Yeah.- So, it's there.- It sticks as an unusual name for a car.
0:26:19 > 0:26:23- He knew that it was for cars. - He remembers the name.- I'll take a lot of positives from that.
0:26:23 > 0:26:26- He is not going to be blown away by an advert.- I'd take that as positive.
0:26:26 > 0:26:28I would actually flip that on its head,
0:26:28 > 0:26:30because it's about being constructive.
0:26:30 > 0:26:32- Take the positive.- It's about being constructive and critical.
0:26:32 > 0:26:35I didn't think it was constructive for you to say, you could flip it on
0:26:35 > 0:26:37- its head. - I'm just explaining to you...
0:26:37 > 0:26:39I'm not being argumentative, I feel like you are.
0:26:39 > 0:26:42- Let's just move on and we can carry on.- I'm not being argumentative,
0:26:42 > 0:26:44Bushra. I'm just saying, we can't change it now so all we can do is be
0:26:44 > 0:26:46- positive.- You always have to be proud of your work.
0:26:46 > 0:26:49- Thank you, I'll continue to do that. - I'm just saying it's also good to be
0:26:49 > 0:26:50constructive. If we go in
0:26:50 > 0:26:52with a product that might be rubbish and keep
0:26:52 > 0:26:54calling it positive and don't take opinions,
0:26:54 > 0:26:55it just means we don't have
0:26:55 > 0:26:58all the information to hand and that's all I was saying to her.
0:26:58 > 0:27:01I think she just gets her back up a little bit too much
0:27:01 > 0:27:03and gets a little bit aggressive.
0:27:03 > 0:27:06At London Bridge Station...
0:27:06 > 0:27:08Oh, my God!
0:27:08 > 0:27:12- That's so good.- ..canvassing commuters on the Miami campaign...
0:27:12 > 0:27:14Do the key features of the car interest you?
0:27:14 > 0:27:16Did you manage to catch them?
0:27:16 > 0:27:17Um, I didn't quite catch them.
0:27:17 > 0:27:19- That's OK.- ..Anisa...
0:27:19 > 0:27:22Would this ad encourage you to buy the car if you were in the market to
0:27:22 > 0:27:26- do so?- No, because it comes across as a car rental for if you are in Miami.
0:27:26 > 0:27:29Ah! Did you like the digital panel?
0:27:29 > 0:27:32- I do.- OK.- But I got it confused with Miami and America.
0:27:32 > 0:27:34- OK.- Is it rent a car or buy a car?
0:27:34 > 0:27:36- Buy a car.- I got it confused with rent a car.
0:27:36 > 0:27:39OK, good to know.
0:27:39 > 0:27:44Scenery of Miami with a car on it, makes it look like it is an advert
0:27:44 > 0:27:46for Miami, and a car rental,
0:27:46 > 0:27:49which is really annoying because that's not what we wanted.
0:27:49 > 0:27:52I am concerned about the pitch, because we could be in trouble.
0:27:54 > 0:27:58On London's South Bank, Sea Containers House.
0:27:59 > 0:28:02Pitch location for both campaigns.
0:28:02 > 0:28:05With regards to the pitch, then I'm going to have myself introducing it.
0:28:05 > 0:28:09Then Anisa to lead in and we'll finish with you, Sarah.
0:28:09 > 0:28:11For Michaela's Miami team...
0:28:11 > 0:28:14Can you just run me through the main points of your market research from
0:28:14 > 0:28:16- today?- ..a final debrief.
0:28:16 > 0:28:18One of the criticisms was about,
0:28:18 > 0:28:21was it to buy a car or to hire a car?
0:28:21 > 0:28:24For me, the workaround is if we had a little line that said "Find more
0:28:24 > 0:28:27"information at your local dealership," or something like that.
0:28:27 > 0:28:29Yes, so we just word it slightly differently.
0:28:29 > 0:28:31- Across the hall...- The pitch side,
0:28:31 > 0:28:33obviously I'm going to be going in the pitch.
0:28:33 > 0:28:35I want Elizabeth to talk through the advert, the concept.
0:28:35 > 0:28:39From your side, I want Bushra, you liked this idea from the start...
0:28:39 > 0:28:41It would be better off me or Harrison being in the pitch.
0:28:41 > 0:28:43I'm just going to interject, then.
0:28:43 > 0:28:46You may feel like I've not contributed, I have.
0:28:46 > 0:28:49- I didn't say that. - Unfortunately, that's just how she feels, that's fine.
0:28:49 > 0:28:52You just go with your gut and whatever you think's going to work.
0:28:52 > 0:28:53Yeah, you loved families from the start.
0:28:53 > 0:28:56- I want Bushra, you've got a family of your own.- Yeah.
0:28:56 > 0:28:58Next, time to pitch to a panel...
0:28:59 > 0:29:03..including a global car manufacturer,
0:29:03 > 0:29:05an industry journalist,
0:29:05 > 0:29:08and top experts from digital signage and advertising.
0:29:12 > 0:29:14First to face the panel, James's team.
0:29:16 > 0:29:20So, Expando is a car designed for the families, that has the features
0:29:20 > 0:29:22a modern-day family actually need.
0:29:22 > 0:29:25Watching on, the rest of the team...
0:29:25 > 0:29:30So, behind me here are our four escalator panels.
0:29:30 > 0:29:33For us, it's paramount that we grasp the audience's attention while
0:29:33 > 0:29:35they're going up.
0:29:35 > 0:29:38The car is an extension of your home.
0:29:38 > 0:29:40These days, people even talk about,
0:29:40 > 0:29:43"I don't really want to move house," people are doing loft extensions.
0:29:43 > 0:29:45Not about loft extensions.
0:29:45 > 0:29:48You're expanding on your capabilities from old to new.
0:29:48 > 0:29:49Coming out of the Dark Ages...
0:29:49 > 0:29:53We have given it a beautiful font that brings it into the 21st century,
0:29:53 > 0:29:55rather than taking it back.
0:29:55 > 0:29:59Which kindly ties in, of course, with that advertisement and Elizabeth.
0:29:59 > 0:30:00We wanted to set the scene of the
0:30:00 > 0:30:03modern family, with a little bit of humour.
0:30:03 > 0:30:07MUSIC: The Key, The Secret by Urban Cookie Collective
0:30:07 > 0:30:10# I've got the key to another way... #
0:30:10 > 0:30:11Shoo!
0:30:15 > 0:30:18Expando, different day, same reliable car.
0:30:20 > 0:30:23Elizabeth was actually in the video herself and she is six foot two,
0:30:23 > 0:30:27so it just goes to show that there is a lot of space in the car and
0:30:27 > 0:30:30we'd be happy to answer some questions from you guys.
0:30:30 > 0:30:34I'd like to understand how you see the TV ad and the digital escalator
0:30:34 > 0:30:37panels, how are they all one campaign?
0:30:37 > 0:30:39I really want to see how they answer that question,
0:30:39 > 0:30:41how do both of these connect together?
0:30:41 > 0:30:44Yeah, because they don't, do they?
0:30:44 > 0:30:48- Yeah, I think...- It's more Bushra to answer this question.
0:30:51 > 0:30:56The two things tie, I suppose, together because you've got on one aspect
0:30:56 > 0:30:58a family but they are a different kind of family.
0:30:58 > 0:31:01The point is that the car is reliable,
0:31:01 > 0:31:05and it will give you that element, no matter what stage of family you
0:31:05 > 0:31:07are at, it can work for you.
0:31:07 > 0:31:10Everything that we came up with, Bushra basically disagreed with it all,
0:31:10 > 0:31:13which is why we can't get the best answers.
0:31:13 > 0:31:16You've got, "Different day, same car".
0:31:16 > 0:31:19When you are positioning a new car, you are using the line, "same car".
0:31:21 > 0:31:25- Yeah...- I think the idea of the word same is kind of played on a bit.
0:31:25 > 0:31:28Yes, it's the same car but it's a good car.
0:31:28 > 0:31:31Expando, sounds like some form of elastication of garments or
0:31:31 > 0:31:35- something.- Ultimately, we thought expanding your horizons and when we
0:31:35 > 0:31:37teamed it together with the correct font,
0:31:37 > 0:31:39it actually came together really well.
0:31:39 > 0:31:41Perfect, thanks very much.
0:31:42 > 0:31:44Hey!
0:31:44 > 0:31:47Like, honest feedback, what did you think?
0:31:47 > 0:31:50The name Expando...
0:31:50 > 0:31:54You could see that they felt it was a bit of a joke of a name.
0:31:54 > 0:31:57- Next up... - Big smiles, let's do this!
0:31:57 > 0:32:00..leading the pitch for Miami...
0:32:00 > 0:32:02Good afternoon, we are Team Vitality.
0:32:02 > 0:32:04..project manager Michaela.
0:32:06 > 0:32:07Erm...
0:32:14 > 0:32:16- COUGHING:- Um...
0:32:16 > 0:32:18Erm...
0:32:18 > 0:32:23..we are here today to show you our marketing campaign for a new car,
0:32:23 > 0:32:26which we branded Miami.
0:32:26 > 0:32:30The target audience we chose to go for was females aged 17-25.
0:32:30 > 0:32:34It feels young, it's cool, it's vibrant.
0:32:34 > 0:32:38If it was to be a destination, then the destination would be Miami.
0:32:38 > 0:32:40- She sounds really good. - Yeah, she does.
0:32:40 > 0:32:42VO: Looking to escape reality?
0:32:42 > 0:32:46The all-new, technologically advanced hot hatchback.
0:32:46 > 0:32:49Miami, move forward, move fast, move free.
0:32:49 > 0:32:52# We're riding down the boulevard... #
0:32:53 > 0:32:56Hiya. So, coming on to our digital panel ads,
0:32:56 > 0:32:59we want to play into the idea of escapism.
0:32:59 > 0:33:01But in a clever way.
0:33:01 > 0:33:04Calm the hands. I mean, I know I am handsy, but that's handsy!
0:33:04 > 0:33:06Looks like Tony Blair up there, doesn't she?
0:33:06 > 0:33:08We have a bike.
0:33:08 > 0:33:11Yeah, it's not very clear on there but there are raindrops all over it.
0:33:11 > 0:33:13So, we wanted to showcase the bike,
0:33:13 > 0:33:15saying that, yeah, this is not the way to get around,
0:33:15 > 0:33:17this is not the way to live your life.
0:33:17 > 0:33:22Erm, and basically, we wanted three key messages about the car.
0:33:22 > 0:33:27We've got the surround sound and we've got the...technology...
0:33:27 > 0:33:30Oh, sorry, the open panoramic roof as well.
0:33:30 > 0:33:31CHUCKLING
0:33:31 > 0:33:32Oh, my God!
0:33:32 > 0:33:35So, now I can pass you over to Sarah.
0:33:35 > 0:33:36- Thank you.- So, this morning,
0:33:36 > 0:33:40we launched our digital escalator panel campaign and the strap line of
0:33:40 > 0:33:42"Move forward, move fast, move free".
0:33:42 > 0:33:44We wanted to target strong career women who are ambitious,
0:33:44 > 0:33:47have disposable income, and are going places in their life and with
0:33:47 > 0:33:50their career. We hope you liked the presentation and we are very open to
0:33:50 > 0:33:53any questions you might have. Thank you very much.
0:33:53 > 0:33:55On the strap line, you just can't use the word fast.
0:33:55 > 0:33:58In the car industry, it is just a no-no.
0:33:58 > 0:34:00We did think that actually with a move fast, it might be a concern.
0:34:00 > 0:34:02- It would be.- And we thought we'd got away with it!
0:34:02 > 0:34:04Ah!
0:34:04 > 0:34:07Moving forward, you're moving into the right direction with your life.
0:34:07 > 0:34:09You're moving towards your goals and your dreams for our target
0:34:09 > 0:34:11- demographic.- Stop talking!
0:34:11 > 0:34:14- Stop talking!- Was there any concern that people were misappropriating
0:34:14 > 0:34:17the escalator panels to do with holidays?
0:34:17 > 0:34:19- Or car rental?- Yes.
0:34:19 > 0:34:20No! Don't admit it.
0:34:20 > 0:34:22So glad you brought that one up.
0:34:22 > 0:34:24That was a bit of feedback we received today.
0:34:24 > 0:34:26And yeah, it was a little bit unfortunate.
0:34:26 > 0:34:28No, Anisa! Stop it.
0:34:28 > 0:34:31Did anyone pick up and think it was an advert for a bicycle?
0:34:31 > 0:34:33You know, because you've got two modes of transport like that.
0:34:33 > 0:34:34- Yeah, exactly that.- Stop!
0:34:34 > 0:34:37- Anisa!- Oh, my God, what is she doing?
0:34:37 > 0:34:39We had some feedback at the top saying,
0:34:39 > 0:34:41"We don't understand why it was a car and then a bike".
0:34:41 > 0:34:43Just take her down, tackle her. Just do something.
0:34:43 > 0:34:46I think that was only a small percentage.
0:34:46 > 0:34:50- Yeah, it was one person. - They realised that they'd read it the wrong way.
0:34:50 > 0:34:52Thank you so much for your time today, bye-bye.
0:34:56 > 0:34:57Pitches over...
0:35:00 > 0:35:01PHONE RINGS
0:35:01 > 0:35:03..for Lord Sugar...
0:35:03 > 0:35:05- Hello?- ..A rundown from the experts.
0:35:05 > 0:35:08To start with Team Vitality first of all, yeah?
0:35:08 > 0:35:12You could have thought the ad was for a holiday or you win a trip to
0:35:12 > 0:35:14Miami, if you're not careful.
0:35:14 > 0:35:16- Yeah.- You can't associate fast with a car,
0:35:16 > 0:35:19due to speeding and encouraging people to speed.
0:35:19 > 0:35:22And that has been a no-no for over 20, maybe even 30 years.
0:35:22 > 0:35:24Let's move on to Team Graphene.
0:35:24 > 0:35:27We were baffled by the name Expando.
0:35:27 > 0:35:28Let's forget the name for a second,
0:35:28 > 0:35:31but the way in which the logo was presented was clean and felt like it
0:35:31 > 0:35:32might appeal to a younger audience.
0:35:32 > 0:35:35What did you think of their TV advert?
0:35:35 > 0:35:38That car is a really young funky car and we're there in an ancient,
0:35:38 > 0:35:41- rural setting.- Very, very confusing.
0:35:41 > 0:35:43- Yeah.- Thanks a lot.
0:35:43 > 0:35:47- It's a pleasure. Cheers, thank you. - Thank you.
0:35:47 > 0:35:50Steers on car campaigns delivered...
0:35:50 > 0:35:54..tomorrow in the boardroom, collision.
0:36:01 > 0:36:03You can go to the boardroom now.
0:36:19 > 0:36:23- Good morning. - ALL:- Good morning, Lord Sugar.
0:36:23 > 0:36:27Well, this is one of my favourite tasks and I've spent a lot of money
0:36:27 > 0:36:30on TV adverts. I became a bit of an expert at them in the end.
0:36:30 > 0:36:33In fact, I could write a book, and I did,
0:36:33 > 0:36:35I wrote a lot of cheque books paying for them.
0:36:35 > 0:36:38Now, I'm going to start with Team Vitality.
0:36:38 > 0:36:41Michaela, you are project manager.
0:36:41 > 0:36:44Yeah, there was myself and Anisa who put ourselves forward.
0:36:44 > 0:36:45Anisa, you wanted to do it?
0:36:45 > 0:36:49- I did, yeah.- Your business is PR, isn't it?
0:36:49 > 0:36:52- It is.- And, Michaela, your business is...
0:36:52 > 0:36:55It's a construction magazine, we sell advertising in it.
0:36:55 > 0:36:58I think, just generally, the group decided that I might make the best one.
0:36:58 > 0:37:00Right, what name did you come up with?
0:37:00 > 0:37:02Both me and Andrew came up with Miami.
0:37:02 > 0:37:04It's, like, a popular destination with young girls.
0:37:04 > 0:37:07It's a warm, sunny, and it fits in with the theme of escapism.
0:37:07 > 0:37:09With our target audience.
0:37:09 > 0:37:11- And you chose?- Female, under 25.
0:37:11 > 0:37:16So, we're going to Miami, I suppose because Bolton was too glamorous,
0:37:16 > 0:37:21yeah? And TV team is yourself, Jade and Andrew.
0:37:21 > 0:37:23Jade had experience in PR, so,
0:37:23 > 0:37:26I put her with myself on the TV ad side of things.
0:37:26 > 0:37:30Yeah, so I just imagined the girls getting into a car,
0:37:30 > 0:37:33as me and my friends would do at the weekend, escaping off somewhere,
0:37:33 > 0:37:35going on a girls' weekend away.
0:37:35 > 0:37:37We then decided later, to bring Andrew in,
0:37:37 > 0:37:40so it wasn't just a ruling out the male audience as well.
0:37:40 > 0:37:42He was assigned to be what?
0:37:42 > 0:37:43Somebody that goes in the car?
0:37:43 > 0:37:45Yeah, and look pretty.
0:37:45 > 0:37:47- He did a good job at it.- Right.
0:37:47 > 0:37:50I think it's time that we have a look at your creation. Yeah?
0:37:52 > 0:37:53Looking to escape reality?
0:37:53 > 0:37:57The all-new, technologically advanced hot hatchback.
0:37:57 > 0:38:01With advanced parking assist, panoramic roof,
0:38:01 > 0:38:05convenient keyless technology and high-quality surround sound.
0:38:05 > 0:38:08Miami, move forward, move fast, move free.
0:38:08 > 0:38:11# We're riding down the boulevard... #
0:38:11 > 0:38:14I think the use of the drone was quite good.
0:38:14 > 0:38:17- What was your strap line? - Move forward, move fast, move free.
0:38:17 > 0:38:20Sounds like you're escaping from prison.
0:38:20 > 0:38:21LAUGHTER
0:38:21 > 0:38:22Well, when you say it like that!
0:38:22 > 0:38:25Let me have a look at the escalator advertising.
0:38:26 > 0:38:31Bicycles... So, you're coming up the escalator, you see the bicycles.
0:38:31 > 0:38:33- Then you come into Miami. - Flashes to Miami.
0:38:33 > 0:38:37- Welcome to Miami.- Do you not think that your panel ads could be
0:38:37 > 0:38:40confused for holidays or car rentals or something like that?
0:38:40 > 0:38:41Yes, we did get that a little bit.
0:38:41 > 0:38:44You know, having some pricing would make it very clear it was a purchase
0:38:44 > 0:38:46rather than a car hire.
0:38:46 > 0:38:48OK, so tell me, what did you do about the pitching?
0:38:48 > 0:38:50Because I heard, Michaela,
0:38:50 > 0:38:53that your team-mates didn't think you were the right one to do it.
0:38:53 > 0:38:55Yeah, because I get...
0:38:55 > 0:38:57I suffer with my nerves a bit and
0:38:57 > 0:39:00obviously, my voice is broad as well.
0:39:00 > 0:39:01So, I was a bit nervous.
0:39:01 > 0:39:03I noticed that.
0:39:03 > 0:39:06But I thought I needed to do it,
0:39:06 > 0:39:10so I chose myself from my team and Sarah and Anisa from the sub team.
0:39:10 > 0:39:13And the rest of you, you were watching it on a TV screen, right?
0:39:13 > 0:39:16- Yes.- This is where Andrew was shouting out, "Anisa, shut up!"
0:39:16 > 0:39:20She was answering questions and almost going with what they were
0:39:20 > 0:39:23saying and agreeing with them. The three of us sat there and we were a bit like,
0:39:23 > 0:39:26"Ugh, you just need to stop talking."
0:39:27 > 0:39:30So, Michaela, tell me, was you happy with your pitch?
0:39:30 > 0:39:32Er... Yeah, I don't really remember it, if I'm honest.
0:39:32 > 0:39:35Everybody said it was all right, so...
0:39:35 > 0:39:37- They did a great job. - ..I'll go with you.
0:39:37 > 0:39:39I'm very proud of Michaela facing the demons.
0:39:39 > 0:39:42OK, well, let's move on to Graphene.
0:39:42 > 0:39:44James, you're sitting in the project manager's position.
0:39:44 > 0:39:47I had an interest in cars and I knew the people that I had on
0:39:47 > 0:39:49my team were quite creative.
0:39:49 > 0:39:51What did you choose for your target market?
0:39:51 > 0:39:54Bushra had a look at the car, she's got three children.
0:39:54 > 0:39:57She said that she'd use the car, so we went with families in the end.
0:39:57 > 0:40:00Right. How did you split the teams?
0:40:00 > 0:40:04So, the TV advert team was myself, Elizabeth and Sajan.
0:40:04 > 0:40:06One of my businesses is a photo booth business,
0:40:06 > 0:40:09so I do know a little bit about cameras.
0:40:09 > 0:40:11And I'm also a creative individual,
0:40:11 > 0:40:13so I was happy to help James out on the director's side.
0:40:13 > 0:40:15I heard you did 26 shots.
0:40:15 > 0:40:18We tried to use the best space that we could to maximise,
0:40:18 > 0:40:21to show the car looks good, the speed that it can do,
0:40:21 > 0:40:22the interior and exterior.
0:40:22 > 0:40:25We selected a village which we thought was a Norman village,
0:40:25 > 0:40:28- which we thought was a village location.- We thought this was a village,
0:40:28 > 0:40:31so it would be like a house and village estate and that would be fine.
0:40:31 > 0:40:34We found out it was something entirely different, on arrival.
0:40:34 > 0:40:38- What was it?- It was a re-enactment of a Norman settlement from the
0:40:38 > 0:40:39Norman Conquest period.
0:40:39 > 0:40:42I see. They didn't have cars there in those days.
0:40:42 > 0:40:44- It didn't, Lord Sugar.- What did you go in there for, a joust?
0:40:44 > 0:40:47Something like that. We had turkeys and chickens and the peacock was
0:40:47 > 0:40:50particularly interested in the car.
0:40:50 > 0:40:53- You stuck with your idea, didn't you?- We saw it through.
0:40:53 > 0:40:55- And we really tried to work... - Yeah, we just had to work with it.
0:40:55 > 0:40:56What was the name in the end?
0:40:56 > 0:40:58- Expando.- Expando?
0:40:58 > 0:41:00We were thinking of the growing family,
0:41:00 > 0:41:02and expanding on your capabilities.
0:41:02 > 0:41:06Right. I think it's time to look at your TV advert.
0:41:06 > 0:41:08Quick, quick, quick.
0:41:09 > 0:41:12MUSIC PLAYS: The Key, The Secret by Urban Cookie Collective
0:41:16 > 0:41:17Shoo!
0:41:22 > 0:41:25Expando. Different day, same reliable car.
0:41:25 > 0:41:28You didn't kill any wildlife there, did you?
0:41:28 > 0:41:30No, not at all, Lord Sugar.
0:41:30 > 0:41:33Let's have a look at this, the billboards.
0:41:33 > 0:41:36So, the first one's trying to get across the target market was families.
0:41:36 > 0:41:39That's myself and Joanna and I think the blocks are supposed to represent,
0:41:39 > 0:41:41potentially, a baby.
0:41:41 > 0:41:44I'm trying to work out the correlation between that and your
0:41:44 > 0:41:47- television advert. - So, there isn't any correlation.
0:41:47 > 0:41:50But in the strap line, we're saying different day, same reliable car.
0:41:50 > 0:41:53It's not the same car, you're trying to flog a new car to somebody,
0:41:53 > 0:41:55- aren't you?- No, it's in the sense that every day is different,
0:41:55 > 0:41:57you want to rely on the same reliable car.
0:41:57 > 0:41:59When we're actually coming up with the brand,
0:41:59 > 0:42:01a lot of the things that we actually ended up with,
0:42:01 > 0:42:03Bushra thought the opposite.
0:42:03 > 0:42:05Sorry, Joanna, it's not being opposite.
0:42:05 > 0:42:06It's just constructive criticism.
0:42:06 > 0:42:08I had to fight to get that font on there.
0:42:08 > 0:42:10You didn't have to fight. You said, shall we do it?
0:42:10 > 0:42:12- And I said yeah.- I know, but it was literally,
0:42:12 > 0:42:15if I hadn't have pushed it enough, then you guys would have gone for something plainer.
0:42:15 > 0:42:18- It wasn't a fight.- I just felt like I was being blocked out and it
0:42:18 > 0:42:21- wasn't being opposing.- Mm, yeah.
0:42:21 > 0:42:23I think I've got a good picture here.
0:42:23 > 0:42:25I am the client, as I've told you before.
0:42:25 > 0:42:29And I took advice from the experts.
0:42:32 > 0:42:36It wasn't a difficult decision, to be perfectly frank.
0:42:37 > 0:42:41Vitality, the escalator, not that great.
0:42:43 > 0:42:48But at least your advert had some cohesion to the digital signage.
0:42:50 > 0:42:54I've got to tell you, Vitality, that yours was the best.
0:42:54 > 0:42:56- ALL:- Yes!
0:42:56 > 0:42:57Yeah. Clearly the best.
0:43:01 > 0:43:04Right, well, you're probably on cloud nine after winning your task,
0:43:04 > 0:43:09so I'm going to send you down the world's tallest tunnel slide at the
0:43:09 > 0:43:10Orbit at the Olympic Park.
0:43:10 > 0:43:13So, I'll see you on the next task, OK?
0:43:13 > 0:43:15- Thanks very much.- Cheers.- OK.
0:43:18 > 0:43:20- Yes!- Oh, God.
0:43:22 > 0:43:26Well, I've got to tell you, that is a terrible TV advert.
0:43:26 > 0:43:30At least one of you is going to be leaving the process today.
0:43:30 > 0:43:33You go off. Come back here later and we'll have a more deeper discussion,
0:43:33 > 0:43:35OK?
0:43:42 > 0:43:44- Wow! - My God, that's amazing.
0:43:44 > 0:43:47Delighted that I've won the task as project manager.
0:43:47 > 0:43:51I think I really needed to, after the catastrophe of the last time,
0:43:51 > 0:43:53- so I'm buzzing.- Feel a bit nervous.
0:43:53 > 0:43:55Oh! Yeah, go, Jade!
0:43:55 > 0:43:56Oh, God!
0:43:59 > 0:44:00SHE SHRIEKS
0:44:00 > 0:44:03Lord Sugar tore me a new one last week in the boardroom.
0:44:03 > 0:44:05This week, I've done more than enough to make him aware that I am
0:44:05 > 0:44:09professional when I want to be and I am capable of what he wants from me.
0:44:09 > 0:44:12Andrew was all over the show.
0:44:12 > 0:44:14It was hell to try and manage him.
0:44:14 > 0:44:17He needs to understand he's not professional and he's never going to
0:44:17 > 0:44:19be Lord Sugar's business partner.
0:44:19 > 0:44:21Ah, that's sick!
0:44:25 > 0:44:27Have you seen an advert like that before?
0:44:27 > 0:44:29It was kind of medieval-themed.
0:44:29 > 0:44:31It wasn't medieval-themed.
0:44:31 > 0:44:33The location was a problem.
0:44:33 > 0:44:36Elizabeth dominates quite a lot of the things that happen in her task.
0:44:36 > 0:44:38James's poor decision making is another fault.
0:44:38 > 0:44:41When you did get there, you should have just thought, let's just focus
0:44:41 > 0:44:43completely on the car. Not run around with chickens.
0:44:43 > 0:44:45We couldn't escape it, basically.
0:44:45 > 0:44:46We had to go with what we had.
0:44:46 > 0:44:48I can smell Elizabeth all over this.
0:44:48 > 0:44:50The failure of the task clearly was the video.
0:44:50 > 0:44:52And if she took on every single role of the ad,
0:44:52 > 0:44:54then clearly she is responsible.
0:44:54 > 0:44:58Same reliable car sounds like a re-engineering of an old model.
0:44:58 > 0:45:00Well, it just didn't scream out, like, new car.
0:45:00 > 0:45:03If you think that the failure of this task is down to strap line,
0:45:03 > 0:45:06- then you're completely wrong. - Ultimately, when your neck's on the line,
0:45:06 > 0:45:09you've got to make tough decisions. James didn't do that.
0:45:09 > 0:45:12Sometimes, you've got to put your foot down and get it done.
0:45:17 > 0:45:19PHONE RINGS
0:45:19 > 0:45:22- Yes, Lord Sugar?- Could you send the team in, please?
0:45:36 > 0:45:39Well, I've got two teams here, virtually, in front of me.
0:45:39 > 0:45:42One posters and one TV adverts, and they are both rubbish.
0:45:42 > 0:45:45There was certainly no coordination between the two.
0:45:45 > 0:45:48James, why do you allow all this to happen?
0:45:48 > 0:45:50I'm not good at sort of the creative side,
0:45:50 > 0:45:51but I knew I had a creative team,
0:45:51 > 0:45:54so I put them in the positions that I thought they were best assigned to.
0:45:54 > 0:45:57I gave them the chance to shine on the things they were good at.
0:45:57 > 0:45:59Where does the failure of this task lie?
0:45:59 > 0:46:02Joanna was sub team, she made some critical decisions, such as the
0:46:02 > 0:46:03name, which was criticised.
0:46:03 > 0:46:07Expando, you might want to sell that to Marks & Spencer's for their next range of pants.
0:46:07 > 0:46:09I did say to you, let's go with Plus,
0:46:09 > 0:46:11but you were adamant that you wanted Expando.
0:46:11 > 0:46:12- Well, actually... - You were more like,
0:46:12 > 0:46:14I'm going to go with what I want to do,
0:46:14 > 0:46:18everything that she says I'm going to discount because maybe I don't want her to get credit for anything.
0:46:18 > 0:46:21Let me go with what I feel like and if it doesn't work, it doesn't work.
0:46:21 > 0:46:24- And it didn't.- It wasn't about me just making a decision because it
0:46:24 > 0:46:27was mine. The strap line obviously was Harrison and some of the other stuff as well.
0:46:27 > 0:46:29- The name was you. - The name was me, yes.
0:46:29 > 0:46:31The strap line was a suggestion.
0:46:31 > 0:46:34I'm not from a creative background in work, but I was pitching throughout.
0:46:34 > 0:46:36Well, this process is all about what you can do.
0:46:36 > 0:46:39- Yeah, definitely.- So, you're telling me you can't do this?
0:46:39 > 0:46:42Well, no, I'm saying I'm not from a creative background at work, but I didn't step back.
0:46:42 > 0:46:46Not being funny, if no-one liked it, then they should have pitched in and not gone with my idea.
0:46:46 > 0:46:49The experts said it was baffling, the four posters didn't work,
0:46:49 > 0:46:51the billboard had nothing to do with the advert.
0:46:51 > 0:46:54You didn't have to be an expert to work that out.
0:46:54 > 0:46:56Sajan, you were supposed to be the director.
0:46:56 > 0:46:59- That's correct.- OK? God knows what that was supposed to be.
0:46:59 > 0:47:01Can I just say, Lord Sugar?
0:47:01 > 0:47:03I have shown that I'm a creative person.
0:47:03 > 0:47:04You let it go off the rails.
0:47:04 > 0:47:06- No...- I didn't see the story in your direction.
0:47:06 > 0:47:09We did try our best to show the story in the setting,
0:47:09 > 0:47:13but we also had to make sure the camera angles were focusing on the car.
0:47:13 > 0:47:15Camera angles? You're making it up as you go along here.
0:47:15 > 0:47:17I must say that when we got to the location,
0:47:17 > 0:47:21it was very difficult as a location and we've actually got more car shots
0:47:21 > 0:47:22rather than the actual environment.
0:47:22 > 0:47:26Because we actually felt the environment wasn't suited to where we were.
0:47:26 > 0:47:29- So...- I think the video itself, the advert,
0:47:29 > 0:47:32the ending - we tried to just have the car going off.
0:47:32 > 0:47:35It was everything before that, that it just didn't add up.
0:47:35 > 0:47:37The chickens, you looked like you were running them over.
0:47:37 > 0:47:39It reminds me of the - why did the chicken cross the road?
0:47:39 > 0:47:41They are lucky they didn't come in your way there.
0:47:41 > 0:47:43Um, it wasn't ideal.
0:47:43 > 0:47:46We tried to work with it the best we could but compared to the other,
0:47:46 > 0:47:48it was embarrassing.
0:47:48 > 0:47:51Elizabeth, you came up with the conceptual idea.
0:47:51 > 0:47:53- Yep.- Then you acted as the lead actress.
0:47:53 > 0:47:55Then you got involved with the editing,
0:47:55 > 0:47:57and you even wanted to do the voiceover.
0:47:57 > 0:47:59And then you picked the music also.
0:47:59 > 0:48:02I think the thing with Elizabeth, if it doesn't quite go her way,
0:48:02 > 0:48:04she won't drop it.
0:48:04 > 0:48:06It wasn't the Elizabeth show, Lord Sugar.
0:48:06 > 0:48:08- I...- It sounds like it was.
0:48:08 > 0:48:10Elizabeth, I think you would agree that you did come in really strong
0:48:10 > 0:48:12- on that day.- I was strong.
0:48:12 > 0:48:14If I was too strong, I'll rein it back.
0:48:14 > 0:48:17I was close to it because it was my idea to begin with, but I did my
0:48:17 > 0:48:20best to try and help the process forward.
0:48:20 > 0:48:23And that's all I'll ever do, my best.
0:48:23 > 0:48:27James, your management technique is very similar to someone sitting in
0:48:27 > 0:48:32the back of a cab, watching, knowing the cab driver was going the wrong way.
0:48:32 > 0:48:34Who are you bringing back into this boardroom?
0:48:36 > 0:48:38Bringing back in Joanna and Sajan.
0:48:38 > 0:48:40- Right.- Yep.
0:48:42 > 0:48:44Elizabeth?
0:48:44 > 0:48:47The failure of this task had a lot to do with you.
0:48:47 > 0:48:49You two go back to the house, go on.
0:48:55 > 0:48:56I tell you what...
0:48:57 > 0:49:01..all four of you step outside, I'll bring you back in shortly, OK?
0:49:09 > 0:49:10James chose two people,
0:49:10 > 0:49:14but I thought Elizabeth had a lot to answer to also.
0:49:14 > 0:49:16She thinks the louder she shouts something,
0:49:16 > 0:49:19- the more she is going to get listened to.- Hmm.
0:49:19 > 0:49:23James, I don't know whether he's very, very clever or if he's stupid.
0:49:23 > 0:49:26He's got easily persuaded into some very poor decisions.
0:49:26 > 0:49:28Elizabeth is a very strong character,
0:49:28 > 0:49:31and maybe he just couldn't cope with her.
0:49:31 > 0:49:33Well, Joanna is full of excuses.
0:49:34 > 0:49:37She has a difficulty in accepting that she's done something wrong.
0:49:39 > 0:49:42And Sajan, he's been telling us for the past few weeks,
0:49:42 > 0:49:45"I'm very creative, I'm very, very creative."
0:49:45 > 0:49:46If he was truly creative,
0:49:46 > 0:49:49he would have been able to adapt that storyline to his setting,
0:49:49 > 0:49:51but he didn't.
0:49:52 > 0:49:53PHONE RINGS
0:49:53 > 0:49:56- Yes, Lord Sugar.- Can you send the four of them in, please?
0:49:56 > 0:49:57You can go to the boardroom now.
0:50:10 > 0:50:15James, you brought Sajan and Joanna back in.
0:50:15 > 0:50:19I asked Elizabeth to stay because you are a very domineering person.
0:50:19 > 0:50:23I have been a key member of the team in every single task that we have
0:50:23 > 0:50:26won. I did not overpower anybody in any of those circumstances...
0:50:26 > 0:50:28- Then why did you do it this time? - Actually, Elizabeth, you've
0:50:28 > 0:50:30- overpowered me a couple of times. - I felt, Lord Sugar...
0:50:30 > 0:50:34- It's as if everybody else underneath you or that's working amongst you is not capable.- That is not the case.
0:50:34 > 0:50:37So, it's like if this had gone well, then it would be the Elizabeth show again and
0:50:37 > 0:50:40it would have been Elizabeth comes and saves the day.
0:50:40 > 0:50:43- Are you a control freak?- No.- Yes. - I'm not, I'm not a control freak.
0:50:43 > 0:50:46- Well?- You overpowered James. - You weren't in that task. - Can I just add to that?- OK,
0:50:46 > 0:50:49but the general consensus is that decisions that were made on your
0:50:49 > 0:50:51side were made by you because you overpowered James.
0:50:51 > 0:50:52- No, not at all. - Which isn't correct anyway.
0:50:52 > 0:50:55You let Elizabeth basically project manage the team for you.
0:50:55 > 0:50:58- No, he did not.- You did.- So, the thing is, everything that we did,
0:50:58 > 0:51:01- the message was not consistent. - It was making my job harder...
0:51:01 > 0:51:02- Yeah.- ..as a director.
0:51:02 > 0:51:06And Lord Sugar, yes, I've said I'm good at being creative. And actually, I did it.
0:51:06 > 0:51:09Yeah, but you can't just say it's because you fancy saying it.
0:51:09 > 0:51:12- Of course.- I can say I'm good at brain surgery, but I'm not.
0:51:12 > 0:51:16- No.- You've been here seven weeks, tell me what you've done that's creative.
0:51:16 > 0:51:19At the end of the day, this role that I was given as a director,
0:51:19 > 0:51:22I was being creative. Yes, I have a photo booth business and I understand the camera...
0:51:22 > 0:51:24- Sorry, you've got what? - A photo booth business.
0:51:24 > 0:51:28- And I did my very best...- Well, photo booth business is people just sitting there and you do mugshots.
0:51:28 > 0:51:31- There's no creativity in that. - It is.- You put your money in and that's it.
0:51:31 > 0:51:34It is different, Lord Sugar, it's creative.
0:51:34 > 0:51:37And I've tried my very best in this particular task to actually try to
0:51:37 > 0:51:39be creative but when you have someone that's disruptive...
0:51:39 > 0:51:40I wasn't disruptive.
0:51:40 > 0:51:43- Overpowering.- I was forceful and forcing some strong opinions when I
0:51:43 > 0:51:46- felt things were going south. - James, you're the project manager.
0:51:46 > 0:51:50- Yeah, I took...- And you're here to try and get a £250,000 investment
0:51:50 > 0:51:52- from me, OK?- Mm-hm.
0:51:52 > 0:51:54It looked like you couldn't even run a bath.
0:51:54 > 0:51:56Yes, I've lost today, but I did take a risk today,
0:51:56 > 0:51:58stand up to be a creative person.
0:51:58 > 0:52:02I've put everyone here in a position where they could be inspired to
0:52:02 > 0:52:04actually do something which was creative and I was leading it.
0:52:04 > 0:52:07You already were listening to her and didn't want to take anyone
0:52:07 > 0:52:09- else's idea on board.- I will say one thing...- Can I just say,
0:52:09 > 0:52:11how did you guys expect our advert...?
0:52:11 > 0:52:14How is Lord Sugar meant to listen to both of you, when you talk at the
0:52:14 > 0:52:17- same time?- Sorry, would you like to speak or would you like me to?
0:52:17 > 0:52:19I'll go.
0:52:19 > 0:52:23How do you guys expect any type of synergy with my team when you kept
0:52:23 > 0:52:25changing your mind like the wind?
0:52:25 > 0:52:29Joanna, you're one of those people that likes to take credit when you
0:52:29 > 0:52:31win, and then when you don't win,
0:52:31 > 0:52:33you like to pass the buck to someone else.
0:52:33 > 0:52:36I've taken responsibility for everything that I've done.
0:52:36 > 0:52:38The name, obviously, wasn't well received.
0:52:38 > 0:52:41Compared to people like, for example, Sajan.
0:52:41 > 0:52:44If you see something going wrong, if you see she's being overpowering,
0:52:44 > 0:52:45you should be able to say something.
0:52:45 > 0:52:48You know what you say here? Joanna considers her greatest personal
0:52:48 > 0:52:52qualities as being a great talker.
0:52:52 > 0:52:55Wow, that actually is true.
0:52:55 > 0:52:58- You can talk.- Lord Sugar, I've also done a lot of doing.
0:52:58 > 0:53:00I have always put myself forward.
0:53:00 > 0:53:03Hmm. James?
0:53:03 > 0:53:07- Yep.- An amazing CV and a lot of claims here.
0:53:07 > 0:53:10- Yes.- You come in here telling me that, "I'm a nice guy."
0:53:10 > 0:53:13Do nice guys earn 200 grand a year?
0:53:13 > 0:53:15- Yep.- So, did you earn 200 grand a year?
0:53:15 > 0:53:16I did earn 200 grand a year.
0:53:16 > 0:53:17So, what do you need my 250 for?
0:53:17 > 0:53:19I think that we'd have a good team together.
0:53:19 > 0:53:21I think that I'm an IT recruiter.
0:53:21 > 0:53:22Is it all true, all this stuff here?
0:53:22 > 0:53:25Lord Sugar, there's nothing in there that I've lied about.
0:53:25 > 0:53:27I was earning £100,000 a year in my first year of earning.
0:53:27 > 0:53:29I was doing that in Birmingham,
0:53:29 > 0:53:31I was earning more than anyone who was in the whole London office.
0:53:31 > 0:53:34Right. Sajan...
0:53:34 > 0:53:36- Yes, Lord Sugar.- ..why should you remain in this process?
0:53:36 > 0:53:38Lord Sugar, by the age...
0:53:38 > 0:53:41Don't tell me it's because you're a great at creativity,
0:53:41 > 0:53:44- and all that stuff.- I promise you... I'm definitely not the finished
0:53:44 > 0:53:46article and the biggest errors have been on the creative side.
0:53:46 > 0:53:50Yes, I've learned from that now and I'll probably rein in my creativity.
0:53:50 > 0:53:52- It's not a school here. - But, Lord Sugar,
0:53:52 > 0:53:55I've got a long way to go but I've got the passion and hard work that
0:53:55 > 0:53:58will make you money and make myself money.
0:53:58 > 0:54:01I am your business partner and I will work very, very hard for you.
0:54:01 > 0:54:03Lord Sugar, can I say one thing, please?
0:54:03 > 0:54:07- Yeah.- This was a creative task but what I will say to you is I am a
0:54:07 > 0:54:09numbers guy, I am someone who knows how to make money.
0:54:09 > 0:54:12So, if that's what you're looking for, that's exactly what I can do.
0:54:12 > 0:54:14I'm not looking... Listen, mate...
0:54:14 > 0:54:17I'm not looking, I'm looking to get into business with somebody that's
0:54:17 > 0:54:20going to do the work. I can't tell you what to do.
0:54:20 > 0:54:22I can tell you what NOT to do.
0:54:22 > 0:54:25- Yep.- And that's why that a lot, that you saw seven weeks ago, are doing
0:54:25 > 0:54:27- so very well.- Lord Sugar, I work my absolute...
0:54:27 > 0:54:30I am the youngest person in the whole of the 18 candidates,
0:54:30 > 0:54:32and every single week I've showed up and showed out.
0:54:32 > 0:54:35I know that I've made some mistakes around the way but every single
0:54:35 > 0:54:37task, I've been able to demonstrate it.
0:54:37 > 0:54:41All right, OK. I don't want to hear any more from anybody now, because
0:54:41 > 0:54:43I'm going to summarise.
0:54:43 > 0:54:49Elizabeth, I worry that your control freak mannerisms are not going to
0:54:49 > 0:54:50work with me.
0:54:53 > 0:54:57And...Sajan, the creative...
0:54:57 > 0:54:59I can't see any standout moment so far.
0:54:59 > 0:55:01I don't think you're that creative.
0:55:03 > 0:55:09Joanna, you are argumentative, confrontational,
0:55:09 > 0:55:12and that worries me if we're going to build a business together.
0:55:12 > 0:55:15But I tell you what worries me the most, James,
0:55:15 > 0:55:19is that you let them walk all over you.
0:55:19 > 0:55:23Weak leadership, persuaded easily by Elizabeth.
0:55:23 > 0:55:25And for that reason...
0:55:27 > 0:55:29..you've put me in an awkward position.
0:55:30 > 0:55:33But having said all that, Sajan, in this task,
0:55:33 > 0:55:35I have not seen anything from you.
0:55:36 > 0:55:39And so, Sajan,
0:55:39 > 0:55:40you're fired.
0:55:40 > 0:55:42Appreciate the opportunity, thanks so much.
0:55:42 > 0:55:44All the best, guys.
0:55:54 > 0:55:56You know, if you're good with numbers
0:55:56 > 0:56:01you would know that I have got a certain amount of people left and
0:56:01 > 0:56:04only five tasks left to execute.
0:56:06 > 0:56:10Elizabeth, I am going to give you the benefit of the doubt, OK?
0:56:10 > 0:56:12- Thank you.- But I'm telling you now,
0:56:12 > 0:56:17any repetition of what we evidenced in this particular task,
0:56:17 > 0:56:19you won't even need to come in this boardroom, you'll be gone.
0:56:19 > 0:56:21Understood.
0:56:21 > 0:56:23You know what I'm going to do, I'm going to say this.
0:56:23 > 0:56:26I can't give you any more warnings, OK?
0:56:27 > 0:56:28All go back to the house.
0:56:28 > 0:56:30Thank you.
0:56:34 > 0:56:36All the best.
0:56:47 > 0:56:49I'm definitely not the person that should be going today.
0:56:49 > 0:56:52There's people in this process that have literally floated through
0:56:52 > 0:56:56without working hard. Disappointed to leave the process, absolutely gutted.
0:56:56 > 0:56:57It just makes no sense.
0:56:59 > 0:57:00More than one person HAS to go.
0:57:00 > 0:57:02Personally, I think James will definitely come back.
0:57:02 > 0:57:05I don't know, because I feel like Lord Sugar had it in for James
0:57:05 > 0:57:07today. I did not expect that.
0:57:09 > 0:57:11- There you go, there is one. - Oh!- Told you.
0:57:11 > 0:57:14There you go, there is one.
0:57:14 > 0:57:15Elizabeth, I told you!
0:57:15 > 0:57:19- Oh, my goodness. - Oh, my God!- Oh, my God!
0:57:19 > 0:57:22Three back? Did not expect that.
0:57:22 > 0:57:24It looked like any of us could have gone at, one point.
0:57:24 > 0:57:26And then Sajan, he really picked up on the creative side and he was
0:57:26 > 0:57:30like, "Tell me one thing that you've done that was creative?" He basically couldn't give anything.
0:57:30 > 0:57:32There is, like, only a few weeks left and still a lot of us.
0:57:32 > 0:57:34It's going to be hard work.
0:57:38 > 0:57:41Now, 11 candidates remain.
0:57:42 > 0:57:45Lord Sugar's search for his next business partner...
0:57:47 > 0:57:48..continues.
0:57:50 > 0:57:55- Next time...- I need you to take over a doggy day-care centre.
0:57:55 > 0:57:57Pooch pampering...
0:57:57 > 0:57:59I've done his bottom.
0:57:59 > 0:58:01- Oh!- Andrew, call a couple of our leads.
0:58:01 > 0:58:03No, we're not able to do it.
0:58:03 > 0:58:05..turns to canine chaos.
0:58:05 > 0:58:06This one's perfect.
0:58:06 > 0:58:08- They are blurry. - We need you to pick up poo.
0:58:08 > 0:58:10It just went into the grass.
0:58:10 > 0:58:11Eurgh!
0:58:11 > 0:58:13And in the boardroom...
0:58:13 > 0:58:14You want my honest opinion?
0:58:14 > 0:58:16..Lord Sugar cuts the crap.
0:58:16 > 0:58:19I can't see you as my business partner.
0:58:19 > 0:58:20You're fired.