Advertising - Cars The Apprentice


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Advertising - Cars

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.

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This is a business proposition from heaven.

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Lord Sugar is searching for a brand-new business partner.

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We got Brexit but in this process,

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I'm the one who decides who's going to remain and who's going to leave.

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Competing for his cash...

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..millionaire moguls in the making.

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This is a bloody shambles, it was boring, boring, boring.

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There was no bloody strategy.

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Get out of the way, get out of the way.

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It's a prize worth fighting for.

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No, I would like to finish my point because you're interrupting.

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I'm the one doing all the work, you're just both standing there.

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-Stop it!

-18 candidates.

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Your behaviour is ridiculous.

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-Please just keep positive.

-I'm not having the argument with you.

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-I feel like you are, let's just move on...

-I'm not being argumentative.

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HE GASPS

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12 tough tasks...

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To infinity and beyond!

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..one life-changing investment.

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You're fired. You're fired.

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You didn't follow the money.

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You're fired.

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-Previously...

-Your next task is to execute a tour of Bruges.

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..Captain Sarah Jayne struggled to steer the ship.

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We're fannying about, we don't need to.

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-Let's just calm down.

-Lack of direction...

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-We're lost.

-No, no, not at all.

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..gave her team that sinking feeling.

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Oh, no, we're back where we started.

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And Andrew pushed a booze cruise.

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We'll get some beer soon, guys, don't worry!

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The other team oversold their Segways...

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-Can you tell us what the tour is?

-It's a very simple tour.

-On Segways?

-No.

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..but Elizabeth led from the front.

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Guys, come on, quick as we can now.

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James bagged a profit...

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So, I'd rather take a bit more of a risk, spend a bit more.

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..so in the boardroom...

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Leading to an overall profit of £803.06.

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..Elizabeth held course for victory.

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-You win, Elizabeth.

-Thank you, Lord Sugar.

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Andrew sailed close to the wind...

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Last chance is an understatement.

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..but it was Sarah Jayne...

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I think you've been in a convenient place for the last six weeks.

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..who walked the plank.

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For that reason, you're fired.

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Now 12 remain to fight for the chance to become

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Lord Sugar's business partner.

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PHONE RINGS

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5am.

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-Morning.

-Lord Sugar would like you to meet him at the

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Dunton Technical Centre. The cars will be outside in 20 minutes.

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Wake up!

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-I'm so tired.

-Dunton Technical Centre in Essex,

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we've got 20 minutes.

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If the task is right today, I want to put myself forward for PM.

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I don't know, I'm hoping it's something to do with something

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creative, so I can go for it and put myself forward.

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-James.

-Yeah?

-Will you step up to be a PM today?

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I definitely want to step up, it's about my time to.

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Charles, you and I, we've only won one task.

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It is obviously poor losing five or six but we're both still here,

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so clearly you've got to take the positive out of it.

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100% though, we've got to win this week because whoever goes in that

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bottom three, three could go quite easily, so no-one's safe.

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Essex. The Dunton Technical Centre.

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Research and development base...

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Oh, my God!

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..for one of the world's leading car manufacturers.

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-Good morning.

-ALL:

-Good morning, Lord Sugar.

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Now welcome to Ford's creative design hub.

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Now, your task today is all about advertising.

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I'm giving each of the teams a brand-new car out of the factory and

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what you have to do is come up with a campaign to launch it.

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You'd need to create a TV advert

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and design digital advertising screens

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that will grab the attention of London Underground passengers.

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Now tomorrow, you'll pitch your campaign to top advertising executives

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and I, ultimately, will decide who's advertising campaign is the best.

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Now I'm going to even up the teams.

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So, Sarah, would you move over to Vitality, please?

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Now, launching a new car is very, very tough.

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I'd really like you to think something great up for this task.

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Good luck, I'll see you back in the boardroom in a couple of days' time.

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Two days to tap into one of advertising's most lucrative markets.

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-Whoa.

-Minty fresh!

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Teams must brand a car...

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Would it be a first car, do you think?

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-For like a...

-It could be.

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..and create an ad campaign...

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It's maybe, like, for a family.

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I'm absolutely fine in this and I'm six foot.

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..before pitching both to a panel of experts.

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My knowledge of cars isn't amazing but I've got a creative background.

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Pushing for pole position, Anisa.

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I'd feel confident to lead this project and win.

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I run a marketing company although I don't, like, design the adverts or

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anything but I do love cars as well so...

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I'd probably vote Michaela project manager.

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Michaela, I'd want you as PM as well.

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I'll happily stand by Michaela as well.

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Anisa does PR, branding, on a daily basis, this should be her task.

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However, she got dismissed instantly by the rest of her team, which is

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worrying, as she would have been perhaps a natural choice.

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-Next door...

-I wouldn't say I know loads of stuff, but I like cars,

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I'm happy to lead it.

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-Yep, fine.

-..already in the driving seat, James.

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Right, cool, I'm PM, then.

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Right, brilliant. When I was growing up, actually, I had a car washing

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business called Starwash, started it when I was 13.

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It was very successful in my local village, so yes,

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maybe a bit of a blast from the past.

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First things first, we need to pick a market we're going to target.

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My initial reaction was that this is a car that I would be drawn to

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and obviously I'm under 25.

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But can I just say, as a person who has a family, I always look for

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easy parking, can I fit my kids in there? This kind of fits perfectly.

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-You've got the panoramic view.

-What, would you want your three children in this car?

-100%.

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You'd use this as a family car, so I think it makes sense to go for families.

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-Yeah, cool, that's done.

-Yeah.

-Perfect, let's go with that, then.

-Good with that.

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Great. I'd probably go to the television advert.

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Sajan, I'd like you with the TV advert side.

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-May I suggest that there's a woman on the TV advert side?

-Yeah.

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Yeah. So I think I'm going to put Elizabeth on the TV ad.

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Now we need to decide my sub team lead, with the brand insights.

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I'm creative anyway, and I've shown creativity in other tasks.

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-Do you feel happy doing it?

-Yeah, no, I feel happy doing it.

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Our target audience is going to be girls under 25.

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Focused on the female market...

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Anisa, you're going to be the sub team leader doing the branding and digital.

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..priority for Michaela, pick her pit crew.

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I'd really like to get onboard with the TV ad,

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I've got a few good ideas at the moment, based on the target market we've got.

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I'll do the TV advert.

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Jade, if you can help me with the design aspects of the TV ad and, Andrew,

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obviously you're super-enthusiastic, so you can help me.

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-10am.

-Guys, have a good day and I'll speak to you later on.

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-Make sure we win.

-First job for the branding teams -

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-pick a slogan.

-"Different day, same reliable car".

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I just think that's a quite simple one, it says exactly what

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-you're looking to do.

-Then a name for their car.

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I have one major one and that would be Expando, so the message of saying

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that you're expanding your family.

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How about Plus? You can literally have Plus and then a Plus or something

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funky, like if you're thinking about, you're going to be adding on to your

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-family...

-I was more drawn to the one that I came up with.

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I feel like Expando sounds more like a car model.

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On the other team...

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I was thinking something along the lines of maybe Marbella.

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..also brainstorming brand names...

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If you have this car then you could also head to these places.

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..project manager Michaela.

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Oh, what about Miami?

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Miami is a bit shorter as well, isn't it?

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All right, let's do Miami.

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-Name agreed....

-Excuse how I do this but I always have to close my

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-eyes to imagine it.

-..next, cook up a concept for their car ad.

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So I imagine - girl in the car, potentially with a friend in,

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coming out of the house like, "Hello!"

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Can I just give an idea of what I had in mind for this advert?

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So, in the house would be a young boy with his parents and then this

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girl pulls up in the car, the parents are looking out the window like,

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thank God he's found someone who's so cool and...

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I have been young once and when I was, I wouldn't be interested in

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impressing my boyfriend's parents.

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Andrew has come up with some ideas, but obviously with me and Jade being

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the females in the group,

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I'm going to side with our opinions more because we -

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I was once the target audience and Jade is the target audience, so we

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know what we would look for in an advert.

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So girl's in car driving up to a house?

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-Yeah.

-A mate jumps in.

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-OK and then?

-And they go, "Oh, this is amazing.

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"I'm so excited." A bit of dialogue...

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And than she can be like, "Oh, my God, this is your new car."

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Turn up the surround sound.

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You could even use assisted parking,

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while she's putting on some lipstick,

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or something like that.

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-Across the hall...

-You have a photo booth business?

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-I do.

-Would you be comfortable to direct it?

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-Yeah.

-With Sajan at the wheel for the TV ad, some back-seat driving...

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-My thoughts go towards humour.

-Erm...

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..from florist Elizabeth.

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I've got an idea. Picture it, Mum comes out of a house,

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she's got maybe one or two children in tow.

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She's got a million, trillion things going on and her hair is not done

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properly. She kisses hubby goodbye, she's running to the car.

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All of a sudden, this goes here, that goes there, the boot goes down,

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boom, boom, boom. Her life gets in order because she's in a good car.

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She puts her handbag on the roof of the car and then she drives off,

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her handbag flicks off the side but she's on her way to work, ready for

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the day. It's funny.

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And if you want me to go into the advert,

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I kind of break some of the female moulds, I'm tall, I'm quirky.

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-Are you happy with that? I don't want to ramrod it through.

-OK, good.

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Elizabeth is quite a dominant person.

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James fell into the trap of just listening to her and just taking on

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what she says.

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However, as a director, I will be the one deciding the shots and I will let him know,

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you need to give me the free range to make sure that I execute this well.

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Next job...

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We are trying to get the family out of the house in the morning, we've got to be in a family home.

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..pick the perfect backdrop for their ad.

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We've got options, do we want a new housing estate?

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Do we want suburbia? Do we want a Norman village?

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Now, I think that it could be good to come from maybe an old village,

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like a Norman village and you had the family living in an old place

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but they're quite up-to-date with their technology.

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-That's it.

-And then have yourself driving out in a brand-new car.

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If you do it in this Norman village the idea that the car is the brand-new thing and

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it's coming out of something that's quite old.

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The team have gone for a family theme and they've picked the

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Norman village as the setting for their advert.

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They're talking about quaint little houses but I'm not entirely sure

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they understand when the Norman era was.

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The Normans were around in medieval times.

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All right, brilliant, thanks, guys.

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2pm.

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Outdoor advertising agency, Exterior Media.

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Base for half of each team.

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Their task, create digital posters for display on London Underground.

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That first panel has to say that this is a car for family.

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-Joanna's job...

-We've got the blocks to say that it's children.

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..take pictures for their digital displays.

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We've got me and Harrison that would be parents and they're looking at

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various different cars and then we start going into the detail of the

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USPs of the cars and then the fourth panel will reveal the car and the brand.

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What do you think?

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-Do you understand that, Harrison?

-Silence.

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Do you get that?

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What are we actually going to do in this? Just have a picture and plonk one next to it?

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It was clear, like,

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initial brainstorm that family wasn't what I was drawn to.

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All we're doing is trying to set the scene that this is a family.

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We can say, they've got a pram,

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but the pram actually would fit into the boot of the car.

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-I'm confused - is there a child in it?

-We don't know, it doesn't matter,

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the point is, we haven't picked the image yet.

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I just want to make sure that we don't have images that don't make

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any sense.

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I think Bushra, she'll instantly say, "Oh, I don't understand,

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"I don't understand." Rather than

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actually come up with something else.

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She dragged it on and made me explain two or three times.

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I think just to ridicule whatever point I was making.

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Let's just get some pictures of you guys and we can put that in

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-afterwards.

-That's literally what I said,

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let's get as many photos as possible, throw loads of ideas in.

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-OK.

-Smile!

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Yeah, I'm waiting for him.

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On the other team...

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Move forward, move fast and move free.

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..mapping out a strap line.

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My only concern with the move fast is all the regulations and rules of

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-the road.

-I think it works and we'll make it work.

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-Correct.

-And still to pin down their car's name.

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Hi, love.

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Right, so quickly, our brand name is Miami.

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-OK.

-So we're thinking of, like, escaping to your favourite destination.

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That's what this car is going to bring you,

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we're going to sell them that dream.

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Does it have to be so literal with the name because couldn't you still

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-be escaping but not call the car Miami?

-The car name is Miami.

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OK. I'm going to take what you've given me now because I think you're

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-quite set in your idea.

-All right, all right.

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-Bye.

-Cheerio.

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Michaela's project management

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approach is a little bit aggressive for me.

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I think she's a bit of a control freak.

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It was almost like, it's my way or the highway - but I think if you've sent

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a team off to do branding, it's worth listening to them.

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Next, for Charles, Sarah and Anisa...

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The whole premise of the idea is about escaping reality.

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..market Miami.

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You just want to get people thinking and interacting,

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I think that's the main predominance of those boards,

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that's why we are asking a question, you're engaging the consumers,

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they're coming down the escalator, they've got nothing else to look at and

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they're being posed a question so ultimately it could be something like,

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escape the daily grind, fancy Miami. If we're alluding to a holiday...

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I think it needs to smack of car and the brand.

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I think Anisa can be a little bit too PR for me.

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A bit style over substance.

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But you could take a road trip every day,

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it's like you don't know it's a holiday but then it is,

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-do you know what I mean? It's a car.

-These brainstorms can sometimes be a

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lot of waffle and babble and I don't really get them.

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I was thinking the vintage bike in a way, though, could be so random.

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How would you get away? You don't need that, you need this amazing car,

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-it's going to take you places.

-It's a little bit different,

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-a little bit out there and I think the risk will pay off for us.

-OK.

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Essex.

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Chosen location for James's TV advert...

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..a Norman village.

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James, I don't think this is an English village, I think this is a...

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..pretend village.

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-Yeah.

-Oh, my God.

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Oh, good God. It's a pretend Norman fort.

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It's not an English chocolate-pot village.

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That's what you thought it was, wasn't it?

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-Let's get to the end location first.

-We thought it was just a village.

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Yeah. We need to see what we're dealing with first.

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Oh, my God! Oh, my good God.

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CHICKENS SQUAWK

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Wow.

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HE COUGHS

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I don't mean to be funny, James, but we are scuppered.

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-Yeah, yeah.

-You've got to take a decision on this because we are going to be

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so disjointed. We are dealing with something really, really old.

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I think I was thinking of more of a small village rather than a

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make-believe little town.

0:15:240:15:26

We need to really speak to sub team because we need to make sure the brand

0:15:260:15:30

is consistent with the theme that we're going with in the advert.

0:15:300:15:32

I think the strap line has to be something sort of related to this.

0:15:320:15:36

William the Conqueror, conquer your future.

0:15:360:15:38

Or, conquer your lifestyle.

0:15:380:15:40

-Like, take control.

-Conquer life.

0:15:400:15:42

-Conquer life.

-Conquer life, simple as.

0:15:420:15:44

Conquer life. OK.

0:15:440:15:45

PHONE RINGS

0:15:450:15:46

Hi, James, it's Joanna, are you OK?

0:15:460:15:48

We're actually in, like, a medieval setting.

0:15:480:15:51

-With a what, sorry?

-Where?

0:15:510:15:53

-Do I hear chickens?

-It's basically a really old setting,

0:15:530:15:56

with a really modern car outside.

0:15:560:15:58

They'll be medieval, we're going to be 2017.

0:15:580:16:01

You need to know as well, James, that the brand name is Expando.

0:16:010:16:03

Sounds like something out of a comic strip.

0:16:030:16:05

Sounds very futuristic.

0:16:050:16:07

Think we have to go with it. So we just need to speak to you around the

0:16:070:16:09

strap line that we're going to go with because we need to make sure that

0:16:090:16:12

it's in line with the advert that we've got.

0:16:120:16:14

We're in a Norman setting, so we're thinking, conquer your future or conquer.

0:16:140:16:17

What like, what like, that grows off a tree?

0:16:170:16:19

-No, conquer the world.

-Like, conquer the world, conqueror.

0:16:190:16:22

What we're doing is we're saying that you can have a different day

0:16:220:16:25

every day, one day it's going to be fine, one day it's going to be crazy.

0:16:250:16:28

No day's going to be the same with the family but the car stays the

0:16:280:16:31

same and it's reliable. Different day, same reliable car.

0:16:310:16:34

Doesn't really fit into the medieval theme but...

0:16:340:16:37

We're going to have to go because we have to crack on but you've got the

0:16:370:16:40

idea of what we're doing, so do with it as you please.

0:16:400:16:43

-Bye.

-Bye.

0:16:430:16:45

Gone medieval. They didn't even have cars then, did they?

0:16:450:16:48

My main concern, really, would be that what we've done today doesn't

0:16:480:16:51

at all marry up with the other team's doing.

0:16:510:16:54

Concerns with medieval times and chickens on the phone, new cars,

0:16:540:16:58

that's my main concern at the moment, chickens, funnily enough.

0:16:580:17:01

Setting for the Miami TV ad...

0:17:030:17:05

-Hi, guys.

-..an Essex housing estate.

0:17:050:17:08

So getting these houses in is fine but don't get that back bit in.

0:17:080:17:12

Calling the shots, project manager Michaela.

0:17:120:17:15

You're going away somewhere nice, to a festival or something,

0:17:150:17:17

you're coming and picking your friend up.

0:17:170:17:19

Andrew, you're going to be the passenger in it.

0:17:190:17:22

Right, so all what you want me to do this afternoon is just be a guy in a

0:17:220:17:24

-passenger seat?

-Yeah, you get in the car and we're going to do the first

0:17:240:17:27

shot. And remember, you're going on holiday!

0:17:270:17:29

Jade and Michaela are very,

0:17:290:17:31

very big characters and getting a

0:17:310:17:33

word in edgeways is next to impossible,

0:17:330:17:35

-quite frankly.

-You won't hear because of the sounds, so just give it a

0:17:350:17:38

-beat, you know what...

-I can hear you, I can hear you, trust me.

0:17:380:17:40

-Come on, quick sticks.

-Nice one.

0:17:400:17:42

-Action.

-They've just put me to the sideline, just because they've got

0:17:420:17:45

-these visions.

-Focus on the panoramic roof, which has been opened at this point.

0:17:450:17:49

-Yeah.

-And then going up into the sky.

0:17:490:17:52

-Up into the sky.

-I'm just worried about the time a little bit.

0:17:520:17:55

-Yeah, I know, I know.

-I thought this was going to be Jason Statham kind

0:17:550:17:57

of stuff and it isn't.

0:17:570:17:59

You just need to go straight now, love.

0:17:590:18:01

-Straight?

-Whoa!

-Whoa!

0:18:010:18:04

I am very worried about this task at the moment because we've not got

0:18:040:18:06

many takes on anything.

0:18:060:18:08

No, no, Mia go back, sorry.

0:18:080:18:09

Mia, Mia, Mia!

0:18:090:18:11

No sorry, go back. Tip the camera back... Tip the camera back into the

0:18:110:18:14

-sky.

-Yes!

-That'll do, all right, that'll do.

0:18:140:18:16

-How do you think we've done, then?

-I think we have enough footage to drag

0:18:160:18:19

it out to 20 seconds.

0:18:190:18:20

-Yeah?

-Yeah.

-Yeah.

0:18:200:18:22

-I agree.

-Buzzing!

0:18:220:18:24

Back in the Norman village...

0:18:240:18:26

Right, so, let me set the scene.

0:18:260:18:28

I'm completely stressed, trying to get to work,

0:18:280:18:31

I've got a business trip to go on, I'm trying to drag you lot along with me,

0:18:310:18:34

husband's inside thinking, "God, what's she doing now?"

0:18:340:18:36

..directing his blockbuster.

0:18:360:18:39

First we want this wide shot, to just set the scene where we are.

0:18:390:18:42

..event company owner Sajan.

0:18:420:18:43

We'll take a shot from here and then we'll take another shot from there.

0:18:430:18:47

I really want this but really on the ground floor.

0:18:470:18:49

So the car comes, camera's here.

0:18:490:18:51

Oh, here's a shot. Or should we do three different shots of this?

0:18:510:18:54

The sun does look so good in it.

0:18:540:18:56

I came up with this really good, coherent,

0:18:560:18:58

quirky idea for our advert and unfortunately,

0:18:580:19:01

Sajan is just winging it a bit.

0:19:010:19:03

To the left a little bit more, just a little bit, to the left.

0:19:030:19:06

The mise-en-scene is perfect.

0:19:060:19:08

He was doing a little bit more cinematography and camera angles and

0:19:080:19:10

he's not actually directing people.

0:19:100:19:13

You need to say action or I'm not coming.

0:19:130:19:15

Action. That's just the shot of the environment.

0:19:150:19:17

Right, you need to tell me what we're doing because I'm not sure.

0:19:170:19:20

Four scenes to be shot this morning, four only.

0:19:200:19:23

I think we've got 20 plus.

0:19:230:19:25

Scene 26, action.

0:19:250:19:27

Quick, come on, we've got to go, I'm late, I'm late, I'm late.

0:19:270:19:30

Give Hubby big love.

0:19:300:19:31

HORN TOOTS

0:19:310:19:32

Going to do the same thing exactly.

0:19:320:19:34

-Take two.

-Get out of the way!

0:19:340:19:37

-Get out of the way!

-Just get one more.

0:19:370:19:39

-This has got to be the final shot.

-This is it.

0:19:390:19:41

Cool. Great job. Thanks very much. I thought I had some great camera angles in there.

0:19:410:19:45

I've got lots of footage.

0:19:450:19:47

I've actually done a really good job.

0:19:470:19:50

6pm, London.

0:19:500:19:52

We could go with the font.

0:19:520:19:54

That literally is an expanded font. It just looks like a video game.

0:19:540:19:57

I think it is more brandable, guys.

0:19:570:19:59

Bringing Expando digital posters to life...

0:19:590:20:02

We need to show a story. They are looking for a car.

0:20:020:20:05

-..Joanna.

-These are the key features of what we like about the car.

0:20:050:20:08

Image number two lets you see one of the features of the car.

0:20:080:20:11

And then a third one, let's go for a full image of the car.

0:20:110:20:14

Designed for families.

0:20:140:20:15

-Different day, same reliable car.

-Yeah.

-I'm happy with it anyway.

0:20:150:20:19

-And I'm proud.

-Good.

0:20:190:20:21

Working on the Miami panels...

0:20:210:20:24

The first slide is the bicycle with the rain, saying,

0:20:240:20:27

"Looking to escape normality?"

0:20:270:20:29

-..Anisa.

-In the second slide you've got the car there.

0:20:290:20:32

It says, "Welcome to Miami".

0:20:320:20:34

It's different. 100%.

0:20:340:20:35

We're here because we are entrepreneurs that take risks.

0:20:350:20:37

We're not here because we do the status quo, do you know what I mean?

0:20:370:20:40

I do think it's a bit cool and a bit quirky.

0:20:400:20:42

But I'm also worried tomorrow, they

0:20:420:20:44

don't understand the messaging altogether.

0:20:440:20:46

Tomorrow, if everything goes wrong,

0:20:460:20:48

I'll be really upset because I don't want to end up in that boardroom

0:20:480:20:51

again. I just really don't want to go through that process.

0:20:510:20:54

-7am.

-You're going down the escalator, "Yeah, that's exactly how I feel today,

0:21:010:21:05

-"I've had a really long day."

-Oh.

0:21:050:21:08

It flashes, "Welcome to Miami".

0:21:080:21:09

I like everything. It's dead good. I like the colour scheme as well.

0:21:090:21:12

Today the teams will unveil their digital panels.

0:21:120:21:15

What we decided to do was obviously have the ABC box to show children or

0:21:150:21:19

-family.

-OK, cool.

0:21:190:21:21

Edit their TV advert and pitch their campaigns.

0:21:210:21:24

Obviously, I'm going to have to pitch.

0:21:240:21:26

I don't want to. I've not slept, but I'll need to do it,

0:21:260:21:29

so I'm just going to have to...

0:21:290:21:31

Although I'm really, really nervous about doing the pitch.

0:21:310:21:33

The last time I was in the boardroom, I didn't do the pitch,

0:21:330:21:36

and I need to prove that I can do that side of business.

0:21:360:21:38

I'm just going to have to try and find some confidence from somewhere.

0:21:380:21:42

Michaela expressed that she wasn't that comfortable about pitching at all.

0:21:470:21:50

If she looks like she doesn't want to be there, it'll be a problem.

0:21:500:21:52

As sub team leader, you need to make a call on whether you want to say to

0:21:520:21:55

her, does she want to do this pitch?

0:21:550:21:57

And if she's not, then we need to talk about her not being there.

0:21:570:22:00

I just don't know if it's a good idea.

0:22:000:22:02

Anisa, if you're not comfortable, I'll do it.

0:22:020:22:04

-I think I'm going to go for it.

-Good.

-And then, Sarah, will you join me?

0:22:040:22:07

Yeah.

0:22:070:22:09

-Bonjour.

-Hi.

0:22:090:22:11

We just wanted to talk about who we think should pitch today.

0:22:110:22:14

-OK.

-Now, are you sure you want to pitch?

0:22:140:22:17

We thought it would be...

0:22:170:22:18

Do you want us to do more of the pitching and you take a bit of a

0:22:190:22:22

back seat? If you don't want to pitch...

0:22:220:22:24

No, I want to pitch.

0:22:240:22:26

I'm the project manager. I think, so far, I'm doing a good job.

0:22:260:22:28

I'd appreciate it if you were confident in me.

0:22:280:22:31

OK, that's fine. We just wanted to clarify and make sure you're

0:22:310:22:34

-completely happy.

-I'm definitely 100% pitching.

0:22:340:22:37

-Yeah? Bye, guys.

-Bye.

-Thank you, bye.

0:22:370:22:39

OK.

0:22:410:22:42

In Central London...

0:22:440:22:46

-Hi. Are you all right? I'm Michaela.

-..Jade,

0:22:470:22:49

Michaela and Andrew edit, Miami: The Movie.

0:22:490:22:52

I definitely want a shot of her coming out of the house.

0:22:520:22:55

We don't have a shot of her coming out of the house.

0:22:550:22:57

There's not as much footage as what we would have wanted, but I do have some ideas.

0:22:570:23:00

Andrew, I need you to get the ten key points in that we are going to

0:23:000:23:03

-be using in the voiceover.

-Yeah, I think ten is too much, though, for 20 seconds.

0:23:030:23:07

-Yeah.

-I'm going to tell you which ones we want.

0:23:070:23:10

Can we start it from there but not seeing the cul-de-sac, and then stop?

0:23:100:23:14

Before you touch anything...

0:23:140:23:16

That clip with the clouds, there's a lot of just stationary car.

0:23:160:23:20

-We're going to speed it up.

-Is it possible to cut that bit out?

0:23:200:23:23

-Let's just...

-OK.

0:23:230:23:25

Let's just do them bits and see what time we are on.

0:23:250:23:27

If you started a little bit further on, then you can fast-forward it.

0:23:270:23:30

That is exactly what I just said.

0:23:300:23:31

Have you gone through and got the script ready?

0:23:310:23:33

I've got it a starting basis.

0:23:330:23:35

Make sure that we have more than a starting basis.

0:23:350:23:37

-Can you work on that while we just fine tune this?

-Absolutely.

0:23:370:23:39

-We need to crack on.

-Sounds good.

0:23:390:23:41

Yeah, Andrew is getting on my nerves a bit.

0:23:410:23:44

He's just all over the show, jack of all trades and a master of none.

0:23:440:23:47

He just wants to do everything but not actually do anything productive.

0:23:470:23:51

Looking to escape reality?

0:23:510:23:53

The all new technologically advanced hot hatchback, Miami.

0:23:530:23:56

Move forward, move fast, move free.

0:23:560:23:59

Get out of the way...!

0:24:010:24:03

On the other team...

0:24:030:24:05

We took over 26 shots.

0:24:050:24:06

..Sajan sets out his vision.

0:24:060:24:08

I do like this shot. It is a nice shot.

0:24:080:24:11

Still back-seat driving...

0:24:110:24:12

You've got her leaving her old life behind,

0:24:120:24:14

and at that point we are revealing the car's brand.

0:24:140:24:17

-..Elizabeth.

-And then she's gone.

0:24:170:24:18

She's into the real world. She's back in the 21st-century.

0:24:180:24:21

Action.

0:24:210:24:22

Well, if you're going to get the humour aspect...

0:24:220:24:25

Yes, I was going to say we can have that hen sound in there or chicken sound in there.

0:24:250:24:28

Shall we have a little bit of the start in black and white?

0:24:280:24:30

No, because her real life is colour.

0:24:300:24:33

She gets into that car and it zooms off,

0:24:330:24:35

that fades away into black and white and she is in her colour car.

0:24:350:24:38

I've got an idea with the music as well.

0:24:380:24:40

# I've got the key I've got the secret... #

0:24:400:24:42

And then it goes... Dum, tee, dum, doo, doo, doo...

0:24:420:24:44

It goes like that. Listen.

0:24:440:24:46

MUSIC: The Key, The Secret by Urban Cookie Collective

0:24:460:24:49

Stop. Cut it there.

0:24:490:24:51

And then just go to...boom, boom...

0:24:510:24:53

And cut it straight into the...

0:24:530:24:55

Boom, boom, brumm, boom, boom...

0:24:550:24:57

Try it. Brumm, brumm, bumm, bumm is what you go with.

0:24:570:24:59

And then you could take that down and go - Expando!

0:24:590:25:03

Being project manager means you HAVE to be able to lead the team.

0:25:030:25:06

Elizabeth is pushing for the music,

0:25:060:25:08

she's pushing where she wants the edit.

0:25:080:25:10

James is getting swayed in far too many different decisions,

0:25:100:25:13

and not actually taking ownership of anything himself.

0:25:130:25:16

I think it's a bit of a mess at the moment.

0:25:160:25:18

-Expando!

-Expando.

0:25:180:25:20

-Expando...!

-Expando.

0:25:200:25:22

Different day, same reliable car.

0:25:220:25:25

Do you want me to do it, as well, and try between us?

0:25:250:25:27

-You are in it quite a lot.

-James, can you just make a call, please?

0:25:270:25:30

I prefer the male voice on it.

0:25:300:25:32

I will let it go, but I feel it's a mistake.

0:25:320:25:35

11am.

0:25:370:25:38

Waterloo Underground...

0:25:400:25:42

Different day, the same reliable car.

0:25:420:25:44

-You can see it.

-..the digital campaign for Expando goes live.

0:25:440:25:47

I absolutely love it.

0:25:470:25:49

What it is, it's not one of those adverts when you look at it and be like,

0:25:490:25:51

what is that actually advertising?

0:25:510:25:53

Straightaway, you can see that it's for a car.

0:25:530:25:55

A chance to drum up some feedback for the pitch.

0:25:550:25:58

I was wondering if you noticed an advert on the way up?

0:25:580:26:01

-Not really, no.

-Did you notice them as you were coming up?

0:26:010:26:03

-I remember seeing a car.

-OK.

0:26:030:26:05

Though nothing particularly grabbed me.

0:26:050:26:07

Is there anything you did like about it?

0:26:070:26:09

-Nothing.

-Didn't like anything?

-Really?

-Do you remember what the

0:26:090:26:12

-brand was called?

-Expando.

0:26:120:26:14

Expando, so it stuck?

0:26:140:26:16

-Yeah.

-So, it's there.

-It sticks as an unusual name for a car.

0:26:160:26:19

-He knew that it was for cars.

-He remembers the name.

-I'll take a lot of positives from that.

0:26:190:26:23

-He is not going to be blown away by an advert.

-I'd take that as positive.

0:26:230:26:26

I would actually flip that on its head,

0:26:260:26:28

because it's about being constructive.

0:26:280:26:30

-Take the positive.

-It's about being constructive and critical.

0:26:300:26:32

I didn't think it was constructive for you to say, you could flip it on

0:26:320:26:35

-its head.

-I'm just explaining to you...

0:26:350:26:37

I'm not being argumentative, I feel like you are.

0:26:370:26:39

-Let's just move on and we can carry on.

-I'm not being argumentative,

0:26:390:26:42

Bushra. I'm just saying, we can't change it now so all we can do is be

0:26:420:26:44

-positive.

-You always have to be proud of your work.

0:26:440:26:46

-Thank you, I'll continue to do that.

-I'm just saying it's also good to be

0:26:460:26:49

constructive. If we go in

0:26:490:26:50

with a product that might be rubbish and keep

0:26:500:26:52

calling it positive and don't take opinions,

0:26:520:26:54

it just means we don't have

0:26:540:26:55

all the information to hand and that's all I was saying to her.

0:26:550:26:58

I think she just gets her back up a little bit too much

0:26:580:27:01

and gets a little bit aggressive.

0:27:010:27:03

At London Bridge Station...

0:27:030:27:06

Oh, my God!

0:27:060:27:08

-That's so good.

-..canvassing commuters on the Miami campaign...

0:27:080:27:12

Do the key features of the car interest you?

0:27:120:27:14

Did you manage to catch them?

0:27:140:27:16

Um, I didn't quite catch them.

0:27:160:27:17

-That's OK.

-..Anisa...

0:27:170:27:19

Would this ad encourage you to buy the car if you were in the market to

0:27:190:27:22

-do so?

-No, because it comes across as a car rental for if you are in Miami.

0:27:220:27:26

Ah! Did you like the digital panel?

0:27:260:27:29

-I do.

-OK.

-But I got it confused with Miami and America.

0:27:290:27:32

-OK.

-Is it rent a car or buy a car?

0:27:320:27:34

-Buy a car.

-I got it confused with rent a car.

0:27:340:27:36

OK, good to know.

0:27:360:27:39

Scenery of Miami with a car on it, makes it look like it is an advert

0:27:390:27:44

for Miami, and a car rental,

0:27:440:27:46

which is really annoying because that's not what we wanted.

0:27:460:27:49

I am concerned about the pitch, because we could be in trouble.

0:27:490:27:52

On London's South Bank, Sea Containers House.

0:27:540:27:58

Pitch location for both campaigns.

0:27:590:28:02

With regards to the pitch, then I'm going to have myself introducing it.

0:28:020:28:05

Then Anisa to lead in and we'll finish with you, Sarah.

0:28:050:28:09

For Michaela's Miami team...

0:28:090:28:11

Can you just run me through the main points of your market research from

0:28:110:28:14

-today?

-..a final debrief.

0:28:140:28:16

One of the criticisms was about,

0:28:160:28:18

was it to buy a car or to hire a car?

0:28:180:28:21

For me, the workaround is if we had a little line that said "Find more

0:28:210:28:24

"information at your local dealership," or something like that.

0:28:240:28:27

Yes, so we just word it slightly differently.

0:28:270:28:29

-Across the hall...

-The pitch side,

0:28:290:28:31

obviously I'm going to be going in the pitch.

0:28:310:28:33

I want Elizabeth to talk through the advert, the concept.

0:28:330:28:35

From your side, I want Bushra, you liked this idea from the start...

0:28:350:28:39

It would be better off me or Harrison being in the pitch.

0:28:390:28:41

I'm just going to interject, then.

0:28:410:28:43

You may feel like I've not contributed, I have.

0:28:430:28:46

-I didn't say that.

-Unfortunately, that's just how she feels, that's fine.

0:28:460:28:49

You just go with your gut and whatever you think's going to work.

0:28:490:28:52

Yeah, you loved families from the start.

0:28:520:28:53

-I want Bushra, you've got a family of your own.

-Yeah.

0:28:530:28:56

Next, time to pitch to a panel...

0:28:560:28:58

..including a global car manufacturer,

0:28:590:29:03

an industry journalist,

0:29:030:29:05

and top experts from digital signage and advertising.

0:29:050:29:08

First to face the panel, James's team.

0:29:120:29:14

So, Expando is a car designed for the families, that has the features

0:29:160:29:20

a modern-day family actually need.

0:29:200:29:22

Watching on, the rest of the team...

0:29:220:29:25

So, behind me here are our four escalator panels.

0:29:250:29:30

For us, it's paramount that we grasp the audience's attention while

0:29:300:29:33

they're going up.

0:29:330:29:35

The car is an extension of your home.

0:29:350:29:38

These days, people even talk about,

0:29:380:29:40

"I don't really want to move house," people are doing loft extensions.

0:29:400:29:43

Not about loft extensions.

0:29:430:29:45

You're expanding on your capabilities from old to new.

0:29:450:29:48

Coming out of the Dark Ages...

0:29:480:29:49

We have given it a beautiful font that brings it into the 21st century,

0:29:490:29:53

rather than taking it back.

0:29:530:29:55

Which kindly ties in, of course, with that advertisement and Elizabeth.

0:29:550:29:59

We wanted to set the scene of the

0:29:590:30:00

modern family, with a little bit of humour.

0:30:000:30:03

MUSIC: The Key, The Secret by Urban Cookie Collective

0:30:030:30:07

# I've got the key to another way... #

0:30:070:30:10

Shoo!

0:30:100:30:11

Expando, different day, same reliable car.

0:30:150:30:18

Elizabeth was actually in the video herself and she is six foot two,

0:30:200:30:23

so it just goes to show that there is a lot of space in the car and

0:30:230:30:27

we'd be happy to answer some questions from you guys.

0:30:270:30:30

I'd like to understand how you see the TV ad and the digital escalator

0:30:300:30:34

panels, how are they all one campaign?

0:30:340:30:37

I really want to see how they answer that question,

0:30:370:30:39

how do both of these connect together?

0:30:390:30:41

Yeah, because they don't, do they?

0:30:410:30:44

-Yeah, I think...

-It's more Bushra to answer this question.

0:30:440:30:48

The two things tie, I suppose, together because you've got on one aspect

0:30:510:30:56

a family but they are a different kind of family.

0:30:560:30:58

The point is that the car is reliable,

0:30:580:31:01

and it will give you that element, no matter what stage of family you

0:31:010:31:05

are at, it can work for you.

0:31:050:31:07

Everything that we came up with, Bushra basically disagreed with it all,

0:31:070:31:10

which is why we can't get the best answers.

0:31:100:31:13

You've got, "Different day, same car".

0:31:130:31:16

When you are positioning a new car, you are using the line, "same car".

0:31:160:31:19

-Yeah...

-I think the idea of the word same is kind of played on a bit.

0:31:210:31:25

Yes, it's the same car but it's a good car.

0:31:250:31:28

Expando, sounds like some form of elastication of garments or

0:31:280:31:31

-something.

-Ultimately, we thought expanding your horizons and when we

0:31:310:31:35

teamed it together with the correct font,

0:31:350:31:37

it actually came together really well.

0:31:370:31:39

Perfect, thanks very much.

0:31:390:31:41

Hey!

0:31:420:31:44

Like, honest feedback, what did you think?

0:31:440:31:47

The name Expando...

0:31:470:31:50

You could see that they felt it was a bit of a joke of a name.

0:31:500:31:54

-Next up...

-Big smiles, let's do this!

0:31:540:31:57

..leading the pitch for Miami...

0:31:570:32:00

Good afternoon, we are Team Vitality.

0:32:000:32:02

..project manager Michaela.

0:32:020:32:04

Erm...

0:32:060:32:07

-COUGHING:

-Um...

0:32:140:32:16

Erm...

0:32:160:32:18

..we are here today to show you our marketing campaign for a new car,

0:32:180:32:23

which we branded Miami.

0:32:230:32:26

The target audience we chose to go for was females aged 17-25.

0:32:260:32:30

It feels young, it's cool, it's vibrant.

0:32:300:32:34

If it was to be a destination, then the destination would be Miami.

0:32:340:32:38

-She sounds really good.

-Yeah, she does.

0:32:380:32:40

VO: Looking to escape reality?

0:32:400:32:42

The all-new, technologically advanced hot hatchback.

0:32:420:32:46

Miami, move forward, move fast, move free.

0:32:460:32:49

# We're riding down the boulevard... #

0:32:490:32:52

Hiya. So, coming on to our digital panel ads,

0:32:530:32:56

we want to play into the idea of escapism.

0:32:560:32:59

But in a clever way.

0:32:590:33:01

Calm the hands. I mean, I know I am handsy, but that's handsy!

0:33:010:33:04

Looks like Tony Blair up there, doesn't she?

0:33:040:33:06

We have a bike.

0:33:060:33:08

Yeah, it's not very clear on there but there are raindrops all over it.

0:33:080:33:11

So, we wanted to showcase the bike,

0:33:110:33:13

saying that, yeah, this is not the way to get around,

0:33:130:33:15

this is not the way to live your life.

0:33:150:33:17

Erm, and basically, we wanted three key messages about the car.

0:33:170:33:22

We've got the surround sound and we've got the...technology...

0:33:220:33:27

Oh, sorry, the open panoramic roof as well.

0:33:270:33:30

CHUCKLING

0:33:300:33:31

Oh, my God!

0:33:310:33:32

So, now I can pass you over to Sarah.

0:33:320:33:35

-Thank you.

-So, this morning,

0:33:350:33:36

we launched our digital escalator panel campaign and the strap line of

0:33:360:33:40

"Move forward, move fast, move free".

0:33:400:33:42

We wanted to target strong career women who are ambitious,

0:33:420:33:44

have disposable income, and are going places in their life and with

0:33:440:33:47

their career. We hope you liked the presentation and we are very open to

0:33:470:33:50

any questions you might have. Thank you very much.

0:33:500:33:53

On the strap line, you just can't use the word fast.

0:33:530:33:55

In the car industry, it is just a no-no.

0:33:550:33:58

We did think that actually with a move fast, it might be a concern.

0:33:580:34:00

-It would be.

-And we thought we'd got away with it!

0:34:000:34:02

Ah!

0:34:020:34:04

Moving forward, you're moving into the right direction with your life.

0:34:040:34:07

You're moving towards your goals and your dreams for our target

0:34:070:34:09

-demographic.

-Stop talking!

0:34:090:34:11

-Stop talking!

-Was there any concern that people were misappropriating

0:34:110:34:14

the escalator panels to do with holidays?

0:34:140:34:17

-Or car rental?

-Yes.

0:34:170:34:19

No! Don't admit it.

0:34:190:34:20

So glad you brought that one up.

0:34:200:34:22

That was a bit of feedback we received today.

0:34:220:34:24

And yeah, it was a little bit unfortunate.

0:34:240:34:26

No, Anisa! Stop it.

0:34:260:34:28

Did anyone pick up and think it was an advert for a bicycle?

0:34:280:34:31

You know, because you've got two modes of transport like that.

0:34:310:34:33

-Yeah, exactly that.

-Stop!

0:34:330:34:34

-Anisa!

-Oh, my God, what is she doing?

0:34:340:34:37

We had some feedback at the top saying,

0:34:370:34:39

"We don't understand why it was a car and then a bike".

0:34:390:34:41

Just take her down, tackle her. Just do something.

0:34:410:34:43

I think that was only a small percentage.

0:34:430:34:46

-Yeah, it was one person.

-They realised that they'd read it the wrong way.

0:34:460:34:50

Thank you so much for your time today, bye-bye.

0:34:500:34:52

Pitches over...

0:34:560:34:57

PHONE RINGS

0:35:000:35:01

..for Lord Sugar...

0:35:010:35:03

-Hello?

-..A rundown from the experts.

0:35:030:35:05

To start with Team Vitality first of all, yeah?

0:35:050:35:08

You could have thought the ad was for a holiday or you win a trip to

0:35:080:35:12

Miami, if you're not careful.

0:35:120:35:14

-Yeah.

-You can't associate fast with a car,

0:35:140:35:16

due to speeding and encouraging people to speed.

0:35:160:35:19

And that has been a no-no for over 20, maybe even 30 years.

0:35:190:35:22

Let's move on to Team Graphene.

0:35:220:35:24

We were baffled by the name Expando.

0:35:240:35:27

Let's forget the name for a second,

0:35:270:35:28

but the way in which the logo was presented was clean and felt like it

0:35:280:35:31

might appeal to a younger audience.

0:35:310:35:32

What did you think of their TV advert?

0:35:320:35:35

That car is a really young funky car and we're there in an ancient,

0:35:350:35:38

-rural setting.

-Very, very confusing.

0:35:380:35:41

-Yeah.

-Thanks a lot.

0:35:410:35:43

-It's a pleasure. Cheers, thank you.

-Thank you.

0:35:430:35:47

Steers on car campaigns delivered...

0:35:470:35:50

..tomorrow in the boardroom, collision.

0:35:500:35:54

You can go to the boardroom now.

0:36:010:36:03

-Good morning.

-ALL:

-Good morning, Lord Sugar.

0:36:190:36:23

Well, this is one of my favourite tasks and I've spent a lot of money

0:36:230:36:27

on TV adverts. I became a bit of an expert at them in the end.

0:36:270:36:30

In fact, I could write a book, and I did,

0:36:300:36:33

I wrote a lot of cheque books paying for them.

0:36:330:36:35

Now, I'm going to start with Team Vitality.

0:36:350:36:38

Michaela, you are project manager.

0:36:380:36:41

Yeah, there was myself and Anisa who put ourselves forward.

0:36:410:36:44

Anisa, you wanted to do it?

0:36:440:36:45

-I did, yeah.

-Your business is PR, isn't it?

0:36:450:36:49

-It is.

-And, Michaela, your business is...

0:36:490:36:52

It's a construction magazine, we sell advertising in it.

0:36:520:36:55

I think, just generally, the group decided that I might make the best one.

0:36:550:36:58

Right, what name did you come up with?

0:36:580:37:00

Both me and Andrew came up with Miami.

0:37:000:37:02

It's, like, a popular destination with young girls.

0:37:020:37:04

It's a warm, sunny, and it fits in with the theme of escapism.

0:37:040:37:07

With our target audience.

0:37:070:37:09

-And you chose?

-Female, under 25.

0:37:090:37:11

So, we're going to Miami, I suppose because Bolton was too glamorous,

0:37:110:37:16

yeah? And TV team is yourself, Jade and Andrew.

0:37:160:37:21

Jade had experience in PR, so,

0:37:210:37:23

I put her with myself on the TV ad side of things.

0:37:230:37:26

Yeah, so I just imagined the girls getting into a car,

0:37:260:37:30

as me and my friends would do at the weekend, escaping off somewhere,

0:37:300:37:33

going on a girls' weekend away.

0:37:330:37:35

We then decided later, to bring Andrew in,

0:37:350:37:37

so it wasn't just a ruling out the male audience as well.

0:37:370:37:40

He was assigned to be what?

0:37:400:37:42

Somebody that goes in the car?

0:37:420:37:43

Yeah, and look pretty.

0:37:430:37:45

-He did a good job at it.

-Right.

0:37:450:37:47

I think it's time that we have a look at your creation. Yeah?

0:37:470:37:50

Looking to escape reality?

0:37:520:37:53

The all-new, technologically advanced hot hatchback.

0:37:530:37:57

With advanced parking assist, panoramic roof,

0:37:570:38:01

convenient keyless technology and high-quality surround sound.

0:38:010:38:05

Miami, move forward, move fast, move free.

0:38:050:38:08

# We're riding down the boulevard... #

0:38:080:38:11

I think the use of the drone was quite good.

0:38:110:38:14

-What was your strap line?

-Move forward, move fast, move free.

0:38:140:38:17

Sounds like you're escaping from prison.

0:38:170:38:20

LAUGHTER

0:38:200:38:21

Well, when you say it like that!

0:38:210:38:22

Let me have a look at the escalator advertising.

0:38:220:38:25

Bicycles... So, you're coming up the escalator, you see the bicycles.

0:38:260:38:31

-Then you come into Miami.

-Flashes to Miami.

0:38:310:38:33

-Welcome to Miami.

-Do you not think that your panel ads could be

0:38:330:38:37

confused for holidays or car rentals or something like that?

0:38:370:38:40

Yes, we did get that a little bit.

0:38:400:38:41

You know, having some pricing would make it very clear it was a purchase

0:38:410:38:44

rather than a car hire.

0:38:440:38:46

OK, so tell me, what did you do about the pitching?

0:38:460:38:48

Because I heard, Michaela,

0:38:480:38:50

that your team-mates didn't think you were the right one to do it.

0:38:500:38:53

Yeah, because I get...

0:38:530:38:55

I suffer with my nerves a bit and

0:38:550:38:57

obviously, my voice is broad as well.

0:38:570:39:00

So, I was a bit nervous.

0:39:000:39:01

I noticed that.

0:39:010:39:03

But I thought I needed to do it,

0:39:030:39:06

so I chose myself from my team and Sarah and Anisa from the sub team.

0:39:060:39:10

And the rest of you, you were watching it on a TV screen, right?

0:39:100:39:13

-Yes.

-This is where Andrew was shouting out, "Anisa, shut up!"

0:39:130:39:16

She was answering questions and almost going with what they were

0:39:160:39:20

saying and agreeing with them. The three of us sat there and we were a bit like,

0:39:200:39:23

"Ugh, you just need to stop talking."

0:39:230:39:26

So, Michaela, tell me, was you happy with your pitch?

0:39:270:39:30

Er... Yeah, I don't really remember it, if I'm honest.

0:39:300:39:32

Everybody said it was all right, so...

0:39:320:39:35

-They did a great job.

-..I'll go with you.

0:39:350:39:37

I'm very proud of Michaela facing the demons.

0:39:370:39:39

OK, well, let's move on to Graphene.

0:39:390:39:42

James, you're sitting in the project manager's position.

0:39:420:39:44

I had an interest in cars and I knew the people that I had on

0:39:440:39:47

my team were quite creative.

0:39:470:39:49

What did you choose for your target market?

0:39:490:39:51

Bushra had a look at the car, she's got three children.

0:39:510:39:54

She said that she'd use the car, so we went with families in the end.

0:39:540:39:57

Right. How did you split the teams?

0:39:570:40:00

So, the TV advert team was myself, Elizabeth and Sajan.

0:40:000:40:04

One of my businesses is a photo booth business,

0:40:040:40:06

so I do know a little bit about cameras.

0:40:060:40:09

And I'm also a creative individual,

0:40:090:40:11

so I was happy to help James out on the director's side.

0:40:110:40:13

I heard you did 26 shots.

0:40:130:40:15

We tried to use the best space that we could to maximise,

0:40:150:40:18

to show the car looks good, the speed that it can do,

0:40:180:40:21

the interior and exterior.

0:40:210:40:22

We selected a village which we thought was a Norman village,

0:40:220:40:25

-which we thought was a village location.

-We thought this was a village,

0:40:250:40:28

so it would be like a house and village estate and that would be fine.

0:40:280:40:31

We found out it was something entirely different, on arrival.

0:40:310:40:34

-What was it?

-It was a re-enactment of a Norman settlement from the

0:40:340:40:38

Norman Conquest period.

0:40:380:40:39

I see. They didn't have cars there in those days.

0:40:390:40:42

-It didn't, Lord Sugar.

-What did you go in there for, a joust?

0:40:420:40:44

Something like that. We had turkeys and chickens and the peacock was

0:40:440:40:47

particularly interested in the car.

0:40:470:40:50

-You stuck with your idea, didn't you?

-We saw it through.

0:40:500:40:53

-And we really tried to work...

-Yeah, we just had to work with it.

0:40:530:40:55

What was the name in the end?

0:40:550:40:56

-Expando.

-Expando?

0:40:560:40:58

We were thinking of the growing family,

0:40:580:41:00

and expanding on your capabilities.

0:41:000:41:02

Right. I think it's time to look at your TV advert.

0:41:020:41:06

Quick, quick, quick.

0:41:060:41:08

MUSIC PLAYS: The Key, The Secret by Urban Cookie Collective

0:41:090:41:12

Shoo!

0:41:160:41:17

Expando. Different day, same reliable car.

0:41:220:41:25

You didn't kill any wildlife there, did you?

0:41:250:41:28

No, not at all, Lord Sugar.

0:41:280:41:30

Let's have a look at this, the billboards.

0:41:300:41:33

So, the first one's trying to get across the target market was families.

0:41:330:41:36

That's myself and Joanna and I think the blocks are supposed to represent,

0:41:360:41:39

potentially, a baby.

0:41:390:41:41

I'm trying to work out the correlation between that and your

0:41:410:41:44

-television advert.

-So, there isn't any correlation.

0:41:440:41:47

But in the strap line, we're saying different day, same reliable car.

0:41:470:41:50

It's not the same car, you're trying to flog a new car to somebody,

0:41:500:41:53

-aren't you?

-No, it's in the sense that every day is different,

0:41:530:41:55

you want to rely on the same reliable car.

0:41:550:41:57

When we're actually coming up with the brand,

0:41:570:41:59

a lot of the things that we actually ended up with,

0:41:590:42:01

Bushra thought the opposite.

0:42:010:42:03

Sorry, Joanna, it's not being opposite.

0:42:030:42:05

It's just constructive criticism.

0:42:050:42:06

I had to fight to get that font on there.

0:42:060:42:08

You didn't have to fight. You said, shall we do it?

0:42:080:42:10

-And I said yeah.

-I know, but it was literally,

0:42:100:42:12

if I hadn't have pushed it enough, then you guys would have gone for something plainer.

0:42:120:42:15

-It wasn't a fight.

-I just felt like I was being blocked out and it

0:42:150:42:18

-wasn't being opposing.

-Mm, yeah.

0:42:180:42:21

I think I've got a good picture here.

0:42:210:42:23

I am the client, as I've told you before.

0:42:230:42:25

And I took advice from the experts.

0:42:250:42:29

It wasn't a difficult decision, to be perfectly frank.

0:42:320:42:36

Vitality, the escalator, not that great.

0:42:370:42:41

But at least your advert had some cohesion to the digital signage.

0:42:430:42:48

I've got to tell you, Vitality, that yours was the best.

0:42:500:42:54

-ALL:

-Yes!

0:42:540:42:56

Yeah. Clearly the best.

0:42:560:42:57

Right, well, you're probably on cloud nine after winning your task,

0:43:010:43:04

so I'm going to send you down the world's tallest tunnel slide at the

0:43:040:43:09

Orbit at the Olympic Park.

0:43:090:43:10

So, I'll see you on the next task, OK?

0:43:100:43:13

-Thanks very much.

-Cheers.

-OK.

0:43:130:43:15

-Yes!

-Oh, God.

0:43:180:43:20

Well, I've got to tell you, that is a terrible TV advert.

0:43:220:43:26

At least one of you is going to be leaving the process today.

0:43:260:43:30

You go off. Come back here later and we'll have a more deeper discussion,

0:43:300:43:33

OK?

0:43:330:43:35

-Wow!

-My God, that's amazing.

0:43:420:43:44

Delighted that I've won the task as project manager.

0:43:440:43:47

I think I really needed to, after the catastrophe of the last time,

0:43:470:43:51

-so I'm buzzing.

-Feel a bit nervous.

0:43:510:43:53

Oh! Yeah, go, Jade!

0:43:530:43:55

Oh, God!

0:43:550:43:56

SHE SHRIEKS

0:43:590:44:00

Lord Sugar tore me a new one last week in the boardroom.

0:44:000:44:03

This week, I've done more than enough to make him aware that I am

0:44:030:44:05

professional when I want to be and I am capable of what he wants from me.

0:44:050:44:09

Andrew was all over the show.

0:44:090:44:12

It was hell to try and manage him.

0:44:120:44:14

He needs to understand he's not professional and he's never going to

0:44:140:44:17

be Lord Sugar's business partner.

0:44:170:44:19

Ah, that's sick!

0:44:190:44:21

Have you seen an advert like that before?

0:44:250:44:27

It was kind of medieval-themed.

0:44:270:44:29

It wasn't medieval-themed.

0:44:290:44:31

The location was a problem.

0:44:310:44:33

Elizabeth dominates quite a lot of the things that happen in her task.

0:44:330:44:36

James's poor decision making is another fault.

0:44:360:44:38

When you did get there, you should have just thought, let's just focus

0:44:380:44:41

completely on the car. Not run around with chickens.

0:44:410:44:43

We couldn't escape it, basically.

0:44:430:44:45

We had to go with what we had.

0:44:450:44:46

I can smell Elizabeth all over this.

0:44:460:44:48

The failure of the task clearly was the video.

0:44:480:44:50

And if she took on every single role of the ad,

0:44:500:44:52

then clearly she is responsible.

0:44:520:44:54

Same reliable car sounds like a re-engineering of an old model.

0:44:540:44:58

Well, it just didn't scream out, like, new car.

0:44:580:45:00

If you think that the failure of this task is down to strap line,

0:45:000:45:03

-then you're completely wrong.

-Ultimately, when your neck's on the line,

0:45:030:45:06

you've got to make tough decisions. James didn't do that.

0:45:060:45:09

Sometimes, you've got to put your foot down and get it done.

0:45:090:45:12

PHONE RINGS

0:45:170:45:19

-Yes, Lord Sugar?

-Could you send the team in, please?

0:45:190:45:22

Well, I've got two teams here, virtually, in front of me.

0:45:360:45:39

One posters and one TV adverts, and they are both rubbish.

0:45:390:45:42

There was certainly no coordination between the two.

0:45:420:45:45

James, why do you allow all this to happen?

0:45:450:45:48

I'm not good at sort of the creative side,

0:45:480:45:50

but I knew I had a creative team,

0:45:500:45:51

so I put them in the positions that I thought they were best assigned to.

0:45:510:45:54

I gave them the chance to shine on the things they were good at.

0:45:540:45:57

Where does the failure of this task lie?

0:45:570:45:59

Joanna was sub team, she made some critical decisions, such as the

0:45:590:46:02

name, which was criticised.

0:46:020:46:03

Expando, you might want to sell that to Marks & Spencer's for their next range of pants.

0:46:030:46:07

I did say to you, let's go with Plus,

0:46:070:46:09

but you were adamant that you wanted Expando.

0:46:090:46:11

-Well, actually...

-You were more like,

0:46:110:46:12

I'm going to go with what I want to do,

0:46:120:46:14

everything that she says I'm going to discount because maybe I don't want her to get credit for anything.

0:46:140:46:18

Let me go with what I feel like and if it doesn't work, it doesn't work.

0:46:180:46:21

-And it didn't.

-It wasn't about me just making a decision because it

0:46:210:46:24

was mine. The strap line obviously was Harrison and some of the other stuff as well.

0:46:240:46:27

-The name was you.

-The name was me, yes.

0:46:270:46:29

The strap line was a suggestion.

0:46:290:46:31

I'm not from a creative background in work, but I was pitching throughout.

0:46:310:46:34

Well, this process is all about what you can do.

0:46:340:46:36

-Yeah, definitely.

-So, you're telling me you can't do this?

0:46:360:46:39

Well, no, I'm saying I'm not from a creative background at work, but I didn't step back.

0:46:390:46:42

Not being funny, if no-one liked it, then they should have pitched in and not gone with my idea.

0:46:420:46:46

The experts said it was baffling, the four posters didn't work,

0:46:460:46:49

the billboard had nothing to do with the advert.

0:46:490:46:51

You didn't have to be an expert to work that out.

0:46:510:46:54

Sajan, you were supposed to be the director.

0:46:540:46:56

-That's correct.

-OK? God knows what that was supposed to be.

0:46:560:46:59

Can I just say, Lord Sugar?

0:46:590:47:01

I have shown that I'm a creative person.

0:47:010:47:03

You let it go off the rails.

0:47:030:47:04

-No...

-I didn't see the story in your direction.

0:47:040:47:06

We did try our best to show the story in the setting,

0:47:060:47:09

but we also had to make sure the camera angles were focusing on the car.

0:47:090:47:13

Camera angles? You're making it up as you go along here.

0:47:130:47:15

I must say that when we got to the location,

0:47:150:47:17

it was very difficult as a location and we've actually got more car shots

0:47:170:47:21

rather than the actual environment.

0:47:210:47:22

Because we actually felt the environment wasn't suited to where we were.

0:47:220:47:26

-So...

-I think the video itself, the advert,

0:47:260:47:29

the ending - we tried to just have the car going off.

0:47:290:47:32

It was everything before that, that it just didn't add up.

0:47:320:47:35

The chickens, you looked like you were running them over.

0:47:350:47:37

It reminds me of the - why did the chicken cross the road?

0:47:370:47:39

They are lucky they didn't come in your way there.

0:47:390:47:41

Um, it wasn't ideal.

0:47:410:47:43

We tried to work with it the best we could but compared to the other,

0:47:430:47:46

it was embarrassing.

0:47:460:47:48

Elizabeth, you came up with the conceptual idea.

0:47:480:47:51

-Yep.

-Then you acted as the lead actress.

0:47:510:47:53

Then you got involved with the editing,

0:47:530:47:55

and you even wanted to do the voiceover.

0:47:550:47:57

And then you picked the music also.

0:47:570:47:59

I think the thing with Elizabeth, if it doesn't quite go her way,

0:47:590:48:02

she won't drop it.

0:48:020:48:04

It wasn't the Elizabeth show, Lord Sugar.

0:48:040:48:06

-I...

-It sounds like it was.

0:48:060:48:08

Elizabeth, I think you would agree that you did come in really strong

0:48:080:48:10

-on that day.

-I was strong.

0:48:100:48:12

If I was too strong, I'll rein it back.

0:48:120:48:14

I was close to it because it was my idea to begin with, but I did my

0:48:140:48:17

best to try and help the process forward.

0:48:170:48:20

And that's all I'll ever do, my best.

0:48:200:48:23

James, your management technique is very similar to someone sitting in

0:48:230:48:27

the back of a cab, watching, knowing the cab driver was going the wrong way.

0:48:270:48:32

Who are you bringing back into this boardroom?

0:48:320:48:34

Bringing back in Joanna and Sajan.

0:48:360:48:38

-Right.

-Yep.

0:48:380:48:40

Elizabeth?

0:48:420:48:44

The failure of this task had a lot to do with you.

0:48:440:48:47

You two go back to the house, go on.

0:48:470:48:49

I tell you what...

0:48:550:48:56

..all four of you step outside, I'll bring you back in shortly, OK?

0:48:570:49:01

James chose two people,

0:49:090:49:10

but I thought Elizabeth had a lot to answer to also.

0:49:100:49:14

She thinks the louder she shouts something,

0:49:140:49:16

-the more she is going to get listened to.

-Hmm.

0:49:160:49:19

James, I don't know whether he's very, very clever or if he's stupid.

0:49:190:49:23

He's got easily persuaded into some very poor decisions.

0:49:230:49:26

Elizabeth is a very strong character,

0:49:260:49:28

and maybe he just couldn't cope with her.

0:49:280:49:31

Well, Joanna is full of excuses.

0:49:310:49:33

She has a difficulty in accepting that she's done something wrong.

0:49:340:49:37

And Sajan, he's been telling us for the past few weeks,

0:49:390:49:42

"I'm very creative, I'm very, very creative."

0:49:420:49:45

If he was truly creative,

0:49:450:49:46

he would have been able to adapt that storyline to his setting,

0:49:460:49:49

but he didn't.

0:49:490:49:51

PHONE RINGS

0:49:520:49:53

-Yes, Lord Sugar.

-Can you send the four of them in, please?

0:49:530:49:56

You can go to the boardroom now.

0:49:560:49:57

James, you brought Sajan and Joanna back in.

0:50:100:50:15

I asked Elizabeth to stay because you are a very domineering person.

0:50:150:50:19

I have been a key member of the team in every single task that we have

0:50:190:50:23

won. I did not overpower anybody in any of those circumstances...

0:50:230:50:26

-Then why did you do it this time?

-Actually, Elizabeth, you've

0:50:260:50:28

-overpowered me a couple of times.

-I felt, Lord Sugar...

0:50:280:50:30

-It's as if everybody else underneath you or that's working amongst you is not capable.

-That is not the case.

0:50:300:50:34

So, it's like if this had gone well, then it would be the Elizabeth show again and

0:50:340:50:37

it would have been Elizabeth comes and saves the day.

0:50:370:50:40

-Are you a control freak?

-No.

-Yes.

-I'm not, I'm not a control freak.

0:50:400:50:43

-Well?

-You overpowered James.

-You weren't in that task.

-Can I just add to that?

-OK,

0:50:430:50:46

but the general consensus is that decisions that were made on your

0:50:460:50:49

side were made by you because you overpowered James.

0:50:490:50:51

-No, not at all.

-Which isn't correct anyway.

0:50:510:50:52

You let Elizabeth basically project manage the team for you.

0:50:520:50:55

-No, he did not.

-You did.

-So, the thing is, everything that we did,

0:50:550:50:58

-the message was not consistent.

-It was making my job harder...

0:50:580:51:01

-Yeah.

-..as a director.

0:51:010:51:02

And Lord Sugar, yes, I've said I'm good at being creative. And actually, I did it.

0:51:020:51:06

Yeah, but you can't just say it's because you fancy saying it.

0:51:060:51:09

-Of course.

-I can say I'm good at brain surgery, but I'm not.

0:51:090:51:12

-No.

-You've been here seven weeks, tell me what you've done that's creative.

0:51:120:51:16

At the end of the day, this role that I was given as a director,

0:51:160:51:19

I was being creative. Yes, I have a photo booth business and I understand the camera...

0:51:190:51:22

-Sorry, you've got what?

-A photo booth business.

0:51:220:51:24

-And I did my very best...

-Well, photo booth business is people just sitting there and you do mugshots.

0:51:240:51:28

-There's no creativity in that.

-It is.

-You put your money in and that's it.

0:51:280:51:31

It is different, Lord Sugar, it's creative.

0:51:310:51:34

And I've tried my very best in this particular task to actually try to

0:51:340:51:37

be creative but when you have someone that's disruptive...

0:51:370:51:39

I wasn't disruptive.

0:51:390:51:40

-Overpowering.

-I was forceful and forcing some strong opinions when I

0:51:400:51:43

-felt things were going south.

-James, you're the project manager.

0:51:430:51:46

-Yeah, I took...

-And you're here to try and get a £250,000 investment

0:51:460:51:50

-from me, OK?

-Mm-hm.

0:51:500:51:52

It looked like you couldn't even run a bath.

0:51:520:51:54

Yes, I've lost today, but I did take a risk today,

0:51:540:51:56

stand up to be a creative person.

0:51:560:51:58

I've put everyone here in a position where they could be inspired to

0:51:580:52:02

actually do something which was creative and I was leading it.

0:52:020:52:04

You already were listening to her and didn't want to take anyone

0:52:040:52:07

-else's idea on board.

-I will say one thing...

-Can I just say,

0:52:070:52:09

how did you guys expect our advert...?

0:52:090:52:11

How is Lord Sugar meant to listen to both of you, when you talk at the

0:52:110:52:14

-same time?

-Sorry, would you like to speak or would you like me to?

0:52:140:52:17

I'll go.

0:52:170:52:19

How do you guys expect any type of synergy with my team when you kept

0:52:190:52:23

changing your mind like the wind?

0:52:230:52:25

Joanna, you're one of those people that likes to take credit when you

0:52:250:52:29

win, and then when you don't win,

0:52:290:52:31

you like to pass the buck to someone else.

0:52:310:52:33

I've taken responsibility for everything that I've done.

0:52:330:52:36

The name, obviously, wasn't well received.

0:52:360:52:38

Compared to people like, for example, Sajan.

0:52:380:52:41

If you see something going wrong, if you see she's being overpowering,

0:52:410:52:44

you should be able to say something.

0:52:440:52:45

You know what you say here? Joanna considers her greatest personal

0:52:450:52:48

qualities as being a great talker.

0:52:480:52:52

Wow, that actually is true.

0:52:520:52:55

-You can talk.

-Lord Sugar, I've also done a lot of doing.

0:52:550:52:58

I have always put myself forward.

0:52:580:53:00

Hmm. James?

0:53:000:53:03

-Yep.

-An amazing CV and a lot of claims here.

0:53:030:53:07

-Yes.

-You come in here telling me that, "I'm a nice guy."

0:53:070:53:10

Do nice guys earn 200 grand a year?

0:53:100:53:13

-Yep.

-So, did you earn 200 grand a year?

0:53:130:53:15

I did earn 200 grand a year.

0:53:150:53:16

So, what do you need my 250 for?

0:53:160:53:17

I think that we'd have a good team together.

0:53:170:53:19

I think that I'm an IT recruiter.

0:53:190:53:21

Is it all true, all this stuff here?

0:53:210:53:22

Lord Sugar, there's nothing in there that I've lied about.

0:53:220:53:25

I was earning £100,000 a year in my first year of earning.

0:53:250:53:27

I was doing that in Birmingham,

0:53:270:53:29

I was earning more than anyone who was in the whole London office.

0:53:290:53:31

Right. Sajan...

0:53:310:53:34

-Yes, Lord Sugar.

-..why should you remain in this process?

0:53:340:53:36

Lord Sugar, by the age...

0:53:360:53:38

Don't tell me it's because you're a great at creativity,

0:53:380:53:41

-and all that stuff.

-I promise you... I'm definitely not the finished

0:53:410:53:44

article and the biggest errors have been on the creative side.

0:53:440:53:46

Yes, I've learned from that now and I'll probably rein in my creativity.

0:53:460:53:50

-It's not a school here.

-But, Lord Sugar,

0:53:500:53:52

I've got a long way to go but I've got the passion and hard work that

0:53:520:53:55

will make you money and make myself money.

0:53:550:53:58

I am your business partner and I will work very, very hard for you.

0:53:580:54:01

Lord Sugar, can I say one thing, please?

0:54:010:54:03

-Yeah.

-This was a creative task but what I will say to you is I am a

0:54:030:54:07

numbers guy, I am someone who knows how to make money.

0:54:070:54:09

So, if that's what you're looking for, that's exactly what I can do.

0:54:090:54:12

I'm not looking... Listen, mate...

0:54:120:54:14

I'm not looking, I'm looking to get into business with somebody that's

0:54:140:54:17

going to do the work. I can't tell you what to do.

0:54:170:54:20

I can tell you what NOT to do.

0:54:200:54:22

-Yep.

-And that's why that a lot, that you saw seven weeks ago, are doing

0:54:220:54:25

-so very well.

-Lord Sugar, I work my absolute...

0:54:250:54:27

I am the youngest person in the whole of the 18 candidates,

0:54:270:54:30

and every single week I've showed up and showed out.

0:54:300:54:32

I know that I've made some mistakes around the way but every single

0:54:320:54:35

task, I've been able to demonstrate it.

0:54:350:54:37

All right, OK. I don't want to hear any more from anybody now, because

0:54:370:54:41

I'm going to summarise.

0:54:410:54:43

Elizabeth, I worry that your control freak mannerisms are not going to

0:54:430:54:49

work with me.

0:54:490:54:50

And...Sajan, the creative...

0:54:530:54:57

I can't see any standout moment so far.

0:54:570:54:59

I don't think you're that creative.

0:54:590:55:01

Joanna, you are argumentative, confrontational,

0:55:030:55:09

and that worries me if we're going to build a business together.

0:55:090:55:12

But I tell you what worries me the most, James,

0:55:120:55:15

is that you let them walk all over you.

0:55:150:55:19

Weak leadership, persuaded easily by Elizabeth.

0:55:190:55:23

And for that reason...

0:55:230:55:25

..you've put me in an awkward position.

0:55:270:55:29

But having said all that, Sajan, in this task,

0:55:300:55:33

I have not seen anything from you.

0:55:330:55:35

And so, Sajan,

0:55:360:55:39

you're fired.

0:55:390:55:40

Appreciate the opportunity, thanks so much.

0:55:400:55:42

All the best, guys.

0:55:420:55:44

You know, if you're good with numbers

0:55:540:55:56

you would know that I have got a certain amount of people left and

0:55:560:56:01

only five tasks left to execute.

0:56:010:56:04

Elizabeth, I am going to give you the benefit of the doubt, OK?

0:56:060:56:10

-Thank you.

-But I'm telling you now,

0:56:100:56:12

any repetition of what we evidenced in this particular task,

0:56:120:56:17

you won't even need to come in this boardroom, you'll be gone.

0:56:170:56:19

Understood.

0:56:190:56:21

You know what I'm going to do, I'm going to say this.

0:56:210:56:23

I can't give you any more warnings, OK?

0:56:230:56:26

All go back to the house.

0:56:270:56:28

Thank you.

0:56:280:56:30

All the best.

0:56:340:56:36

I'm definitely not the person that should be going today.

0:56:470:56:49

There's people in this process that have literally floated through

0:56:490:56:52

without working hard. Disappointed to leave the process, absolutely gutted.

0:56:520:56:56

It just makes no sense.

0:56:560:56:57

More than one person HAS to go.

0:56:590:57:00

Personally, I think James will definitely come back.

0:57:000:57:02

I don't know, because I feel like Lord Sugar had it in for James

0:57:020:57:05

today. I did not expect that.

0:57:050:57:07

-There you go, there is one.

-Oh!

-Told you.

0:57:090:57:11

There you go, there is one.

0:57:110:57:14

Elizabeth, I told you!

0:57:140:57:15

-Oh, my goodness.

-Oh, my God!

-Oh, my God!

0:57:150:57:19

Three back? Did not expect that.

0:57:190:57:22

It looked like any of us could have gone at, one point.

0:57:220:57:24

And then Sajan, he really picked up on the creative side and he was

0:57:240:57:26

like, "Tell me one thing that you've done that was creative?" He basically couldn't give anything.

0:57:260:57:30

There is, like, only a few weeks left and still a lot of us.

0:57:300:57:32

It's going to be hard work.

0:57:320:57:34

Now, 11 candidates remain.

0:57:380:57:41

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

0:57:420:57:45

..continues.

0:57:470:57:48

-Next time...

-I need you to take over a doggy day-care centre.

0:57:500:57:55

Pooch pampering...

0:57:550:57:57

I've done his bottom.

0:57:570:57:59

-Oh!

-Andrew, call a couple of our leads.

0:57:590:58:01

No, we're not able to do it.

0:58:010:58:03

..turns to canine chaos.

0:58:030:58:05

This one's perfect.

0:58:050:58:06

-They are blurry.

-We need you to pick up poo.

0:58:060:58:08

It just went into the grass.

0:58:080:58:10

Eurgh!

0:58:100:58:11

And in the boardroom...

0:58:110:58:13

You want my honest opinion?

0:58:130:58:14

..Lord Sugar cuts the crap.

0:58:140:58:16

I can't see you as my business partner.

0:58:160:58:19

You're fired.

0:58:190:58:20

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.