Create Advert Task The Celebrity Apprentice USA

Previously - the teams were tasked with creating a storefront

to relaunch the Kodak Moments campaign.

We'll give you Kodak products in a photo studio

so that you can create for the people of New York Kodak Moments.

On Tenacity, Maria Kanellis's ability to lead was questioned...

Let's say we do the corner of a wrestling ring.

Because of her youth, she's trying to prove herself.

..and Sinbad's performance for Rocksolid fell flat.

We should have stuff, "Hey, man, welcome to the store."

We can shoot a welcome as you walk in. This could be a welcome kiosk.

This is how it's going to work. This is how we explain it.

It's all clear in his mind - nobody else is really getting it.

Bret Michaels was pushed to the side...

Michael, I need to know what I'm doing.

I don't know what to tell you to do, Bret, because I'm not the project manager.

-Just give me something to do because I'm about to

-BLEEP

-snap.

Bret was being an ass.

..and on both sides, the game took its toll.

SHARON COUGHS

Sharon succumbed to illness...

I knew I was coming down with something. I was not feeling good.

..while Darryl struggled with the workload.

'I've been lazy today. For some reason, I just... I haven't been there.'

You know, mentally, I just haven't been, you know, focused.

When the storefronts opened...

All right, let's open this!

..the women hit their stride...

Today, we are celebrating the champion in you.

..and the men finally found their footing.

Perfect! Kodak Moment.

But when the winner was announced...

They loved the job that the women did. Congratulations.

-Maria, I'm giving you a cheque for 20,000.

-Thank you.

..the men were left to face Mr Trump, and the team singled out Bret.

Frustration became evident. People handled it differently.

Bret handled it by going wherever Bret went.

The only one that lost a little bit of focus was Bret.

But Mr Trump was focused on Sinbad.

-Is Bret manageable, Sinbad?

-Yes.

If he's manageable, why couldn't you manage him?

You're the project manager. Sinbad, you're fired.

-Who's going? Who will be fired?

-I think it'll be Bret.

Just basically because he's been late a couple of times

and because a couple people have said some things about him

that may be true.

-The things that have been said about Bret are true.

-Yeah.

'It's hard for me to say that I hope any one of those guys are fired,'

because I think that they all bring strengths.

I think that, moving forward,

'the one that would be the most dispensable would be Bret.'

-ALL: Oh!

-Hey.

That son of a bitch! That Sinbad, that son of a bitch!

No, he's a great guy.

-Thanks, Selita.

-It's good to see you.

-I've been fired before.

Thank you very much. Thank you.

What happened, Bret?

You know what's getting old to me? I'll say this.

Everyone's thrown me under the bus from the word go, and it's OK.

I was... I read with it and let them roll.

I... I was confused, man.

You be in my shoes. Let everyone come at you, and see how it feels.

'After a while, you've got to start throwing up your dukes

'and say, "Wait a minute." Everyone's coming at me,'

and I did nothing but be respectful to these people.

I asked you the other day, you were the account manager,

and you said, "Ask Sinbad." I'm like,

"Well, I thought you could give me some money, I'll go do the graphics." Why are you always...?

What I'm saying is, suddenly there was this thing.

I said, "My expertise is storefront. I can do this.

"I build stages every day. I'll build our stage."

All I asked for was a job.

You guys cannot look at me and say I didn't work like a grunt.

Bret just, you know, blew up.

Felt like, for some reason, he wasn't being treated well,

'but took it out on his team members. I just decided, you know,

'this is what I didn't want to be a part of. So I left.'

You tell me to be me. I... I blew off my steam. You know?

A few members of this team are definitely shutting me out.

And unless we resolve those differences,

we're never going to win another one of these things.

'We're all going to be going home.'

# Money, money, money

# Money!

# Money, money, money

# Money!

# Some people got to have it

# Yeah, yeah

# Some people really need it

# Hey, listen to me, y'all

# Do things, do things, do things

# Bad things with it

# Dollar bills, y'all

# Come on, that mean

# Mean, mean green

# Almighty dollar

# I know that money

# Give me a nickel Brother, can you spare a dime?

# Money can drive some people out of their mind

# Money!

# Money, money, money

# Money! #

Hello, hello! My name is Maria.

-Hi, Maria.

-You're John Paul, right?

-Yup.

I won 20,000 for Make-A-Wish,

'and now I get to meet a Make-A-Wish kid'

and give him that 20,000 cheque.

'John Paul has acute lymphoma leukaemia.'

How long have you been part of Make-A-Wish?

-For about two years.

-When were you diagnosed?

Three days after I turned five.

-Wow. How do you feel now?

-I feel great.

And I hope that won't affect me anymore.

As you know, I am on Celebrity Apprentice.

And I was project manager, and I actually won.

So if you want to take this back for Make-A-Wish for me.

-Wow, 20,000.

-Wow!

'Maria gave me a cheque for 20,000 for Make-A-Wish.'

It means so much that there's still people out there

that are fighting for money for us.

What did you wish?

To meet Donald Trump because he's kind of inspired me.

This year, I did my own stand

-and I made, like, about 14.

-I could use you on The Apprentice! I could!

It's interesting that he would have chosen Donald Trump.

And he kind of looks like Donald Trump too a little bit!

I think he's got better hair, though.

-And what would it mean to you to have your wish come true?

-A lot.

I want to tell you that you ARE going to New York,

and you're going to the finale of Celebrity Apprentice.

-And guess what else?

-What?

You're going to be able to meet Donald Trump

and the entire cast that is there.

ALL LAUGH

-I have never seen him speechless.

-Oh, thank you so much.

Thank you. And don't spend that on yourself!

-Good morning.

-ALL: Morning.

So, Governor, what did you think of the boardroom?

I thought it was an interesting experience.

I'm glad I'm still here to fight another day, and I miss Sinbad.

Did I make the right decision?

I think, um...

Yeah, I think, uh...it...

Considering all the circumstances... um...it...

-Regrettably, I think...

-It was the right decision.

ALL LAUGH

OK. We all know there are problems in the world,

and one of those really big problems is identity theft.

It's a huge problem.

On my left, I have two great executives.

Todd Davis is with LifeLock. Janice Chapin is with Norton.

These two companies have come together to offer a new product.

-Janice.

-Thanks, Donald.

We at Norton are in the business of protecting consumers online,

so they can be safe on the internet.

LifeLock will be combined for the first time

with the Norton 360 product.

So your task is to create a four-page advertorial

to showcase this bundle.

And that ad may appear in Time Magazine, and Time.com.

We want one celebrity from each team

to be the spokesperson for that ad.

You will be judged on creativity, brand integration,

celebrity spokesperson and overall presentation

-to the LifeLock and Norton executives.

-Thank you very much.

On my right is, of course, Donald Trump Jr

and my very good friend Gavin Maloof.

Now, Gavin owns the Palms Casino in Las Vegas and the Sacramento Kings.

He's a great businessman,

and what he sees is going to have a great impact on me, OK?

Pick your project managers right now, please.

ALL CONFER

I think... I'm going to do it.

OK. All right.

I think Michael should be the project manager.

-Only if you feel totally confident doing it.

-I'm totally confident.

-You ready to rock?

-I think you're going to kick ass, man.

-All right. There you go.

Darryl, who is your project manager?

We pick Michael as our project manager.

-Women, who is your project manager?

-Summer.

OK. So, Summer and Michael, congratulations.

The project manager of the winning team

will get 20,000 for his or her charity.

The losing team, you know what happens. Somebody will be fired.

OK? So good luck. Go. Have a good time.

-Hello?

-Hello?

-Home sweet home!

-This is Selita's second home.

I know. Selita's like, "I'm ready. I'm ready."

Right after we got our task from Mr Trump,

we went to our photography studio...

-Hi, you guys.

-ALL: Hello.

'..and we waited to speak with our...

'Norton and LifeLock executives about'

what their ideas and vision were for this advertorial.

Norton 360 is actually internet security.

So it protects you while you're on the internet.

LifeLock is more of a service.

So we're a subscription service that actually protects you offline.

This is going to be a one-of-a-kind bundle that has not existed before.

So it's a combination of things, but it's all about protection.

No, that's all right.

-Pardon?

-What about Macintosh?

We have a version for the Macintosh as well for internet security.

I have another question.

-My kid is on the internet, and he's a kid.

-Yes.

And he thinks he knows, you know, because all kids think, you know...

And he's 11 going on 12.

And I am now starting to get phone calls

from the things that he thinks he's won...

The executive meeting was tough. The first two tasks,

we'd sort of laugh about Cyndi's funny little, "I just have a question for you."

But we didn't have a lot of time today.

'Cyndi makes me laugh.'

She's fabulously insane. I mean, she's just a trip.

What that technically does is what that does? That's a lock.

That's a block.

We're just trying to stop any criminal from getting any of your information.

-It's got to be black and white.

-Mmm.

-Yellow and red.

Contrast works. You know what I mean?

-Otherwise... Hello.

-BOTH: Hello.

-How are you?

-Good.

When the executives arrive, the most important thing

is to get information as to what they're looking for.

But at the same time, be able to go back and forth with them

and say, "This is what I would do. Does that work for you?"

I want to ask you a couple of questions.

-You're obviously much more consumer-driven, correct?

-Mmm-hmm.

-I mean, it's consumer-driven.

-Right.

I just want to make sure as we come up with campaigns,

and we're throwing stuff, ideas,

we're sticking more to your life, your family...

It is your finances, and you are...

your goal is to protect it.

'Bret you need a leash for.'

You need to be able to keep him really close to you,

because he just goes on one,

and he's flying, 4,000 feet and climbing.

And my next question would be,

do you, um...?

When we put the ad up - I know this is a...

this is such a layman question, but I'd like to know -

-does it...?

-What made you guys decide to join forces or come together?

I was going to ask you too - with the recent credit implosion,

with the mortgages, everything that's gone horrifically bad...

Oh, you've got to be kidding me.

'We weren't getting a lot of the answers that we wanted from the executives.

'I wanted our team to understand, what is an advertorial?'

When people change their name - I've found this a lot -

if you're an entertainer and you have a different name...

Not that that's a big field for you, I just want to know how they've got to do what they need to do...

I think we want to see your creativity on it.

How would you go communicate this, you know, combination,

-this bundling of these two strong brands?

-Have you ever employed -

not employed - brought in any of these scumbags who DO this?

'I felt at the meeting,'

it was the most connected I've ever felt to Michael.

'I sat near him for a purpose. I wanted him to know I'm there for him.

'I will not let him down.'

With Michael, I was trying to tell him, "Let's get on here, brother.

"We're on the same team."

So we just don't want to offend the company that's rolling out...

You don't want to go put Norton behind LifeLock.

'I didn't feel like I could control Bret.'

And I knew that, "OK, I'm going to have my work cut out for me

"with managing Bret."

-We have two things that we're doing.

-Mmm-hmm.

We're doing a presentation, and we're doing our full photo essay.

Our task today was to do a four page advertorial

for Norton 360 and LifeLock.

This photo essay has to explain and educate

exactly what all of this is.

-Selita, you're definitely doing the photo essay.

-OK.

But what about me?

I art direct my covers.

'Oy, oy, oy. Selita's 27.

How many photo shoots has Selita directed?

Uh-uh.

'Just because she's a model,'

there's no way that qualifies her to direct a shoot more than me.

Is our spokesperson telling the story?

The spokesperson is supposed to be the person

that's explaining it, to understand.

One part of the task was to pick a spokesperson

that would be featured throughout the advertorial.

Cyndi would be great for it.

Um...

I think, Sharon, you might need to be the spokesperson.

Just because Cyndi, I want to relate to every person.

You're so extraordinary and unique.

Extraordinary? About what?

Well, just your look, your look is extraordinary and unique.

For an advertising campaign, her look is maybe a bit more...

-Do you know what I'm saying?

-No.

Because you can't... There's no denying it, you're Cyndi Lauper.

'I was very much biting my tongue.'

And I didn't want to overstep my bounds.

I wasn't project manager. It's Summer's decision.

Sharon, are you comfortable being our spokesperson for this?

-Yes. OK.

-'The problem was Cyndi, because I just knew'

if Cyndi had been our spokesperson, we would've been there for ever

and we would've not...

We honestly would not have accomplished one photo.

-OK, let's stay focused.

-What do you want me to do?

Bret, design and graphics. That'll be you.

Can I ask you today that I could be the right-hand man?

I would be better just as a grunt. Working, working, working

and be on your right shoulder.

Bret, I need you to, like you say, "follow me."

No, no, no. I'm saying, I'm with you. I'm saying, I'm...

You're my grunt guy.

-That's what I'm trying to...

-Thank you, I love it.

-..I'm your grunt guy.

-I love it.

-You need coffee, I'm going.

-But I don't need coffee,

-I need you to do those graphics...

-You got it.

-..and slogan for me.

-You need to tell me when. Understand that?

-Now.

-Now.

-But, you...

-Now, start on it.

-Michael, why don't you sit here?

So, OK...

'This task ultimately comes down to me and how I manage the team.'

We won't be successful if, you know, I blow up.

'So, as project manager, I had to have patience when it came to Bret.'

Graphics, Michael, it's your life, let us protect it. It's simple.

Look at that bitching picture of Bill.

-Again, we've gotta be...

-Live your life...

..we've gotta be original. So...

Last thing I want to say - it's this, it's ridiculous,

-it's Bill with that head. Norton...

-So...

-..it's your body.

-No, er...

-Bill, let me add to that.

Here you stand, with your head. You're holding a baby. You know...

-This is really stupid.

-..or a mom's holding a child.

-Go with me.

-Probably right now, probably the best thing

-is to start thinking of what the slogan's going to be.

-I'll work on a slogan.

'Bret's brainstorming process is one that has to be managed carefully,

because he's still a little wild and crazy

and you have to try to keep him corralled.

So now we've got to try to figure out a way to integrate the celebrity.

Oooh!

-So, I think we need to use somebody that's current.

-Sure.

You're currently one of the best chefs in the world.

You're a worldwide gold medal winner.

I think the cooking thing is just hot right now.

Everybody's into this cooking thing.

We need a celebrity in this.

You're known as a guy who's been the best in the world.

That's what these people are.

You.

-I'm making that decision now.

-Cool.

I think we're making some of the same mistakes

we made in the last project, which is,

we're prematurely ejaculating. We need more foreplay.

Wow.

'Michael made a decision,'

and he chose Curtis as the celebrity spokesman.

'I would've preferred more discussion.'

I think that you've got to deliberate. When I was governor

and I believe I was a great governor,

giving every child healthcare in my state,

pre-school for three and four-year-olds, didn't raise taxes,

senior citizens got free public transportation

'and I had to work around gridlock to get it.

'But that's not what's happening here.'

We need to tell a story with pictures.

We're trying to say that this can happen to a baby,

-and they're vulnerable.

-Right.

-Protect them.

So, we go chronologically and we show different people.

-So, who are the images we want to start with?

-OK...

-A baby we want to start with.

-If it's a baby...

-Yes.

THEY TALK OVER EACH OTHER

We are trying to convey that anybody's identity can be stolen,

'from zero to 99.'

You're getting these two awesome products

-for 79.99.

-79.99.

-Er...

-Will someone please explain to me what we decided on a,

like a concept. What is the scene?

-What is the what?

-What's the scene?

-Like, what are we saying in these photos?

-I...

You know, how to say it properly, but like, you know...

I don't know what.

'I think that Summer needed to take control.

'Because, right now I feel like there's no direction'

for the creative people.

We're all like, "Huh?"

I personally think if we have more pages,

we need four different thoughts.

-Forethought needs to be a complete thought, though.

-No, no.

-I don't want to change anybody's opinion...

-No, no.

-I just want to...

-There's a lot of ideas, but it's got to be clear.

-Yes, of course.

-But, no-one is safe.

We are, I think, we're the people that should be in it if we want to.

-What's in the middle, hun? The big fold...

-Hold on one second.

I know, and we'll totally get back there.

'There's been a couple of tiffs.

'There's been a couple of times where I felt the tension.

'And no matter how hard you try to hold it in,'

that competitiveness takes over.

It, like, it does break you down.

-Do you see the way, as it goes on?

-She said, yes.

I think we're all getting ratty with each other.

-I'm getting more tired.

-Everybody's jockeying for position.

You know what? No...

-No, no, no. It's the way it is.

-Yes.

-Everybody's jockeying.

-And you know why?

-Everybody's like...

..this one is such a time, like a real-time crunch.

Although, I think we're super creative people.

It will only get worse.

And we're probably all going to end up really disliking each other.

-No.

-Ah!

-I disagree.

-I don't know what to do.

-Oh, no.

'We all bring our survival instinct'

and, I live very much by listening to my gut.

My gut... is always right.

'When the photographer arrived,

'we weren't ready to start shooting photographs yet.'

We were still trying to put together, "OK, what kind of shots do we want?"

Like, a really obvious thing for me would be to use you, and say,

"Just because my buddies are the fastest men on the planet,

"and the toughest men on the plant,

"doesn't mean that they can outmuscle or outrun cybercrime.

"But I can, because I've got LifeLock and Norton Protection."

-Yes.

-And then the four-pager...

-Is all about cooking stuff.

..could be about how I go around my everyday.

-Just my everyday life.

-Yes, yes.

I think that's smart.

That's a good idea, that's a good idea.

So, our concept for our advertorial is a big photograph of myself,

the brand ambassador, with Goldberg and Michael Johnson.

'It doesn't matter how tough you are, or how quick you are,'

identity theft is something that can happen to anybody.

I'm going to be devil's advocate for a second.

-No, no.

-I want Bill with that strong image...

-No, no, no. No, no.

'Michael seems to really have this fetish for Curtis and cooking.'

I just didn't think Curtis was the right face for an ad

that is supposed to protect your private and personal identity.

'I think it was the wrong choice.'

OK. What other tasks do we have?

You're... Maria, you need somebody to go with you.

-We need props for this photo shoot.

-Yes, I need somebody to go with me.

-I can go with you, I can do this on the fly.

-OK, let's go.

As long as I can take this with me.

I would actually prefer if you stayed here.

That way you can be part of the graphics...

-No, I'm very good at graphics.

-Yes, yes, yes.

Yeah, because I think that this should be very, like...

-Like Time magazine, that kind of font.

-Yeah.

-Very, very serious.

-Yeah.

-Not...

-No, no, no, not frilly and girly or anything.

-Yeah. But also aesthetically pleasing.

-OK.

Cyndi draws our attention away from what we're supposed to be doing.

And in today's situation, we can't afford that.

Sharon, I need your vision here.

OK. But what about me? Where do I go?

Um, you can go with Maria.

'It was really hard to work while Cyndi was right there,'

and it's 100% the reason why I sent her out with Maria.

To get Cyndi out of our space so that we could accomplish something.

-OK. Let's go.

-No. I just got to hear this, and I will...

-She can explain it to you.

-We don't have a lot of time.

-She'll explain it to you.

-Whatever, I'll get it, I got it.

'Cyndi didn't deserve to be disrespected. Don't do that.

'Summer loves to be seen as Polly Perfect.'

-"I'm just a nice person."

-BLEEP

-off, missus!

You're as ambitious as the next one of us,

-so, you know, get off your high horse. You're not

-BLEEP

-perfect.

-And shut the

-BLEEP

-up, basically.

Did I really just say that?

I want you to start... If you can start putting together a list.

Go ahead and just jump on their website and give me a list

of like, ten things where they may become a victim.

-OK.

-Of cybercrime.

-OK?

-OK.

I gave Rod the task of getting on the internet and

writing down and listing all of the key points

about cybercrime and identity theft.

This thing.

The computer that was there I couldn't even turn it on,

much less write anything on it. And so I couldn't access it

and get the information.

I was going to try to get Rod to put this stuff together,

but he can't operate a computer.

Unless you get me in the right area.

We can just get him on a Word document, right?

-Get me on there.

-Can you type?

-Yeah.

-'It's difficult trying to find a task for him,

'trying to find something for him to do. There's not much he can do.'

And there's got to be something there

because he got to be, you know, governor of Illinois.

You don't just fall up there.

'There's a whole bunch of technology that's passed me by.

'It's one of the things when you're governor and you have nearly

'60,000 people work for you. They pretty much research for you.

'Before that I was a congressman, and I never had to learn it.

'So, I don't think my team quite knows what to make of me yet.'

But I think there's always a learning curve

in every endeavour, in every step in life.

You have your police, you have your fire department.

You have your identity protection.

Like we, um...

Kind of on a different tangent there. Boy, this is hard.

'When Summer volunteered for the project, she didn't realise

'what she was getting herself into. And I don't think'

that she was actually the right person for the job.

-Hi. Are you the photographer?

-I'm Alex Newborough.

-Hi. How are you?

-Holly.

-Hello, Holly.

-Hi, I'm Summer.

Do you know the products? We've got identity theft protection.

-It's software.

-OK.

-And then Norton 360, right?

And we need to educate people through a photo essay.

We're educating, um...

Um...

Er... So we have a picture. The first one is just a picture of myself

with a baby. As soon as...

So that...kind of the, um... Do you understand me?

'Oh, my gosh! The meeting with the photographer,'

first of all he looked at our concept and I just would look at him,

and he looked as if he had the blankest look on his face,

like he had no clue what I was talking about.

And I was like, "I don't really know what I'm talking about."

I need you guys to really tell me what you want.

As much specific information as possible.

It's really good to get your concept together for me,

so that when I start making the photographs,

-I'm following your directions.

-OK.

-But...

..I can't follow your direction if you haven't given it to me.

OK. So what you're saying is I haven't given it to you yet?

-Can I tell you something?

-Mm-hm.

With Selita... She's art directing?

OK.

-We're on props.

-OK.

'This task is to create a four-page advertorial.'

Summer decided that Selita would be the art director because

she's done photo shoots.

But Cyndi, who has been in the industry forever,

has done a lot of photo shoots.

So I think that she should be part of the creative team.

And I also think she should be art directing.

-I am a credited art director.

-I know you are.

-Hi, Elyse. I'm Cyndi. This is Maria.

-Hi.

At the prop house we're getting a park bench, a baby, a blanket.

And we're also getting a desk and a chair.

I don't know, I have to look it up.

SHOP OWNER LAUGHS

OK! We got the...

I'll try, Cyndi. I will.

The woman was so nice. She went for the face.

She went for it.

She's giving me a big deal again.

-OK.

-Cos she went for the face.

-We love her.

-She went for the face.

-I went for the face.

-Oh.

-She gave us 100 off on the rug.

So, I think that was great.

See you later, pal. All right.

MARIA GIGGLES

We need to pull together props.

-OK.

-You know?

-OK.

-Yeah, take Rod with you.

-OK. OK.

'Darryl was in charge of getting all of our props.'

I didn't give him a lot of responsibility.

And, because Rod couldn't use the computer, I sent Rod with him.

-These are our ladies?

-Hi. Rod, hi.

Oh, God. It took him 30 minutes to type that one paragraph.

It was literally just, "da, da, da, da," like that.

And it was... I was, I was amazed.

'My nine-year-old can type. Rod can't.'

What van? The white one?

'Me and Rod went out shopping.'

We went to purchase things and get things for what we need

for the photo shoot.

You coming in? Are you coming with us?

OK.

-Gov, you all right?

-I'm doing good.

-Huh?

-Yeah, I'm doing fine.

-OK.

'I've pretty much been the laid-back guy on the team.

'We have long hours.'

It takes a lot of wear and tear on you. Mentally and physically.

'An average person that's a working person,

'nine to five, their day starts in the morning'

and their brain's going full-time.

Most athletes and celebrities,

they don't wake up until noon if they have to.

So that's very difficult when you're not accustomed to it.

Because your body doesn't function as well as the normal person's body functions.

It's all right, baby, I got your back.

THEY LAUGH

-Hey! How about Darryl, huh?

-Come on.

-MAN:

-Good to see you, man.

-I appreciate you, man.

-Keep the faith.

-Thank you so much.

-Let's go, man.

-Appreciate it. Did nothing wrong either.

-Gov, stop...

-Come on, come on, man.

-Good luck!

-Thanks, guys.

-Appreciate it.

-Gov, come on.

-All the best to you!

'Rod is good at campaigning.'

You can definitely tell he's a politician.

How do you do? How are you? Nice to meet you. All the best to you.

-Hi, sir.

-Yeah, how you doing?

-Nice meeting you.

'I think it's a great opportunity for him, and great exposure.'

But I really don't need the exposure.

I'm a New York guy. And people know me and I love New York.

-We're on a time schedule.

-You're looking good.

-We're on a time schedule, man.

-I got you.

-All right?

-Yup.

So, don't... This is New York.

Everybody you say "Hi" to, you gotta keep moving.

-I got you.

-All right.

Hi.

We need a yellow T-shirt. It needs to be, like, standout yellow.

-It's kind of like the Norton boxes over there. Hi.

-What's going on?

-How are you?

-Oh, dude.

-Having some fun?

Mr Trump's eyes and ears on this task was Don Jr.

So he stopped by our set.

I walked up to him, like, "I've no clue what we're doing yet,

"but I think this is it.

"I don't even know how to present it to you."

So tell me a little bit about your concept.

Our campaign is basically that it stretches from a newborn

to the elderly. We've got, um...

Now it's like, we've got, um...

It's personal. Like, there's just... It's a work in progress.

-OK. So you're still honing down what the full message will be?

-Yeah.

I think Summer's kind of a little bit jumbled.

I want to make sure that she's not just trying to herd cats,

that they're actually getting somewhere to an end goal.

'The timelines on this task are very tight.

'There's a lot to accomplish in a very short amount of time.'

I don't know how they'll pull it all together in the end.

We'll have a constant streaming video, all the things

that are replaceable.

'Don Jr came in, and he was a little confused about our concept.'

We just weren't clear on it yet ourselves.

It's like, here's the mom and here's the baby.

Uh...

And we have to figure this out, cos my brain is just so slow.

Go on.

There wasn't one person that had a clearly defined vision

of what they were looking for. There was a lot of time wasted.

-Um...

-I am so tired already.

Oh, God.

I like the juxtaposition of scaring, you know, and saying,

"It's about to happen, but because she's there, it's not going to happen."

Something like that. Not saying that, but you know what I mean?

As soon as Don Jr walked away,

I really felt like I wasn't sure if I even had the concept down.

'But the clock is ticking down, it's ticking way too fast.

'We have so much more to do.'

It's Summer cradling a baby.

With your son. Sharon's up here. I'm going to put the text up here.

We're close.

So, our concept has shifted just slightly in that

we want to make sure that people know you are LifeLock

and Norton 360.

So we went back to the drawing board again.

And then that's when we decided to establish Sharon as the protector.

But it's as if YOU are the protector.

-So, it's like she's going to prevent X, Y and Z from happening.

-Right.

Sharon...

Sharon is the protector.

She's going to be kind of in the background of every scene.

Ah, that's great.

Got to try to keep these things flat, cause it reflects.

Summer asked me to be the celebrity spokesperson.

'I think because I'm pretty good at selling things.

'And because of my age too.

'I mean, you're not going to sell a product like that'

-with a

-BLEEP

-arse.

Like that one...

Sharon, you look unbelievable.

'Sharon could not have been a better spokesperson.

'I don't think anybody on the men's team'

could compete with the presence of Sharon.

Yeah!

The first two obvious ones

is we need you looking like the fastest man in the world,

and you looking like the strongest man in the world.

I guess you want a centralised shot of me.

My role in the task was to be the brand ambassador.

'I feel really special that I'm at the centre of this whole challenge.'

-Thank you.

-You're welcome.

Oh, look. Curtis in an apron. How clever.

-How original(!)

-How original(!) THEY LAUGH

Curtis, Lord...

He's going to make sure the world knows that he's a chef.

'And guess what? Curtis is in an apron. So original!

'He should just wear an apron in the boardroom.'

Like, he probably sleeps in a apron with nothing else on!

'He wants to feel the apron on his skin.

'That's like me coming to work every day in a thong and wings on my back.'

Like, dude, are you kidding me? That's ridiculous.

-Perfect.

-LifeLock. And Norton 360.

So our campaign in a nutshell

is that I do everything

that every other person does - I shop, I cook, I eat, I go out.

'So everybody can relate to me. But I'm much better protected

'than anyone else because I've got the Norton 360

'and the LifeLock Protection.'

Good.

Curtis got his shots in first

and I changed into my outfit

and got my part of the photo shoot started.

OK, stand by. And...ready.

Nice shot, Michael! >

You know who that is? Man...

What an honour.

'Michael's awesome.'

I mean, how can you not respect a guy who's won so many gold medals

and won a following?

'He's an extremely successful guy. Both on and off the track.

'And, as our project manager, people respect him.'

People will listen to him. And he's smart enough to be able

to delegate properly, I believe.

Go!

If you do that, start back a little bit.

'I really didn't voice my opinions in a lot of different things.'

You know, because I think my strengths wasn't for this task.

-'What do you need?'

-I need two large pizzas.

'Everybody else seemed, you know, so excited about the project.

'Not that I wasn't excited about it, but I'm just more of a laid-back,

'sit back and watch type person.'

And I was totally exhausted.

Beautiful. >

What do you feel most comfortable in?

I'll do whatever you want. This is your gig.

I know, but I'm just saying.

I'll go with the shirt off, man. I don't care.

'Next part of the photo shoot was Bill Goldberg, once known

'as the strongest man in the world, and he can't knock out'

identity theft. So, Bill needed to get a photo of himself as a...

strong, big man.

I have to somehow get the impression that I'm, like, a strong guy.

Watch the facial expressions. It almost looks like a fart.

Is that all you've got, Goldberg? Come on!

ARRRRGGGHHH!

That was good!

Was that mean enough looking for you?

THEY LAUGH

'When he started growling, I got scared. Are you serious?'

Arrrrgggghhh!

Arrgghh! Oh, no!

No!

Oh!

That's awesome.

Look at this. Look at me. Look at this.

-Oh, you look good. You look good.

-Come on, man. I got...

-Goldberg goo all over me. Goldberg goo.

-That's gold goo!

Gold goo!

It's my favourite shirt, man!

Hey, buddy!

Could you open it? All right.

Cyndi is amazing. She is running around and picking stuff up.

You know something? One time I picked up Dennis Rodman

and I dropped him. Centre of gravity, very bad.

-You did not pick up Dennis Rodman!

-I did so. He was very tall.

It's like her daily workout now, to be on Celebrity Apprentice.

She's like, "Yeah! I'm lifting this!

"Yeah! You need me to pick up the park bench? Yeah, I'm doing this!

"Yeah! I'm doing that."

That's a Cyndi Lauper workout 101.

It's starting to feel like that scene when they're dragging

those stones up the pyramid.

-Cos that's what it'll be like when we're dragging that

-BLEEP.

Oh, my gosh!

THEY LAUGH

Now I know why Dennis Rodman started drinking.

'Cyndi has a great energy about her.'

I think that her energy is amazing,

and we definitely need it at times within this group.

All right, buddy. Thanks so much.

We're in a crunch. The good news is that I am losing weight.

All right.

-Here we go.

-Yay!

There's more stuff downstairs.

Woo hoo hoo!

I'm just worried about the time. You know?

I always worry, because we got to get back, and then set it up.

We gotta talk to the photographer. And we gotta get the photos done.

-Here, honey...

-Don't worry, I got it. It's light.

-Michael?

-Yeah?

Do we have a disc to start to load all the logos and stuff in?

-I think that might be the logo disc. Check that one and see.

-OK.

Whoops, that's my video from last night. I'm just kidding.

Whoops!

Um, yes, that's not it. I was just jogging.

That's all that is. I was wrestling.

'Our graphic designer is very smart and witty and confident.

'And, uh, sexy.'

And funny, and sexy.

-You know about this. Have you done this before?

-Just once or twice.

-20 years of designing rock T-shirts.

-Ah, OK.

You know what I'm saying?

'I love the ladies, I can't help it. And I'm having fun.'

But I'm not a creepy guy. I'm not a creeper.

'I'm a fun guy and I'm not a hands-on guy.'

I'm just having fun with them, you know? We're having a good time.

-So, I would go... Try the page black first.

-OK.

'So I'm working on this design'

and we started designing this really cool campaign.

'And I was even taking pictures on my own personal camera.'

Oh! Much better.

'It's really strong. Takes their campaign and blows it up even bigger

'and stronger.'

And, I feel great about it. I think it's going to be awesome.

-Bret, can I see where you guys are?

-Please, please.

'When I saw Bret's layout, it looked like he was off the task

'a little bit.'

And that he was creating a four-page ad, as opposed to

'an advertorial.'

OK, but... You guys...

It can't look like an ad.

Because the specific task is advertorial.

That's the specific task.

'An advertorial isn't meant to look good.

'It's meant to look like an editorial piece in a magazine.'

I'm a very literal person.

So you tell me to put something together,

I'm going to give you exactly that.

Let me show you an example, real quick.

So, I got the sense that Bret didn't understand what we were supposed to be doing.

The next three pages have to look like pages out of a magazine,

like that. White background...

-I was just trying to be, when we did this, much more original.

-No.

They're saying what they want.

-We just need a lot of copy.

-Right.

Michael walked over, right in the middle of Leigh and I working

and says, "No, no. This is what an advertorial looks like."

And I go, "Yeah, but that is a common, middle of the road,

"dictionary approach to an advertorial.

"They want us to give them something special."

And Michael said, "Nope. This is what I want."

Do you mind if it's on black to make it somewhat original?

-We don't have latitude. OK?

-All right.

'Michael was way too intense and way too determined.'

He just wanted an advertorial and he wanted it his way.

And he's the boss.

So how's everything going?

It's going, man. It's going fast and frantic.

This is a tough task, but we're tackling it, man.

Gavin came in after we finished the photo shoot.

What we were trying to do is try to get all of the content in,

and get the layout right.

-You have anything to show me?

-Absolutely, come around here.

Check it out.

So, this is the front page of the ad, right here.

And you'll have a picture of celebrity chef Curtis Stone right here.

What Curtis will be doing is, he'll be coming through here with

cooking tips and things like that, but relate it back to,

you know, what we're selling here.

This is basically the information types of identity theft - credit

card fraud, utilities fraud, bank fraud, employment fraud...

'I felt that Rocksolid had a clear vision, a good concept.'

But, I felt that at times it was a little wordy.

'If people sit down, reading a magazine, you have to capture

'someone's attention within two or three seconds.'

Make it quick and simple, concise, fast.

I get a feeling you think those words are mighty small, don't you?

-Well...

-Once it's done, it'll be killer. OK?

All right. Great, great.

'Gavin didn't say much. He just looked very confused.'

And it was a lot of time.

It was taking a lot of time out of my schedule and out of my

day, when I've got a deadline, you know?

And I was totally fine with the font size, and I wasn't going to

change my concept based on somebody who just got sent in to say,

you know, "How's it going in here?"

Your direction's great. It's easy. You give us a lot of direction.

-Thank you, bro'.

-Make sure you're still confident.

-Cool. Great.

It's happy! There you go. Yeah. There you go.

'Our concept was that identity theft happens to everyone.

'But, that Sharon was going to be our

'protector. Sharon was going to be watching over them, as if, uh...'

she WAS LifeLock and Norton 360.

-OK, what's the next shot?

-So the next shot is park bench.

It ended up us being on a time crunch.

And it was just like, "OK, we got to get our shots."

-OK, we don't have a lot of time.

-Yeah.

We're all waiting for this photo. Everything's waiting for this photo.

-Is this for just us?

-It's for our... for our PowerPoint.

Yeah, it's for our PowerPoint.

That ate up way too much time.

We'd already done our photos. You know, we were racing against time.

So, we were trying to make the editorial part of our ad

straight to the point.

-Everybody needs to help Holly with this presentation.

-Uhhh!

It's not done. And now I have 20 minutes.

Holly is frantically trying to get all of the information into

our presentation.

Can you give all your facts to Holly?

-I'm trying to do it.

-OK. Yeah, sorry.

-Oh, my God.

You guys, you got 15 minutes.

OK, check it out. What do you think?

Sharon Osbourne - mother, manager, protector.

-Download it to me. I have to put it on this PowerPoint.

-Yup. Yup, yup.

-OK.

-Or it's not going to make it.

-OK. OK, OK.

'At the very last second, I mean last second, I was switching

'slides, making sure they were in the right sequence, and didn't

'have a whole lot of time to go over it with Summer.'

I have no idea what the presentation looks like at this point.

It was such a last minute rush to fly in logos and images that...

I don't know. I just hope it makes sense.

Oh, my God.

I don't want them smiling.

I prefer none of them smiling.

-You know, we haven't got any time to

-BLEEP

-around.

-Yeah, we don't.

-We've got to move.

'As we got really close to the end, that's really a crucial time

'to make sure that everything you want in this document is in there.'

And there's just so much to do, so little time.

Bank fraud's a fraud against the bank, right?

I think we got to just stop the chit-chat.

..otherwise, it should be all in.

-Yeah, because it's getting so confusing for her.

-Definitely.

All right. Hold on a second. All right.

'Bret and Rod were back there buzzing around.'

I knew what I needed to be focused on.

And that was working with the graphic designer,

getting this content in there.

Can you put that just right up here?

Michael's taken full responsibility from the very start of the

day for the entire project.

And he's...he's put his hand up.

He's put his neck out there and said, "This is mine.

"I'm going to make it work."

We don't need to have two...

-a big line there and a big line there.

-That's right.

'The success that I had as an athlete was based on being focused

'and being organised.'

And I tried to instil that in my employees, and...

and lead them by my example.

It looks very professional.

-Think we're good.

-Nice.

-Morning.

-Morning.

-Morning.

I would like to introduce to you, Curtis Stone - world renowned

chef, and truly, a wonderful guy.

A lot is riding on this presentation, because a lot of the

criteria falls on this, and we have got to get this presentation right.

Now, I'm, um... absolutely thrilled to be standing here in front of you as the

ambassador for LifeLock and Norton.

So why me? Why am I the ambassador?

Let's look around this room for a minute.

I mean, we've got some seriously recognisable celebrities.

Now, the reason that I was chosen is because I've been a victim to

identity theft.

My life is no different to yours, no different to the guy's down the road.

It was great watching the executives, especially Curtis

was the opening act.

He's got that look...

Both the executives were smiling, if not almost laughing, in a

positive way. So that was a good sign.

Thanks.

So, this is our first page, and our celebrity chef here,

Curtis Stone, and, uh...

Goldberg and myself.

We wanted to make sure we had the branding front and centre.

And at the top, Norton and LifeLock.

The copy reads "I'm Curtis Stone, celebrity chef, and I've had

"my identity stolen twice."

We continue with the theme of our celebrity chef actually

giving some tips to people about cybercrime.

And he actually says in the copy that he online-banks, but he

has LifeLock and he has Norton anti-virus protections.

'You could not read that screen. No-one in that room could read it.

'And, there was so much font and so much you were trying to say.'

Rather than...than just be real.

On the final page, we've got, uh...

Curtis here with a family, and a great moment. beautiful picture.

We thank you guys for your... for your time.

We really appreciate you, uh...

taking the time to listen to our presentation.

-I hope you enjoyed it.

-Great. Thanks.

Good morning, you guys.

-Good morning.

-Good morning.

Good morning, you guys.

I have a simple question for you. What's important to you?

Is it your shoes? Maybe your watch?

Of course, your purse and your wallet. Are they THAT important?

Because they can be replaced.

Now here's the real question. What can't be replaced?

You and your identity.

When we were thinking about this advertorial, we were thinking

about the facts.

And they're serious.

(Put it towards the computer.)

I'm pressing the button.

The presentation... it started off really bad.

The computer wasn't working.

And I'm like, "Ugh. What is going on?"

This happens sometimes, so I have the facts somewhat memorised.

Identity theft happens once every three seconds.

One in five Americans will experience identity theft.

Our PowerPoint was off, but there's something about imperfection

that's actually really cool.

Because, it opens up the door for you to be somewhat spontaneous.

We chose Sharon Osbourne because she's strong. She is with it.

We say, "Mother, manager," and most importantly, "protector".

Our next two pages of our advertorial...

We wanted to touch at the heartstrings.

We wanted the families to know that if you have LifeLock and

Norton 360, you're going to feel safe.

"We're watching. You're protected." Who's watching? Sharon Osbourne.

She's our protector. She's our watchdog.

I knew my message points would be just fine.

And I knew we had a really good spokesperson.

-Here is our protector herself - Sharon Osbourne.

-Good morning.

-So why does our "advertarial"...

-BLEEP!

SHE COUGHS

Today, I started to get all high-temperature again and sweating.

'And then, you know, I started to cough.'

-She's been sick a bit lately.

-Just a tad.

-Yeah. OK.

We're being judged on the presentation, and the

presentation was not good.

There was coughing...

SHARON COUGHS

-Excuse me.

-'There was...

'the projector not working.'

I really hope we don't lose because of it.

But, it wasn't good. It just wasn't good.

The consumer recognises me as a very strong businesswoman.

A woman that you don't mess with.

-That's why this is your new campaign. Thank you.

-Thank you.

-Hello, Todd, Janice.

-Hi, there.

-So how did our teams do?

Well, both teams put in a really great effort.

But in both cases we'd have to make some changes in order to be

able to use the creative ads.

-What kind of changes?

-Well, the teams...

Well, the women's team really went for that emotional connection

in their creative.

Uh, they got the fact they needed to educate.

There wasn't quite enough education in the ad.

The men were quite the opposite. The facts were almost overwhelming.

We'd also need to go check some of those facts, because there

may be a few of those that would be hard to get legal clearance.

Todd, what did you think of the women's team?

They had a few issues with their presentation.

-It could have gone better.

-And there was no call to action.

You want customers to know, where do they go to get the products?

What about the men's team?

What'd you think of Curtis as the spokesperson?

I thought Curtis did a very good job of being articulate, why he

was very interested in the products together, and what value that

would bring to an individual.

Who would've been your best celebrity?

You want to go communicate safety, security, protection,

the combination of these two... Goldberg.

I probably would've had Goldberg as the centrepiece.

-So you probably would've had Goldberg in the centre and maybe by himself?

-You bet.

OK. Could I take a look at the women's team first, please?

Nice looking.

Really catches the online and offline on the two pages.

-They've hit both sides of the... of the elements.

-Very good.

-Very creative.

-Very good. OK. Let me see the men.

-And this is the men's.

-Very good.

I think this is very good, too.

OK. So let me ask you - who is the winner?

-So Michael, how'd your team do?

-Team did great.

-Who was the star?

-Oh, the team was the star.

I mean, we got back to that team that we were when we first began.

-Who was your weakest player?

-Weakest player we had would be Rod.

Rod? Why Rod?

I don't know. I'm surprised. I did it... Whatever he asked me to do.

Go ahead, Michael. Tell me.

If I have to rank everybody in terms of how they did, Rod would

fall at the bottom in terms of his contribution.

Was Bret hard to handle?

Bret wasn't as hard to handle as I expected.

-But you took care of him?

-I took care of Bret.

Absolutely. OK, good. And Darryl is Darryl, right?

Hey, Darryl is Darryl.

And I think, you know, in all honesty, you know, you look

at Darryl, you know, and his demeanour, and you think, you

know, "He's not really contributing that much to the team."

Anything that you ask Darryl to do, you can guarantee that

-it's going to be done. And it's going to be done right.

-Good. Let's stay on Rod.

OK? What's going on, Rod?

One of the difficulties when you're not the project manager, is that

you express some of your views, and the boss makes the final decision.

And then you're...

You try to do the best you can, and execute his game plan.

But, one of the responsibilities, I think, to be a good team player

is, when you have some concerns, you should try to address them.

You don't want to hound the guy, cos he's

working real hard to try to make sure we get our task done.

So, it's a bit of a delicate balance.

-Do you think you won?

-I'm cautiously optimistic.

I think we all worked together as a team.

What did you think of your end product?

I might have done it a little bit different.

But I still think it turned out a heck of a lot better than...

I thought it might. When it... when it all was said and done.

-Summer.

-Mm-hmm.

-How did you like your team?

-I love my team.

I couldn't love my team any more than I do.

-Every one of them?

-Yeah.

I might have issues with some of the things they do, but I love every one of them.

What were the issues?

Not... I love Cyndi Lauper.

I absolutely love her. I love her stories...

-But - what does that mean?

-But we have X amount of time to get our stuff done.

And her stories are so awesome. And I want to hear them...

I was telling you stories while we were trying to work?

No. But you... you'd try to explain things. And...

and in the end, you come back, and your end result is great.

But when we...

In the process of getting there, it kind of gets us off track.

Oh, OK. I'm sorry.

-No, no.

-OK.

-No, no. Yeah. I love... I love her.

-Are they just too long, and you didn't have time?

-No, they...

They'll come at a time when we're on...

we're trying to get on a track.

And we're trying to get

all of our thoughts out, and at least get one thought down on our paper.

And then she'll...

She'll bring something in, which is a great point, but it's not

what we're talking about. So then we kind of lose our track.

-You're throwing me under the truck.

-No, no, no, I'm not.

You side-swiper!

-In a way, you are.

-Yeah, yeah, you are.

In a certain way, you're saying there was disruption...

I'm being honest. But she...

I didn't say she was a weak player, I just said that

she kind of steers us in the wrong direction.

And that, is a part of managing. No, no, no, no.

OK. All right. I'm not saying anything.

Holly, what do you think of Cyndi, and, is Cyndi a big asset to the team?

Cyndi's a great asset to the team because of her heart.

But when it comes to getting together as a group,

sometimes her wordiness, or the way she explains things, can be

a little difficult for us to digest at times.

-Cyndi, you're not hurt by this, are you?

-A little.

Yeah. But I'm also...

I got to also take it in and think,

OK. You know, I try... I have a big personality.

-You do.

-Yeah.

-Do you consider yourself a tough person?

Oh, like, thick-skinned?

Are you able to take it? Yeah. Thick-skinned.

Not really, but I'm trying.

Do you consider yourself an emotional person?

Very much so? Maybe that's why the music is so good, right?

I'd like to see the two ads. Do you mind?

OK? Gavin, can we see the ads?

Don. I'm going to give them to you, OK?

So you're going to look at theirs.

Gavin, let them look at the women's.

I'd like to know what you think of their advertorial.

I think it's an ad.

But, I don't think it's an advertorial.

And the task was to make an advertorial.

What do you think of what they did?

I mean, you haven't had much time to review it in all fairness.

-Yeah.

-Darryl hasn't even looked at it yet.

-I don't think Darryl gives a

-BLEEP,

-right?

-He thinks he did a better job and that's it.

-Of course.

Governor, what do you think?

Uh, I like theirs.

-You like it more?

-Well, I mean, I...

I'd read that, I think I'd take something from that.

-What do you think of theirs?

-It's like a composition.

It's like a newsletter.

It's like an advertorial.

That's what they asked us to do. An advertorial.

Well, that's a subjective...

I would like to know where the editorial content is in yours.

-May I say something?

-Yeah, Cyndi. Go ahead.

I don't know if I'm allowed to say this.

You are. Yes. Despite what Summer did to you before.

I'm going to 100% apologise to Cyndi for saying that.

What...? What are you apologising...? You just spoke the truth.

-That's how you felt.

-Are you apologising for the truth?

No, because I hurt her feelings.

And I should've talked to her about it before I came out here.

It's all right. I thought I was sticking up for you.

-I'm very sorry, I was out of line.

-No, no...

I won't say anything any more. It's OK.

When I looked at that, I thought, "OK. Yes, that's an advertorial"

except that somewhere in between, it should've been small.

Because, when you look up advertorials on the internet,

they're...they're concise. And the picture really tells you.

And so it's got to be like that.

Nobody's going to stop and read this unless...

I'm starting to understand Summer's point.

OK. Gavin...

Actually, I think Cyndi was on the right page.

Nobody, in this day and age,

nobody has the time to read all this.

Unless you're reading an article, though.

I'll bet you one out of a hundred people reads this article.

-I would disagree.

-I... I'll bet you...

I'll bet you not even one out of a hundred.

You're a businessman.

You pay a lot of money for these four pages.

Is that all you want to use them for? That's it?

-Yeah, if you sell the product, who cares?

-There's...

There's nothing in here that tells you what...

I think somewhere in between the two is where you ideally want to end up.

Whereas, the men, clearly way too verbose.

I mean, no-one is going to read it, to your point, Cyndi.

-The women, perhaps not enough.

-Right.

There is the picture and it does tell a pretty

compelling story, but you may be missing something.

I just have a question - how come there's no phone number?

If I'm going to buy this product, Norton and LifeLock, how do I...

-How do I contact this person? There's no phone number.

-I know.

-That's a good point.

-That IS a good point.

So why isn't there a phone number?

It didn't even cross our mind to put a phone number on there.

OK. Let's find out who won.

The Norton and LifeLock executives thought both teams really

did a very good job.

They liked the condensed version of yours.

They liked some of your details, they were concerned with others.

It was a lot of action going on, but maybe they didn't have enough action.

They thought both teams, overall, did a very good job.

The fact is, the executives thought the women's team was far superior.

So the women win! They thought you did a really outstanding job.

-Awesome.

-Congratulations.

-Congratulations.