Radio Jingle Task The Celebrity Apprentice USA

Previously on the Celebrity Apprentice...

Sharon Osbourne grew tired of tenacity.

It's not a sweet victory.

I don't like the dynamic of what's going down with the women.

But, with only Bret Michaels

and Curtis Stone left on the men's team, Trump made a surprise move.

Rocksolid, you've hit rock bottom.

Curtis, Maria, Sharon, switch up right now.

Then, the new teams were tasked with creating

and selling a celebrity workout class...

This is a money-raising task, so call all of your friends

and come down.

As project manager, Sharon, cut loose,

putting the rock in Rocksolid.

Bending over and thrusting.

You know you want to.

Pump up the wiener, pump up the wiener.

When we got the rock and roll theme going, it was like, "Yeah."

Under Holly Robinson Peete's leadership,

the new Tenacity took a conservative approach.

Curtis and I really stepped up to create the exercise, mostly

because we have a lot of experience when it comes to exercising.

When it came time to start the classes,

both teams flexed their rolodexes.

Oh thanks, Nick, the Lady Gaga.

10,000 dollars from Piers Morgan!

But neither project manager was feeling confident.

I desperately need that ten grand,

or else I'm probably not going to win this.

I just kept thinking that Sharon was calling, you know,

Sir Elton John and, you know, the Queen of England.

I don't know if I can compete with that.

-I need you to just stand in for people who couldn't be here.

-OK.

I'm trying to say politely as possible,

-"Where's that

-BLEEP

-money? I need your money."

When the totals were counted...

Rocksolid raised 131,803 dollars.

Wow. Don, tell me.

They raised 206,090 dollars.

BLEEP

347,893 dollars, Holly.

Holly proved the strongest of all,

winning the most money for a single task in Apprentice history.

-Can I just say...

-Yes.

-I'm going to be cutting, directly,

a cheque to Sharon's charity.

For you, I have to.

But Holly wasn't the only one feeling generous.

I'm not going to fire anybody tonight.

Awesome. Woo!

-Wow, that is a lot of money!

-Woo!

-Holly, to your charity, my love.

-Thank you babe, cheers.

-Incredible job.

-Oh, here you go.

-To Holly!

What this amount of money can do for the HollyRod Foundation

is tremendous.

I've been away from my children for a while now,

and to be able to call them and tell them that, you know,

Mommy won all this money, I'm just so proud.

Mr Trump, he brings the jerky in every single time.

I knew it when he said to you, "You've lost,"

cos he was winding you up.

And then I knew.

I was just gutted when we found out that we'd lost.

It's a tough pill to swallow. We raised a lot of money.

But, if anybody was going to get it, I'm glad that Holly got it.

But am I pissed? Sure, I'm pissed!

# Money, money, money, money

# Money!

# Money, money, money, money

# Money!

# Some people got to have it

# Ye-eah

# 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, oh mean

# Mean green

# Almighty dollar

# You know that money...

# Give me a nickel, brother Can you spare a dime?

# Money can drive some people out of their minds

# Money, money, money, money... #

Hi.

Oh, I miss you honey!

I saw my husband, who I haven't seen in a long time.

He was a sight for sore eyes, and I just was so happy to see him.

-How are you?

-I'm good, I have something to tell you.

Now you're making me nervous. What's going on?

You and I made a family decision that

I would leave for an extended period of time.

But, anyway I mean the whole reason is cos of these kids with autism.

I am so thrilled to be playing for the HollyRod Foundation.

We are raising money to help parents and children affected by autism.

Help them access affordable treatment for their children.

So, I was the project manager of the last task.

And I have something to give you.

This is what I got from this task.

-Open it up.

-So, you won?

-Just open it up.

Just open it, and just see what it is.

347...

I got to see my wife.

I was so excited to see her. And, I watch the show all the time.

And when she was going to be on I was like, "Great, it's going to

"raise money for HollyRod."

But never in my wildest dreams did I think it was going to be

347,000. So, I'm ecstatic right now.

-OK, I have a little surprise for you, too.

-What?

I know you've been gone a long time, but...

Hello, sister!

Ah!

That Rodney Peete, he's always surprising me.

Just when I think I'm surprising him, he surprises me.

We've been one-upping each other for our whole marriage.

-Hi, Mom.

-Hi, Rodney.

Oh, my God, you guys, I'm so glad to see you!

I miss you guys so much! You happy to see me?

-I want to stay here.

-You want to stay with mom?

I started the HollyRod Foundation because,

all of a sudden, out of nowhere,

we get this devastating diagnosis of autism for our oldest son.

It just brought us to our knees, literally, as a family.

-347,893 dollars...

-For HollyRod.

-...for HollyRod.

So many parents are out there with children with autism

and they don't even have an opportunity or way to treat them.

With 347,000, there's so much we can do, there's so many people

with autism that we can help and families that we can assist.

It was just like a dream come true.

It was probably one of the best days of my life.

-Good morning.

-Good morning.

We're standing in the ballroom of Trump Soho, just opening.

This is the last room we have to complete,

and we're very excited about it.

Now, to my left are two great executives, Jim Abrams

and John Young.

They're with Clockwork Home Services.

Tell us about your company.

We're the parent company to three great brands.

Benjamin Franklin, The Punctual Plumber,

One Hour Heating And Air Conditioning

and Mister Sparky, America's On-Time Electrician.

As the co-founders of the company, we made a commitment to build

the world's largest home services company.

And you can help us achieve that goal by creating three

radio commercials, one for each brand.

You're going to be judged on your originality,

the brand integration, and, live performance of the commercials.

All right, pick you project managers, please.

-Summer, you want it? You do?

-You want it?

-What do you think?

-I think you should do it.

You want me to do it?

-OK, Sharon, who's your project manager?

-Bret.

-That would be me.

-Really? Wow.

It'll be tough for me cos on time is not my speciality.

-That's true. You've proven that.

-I'm going to fix that.

This is not a man that knows about time, fellas.

He could not work for Clockwork.

As soon as Mr Trump presented the task, I felt that I could do this.

I could be project manager.

Singing jingles in a studio, what could possibly go wrong?

-Holly, who's your project manager?

-Summer Sanders.

-I am.

Very solid player. In fact, she could work for you.

I don't know why I volunteered to be project manager.

I have no experience with recording studios and stuff like that.

But, I've got Cyndi Lauper, obviously proven artist.

Holly Robinson Peete started out as a singer and actress.

So, I knew I had a great support system.

The project manager of the winning team will get

20,000 dollars for your charity.

Mr Trump we'd like to add an additional 20,000 dollars

and match that for this charity.

You heard that. 40,000 dollars.

Yes.

You all escaped at the last boardroom.

I promise you, somebody will be fired at the next boardroom.

And, it could be two.

Whenever you get a free ride from Mr Trump,

there's something waiting on the other end.

So, we're all a little concerned that two of us

are going to get fired at some point.

Now, to my right is Eric Trump.

Eric is my third child, he's a Georgetown graduate,

and he's here for the very first time.

Eric and Ivanka will be my eyes and ears.

Well listen, go out, do a great job.

40,000 dollars to the winning project manager.

-Sounds good to me.

-Yes.

-Thank you.

-Thank you.

Thank you. Thank you.

Awesome, let's do it.

All right. So we got to have fun today

and just think about each one of these and create each one

-with its own little special twist.

-Yup.

I honestly think that we work well as a team

because we're all very rock and roll. We all are very similar.

How about this?

My name's Ben Frank and I'm here to say

You got a problem in your toilet? That's OK

Cos I can plunge it out.

For One Hour Air Conditioning And Heating,

"I'm freezing. Help me!"

"I'm freezing and I can't get up!"

-Yes, "I'm freezing and I can't get up."

-Baby, I got your hour power.

Let me warm you with this.

On the way over in the van ride, Sharon, Maria and I were losing it.

I mean, we were completely perving out.

Can I suck your plunger Mister Franklin?

Oh, Mister Franklin, can I suck your plunger?

Sharon is funny because sometimes she is completely out there.

I mean, says stuff that blows my mind,

and I thought I've heard it all, right?

-Have you been

-BLEEP

-up a storm?

Have you got the poops?

FARTING NOISES

No, as you're dialling the number, you know, you can hear farting.

-100.

-Wait, wait.

Our job is to create three radio commercials.

My main concern is, if it's funny, it makes them listen.

So that's what I was thinking.

They may, but you know, you never know. I learned that the hard way.

The task is to create three

30-second radio spots for Clockwork Home Services.

I think the task is very exciting. It's creative, it's fun,

and I think everyone of us can bring a little something to it.

Can I just go through like a few tasks, right away?

Cyndi, I want you to do, like, the lyrics and the music

-and we come up with the jingle.

-Yeah.

So in this task, Cyndi will play a very important role.

Cyndi is extremely creative, but all over the place.

That's why it's so important for me to keep Cyndi focused.

I would like to do a voiceover and a jingle.

So, maybe you have a voiceover in one of them,

-and a jingle in another.

-Yeah, yeah, yeah.

You know, I don't have a problem doing a jingle either. So...

-OK, good.

-OK, great.

Cyndi wants to grasp things in her own language.

She sort of marches to her own music.

But, let me tell you something about Cyndi, Cyndi is a creative mind

and creative minds are wired differently.

The key is how Summer manages Cyndi.

-You know what I mean?

-Yeah.

Make sure we got everything.

Thank you, Maria-licious.

No problem.

We've got half an hour for our meeting.

Oh, here we go. Look. There's Ben Franklin.

The Punctual Plumber.

On-Time Electrician.

When we first got to rooms at the recording studio,

I realised that we were right across the lobby

from the enemy.

So, I immediately took our posters and huge signs

and moved them into our room.

Yeah, we need those in here.

Please.

Then I accidentally flipped theirs around

so they couldn't see the slogans of the company.

Horrible, horrible man.

How you doing, guys?

-When does our guy come?

-Any minute. 10.15 was our time.

-Why, hello. Hi, I'm Holly.

-John Young.

Nice to see you, John.

Both Summer and I were excited for the executive meeting.

The executive meetings in these tasks are so key.

I've learned after many tasks to ask specific questions

and watch their body language.

Is humour super important to you?

Or is it more of reality and here's how we work?

I know there's a lot of jokes around plumbers.

-But, you know, these men have families, they have children.

-Yeah.

And, their kids are proud of what they do.

So, you know, we represent really a lot of hard-working people

that get in and do things that nobody else wants to do.

Humour at their expense I wouldn't want to see.

'When we got a chance to talk to the executives,

'we pretty much learned that they have very strong values,

'they're really into good service and, most importantly,'

we just knew that we weren't going to push the envelope.

Um... Why Ben Franklin?

Well, Benjamin Franklin's an icon of the country.

And, when he moved from Boston to Philadelphia,

the one thing he took with him was his bathtub.

So, he was thinking plumbing early on.

Because he took a lot of baths in...France.

She is a wealth of knowledge right there. I'm telling you.

It's amazing.

-There was no plumbing there.

-Exactly.

He just...there was like buckets of water in a big tub.

-Right.

-Early plumbing.

Oh, oh, it is? That's true.

OK, early plumbing.

You know, I saw John Adams on HBO.

Apparently, Ben Franklin enjoyed taking baths

with women and things, you know.

And so, I thought that was funny.

Benjamin Franklin was so key in the revolution that that kind of...

SHE HUMS

..is so... But I don't know if it's ever been used.

'This is my first real time working with Cyndi.'

I think what you need to do with Cyndi is really harness her energy,

and let her excel at what's she's good at.

-I don't have any more questions.

-Me neither.

-Do you guys?

-Thank you so much.

-Yeah.

I just want one more time. I remember the old beer commercials.

And then, there's Benjamin Franklin. I think... Oh, well, all right.

But it's nice to know about the tub.

THEY CHUCKLE

-Very good. Awesome.

-Thank you very much.

-ALL: Thanks you, guys.

-Pleasure to meet you, yeah.

-Very nice to meet you.

-Pleasure to meet you.

All I have to say is that their world is going to be rocked

when they go over there to Sharon and Bret.

They're not going to be ready for that. That movie.

'Probably the thing that stuck out the most in the executive meeting

'was that I think it's very key'

for us to not go too far out of the box.

Now, those cats next door in Rocksolid,

they're way too wild for this task.

SHE BLOWS A RASPBERRY

We're going around, and I'm tooting.

HE BLOWS A RASPBERRY

-Here they come.

-Hello.

Nice to meet you, I'm Bret.

-Hi there, I'm Maria.

-Nice to meet you.

We have lots of great questions.

'When Jim and John came in, the executives from Clockwork,'

I had a gazillion questions.

I wanted to know exactly where they wanted to go,

cos my jingles were getting way too out there.

Are you looking for more of Americana feel, a new ad...?

Right. What we want to do is just grab their mind and say,

"OK, plumbing is Ben Franklin,

"electric's Sparky, and air conditioning is One-Hour."

If we could get that link in their minds so that they, they think,

"This service, this company."

How does humour do in your ads?

Humour is difficult to pull off.

When somebody does hit it,

it's great.

Um...

We don't want to make it where it's offensive humour,

cos that's not what you're looking for.

But, we go out there and then we reel it back in.

The only thing I'd be concerned about is, of course,

plumbers have been kind of the butt of jokes.

THEY CHUCKLE

Humour at their expense, I think, would not be a good thing.

Absolutely. The 800 cash, was that a cash or credit?

-You got cash back...

-For Ben Franklin...

-For Ben Franklin.

-"If it's any delay, it's you we pay."

We pay five dollars for every minute we're late.

The other two services, if we're late, you do not pay for the repair.

Can you imagine a homeowner right now in this economy going,

"If these guys show up late, they're giving me a hundred bucks?"

I'm going to miff my address when you guys come out to my house.

"Yeah, that was 992. Oh, I'm sorry, did I say that wrong?"

THEY LAUGH

'The executives were very corporate.

'They were like as serious as a heart attack.'

There were no laughs coming out of those two.

You know, you want to say, "Lighten up. Lighten up, boys."

Of course, I didn't.

-Thank you for your time, we appreciate it.

-Pleasure meeting you.

-Thanks, nice to meet you.

-Thank you.

-Very nice to meet you.

-Nice meeting you.

Thank you. All right. Thanks again, guys.

Oh, this is going to be good.

They'll get rid of the three of us tomorrow.

It's OK. Guys, let's just laugh it off.

THEY LAUGH

Right now, it's about the creative.

So we've got to get the creative, the storyboard basically for each one.

Yeah. OK, so you guys are each doing one of the commercials.

You have Ben Franklin, Punctual Plumber.

And that's yours to work on.

My strategy as project manager was to make sure

that I tasked out each of the commercials.

So I handed Holly a commercial,

I handed Curtis a commercial,

and I handed Cyndi a commercial. And then, I'll make the final approval.

I think it's important to have

some sort of little verbal exchange experience.

-I think it is important to...

-Listen.

-Yes.

-A lot of people don't know Ben Franklin was punctual.

-Right.

So maybe it's Thomas Jefferson going,

"Oh, Ben...Franklin."

"Yes, Thomas Jefferson," or something, you know.

"We...when will you be ready to go to Paris?

"And I heard you want to take your bathtub."

Maybe that's wrong. Or...or...the, the desk.

-Listen, last time I was project manager...

-Yeah.

Um... I got in the boardroom, and I threw you under the bus.

So I want to make sure that I'm 100% clear with you.

I love your creativity.

-All right.

-I want you to go for it with your creativity,

but I would love for you to listen.

-I am.

-To all of us.

-I am.

'Cyndi needs to be told exactly what to do.

'I mean, and honestly, that's the way it works in any business.'

A good manager knows how to manage everyone

the way they need to be managed.

So I just want to be clear up front.

You were not feeling any input from us ladies,

and this is very important that you open yourself up to input on it.

So tell me what my task is exactly.

'I did whatever they asked me to do.

'I wasn't the leader, and even if I was, they don't listen to me.

'They don't listen to anyone. They know everything.

'I get tired of the whole people turning their backs on me.'

-BLEEP

-that. I am not in high school any more.

Yeah, OK.

You're going to be a bitch by the end of this thing

if your life depends on it.

No, that was very good. Very clear.

Curtis, this is where our issues came before,

-was that she was just all over the place and couldn't redirect her.

-Yeah.

-Couldn't focus her.

There's a little bit of a different vibe with Tenacity

than there was with Rocksolid.

We have to be very, very close and keep her...

Yeah, you're right.

'Holly and Summer are very methodical and very disciplined

'in the way they go about their tasks.'

And, let's face it, they can be a little bit bitchy.

You are right.

We've got to come up with the jingle,

and we've got to get the concept down.

We've got to make sure we apply the jingle and the actual work.

We have to create three 30-second live radio spots

for Mister Sparky Electric, Benjamin Franklin Plumbing,

and One Hour Heating And Air Conditioning.

Which one do you want to start on first?

One Hour?

Yes.

Air Conditioning And Heating?

No, "Heating And Air Conditioning."

-No, "Air Conditioning And Heating."

-Look at mine. "Heating And Air Conditioning."

-Uh-oh.

-All right. What does the yellow folder say?

-"Heating And Air Conditioning."

-They did it wrong on that truck.

How dare they?!

One Hour Heating And Air Conditioning is a pain in the ass

because it doesn't flow when you say it.

Their logo is, "Always on time or you don't pay a dime."

What if it was something like... OK.

It's hot out... It's hot outside, can I rely on you?

# Yes, we'll be there I'm feeling cold

# We'll get you some hot air Dun, dun, dun... #

-Cos this is time-consuming, this

-BLEEP

-jingle.

As a project manager, I wanted all three of us

to work on all three jingles all the time.

'It's also a little bit of what slowed us down.'

-So just go with me here.

-Right. Go on, go on.

-Here, we've got open it up and have fun.

Bling, bling. One Hour Heating And Air Conditioning,

how can we help you?

My goodness, I'm feeling hot and sticky.

One Hour will be there very quickly.

Like...

-Sticky with my little

-BLEEP.

No, just, but it's funny, though.

I'm feeling so hot and sticky, right?

'Bret wanted to do something that sounded a bit sexy.'

But, those executives were very,

very corporate.

Very politically correct.

# One Hour, got the power

# Always on time or you don't pay a dime. #

Boom!

# One Hour Heating And Air Conditioning... #

Uh-oh.

I mean, I'm probably a bit weak in the musical department,

-so in terms of...

-Well, Cyndi can help you with that.

-Yeah.

-And Holly too.

So what Summer did was split up these 30-second commercials.

The first 20 seconds or so would be

some kind of written component.

'And the last ten seconds or so would be a jingle.'

OK, so let's see if I can do this in 20.

One Hour Heating And Air Conditioning, how can we save you time?

I need someone to come out and look at my heater.

Would 4-5pm suit you?

But can you really stick to a time, it's just I've got so much on.

There was a problem with Curtis' radio spot

in that he's from Australia. And so they just have

a different way of speaking.

Not just accent, but like, the words that they use.

-I like the concept.

-Beautiful.

Thanks, Curtis.

Yeah.

They're words and things in there that are wrong.

"I've got so much on today," or something.

-He's trying to say, "I got a lot going on." He... It needs to be tweaked.

-Uh-huh. You're right.

'I think the weakest player on our team was Curtis.'

He doesn't have the ability to create a jingle.

He was very far, far out of his element.

I'm going to change a few of your words, OK?

-Yeah.

-Don't take it personally.

All right, let's move on.

-What's our next one?

-Should we do Benjamin?

Absolutely.

OK. So it starts with the ring, ring.

# The Punctual Plumber. #

-And the woman is saying that...

-# Oooh. #

-..her pipes are blocked.

-Right.

HE CHUCKLES

Or frozen.

'The task today is to produce,

'write, and perform three live radio spots'

for the company that has heating and air conditioning.

And also plumbers and electricians.

Bust it out, Benny.

HE BEATBOXES

And just get like a grove going for Benjamin Franklin Plumbing, yeah.

# Bring it, bring it, bring it. #

Like something that's just... Is that pretty good? Or no?

Just go with me on this.

Ring, ring. Right?

Hi, I'm Ben, the Punctual Plumber from Benjamin Franklin Plumbing.

We plumbers know people crack a lot of jokes at our expense.

What the hell?

We know people like to crack a lot of jokes.

-And he's going to go, "CRACK."

-You can't!

-I think they won't like it.

'It's a very big risk to put that in the radio spot.'

The executives of the company wanted to avoid

any cheap shots at plumbers.

Plumbers' cracks. You know, plumbers' belly.

You know, the butt crack. All of that.

I'm telling you right now, that's the jingle.

-Oh, they won't like that.

-They'll love it.

This is so tough to decide what is too far.

I don't think those people will laugh.

You got to do it.

'Sharon and Maria definitely thought

'there should be no line about the crack in there.

'And I said, "You know what, how about this?'

"You fix a problem by addressing a problem."

I'll take the fall.

'Listen, I've possessed some plumber's crack

'a few times in my life'

and I know how hurtful it is when people made fun of me.

So I try never to make fun of plumber's crack.

It's a serious matter.

I will take the fall on this one. If I'm wrong, it's just good.

I'm telling you, I will not throw you under the bus.

I will take the sword.

OK, so that sucker's done.

Benjamin Franklin Plumbing. On time, every time.

# Just call Ben

# Just call eight, seven, seven Ben, 70, 76. #

Yeah, but can you make it faster?

Like, just call eight, seven, seven, 70... Ben.

Whatever. Can you make it a little faster?

-Oh, yeah.

-OK, cool.

-You can make anything faster as long as it's clear.

-Yeah, yeah, yeah. Exactly.

-That's all right.

-So...

'Cyndi started doing jingles.'

And, I knew that Cyndi was going

to need a little help getting her script together,

so I did the creative testimonial for her commercial.

"Benjamin Franklin, the Punctual Plumber.

"I woke up Saturday morning to a flooded bathroom. It couldn't have happened on a worse day.

"20 girls were on their way for my daughter's tenth birthday party.

"I called Benjamin Franklin, the Punctual Plumber,

"and with their 24/7, 365 days-a-year service,

"a skilled and courteous professional was at my door in no time."

It's definitely a challenge fitting stuff into 30 seconds.

But I think it was important for us

to include a lot of the points the executives had brought up.

-Ding!

-He gave me straightforward pricing, fixed the leak,

and guaranteed his work for two years.

Oh! The birthday party was a huge success thanks to Benjamin Franklin.

I found a plumber for life.

OK, you're at 40 seconds. That's pushing it.

-It's still long, right?

-Yeah.

Yeah, I think it's too much information.

I think the more that we can give people about what makes them different is perfect.

Yeah, I just wonder whether it's a little bit rushed.

And I don't... It doesn't really sink in.

I personally don't think so.

That's the kind of pace that we want. And it's straightforward.

'I think that we were copy heavy.

'I think that we tried to fit in too much information.'

Now, I get it - you're paying for 30 seconds,

you want to utilise every last second.

But, you need to understand the gist of what's being spoken,

not all just blurt it out in a couple of seconds.

You don't have to say "the Punctual Plumber."

It's OK. I'll just have to be fast.

# You're afraid of the dark

# I will give you a spark

# That's why I'm Mister Sparky

# Mister Sparky

# Mister Sparky to the rescue. #

'When I'm working creatively, I'm either listening to music

'or humming the thought process out.'

So, I was listening to every idea that was getting thrown out,

and then I was repeating it back with some kind of tone to it.

# Won't you give me a spark Mister Sparky?

# I'm all alone tonight. #

Never happen.

OK, all right.

We've got to be simplistic.

We're getting too "Ah-ah-ah!"

Maria is literally living out a musical.

I feel like I've fallen into a bad musical right now.

She is singing out everything. And I'm like, "Seriously?"

Sharon and me look at each other we're like, "We need a break. You got to stop, now."

I don't think we want everything to be 1930s.

# That's when he gave me a price

# Please fix my lights, Mister Sparky. #

That's Maria. It's like I keep saying, you know, Maria,

you tell her to shut up.

It's like, she's waterproof.

Maria is waterproof. It doesn't penetrate.

She's like, "Oh, yeah... Aaah!" Back again.

I think we're going to lose it. I think we will,

they'll be like, "What time zone are they living in?" We could be like...

HE IMITATES A HIGH HAT

# 88, 88, Sparky. #

# 88, 88, Sparky... #

Maria!

All right, ready?

Mister Sparky...

Hey, Jen, how is that gorgeous new ceiling fan look in your den?

-It's not up yet.

-You bought it a month ago.

Harold insists on installing it himself.

So we're being judged on originality, brand integration,

and the overall performance of the 30-second spot.

# We're on time, you will see or the repair is free. #

Call eight, eight, eight, eight, Sparky.

Straightforward. Typical.

Our scenarios right now are really vanilla.

-Yeah.

-We already realise that they're not that original.

-Yeah.

-So how would we make it more original?

I guess the way to think more out of the box would be, is to say,

"What's a situation that you've been caught in before

"that would be really embarrassing?"

I think that we should probably be

pushing the envelope a little bit more, being a bit more daring.

I mean, that's why this company's come to Celebrity Apprentice,

to try and get a bunch of celebrities to be really creative.

So, I think we could be a bit more edgy.

See, from a guy's perspective,

you're first thought of a plumber going around to your wife's house

when you're not around, is that he's not just fixing the pipes.

-Yeah.

-That's always a joke, right?

It's like, "The kid doesn't look anything like you. What's...?"

-Like the pool boy?

-You know, like, "What's going on with... The electrician's got brown eyes."

Well, I have to tell you, the first thing I thought of

was how my husband clogs the toilet on a regular.

HE LAUGHS

-I just don't feel like they're going to think it's funny.

-Yeah.

-They said no...

-They sorted out our house's pipes.

-I wish they could sort out Johnny's pipes.

-Yeah.

HE LAUGHS

-That is not going to work.

-That is not going to work.

-A lot of things came to my mind, but...

-Yeah.

I don't know, I think we're probably good.

Better off being safe, but that's a call you have to make.

Cos at the moment it's just, like, the most obvious route to market, right?

And bland. And not funny.

Well, do you want to take a vote?

I mean, do we make it edgier?

I'm wondering, these things are so subjective.

So I'm like, originality versus core messaging.

You know what? I think starting out with this straightforward

and to the point is better.

The safe is better. I think it is.

'You know what?'

I just have to stick with my decision. And my gut tells me

that conservative is what the executives want.

We're the safer group. They're probably doing something more outrageous and original.

'Oh, my God, these women were just, you know, very serious.'

Who the hell wants to live in that conservative environment?

It's so uncreative, it's not funny.

I was on the Girls Want To Have No Fun At All Team.

Are we having any fun yet?

HE LAUGHS

Wah-wah...

# Three, three, three Call 88, 88

# Cos we are never late. #

OK. I just, I want...I want to do it as cool as we can.

And we've got to be straight.

But, let's not go all the way into the makes-me-nauseous world.

You know? You know, you have that cheese factor?

-Yeah, yeah, yeah.

-All right.

'Now that we have the creative almost dialled in,'

Cyndi will play a very important role

when it comes to working with the band.

Can I work with you?

'I would have been in over my head

'trying to put together music and bands.

'It was really great to watch her work.'

# For One Hour Heating And Air Conditioning

# Call eight, eight, eight Three, three, three... #

'I was horrified I was writing jingles.'

Especially when I started

doing the One Hour Heating And Air Conditioning.

And I thought, "Oh, my God."

# Call eight, eight, eight Three, three, three

# 88, 88, cos we are never late. #

Yeah.

But, really, it's catchy.

Cyndi, you sound awesome. You guys all sound awesome.

OK, but we've got get that revolution song.

-You going to sing the lead?

-Yeah. I'll just sing the lead.

-Yeah, cos I can hear Donald going, "How do you not sing the lead?"

-I know, I know.

-"You won this many Grammys..."

-I know, I know, I know.

Do you like it? Or do you like it the way it was?

I like it. It's good, it's good. We've got to get this right.

'I really like Cyndi. And everything that she does, I think it's gorgeous.'

She brings great creative energy and passion.

I think you've got shut the click off. Let's play it. You guys...

And, you know, watching her bossing around the vocalists,

and bossing around the sound mixer, I think it's great.

# Three, three, three 88, 88 cos we are never late. #

Done. Next.

Just have to hear it. We've got the track, we'll be OK.

# Ben, Ben, Ben

# Ben, Ben, Ben

# Ben, Ben, Ben

# Ben, Ben, Ben

# Ben, Ben, Benjamin Franklin The Punctual Plumber. #

THEY LAUGH

# Ben, Ben, Benjamin Franklin The Punctual Plumber. #

All right. That was really good.

Hold on one second.

-Hi.

-Hello, Ivanka, how are you doing?

-Good, how's it going?

-Come on in and join us. You want to sing?

-I do not.

-I think you would do well.

-And no. It's not that I don't want to sing,

it's that none of you guys want to hear me sing.

What if you just went in there and belted it out? You're like, "Waaa." You just...

-So how you guys feeling?

-Good.

-It's nice to lose and still all be here, right?

-It's great.

It's like a second lease on life, I'm sure.

For me, it's awesome.

We, uh, we're giving Mister Sparky a whole new life right now.

-Yeah.

-Mister Sparky, just they start out, "88, 88, Sparky..."

So you hear a big band feel, right?

Are you singing, or are...?

-No, they're singing for now.

-He's doing the voiceover.

And then, I do the voiceovers to bring it all back in

to make sure we actually get what they want across.

But, it's one of those hooks that drives you crazy.

And the other one is, "Hi, I'm Ben, the Punctual Plumber from Benjamin Franklin Plumbing.

"We plumbers know people CRACK a lot of jokes at our expense."

Let me guess, that's a play.

No!

-No!

-A minor.

-No.

-Minor.

-They did not, here's what...

-They didn't want that sort of thing.

They told you specifically they don't want jokes made at their expense.

You know, it's a bit of a risk.

'They're fully aware of the fact that the executives do not want them

'making stereotypical jokes about plumbers.

'And yet, they chose to integrate the word "crack" into their jingle.'

So, you know. I don't know that I would have made that same decision.

He's definitely taking a risk.

"We plumbers know you crack a lot of jokes at our expense."

-I won't emphasise crack.

-No.

"I called Benjamin Franklin, the Punctual Plumber.

"He showed up on time, was clean, friendly, courteous and a total gentleman."

Team Tenacity.

Hi! How are you?

-Doing well. How are you? Summer, as project leader, how's it going?

-This team is unbelievable.

'Eric came in to take a look at us, being that he's the eyes and ears.'

And he came in at a great time, cos the singers were there and the band was there.

So, he got a chance to see what we were doing.

What are you guys doing on the creative side?

We got a sense from them that the company is very wholesome.

We asked them if they're into funny.

And they kind of gave us a, "Mmm, not so funny."

But how do you create something that they remember?

We need the jingle to be catchy and short, and that people can remember.

-What's the jingle? Can I hear?

-You want to hear it?

-Yeah, I want to hear it.

-Let's play it.

All right. From the top.

# Any delay, it's you we pay Call eight, seven, seven, Ben

# 70, 76. #

-Are your other ones similar?

-No. The other one's completely different.

-Completely different.

-You want to hear that?

-Sure. Let me hear one more.

Play the... Yeah, One Hour.

-Here's playback.

-OK.

# One Hour Heating And Air Conditioning,

# Call eight, eight, eight Three, three, three... #

'Looking at Tenacity, I think they were doing a great job.'

I think they came up with a good beat. I think it sounded good.

'Is it something that would separate itself from any of the other commercials you hear every morning?

'I don't know if it does.'

I think they did sound a little bit generic.

# ..We're never late. #

Very interesting.

Let me, let me order some food here in a minute.

Everybody's got pizza out there.

Can you steal me a slice of pizza?

-Yes.

-Thank you.

You don't see nothing!

'So, I go and I steal a piece of pizza for Bret.

'And Curtis, he's just...'

"I'm Australian. And I'm the greatest.

"And I ordered pizza for just my crew. And..."

Come on! Don't you care about this man's feelings?

Like, you know, what if he passes out?

-Curtis is so mad right now.

-No.

For real.

-Oh, is he puffy-chested?

-Uh-huh.

Oh, dear. Get a life.

Curtis...

SHE SIGHS

You know, a 33-year-old young guy,

thinks he's so...hot.

Um, that's a put-off for me.

And it's like, "God bless you, kid.

"But I...I've got nothing to say to you."

-That ad will have a chef's hat.

-Of course it will.

There'll be something about an apron in there, or a frying pan.

HE LAUGHS

Mr Pastry has his way.

Oh, you're killing me!

THEY LAUGH

All right, let me know when you're ready.

OK. One, two.

One, two. Can you turn me up? One, two.

What is it again? Um, for uh...

# For One Hour Heating And Air Conditioning, call one... #

Oh, excuse me.

# For One Hour Heating And Air Conditioning

# Call one, eight, eight, three... #

All right. OK. OK.

# 88, 88... #

-OK, I'm going to

-BLEEP

-it up again, and I'm distorting.

Let me just listen to that. My voice is killing me.

Nina, can you sing that better than me?

You have some top end left.

I have no upper partials at all.

-OK.

-So...

-I'll give it, I'll give it, I'll give it a roll.

'I couldn't sing.'

My voice was killing me.

So, I let one of the singers sing for me.

What do you mean? I'm not going to perform? I don't have a voice.

It was a really hard position for me

being the leader of this task.

And, I didn't want to put Cyndi in an uncomfortable position

if she wasn't 100%.

If anything and you need the extra voice in the backgrounds, I can sing backgrounds.

I was very concerned,

because I felt, is Trump going to say,

"Why in the world didn't you use Cyndi Lauper when you have her on your team?"

I'm so stressed right now.

Here's our thoughts -

we're doing a little Brick House meets a little Jovi.

Know what I mean, in our whole ad. Let's do it. It starts out with the phone call.

TELEPHONE RINGS

MUSIC PLAYS

I want to make One Hour Air Conditioning And Heating

very funky, very cool, very memorable.

It's also the one that is, without a doubt,

um...the most liberal commercial we got going.

All right, here we go.

MUSIC PLAYS

# Air conditioning's out I'm feeling hot and sticky...

# No worries, One Hour Will be there quickly

# Can I rely on you To cool me down on time? #

We came up with just the best music ever. '70s porn music.

One Hour's got the power to safely and effectively handle all your heating and air conditioning needs.

And mixed it with a very good infomercial.

I can't think of a better way to sell heating and air conditioning.

Boom! Yes, I needed that ending.

Thank you, thank you.

I'm just worried that it's going... I don't know, maybe...

I know, I'm worried that it's going to be a bit patchworky.

The music and the bass I'm keeping is very simplistic,

cos we've got to do this live.

Otherwise, this whole thing's a disaster.

That's why if you understand why I'm keeping everything linear and box.

I normally wouldn't do this.

I mean, who literally does a live ad?

SHE HUMS

Um... What's the order of presentation?

That's all determined by us, I believe.

Today is the morning of our presentation to the two executives.

We have three 30-second live feed commercials spots.

'We need to deliver it to time, exactly 30 seconds,

'and everybody needs to be spot on.'

SHE HUMS

So, Curtis, does Bret do this kind of warm up before his singing?

Um... Not really.

I don't know how Cyndi warms up her voice.

I think it had something to do with...

HE HUMS

HE LAUGHS

Something to do with biting her finger and warming her...

I mean, I don't get it.

SHE HUMS

So Cyndi is going to attempt to sing

uh...what the girl sang yesterday.

We're going to give it a shot.

I couldn't figure out why you were warming up.

'So this morning, Cyndi has decided that maybe she'd like to try

'to sing on one of the jingles.'

I mean, she's the one who came up with the jingle,

but still, in the back of my mind,

I wanted to make sure that it sounded right.

-What we're being judged on...

-Uh-huh.

-..it's all about live performance.

-Yeah.

-So...

No, I can do live performances, cos I do it for a living.

Sorry.

They were worried cos I had laryngitis,

but I went back and I slept, and I did steam on my voice.

And then I, um... I did some vocal exercises,

but I really need to try to fix this.

You can... It's doing that live, it's like almost impossible.

I'm kind of worried.

SHE HUMS

I'm in full get-it-done mode.

# 88, 88, Sparky

# 88, 88, Sparky

# On a cool dark night... #

'Today, Maria, Sharon, and I hit the ground running,'

and they could see I had my game face on.

They knew I was there to have fun, but I needed to get it done today.

Which one do you want to start with?

# 88, 88, Sparky... #

-Uh-huh.

-And then, when we...the porn one is not as bad

as we thought it was.

I love it, man. I think it's funny.

Listen, like I said, I go on the sword on that one.

I fully understand your concerns.

'Sharon was, uh...pretty reluctant about the '70s porn

'One Hour Heating And Air Conditioning.'

She knew I was really pushing the envelope.

These have attitude.

Without an attitude, and no cojones, what do you got?

Sharon, this is me reeling myself in.

Because if it was me, I'd have had it even...go with me.

You help me, or otherwise I'd have been like,

"Oh, yeah, baby, you've got Sparky..."

HE LAUGHS

Oh, yeah, I'm going to put my plunger up your pipes.

Let's go out big.

Do what your gut tells you.

And then, you go out the way you want to go out.

Exactly. I'm bringing my A-game.

Cyndi, which ones were you wanting to sing on?

-The um...

-One hour?

-The One Hour.

-OK.

-You want to take this moment and...

-Yeah, thank you.

So right now I'm just...

I don't think her, um...voice

is mainstream enough for this type of thing.

Check, check, check, check. Yeah.

I'm a little nervous about Cyndi singing live,

because I don't know if she's going to be able to nail it.

All of our voices are a little rusty,

so I think it's important

to let the professionals that do this every single day,

just do their thing.

The best in the business.

# For One Hour Heating and Air Conditioning call... #

-CYNDI:

-Wait, stop. Just let me hear that again, the guy.

And the technicians? The best in the business.

# For One Hour Heating and Air Con... #

I think. I...

In my opinion, if you do use her and she doesn't sound so great,

then you won't hear that perfect vocal that your other girl gave you.

-I agree, but it's a tough one.

-This is your deal.

The One Hour Heating And Air Conditioning spot was the one

I was the most concerned about.

That was the one where Cyndi decided to sing live at the last minute.

And I was just nervous about her coming in on her cue.

If I were project manager, I would have quickly put the kibosh on that.

Again, just that one part.

Let's just do the music.

'I decided to sing because I was'

in a better voice, not great voice,

but better voice.

And I felt that the sound of my voice

would add character to the jingle.

It's going to be a lot of fun.

I just don't want them to say, "Why didn't you sing?

-"Blah blah blah."

-I understand.

-But I think we need to take the boardroom out of it.

-I am.

My feeling is that we're working with professionals

who did this yesterday, who had the script practised all night long.

I would prefer to just let them go for it.

No, it's fine. I mean, I know the part.

'Summer and Holly were both very nervous about Cyndi singing live.

'They came to the conclusion that she shouldn't sing the lead.

'And I said, "It's a mistake."'

It's Cyndi Lauper.

You can't give up on that voice. You've got to use her.

'It's crazy not to.'

I think I should sing the lead.

We'll see.

Have a seat.

How are you guys doing today?

Looking forward to hearing the commercials.

# Ben, Ben, Ben

-# Oh, ah...

-88-88 Sparky. #

All right, we're ready with the Mister Sparky.

All set, Bret? Kelly, you all set upstairs?

-Sure.

-We're on.

-Let's rock it.

We're performing three live 30-second spots

for executives in another room.

I feel like I'm in the movie Seabiscuit. You know what I mean?

Like we're making walking sounds while we're singing.

It's so old school, but it's actually kind of fun.

We're ready. OK, everybody, here we go.

Firstly, I want to wish a very good morning to our Clockwork

executives, Jim Abrams and John Young.

Team Rocksolid welcomes you and thanks you for the opportunity

to perform these three live radio spots.

Our first spot is for Mister Sparky, America's On-Time Electrician.

Hit it, Rob.

# 88-88 Sparky 88-88 Sparky

-# On a cold dark night

-88-88 Sparky

-# When you have no light

-88-88 Sparky

-# You should have no fear

-88-88 Sparky

-# Mr Sparky is here

-88-88 Sparky... #

That's right. At Mister Sparky's service and repair,

we understand your time is valuable.

That's why we guarantee our work, our service and our commitment

24/7 to being on time, every time, or your repair is free.

Mister Sparky, America's On-Time Electrician.

Call 88-88 Sparky.

'I hated the live feed.'

I'm a performer.

I need to see faces and eyes.

This live performance bit, it's like, "What did they think?

"Oh, we don't know. We don't see their faces. Awesome."

So we won't know until we get in the boardroom.

-Guys, we're on for number two.

-We're on for number two.

All right. For Jim and for John, here we go.

We've got a very special second spot for you

for One Hour Heating and Air Conditioning.

Always on time or you don't pay a dime.

PHONE RINGS

SHARON: One Hour Heating And Air Conditioning. How can we help you?

My air conditioning's out. I'm feeling hot and sticky.

No worries. One Hour will be there quickly.

Can I rely on you to cool me down on time?

One Hour ALWAYS on time or you don't pay a dime.

One Hour's got the power to safely and effectively handle

all your heating and air conditioning needs.

Please call us at 888-333-88-88.

Or www.onehourheatandair.com

Remember, One Hour - ALWAYS on time or you don't pay a dime.

Perfect.

Get ready, guys. We're almost doing it.

We're ready. Here we go. Again, Jim and John, here we go.

Our third and final spot is for Benjamin Franklin,

The Punctual Plumber.

-Here we go.

-All right. Here it comes.

One, two, three, four...

# Ben, Ben, Ben. #

Hi, I'm Ben, the Punctual Plumber from Benjamin Franklin Plumbing.

We plumbers know people crack a lot of jokes at our expense.

But we at Benjamin Franklin Plumbing take our job very seriously.

We are competent, clean, on time and friendly.

We have the team, the tools

and the know-how to handle your every plumbing problem.

We are neighbourhood friendly and nationwide. It's time to call...

# Ben, Ben, Benjamin Franklin The Punctual Plumber. #

That's 1877-Ben-1776.

If there's any delay, it's you we pay.

Nice job, man.

Oh, those definitely had some originality.

If nothing else we need to hire Bret Michaels as a salesperson,

with the introduction there.

He's definitely passionate about this.

-What did you think of the humour?

-We asked them to stay away from that

so that was a disappointment.

I think that time could have been used better to talk

-about something else.

-Right.

'I'm very nervous about this, only because of the client.'

I think that they will not get what we've delivered to them.

It is what it is. We've got what we got.

He told us he was going to take it to the edge and come back.

-Perhaps he should have come back a step further.

-Yeah.

OK, let's hear Tenacity's commercials.

-Hi, guys.

-Hey. Welcome back.

So everybody's going to be in this booth.

'Just before our live performances,'

I got this huge wave of anxiety. I got really nervous.

'Because I realised we get one shot at this. It's a live performance.'

If any of them mess up, it's the difference between winning and losing.

-We're ready to go.

-Ready to go?

-Listen to me.

-Yeah.

My voice just plain and simple has a little more character,

and I think it sounds better in the lead.

'The only concern I had with Cyndi singing was she might not be 100%.'

I was back and forth, I did not know what to do.

And in the end, I just remember thinking, "It's Cyndi Lauper."

You know? "If she's OK, have her sing it."

-We're about to go, we got our cue.

-Tell everybody to focus.

We're on standby.

One Hour Heating And Air Conditioning,

how can we save you time?

My wife usually takes care of this stuff. Our heater broke.

She says you won't make me wait around all day for my appointment.

Absolutely right. We guarantee a window.

We are always on time or you don't pay a dime.

With service like that, what does it cost me?

We give you straightforward pricing. Give us the go-ahead and all our work

-and products are guaranteed.

-And the technicians?

-The best in the business.

-# One Hour Heating and Air Conditioning

# Call 888-333

# 88-88 cos we are never late. #

Woo-hoo!

Woo, you guys did such a good job!

You're always thinking in the back of your mind, "I hope the first one

"goes smooth, cos otherwise we're in major trouble."

'But we've got three of these to get through.'

We need to do a really good job on all three.

Ready to go?

We're on, guys.

Here it comes.

As a busy mom, my schedule is packed.

Between school drop off, work and soccer practice,

I don't have time to wait for my plumbing appointment.

My time is important. And Benjamin Franklin, The Punctual Plumber,

understands that. In fact, they guarantee it.

If they're running behind, they'll pay 5 for every minute

the technician is late, up to 300.

You can't lose with Benjamin Franklin. Punctual, safe and loyal.

My plumber for life.

SINGERS WHISTLE

# If there's any delay it's you we pay

# Call 877-Ben-1776. #

That's it. Better.

-We're all done, well done.

-That was really, really good.

Mister Sparky is next.

Stand by.

-Ready?

-Here it comes.

Hey, how's that new ceiling fan look in your den?

-It's not up yet.

-You bought it a month ago.

Harold insists on installing it himself.

He doesn't want to wait for a messy electrician with many hidden costs.

The last thing Harold installed blacked out the entire block.

Look, call Mister Sparky, America's On-Time Electrician.

They're clean, courteous and no surprises at bill time.

Now that's a Mister Sparky promise even Harold will love.

Just call 88-88 Sparky.

# Mister Sparky

# We're on time, you will see Or the repair is free. #

-We're out.

-Fantastic.

Woo!

That was fantastic.

Mister Sparky.

'So after our three spots, there was a huge sense of relief.'

I feel really confident that we put on three great live commercials.

It's out of my hands

as to whether or not it's what the executives wanted.

But I know we did a good job.

Well, now that we've heard all three, what did you think?

Well, as far as originality goes,

I did like when the husband was talking about his wife.

-That's a little bit different.

-I think it went kind of fast.

I guess 30 seconds is difficult to get that much information in.

Interesting. Definitely covered all bases there, I think.

They also used some humour in there, which I always think is a challenge.

But I think they pulled it off on that one.

So that was good. Well, we've got a lot to think about.

-Shall we go talk to Mr Trump?

-Let's go.

So, Eric, did you enjoy it?

I have. I loved it. Interesting. Very interesting.

-But it's been a lot of fun.

-Good. Bret, how did you do?

-I think we did really well.

-Why?

We came up with a very original concept for each of the songs,

each of the jingles.

And we had a lot of fun doing it. And we got it done,

and we got it done on time.

Good. Sharon, how was Bret as the project manager?

Bret was fantastic.

-You believe that?

-Seriously. Seriously.

-What did you think, Maria?

-I thought he was very good.

Very good or fantastic?

That's her word so, um, wonderful. I thought he was wonderful.

-You thought he was good.

-Yeah.

-Bret, you felt comfortable?

I did, I did. I felt comfortable in the studio.

I liked being in the studio.

And we just went in there and had a bazillion ideas

and then they helped me to focus.

They reeled it in, and all of us spit up some great ideas.

An interesting dynamic I observed actually was Sharon reining in

Bret a bit, which I'm sure you're used to over the years,

reining in the rock star.

But you were trying to make it a little more dry,

a little bit more on point, the message.

And maybe take a little bit of the edge out of it.

Is that true?

Yeah, it was interesting cos Bret has all these fantastic ideas,

which are all doable, but we don't have the time.

-So he does have amazing imagination.

-A great imagination.

All right, good.

-OK. Summer?

-Yes.

-What do you think?

-I love my team.

-You think your team won?

-Well, I hope our team won.

-Did you like the end product?

-I loved our end product.

-Why?

I think we listened to what the executives wanted,

asked them great questions and from what we got back from them,

we developed three totally original jingles and commercials.

I thought they were great.

-Who was your weak link?

-I didn't have a weak link.

But I had Cyndi Lauper, who knows how to...

-And Cyndi was a strong link?

-Very strong link.

-Good. How was Holly?

-Holly was amazing.

I gave Holly one of them and she wrote the creative,

she directed it and she was one of our stars.

Curtis, what do you think? How did you do?

-I think we did a good job.

-You think you won, Curtis?

-Yeah, I do.

-Do you think you did a good job?

Yeah, I do think I did a good job.

I'm looking at Cyndi. Cyndi.

I don't know, it was the straightest...

They were so conservative, these guys. And can I tell you?

-Go ahead.

-Well, I said to them,

"So how come you made a Benjamin Franklin Plumbing?"

Cos this is a guy who, you know, discovered electricity, right?

So, you know, with the key and everything,

and you always see him with the kite.

Now he's a plumber. And I asked why.

And he said, "Because, you know, he was kind of into plumbing."

I said, "Really? How?"

He said, "They didn't have plumbing in those days,

"but he took a tub with him wherever he went."

And I said to him, "Well, you know, I saw that John Adams thing

"on HBO, and I saw him in the tub with a lot of French women."

But, no, I left that part out.

I didn't tell him about the French women, but I was thinking,

-I said, "I saw the John Adams thing."

-I'm done.

It's very funny.

This is the Cyndi they wanted, not the quiet Cyndi.

No, they said, "No funny stuff."

They said, "We don't want any funny stuff about the plumbers."

Well, Rocksolid didn't seem to pay much attention to that advice.

Why did you use the plumber's crack joke, Bret?

I didn't feel that we actually used it.

I've got to stand up for Sharon and Maria.

They both asked me not to do it. I think if you address something...

So if you lose, should you be fired

if they're telling you not to do something that the executives