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