0:00:05 > 0:00:08It's an education like no other.
0:00:08 > 0:00:12I don't care whether you're upper-class or middle-class.
0:00:12 > 0:00:17The only class I'm interested in is finding someone who's first-class
0:00:19 > 0:00:22From all over the country,
0:00:22 > 0:00:2712 of Britain's youngest and brightest business brains have come to London.
0:00:27 > 0:00:33I love to encourage young people like you to see whether you've got that spark of genius.
0:00:33 > 0:00:38- Come on, James.- Aged 16 and 17... - Closed!- ..all have a passion for business.
0:00:38 > 0:00:40I'll pay you 65 for both of them.
0:00:40 > 0:00:45They'll compete for a life-changing prize worth £25,000...
0:00:45 > 0:00:48Park this aside. Focus on the task.
0:00:48 > 0:00:50..to kick-start a business career.
0:00:50 > 0:00:55Don't try and pretend that you know it all because it will be embarrassing.
0:00:55 > 0:00:59To succeed, they'll have to impress the boss.
0:00:59 > 0:01:01This is not a talent show.
0:01:02 > 0:01:08In charge of a vast business empire, Lord Sugar started his career while still at school.
0:01:09 > 0:01:13Now he's on the hunt for his next Young Apprentice.
0:01:13 > 0:01:17- Can I speak, please? - To win, they must work as teams.
0:01:17 > 0:01:18Yes!
0:01:18 > 0:01:22- But shine as individuals. - God, this is difficult!
0:01:23 > 0:01:26It wasn't me.
0:01:26 > 0:01:30Because in the end, there can only be one Young Apprentice.
0:01:30 > 0:01:34You're fired. You're fired. With regret, you're fired.
0:01:41 > 0:01:44Previously on Young Apprentice...
0:01:44 > 0:01:50Your job is to choose two products that you think will appeal to the over-50s market
0:01:50 > 0:01:53and sell them at The 50+ Show tomorrow.
0:01:53 > 0:01:55James led with a warning.
0:01:55 > 0:01:59The most important thing is to get the cheapest price from them.
0:01:59 > 0:02:01But no-one listened.
0:02:01 > 0:02:04Now, our vac retails for 39.99.
0:02:04 > 0:02:10- It's a good product. - You didn't get a minimum price, no? - Harry M went soft on a pillow.
0:02:10 > 0:02:14I feel very confident. I think we could do a very good job.
0:02:14 > 0:02:16But hard Haya said no.
0:02:16 > 0:02:19I'm going with the pie-maker. That's my final decision.
0:02:19 > 0:02:23At the show, James's team pushed and pushed.
0:02:23 > 0:02:26Just buy one, come on. I'll do it for £100.
0:02:26 > 0:02:30- Lewis saw the future. - I never, ever want to be old.
0:02:30 > 0:02:32In the boardroom, James lived on...
0:02:32 > 0:02:38I like the sound of some of your tactics, James. It sounded very well organised.
0:02:38 > 0:02:44- ..leaving project manager Haya vulnerable.- I feel that the decision that you made was a bad error.
0:02:44 > 0:02:46- I'm sorry.- Lewis pleaded guilty.
0:02:46 > 0:02:50I should have kept my mouth shut and I hold my hands up to that.
0:02:50 > 0:02:55- And became the fourth casualty of the boardroom. - Lewis, you're fired.
0:02:55 > 0:03:01Now only eight remain in the fight for the chance to become the next Young Apprentice.
0:03:06 > 0:03:09PHONE RINGING
0:03:09 > 0:03:127am.
0:03:13 > 0:03:17- Hello?- 'Good morning. This is Lord Sugar's office.
0:03:17 > 0:03:20'Lord Sugar would like to meet you at Wembley Stadium.
0:03:20 > 0:03:24- 'The cars will pick you up in 45 minutes.'- Thanks.
0:03:25 > 0:03:28Guys, Wembley Stadium in 45 minutes!
0:03:30 > 0:03:33Guys, Wembley Stadium in 45 minutes!
0:03:35 > 0:03:38Are you any good at football, Harry?
0:03:39 > 0:03:43- Do you reckon they'll be trying out new managers?- Maybe.
0:03:58 > 0:04:00North London,
0:04:00 > 0:04:03home to Britain's biggest sporting arena,
0:04:03 > 0:04:06Wembley Stadium.
0:04:06 > 0:04:08Wow!
0:04:08 > 0:04:14I really hope we're standing in the middle of the pitch. You'll never get the chance to do that again.
0:04:15 > 0:04:17This is so cool!
0:04:17 > 0:04:20Oh, my gosh, this is really cool!
0:04:21 > 0:04:24- It's really big.- It's so cool.
0:04:24 > 0:04:28'Good morning and welcome to Wembley Stadium.
0:04:28 > 0:04:33'Some of the greatest performers appear here with crowds of up to 90,000 people
0:04:33 > 0:04:41'and with all that energy, some of that results in a rather unpleasant side-product - sweat.
0:04:41 > 0:04:44'Your task this week goes towards solving this problem
0:04:44 > 0:04:49'because I want you to come up with a new anti-perspirant deodorant
0:04:49 > 0:04:54'You're going to have to design the packaging, come up with a brand
0:04:54 > 0:05:00'and also produce a television advertisement to promote your product.
0:05:00 > 0:05:04'In case this has you breaking out in a sweat, here's the good news.
0:05:04 > 0:05:09'I'm giving you the target market. It's a market you're very familiar with - your age group.
0:05:09 > 0:05:15'In a few days' time, you will be pitching to a bunch of industry experts.
0:05:15 > 0:05:19'But ultimately, it will be me who makes the final decision.
0:05:19 > 0:05:23'The team that puts forward the best proposition will win
0:05:23 > 0:05:28'and in the losing team, regretfully, one of you will be fired.
0:05:28 > 0:05:31'Nick and Karren will tell you what teams you're in.
0:05:31 > 0:05:36'Off you go and good luck. I'll see you back in the boardroom in a few days' time.'
0:05:36 > 0:05:42Well, good morning. I'm following today Team Atomic and on that team
0:05:42 > 0:05:47will be Zara, Hayley, Haya and Harry H.
0:05:47 > 0:05:50Zara, you're going to be the PM.
0:05:50 > 0:05:55And Kinetic, that's Gbemi, Lizzie, Harry M and James.
0:05:55 > 0:05:59And Harry M, you're project manager today.
0:05:59 > 0:06:04Three days to show Lord Sugar they know their own market
0:06:04 > 0:06:09by creating, branding and pitching a new teenage deodorant.
0:06:10 > 0:06:13I knew I was going to be PM.
0:06:13 > 0:06:16I love film. I'm not going to pretend I'm a specialist,
0:06:16 > 0:06:20but it's something I naturally have an interest in.
0:06:20 > 0:06:24- I am pumped to be project manager. - Are you?- I'm really excited.
0:06:24 > 0:06:31I just want there to be focus and for everyone to know the whole time exactly what I want them to do.
0:06:36 > 0:06:41Base for both teams of budding Mad Men - JWT,
0:06:41 > 0:06:44one of the world's top ad agencies.
0:06:44 > 0:06:47I want to go with the female market.
0:06:47 > 0:06:53I want to go with the male market myself. There's less competition in the male market.
0:06:53 > 0:06:55The first job - decide who to target.
0:06:55 > 0:07:00- I'm very keen to go with the female market.- You may be, but as a group, we don't agree.
0:07:00 > 0:07:04I'm really, really keen to go for the female market,
0:07:04 > 0:07:07so, Nick, we'd like to go with the female market.
0:07:07 > 0:07:12- Wait. We haven't discussed it. - As project manager, you're taking that decision?
0:07:12 > 0:07:17I would like to go with the female market and that decision has been made.
0:07:17 > 0:07:21Just this idea that it can be an all-in-one product.
0:07:21 > 0:07:24You can use after-shave as well if you like that routine.
0:07:24 > 0:07:30Having picked the male market, Zara's team needs a concept.
0:07:30 > 0:07:35- You can say, "On the field, at work, through the night." - That sounds quite good.
0:07:35 > 0:07:41You've got something for sports fans, through the school day, you've got clubbing, you've got going out.
0:07:41 > 0:07:45For the advert, we can have, "On the field, at work, through the night."
0:07:45 > 0:07:49That's really cool. That encompasses all of it.
0:07:52 > 0:07:56I want something that's big, dynamic, really sort of a fun brand.
0:07:56 > 0:08:01If you think of the brand name, something like I Love My Deodorant.
0:08:01 > 0:08:08In my opinion, there's no point in coming up with a name before we've decided what this stands for.
0:08:08 > 0:08:13- What brand names do you have? - I can't give you names until I know what the concept is.
0:08:13 > 0:08:20I'm project manager. I know you disagree, but I want us to come up with names, then we devise concepts.
0:08:20 > 0:08:25- No, because... - It's not so much we disagree... - The product has to solve a problem.
0:08:25 > 0:08:29The product has to be unique and it has to stand for something.
0:08:29 > 0:08:34- You want us to come up with names and not concepts? - This is what I want to do.
0:08:34 > 0:08:37'As project manager, being decisive is essential.'
0:08:37 > 0:08:42You need to make decisions and make sure people respect those decisions.
0:08:42 > 0:08:44What about Sweat Doctor?
0:08:44 > 0:08:49I'm just going to say now I absolutely hate it. I'm not going to like it.
0:08:49 > 0:08:53- What about Vanity? - Oh, Vanity, I like that.
0:08:53 > 0:08:57- Vanity?- I quite like that. - Yeah, Vanity.
0:08:57 > 0:09:00Vanity should definitely be the brand name.
0:09:02 > 0:09:04Mid-day.
0:09:04 > 0:09:08We would like to get as much information as possible from you.
0:09:08 > 0:09:12Just be honest. If you think an idea is rubbish, just say it's rubbish.
0:09:12 > 0:09:18Testing their 24-hour deodorant idea on a teenage focus group, Haya and Harry H.
0:09:18 > 0:09:23- The concept we had was "on the field, at work and through the night".- Do you like that idea?
0:09:23 > 0:09:26- No.- You don't?- No, no, no.
0:09:26 > 0:09:31Do you like the idea of having the function of a deodorant, but the smell of an after-shave?
0:09:31 > 0:09:36No, because you've got one after-shave you'll put on when you come to work,
0:09:36 > 0:09:42then you've got that little special something that you'll pull out for the special occasion.
0:09:42 > 0:09:48It may not be something you can wear day to night, but it gives you that special something during the day.
0:09:48 > 0:09:50- Do we all agree on that?- Yeah.
0:09:51 > 0:09:57The focus group was useful because it kind of told us that we were wrong, didn't it?
0:09:57 > 0:10:02I know Zara will challenge some of the ideas, but it's not as if we made them up.
0:10:02 > 0:10:06If she doesn't listen, then we'll all be in trouble.
0:10:07 > 0:10:12We've got a good skeleton of what the advert will be and what we'll need.
0:10:12 > 0:10:16At the agency, Zara's storyboard takes shape.
0:10:16 > 0:10:19- Beginning with the guy talking in the locker room...- Yeah.
0:10:19 > 0:10:23Then he'll do the "on the field, on the pitch, on the court" bit.
0:10:23 > 0:10:29- Then he leaves with all his friends and that's going to be the "through the night" bit.- That's good.
0:10:29 > 0:10:33- Hi, guys.- Hello. - Look at this, someone's drawing.
0:10:33 > 0:10:37- We have a change in direction. - A huge change in direction.
0:10:37 > 0:10:44Basically, they don't want a deodorant that can be used throughout the whole day and night,
0:10:44 > 0:10:50because some of them said you don't just spray deodorant once in a day, so they don't like that concept.
0:10:50 > 0:10:55They want the function of a deodoran with a hint of after-shave.
0:10:55 > 0:10:59They hated having the same deodorant for the field and night-time
0:10:59 > 0:11:05because they thought night-time is more special. We have to listen to our market research.
0:11:05 > 0:11:10Just thinking about how this will incorporate into what we've done.
0:11:14 > 0:11:21I have an idea. Maybe it's a group of friends sort of standing, all talking or something.
0:11:21 > 0:11:27- And this geeky girl walking past in slow motion and flicking her hair - Like waving her arms?
0:11:27 > 0:11:33Trading ideas for their female fragrance, James and Harry M.
0:11:33 > 0:11:36We could have this geeky girl and maybe she comes in,
0:11:36 > 0:11:42then another girl just quickly spins round on a chair. She suddenly emerges.
0:11:42 > 0:11:46I don't get it. Why would she spin around on a chair
0:11:47 > 0:11:51I don't think anyone was happy to see Harry M be the project manager.
0:11:51 > 0:11:57'He's been extremely difficult to work with. His ideas are crazy. He's not a very creative person.'
0:11:57 > 0:12:03The other girl sprays it, chucks it aside, looking quite feisty, quite funny, almost like a catfight.
0:12:03 > 0:12:08- And then the guys kind of look up like puppy dogs, like... - HE SNIFFS
0:12:08 > 0:12:12- Then we can end on the product shot. I like it.- I don't like that.
0:12:12 > 0:12:15- I like mine better.- Hmm.
0:12:17 > 0:12:24To be perfectly honest, with the advert... I don't want to ruin the whole concept.
0:12:24 > 0:12:27If you cast this model, he's a street dancer.
0:12:27 > 0:12:31The male deodorant idea gets a rethink on Zara's team.
0:12:31 > 0:12:35We should have him putting the deodorant on,
0:12:35 > 0:12:39showing his wonderful moves, so keeping it very simple.
0:12:39 > 0:12:42So it's going to be 30 seconds of him just dancing?
0:12:42 > 0:12:47Teenagers these days are very influenced by hip-hop and street dancing.
0:12:47 > 0:12:50You look at him and it'll be like, "Yeah, he's cool."
0:12:50 > 0:12:53I'm not feeling fully on board with this idea.
0:12:53 > 0:13:00I can't help seeing it other than him just putting deodorant on at the beginning, doing a dance routine...
0:13:00 > 0:13:05- This is my idea.- You can narrate. You can do a voiceover as well.
0:13:05 > 0:13:09This is my idea. I quite like it. If you're not convinced with it,
0:13:09 > 0:13:13don't go with it because you are going to be making the advert.
0:13:13 > 0:13:17I'll go to the casting session and see what the guy's like.
0:13:17 > 0:13:23If I do not feel confident that he can do a great dance routine, we're not going to go there.
0:13:23 > 0:13:25It's just too much of a risk.
0:13:27 > 0:13:293pm.
0:13:29 > 0:13:35Harry, everything's about him, him, him. He might as well be in a team by himself.
0:13:35 > 0:13:39Heading for their product designers, Gbemi and Lizzie.
0:13:39 > 0:13:43He thinks his contribution when we're looking for something
0:13:43 > 0:13:46is he goes, "I want it to be big and colourful..." Ohh!
0:13:46 > 0:13:48PHONE RINGS
0:13:50 > 0:13:52- Hello?- 'Hi, Lizzie, it's Harry.'
0:13:52 > 0:13:57- Hello.- 'I just had a quick brain wave.'- Did you now?
0:13:57 > 0:14:00Say, if you think of the bottle landscape-wise,
0:14:00 > 0:14:06if we had Vanity in big letters, and that could all be the mirrored sort of things...
0:14:06 > 0:14:10- Do you like that idea?- No. - Gbemi doesn't like that idea.
0:14:10 > 0:14:14If they could make a mirror on the bottle, so it's something different.
0:14:14 > 0:14:18- 'Definitely big colours. - Bright pinks or reds.'
0:14:18 > 0:14:25- Big, bold colours. We want it to stand out on the shelf.- You're telling us how to do this thing now?
0:14:25 > 0:14:29- No, I'm just making a suggestion. - 'OK, bye.'- Bye.
0:14:29 > 0:14:33I don't like the bright pink concept. It looks like a child's...
0:14:33 > 0:14:36- We don't have to go with it. That was an idea.- They liked it.
0:14:39 > 0:14:405pm.
0:14:40 > 0:14:46- Can we have "Raw" in capitals? - Designing a can for their male deodorant, now called Raw...
0:14:46 > 0:14:49- Let's try that.- ..Harry H and Haya.
0:14:49 > 0:14:52Can we have it all the way down to about here?
0:14:52 > 0:14:58- Can we put the silver gradient in behind it? We're definitely having that?- Yeah. How about orange?
0:14:59 > 0:15:02That looks good. I'd buy that.
0:15:02 > 0:15:05We want pink for the background.
0:15:05 > 0:15:10No, we don't have to have pink. We should have black as the background.
0:15:10 > 0:15:14Branding their pack, Lizzie and Gbemi.
0:15:14 > 0:15:19Can we have it as if someone's got a big pot of pink paint and just went "splash" on it?
0:15:19 > 0:15:24- Are we going for elegant or rough? - Elegant.- Paint, it's like graffiti.
0:15:24 > 0:15:30- It's a nice background instead of having a block colour that looks stupid.- It does not look stupid.
0:15:30 > 0:15:33- I think that looks really nice. - I just don't like it.
0:15:33 > 0:15:37Lizzie designs guitar straps and I design clothes.
0:15:37 > 0:15:40We both have very strong ideas
0:15:40 > 0:15:42and think our ideas are best.
0:15:42 > 0:15:45One person's going to have to give in.
0:15:45 > 0:15:49You know those fancy mirrors? You know "mirror, mirror on the wall"?
0:15:49 > 0:15:55- Yeah.- So that on the front of it and Vanity written down the side? - I like that in black and white.
0:15:55 > 0:15:59I think it looks much better in gold. Can it go downwards?
0:15:59 > 0:16:01I definitely like that.
0:16:01 > 0:16:05They've come up with a design that I personally think looks ancient.
0:16:05 > 0:16:09As ancient as me. But they know what they're doing.
0:16:09 > 0:16:16They're young and they know what's on trend. I don't. Let's see whether I'm right or they're right.
0:16:18 > 0:16:207pm.
0:16:20 > 0:16:24Still with two ideas for their TV advert...
0:16:24 > 0:16:26- Hi, Jack.- Hi.
0:16:26 > 0:16:29..Zara and Hayley start casting.
0:16:29 > 0:16:31Just when you're ready...
0:16:35 > 0:16:37Thanks.
0:16:37 > 0:16:39That's definitely a no-no.
0:16:43 > 0:16:45HAYLEY LAUGHS
0:16:45 > 0:16:47Hayley!
0:16:57 > 0:17:00- Very nice.- Oh, wow! That was brilliant.
0:17:00 > 0:17:04- What do you think?- Quite good. - I thought it was good.
0:17:04 > 0:17:08I just want to make sure that the advert won't be too simple.
0:17:08 > 0:17:11Maybe... Let's call up the sub-team.
0:17:11 > 0:17:13RINGING TONE
0:17:15 > 0:17:18- Oh. Hello?- 'Oh, hi, Harry.'
0:17:18 > 0:17:24We've decided it's just going to be him dancing. We'll do lots of different versions of it.
0:17:24 > 0:17:27- Is that what you've decided? - 'Yeah.'- OK, cool.
0:17:27 > 0:17:32What we're going for is very simple. Even if we do fancy camera stuff...
0:17:32 > 0:17:34Yeah, cos you know how to make films
0:17:34 > 0:17:40You know how to make films. You'll know all of this. I have no clue about how to use a camera.
0:17:40 > 0:17:46- Basically...- We need to make a decision.- We have. I'm checking they know what the advert will be like.
0:17:46 > 0:17:52Listen, Zara, if you think that the dancing advert is better, go for it, OK?
0:17:52 > 0:17:55- I'll leave you guys.- 'Bye.'
0:17:55 > 0:18:01'It takes quite a bit of bravery on my part to completely ditch an idea and go with something new.'
0:18:01 > 0:18:04But I'm confident that when we shoot the advert tomorrow,
0:18:04 > 0:18:06I'll get lots of great shots
0:18:06 > 0:18:10and make this simple idea into something eye-catching.
0:18:11 > 0:18:14Ads cast, day done.
0:18:23 > 0:18:269am.
0:18:26 > 0:18:28The day of the shoot.
0:18:28 > 0:18:32Location for Zara and Hayley, a leisure centre.
0:18:32 > 0:18:37It's quite nice here. Good and bright.
0:18:37 > 0:18:39And first sight of Raw.
0:18:39 > 0:18:43- It's orange.- Oh, that's quite good.
0:18:43 > 0:18:45It's not quite what I'd hoped.
0:18:45 > 0:18:50- "48-hour protection guaranteed. - The function of a deodorant with a hint of after-shave."
0:18:50 > 0:18:55- The checklist is good.- Yeah. - It's not what I had imagined, but it is nice.
0:18:55 > 0:18:57I think that's good.
0:18:58 > 0:19:03I think that you've taken kind of a back seat as project manager.
0:19:03 > 0:19:07Still at the house, Harry M and his team.
0:19:07 > 0:19:11You've lumped an awful lot on Lizzie and Gbemi.
0:19:11 > 0:19:15You made them do the market research without you there.
0:19:15 > 0:19:21They then created the packaging without you there. Now they'll write the pitch without you?
0:19:21 > 0:19:25I'm more than confident in what I've produced as project manager.
0:19:25 > 0:19:29You're being tactical. Park that aside now, get behind the task.
0:19:29 > 0:19:32Leave your criticisms to the boardroom, James.
0:19:32 > 0:19:36Lizzie, Gbemi, do you think I've overworked you?
0:19:36 > 0:19:42- I can handle what we've done. - They can handle it, but Lizzie might as well be the project manager
0:19:42 > 0:19:45Park it up and focus on the task, please.
0:19:45 > 0:19:51As long as you feel comfortable with probably losing control over this whole task.
0:19:51 > 0:19:56James, park this aside. Please focus on the task. Thank you. Let's go.
0:19:56 > 0:19:58Sorry, girls.
0:19:58 > 0:20:03Obviously, James and Harry are doing the advert. Do you think it'll come out OK?
0:20:03 > 0:20:07I don't have a lot of confidence, but let's hope they can shock us.
0:20:07 > 0:20:13They will fight to each other's death to get their point across and that might waste a lot of time.
0:20:13 > 0:20:18So if it comes out shoddy, I'll be very, very disappointed.
0:20:20 > 0:20:23- OK, do you want to go from there, Ryan?- Yeah.
0:20:23 > 0:20:25OK, action!
0:20:25 > 0:20:28Directing Raw, project manager Zara.
0:20:29 > 0:20:32Great. Thanks, Ryan. That was perfect.
0:20:32 > 0:20:38- You're going suddenly in, then literally going out so fast. - Yeah, I'd like it to be quick.- OK.
0:20:38 > 0:20:40Action!
0:20:40 > 0:20:45I just think for this particular shot, it's got all of the bags in.
0:20:45 > 0:20:50- We need to make sure the product is the focus of the advert. - Yeah, we've taken both shots.
0:20:50 > 0:20:56- You're happy that we've taken both shots?- Yes, but I hope you listen... - We'll make that decision in editing.
0:20:56 > 0:21:00When me and Hayley have different opinions on composing a shot,
0:21:00 > 0:21:05I'll always have good reasoning for what I believe it should be
0:21:05 > 0:21:09and I hope she appreciates I have a bit more knowledge in this area.
0:21:09 > 0:21:11OK, one more time for us, Ryan.
0:21:11 > 0:21:14So just a little bit of a smile... Action!
0:21:16 > 0:21:18That's great.
0:21:18 > 0:21:21I think that was really cheesy.
0:21:22 > 0:21:2410am.
0:21:24 > 0:21:27The set for Vanity -
0:21:27 > 0:21:29a basement club.
0:21:29 > 0:21:34- Good morning.- Good morning.- Hi. - Are you our cameraman for today? - That is I, yes.
0:21:34 > 0:21:36Late on location,
0:21:36 > 0:21:39James and Harry M.
0:21:39 > 0:21:44- Is there a storyboard that's got frames drawn out? - No.- Nothing like that?
0:21:44 > 0:21:47What we've got... We can talk you through each scene.
0:21:47 > 0:21:52The first scene will be the two girls coming down the very last step
0:21:52 > 0:21:55No, they're going to be coming round that corner.
0:21:55 > 0:22:00- Why would she come round that corner - I don't know. Or come through there.
0:22:00 > 0:22:06We're here on the set and Harry M and James haven't actually got a perfectly clear
0:22:06 > 0:22:08and agreed view in mind.
0:22:08 > 0:22:12That's what a storyboard is for and here we have their storyboard.
0:22:12 > 0:22:15It hasn't been planned out at all.
0:22:15 > 0:22:21- Which way? We could have it this way, then we could just... Do you want to come outside?- No.
0:22:22 > 0:22:24Oh!
0:22:26 > 0:22:28It wasn't me.
0:22:28 > 0:22:33Ryan, don't worry. I'll give the cue for the zoom out. That's right. One more time.
0:22:33 > 0:22:37- At the gym...- We're just going to go once more, Ryan.
0:22:37 > 0:22:41- ..racking up the shots... - Action!- ..Zara.
0:22:42 > 0:22:44Action!
0:22:44 > 0:22:47No. Lots of energy and...action!
0:22:49 > 0:22:52Ryan, can we get one of just the kicks, please?
0:22:52 > 0:22:56- How many times do I have to do this bit?- Just once more.
0:22:56 > 0:22:58They've chosen one lead actor.
0:22:58 > 0:23:01They've really put him through his paces.
0:23:01 > 0:23:04As a result, he's getting rather sweaty
0:23:04 > 0:23:09which defeats the object of the commercial which is an anti-perspirant deodorant.
0:23:09 > 0:23:12Just do the slide in to the first move again.
0:23:13 > 0:23:16- Great. That was nice. - That was quite good.
0:23:16 > 0:23:19Great. Thank you very much.
0:23:21 > 0:23:24In the basement club...
0:23:24 > 0:23:30- When you hold it out to spray toward us, make sure that the Vanity part is at the front.- Spray it towards us
0:23:30 > 0:23:35- With your best geek face.- ..and making it up on the spot...- Action!
0:23:36 > 0:23:38- Cut!- ..a double act.
0:23:38 > 0:23:42Stay in position. Can we get another shot of it zoomed out?
0:23:42 > 0:23:45Three, two, one, action!
0:23:46 > 0:23:48And cut!
0:23:48 > 0:23:54We've got two directors. Sometimes it's possible for two directors jointly to create a masterpiece.
0:23:54 > 0:23:57You have Gilbert and George, the Coen Brothers.
0:23:57 > 0:24:02Who knows what little gem will emerge from this particularly dark and smelly place?
0:24:02 > 0:24:04Action and cue music!
0:24:04 > 0:24:07# ..getting sick on the floor
0:24:07 > 0:24:10# We never quit, we never rest on the floor... #
0:24:10 > 0:24:14I think we really want to play on the humour of the advert,
0:24:14 > 0:24:17so we want to have this geek who uses our product,
0:24:17 > 0:24:23then she seems cooler and possibly more attractive to the opposite sex, if you like.
0:24:23 > 0:24:25Action!
0:24:28 > 0:24:31# London to Ibiza Straight to LA, New York
0:24:31 > 0:24:33# Vegas to Africa... #
0:24:33 > 0:24:37- And cut!- Perfect.- Perfect. - Yeah.- It's a wrap.
0:24:38 > 0:24:407pm.
0:24:41 > 0:24:46If we could go to the footage of the can being picked up, please...
0:24:46 > 0:24:52- There's two shots being picked up - one without a bag, then one has a bag behind it as well?- Yeah.
0:24:52 > 0:24:57- Back at the agency, Zara and Hayley...- There's also some close-ups and widers.
0:24:57 > 0:25:02- ..choose the shots. - Now it's just deciding to go with the bag or without the bag.
0:25:02 > 0:25:07Without the bag looks far cleaner an this is where we show our product.
0:25:07 > 0:25:12That's what it looks like with the bag. It doesn't take attention away from the product.
0:25:12 > 0:25:18I completely disagree, Zara. They could appear sort of...not tramp-like, but you know what I mean
0:25:18 > 0:25:21- It's far more clean-cut. - I hear what you're saying.
0:25:21 > 0:25:25But it's your opinion against mine and I'm making the decision...
0:25:25 > 0:25:29That doesn't mean you're higher than me or your opinions are more valid.
0:25:29 > 0:25:35No, but I'm making a judgment call here and for the moment, I would like to keep it this way.
0:25:35 > 0:25:39I think that Zara thinks that because I don't produce my own film,
0:25:39 > 0:25:42she then thinks my opinion is not valid
0:25:42 > 0:25:44and I have to fight for everything.
0:25:44 > 0:25:50- I'd just like to keep it this way for now.- No...- Once we have the whole thing, we can change it.
0:25:50 > 0:25:54- I would like to try it this way for now.- No...- I'm making a decision.
0:25:54 > 0:25:57- Guys!- Hi.
0:25:57 > 0:26:00- We've come to inspect your advert. - Honest opinions.
0:26:00 > 0:26:03Next door, team preview time for Vanity.
0:26:03 > 0:26:06# Tonight, we're gonna be it on the floor
0:26:06 > 0:26:10# I know you got it, clap your hands on the floor
0:26:10 > 0:26:14# And keep on rockin', rock it up on the floor... #
0:26:14 > 0:26:18'Vanity - your scent can change, but you don't have to.'
0:26:18 > 0:26:24- I really like that.- I like that. I think it's quite funny.- I like that. - Well done, James. It worked well.
0:26:25 > 0:26:28Both commercials are in the can.
0:26:36 > 0:26:39Today...
0:26:40 > 0:26:43..the pitch.
0:26:43 > 0:26:49Brands packaged and TV commercials ready, both teams must sell their campaigns
0:26:49 > 0:26:52to JWT's top account executives.
0:26:52 > 0:26:56We have to nail this pitch. I've got confidence in you.
0:26:57 > 0:26:59Oh, God!
0:27:07 > 0:27:10First up for Zara's team, Harry H.
0:27:10 > 0:27:18Good morning. Team Atomic are proud to introduce a brand-new, effective and powerful anti-perspirant.
0:27:18 > 0:27:24Raw as a name represents the basic, untarnished, untampered strength of a young person.
0:27:24 > 0:27:30Guys my age aspire to be stronger, harder, attractive to whoever they're interested in.
0:27:30 > 0:27:36We asked young people what motivates them to buy a deodorant and they said BO, cool packaging,
0:27:36 > 0:27:39and cheap price. We said, "No sweat.
0:27:39 > 0:27:42"That's what Raw can deliver."
0:27:42 > 0:27:46So let me introduce a commercial to advertise this product.
0:28:03 > 0:28:08'For the relentless power of a 48-hour deodorant with a hint of after-shave,
0:28:08 > 0:28:11'to enhance your day, it's Force,
0:28:11 > 0:28:16'the anti-perspirant for men by Raw. Live it Raw.'
0:28:16 > 0:28:21What does the line mean, "Live it Raw"? Tell me what it means.
0:28:21 > 0:28:23It's sort of limitless, the freedom,
0:28:23 > 0:28:29free of the chains that you can be bound by by having to keep your arms clasped to your side.
0:28:29 > 0:28:35Basically, to make guys feel like they have the confidence to go out there and do whatever they want.
0:28:35 > 0:28:39- Yes?- This category, a lot of it is to do with image.
0:28:39 > 0:28:45I just wondered what you thought this deodorant would say about the kind of man who would use it.
0:28:45 > 0:28:50I think the type of man who would use this deodorant would probably be reasonably sporty,
0:28:50 > 0:28:57perhaps the image of "I want to smel nice", just generally maintaining their health, etcetera.
0:28:57 > 0:29:00- Thank you. - Thank you very much for your time.
0:29:00 > 0:29:03- It went really well. - That was really good.
0:29:03 > 0:29:07- Zara, well done.- Thank you. All of you - dead proud.
0:29:09 > 0:29:11With the female deodorant, Lizzie.
0:29:11 > 0:29:17Good afternoon, ladies and gentlemen. My name is Lizzie and I represent Team Kinetic
0:29:17 > 0:29:21as we bring to you today our brand called Vanity. Before I begin,
0:29:21 > 0:29:27I'll give you a bit of background on the teenage life as it's changed a lot since you guys were!
0:29:27 > 0:29:31We're very, very image-obsessed. I'm ashamed to say it, but we are.
0:29:31 > 0:29:37We're always checking what we look like. Furthermore, we're teenagers and we sweat.
0:29:37 > 0:29:44A lot. That's why deodorant is such a huge, huge necessity in our lives. Can we just cue the advert?
0:29:44 > 0:29:47'Something Selfish by Vanity.
0:29:53 > 0:29:57MUSIC: "On The Floor" BY JENNIFER LOPEZ
0:30:11 > 0:30:15'Vanity - your scent can change, but you don't have to.'
0:30:15 > 0:30:21Finally, I'd just like to leave you on a short note before we open up to questions.
0:30:21 > 0:30:26Everybody has a form of vanity and this is ours. Thank you.
0:30:26 > 0:30:31I like the confidence it gives you, the ability to be who you are.
0:30:31 > 0:30:36Do you think that the character in your advert is aspirational enough?
0:30:36 > 0:30:40I wouldn't quite deem it as an aspirational advert.
0:30:40 > 0:30:43The main purpose is the humour.
0:30:43 > 0:30:49Even for me watching that, I couldn't stop laughing the whole way through creating it.
0:30:49 > 0:30:52Even in the editing suite, I was still laughing.
0:30:52 > 0:30:57The advert is simply for humour and to get people talking.
0:30:57 > 0:31:04I just want to ask you about the mirror on the can and it linking with vanity.
0:31:04 > 0:31:11- Is that the most appropriate thing for an anti-perspirant?- Most people carry a mirror or check themselves.
0:31:11 > 0:31:16You can say, "This is who I am and that's who I'm going to stay."
0:31:16 > 0:31:20Thank you for the time and I really hope you enjoyed our pitch.
0:31:20 > 0:31:23Well done! You were really good.
0:31:23 > 0:31:28- They laughed at the advert. - I think you were really good.
0:31:28 > 0:31:30Let's go.
0:31:38 > 0:31:43Time for Lord Sugar to get a whiff of what happened at the pitch.
0:31:43 > 0:31:48We've finished the presentations. They had lots of really good ideas.
0:31:48 > 0:31:55- They were very enthusiastic about it with some good thinking. - What about the brand identities?
0:31:55 > 0:32:01I think that the can had great stand out. It would stand out versus its competitors and be really clear.
0:32:01 > 0:32:06- The brand name was a big, bold idea and could be compelling.- OK.
0:32:06 > 0:32:08The TV ad was a bit confusing.
0:32:08 > 0:32:13It wasn't very obvious what the story was in the TV ad.
0:32:13 > 0:32:16That's a shame. That's a shame.
0:32:39 > 0:32:42You can go through to the boardroom now.
0:33:08 > 0:33:14- Good morning. - ALL: Good morning, Lord Sugar.
0:33:15 > 0:33:22Some people like to say that marketing is a very complicated and mystical thing. It's not.
0:33:22 > 0:33:28It's very simple. You're going to spend a lot of money on television advertising.
0:33:28 > 0:33:33You've got to produce an advert that attracts your target market
0:33:33 > 0:33:39and drives them in the shops to buy this product. Then they've got to recognise the product.
0:33:39 > 0:33:47I want to know if you all signed on to that. So let's start off with Kinetic. Who was the team leader?
0:33:47 > 0:33:52- That was myself, Lord Sugar. - - Good team leader? I don't think so.- No.
0:33:52 > 0:33:59As a project manager, I think Harry was actually OK. The first meeting wasn't great.
0:33:59 > 0:34:06But after that we grouped well as a team and I actually think that we worked quite well.
0:34:06 > 0:34:12So you're saying he wasn't bad. Gbemi, why do you think he was a bad team leader?
0:34:12 > 0:34:18Because he sort of had his idea and, no matter what anybody said, he just wanted to go with that.
0:34:18 > 0:34:23- What WAS the concept for your brand? - We wanted a product that was fun.
0:34:23 > 0:34:30- We thought for this target market image is everything.- Look good, feel good, confidence.- Along those lines.
0:34:30 > 0:34:36- Who was responsible for the packaging?- Lizzie and Gbemi were responsible for the packaging.
0:34:36 > 0:34:43We wanted something bright, bold and colourful and we mentioned the colours red and pink.
0:34:43 > 0:34:50- I was disappointed with the packaging.- When we said how we'd design it, you were fine with it.
0:34:50 > 0:34:57We said we ought to do a dark background, our writing was pink and we'd do a mirror on the packaging.
0:34:57 > 0:35:03- You didn't say a dark background. - We did, about four times. - We said it so many times, Harry.
0:35:03 > 0:35:09There are a few things about it that I don't like, but you did quite a good job on the packaging.
0:35:09 > 0:35:14- The mirror idea that I wanted... - You wanted the mirror on it?
0:35:14 > 0:35:20- Yeah. I wanted... - Can you explain why? You expect them to look under their armpits?
0:35:20 > 0:35:26No, I wanted Vanity written in the mirror, which would give us more brand identity.
0:35:26 > 0:35:31- Not just a mirror. - No, with Vanity written in it. - Who directed the advert?
0:35:31 > 0:35:34James and myself.
0:35:34 > 0:35:36Let's run it. Let me have a look.
0:35:36 > 0:35:38'Something Selfish by Vanity.
0:35:40 > 0:35:44MUSIC: "On The Floor" BY JENNIFER LOPEZ
0:36:02 > 0:36:05'Vanity - your scent can change, but you don't have to.'
0:36:06 > 0:36:13OK, I think I get it. Initially, the onlookers thought she was a bit stupid.
0:36:13 > 0:36:17Then as soon as she used your product, she became cool.
0:36:17 > 0:36:24So the two chaps went and joined her and the other young lady got the hump, so to speak.
0:36:24 > 0:36:32I think it's quite a clever conceptual idea because the remit was to target that age group.
0:36:34 > 0:36:38And the remit was to make someone feel when they buy this product
0:36:38 > 0:36:45that it is going to make them cool and people will look up to them, so to speak.
0:36:45 > 0:36:47That's what you tried to achieve.
0:36:47 > 0:36:51Right, let's move over to Atomic. Now, Zara,
0:36:51 > 0:36:59- I've noted in your resume that you actually make films and videos and things like that.- That's right.
0:36:59 > 0:37:04- Good team leader? - Not really. During the task, I worked with Zara the most.
0:37:04 > 0:37:10I found she didn't listen to me at all. With every point I said, Zara would...
0:37:10 > 0:37:13She would basically disregard it.
0:37:13 > 0:37:20What did you do? Because I mentioned to you last week that one reason you were remaining in the process
0:37:20 > 0:37:27- was to see you assert some authority yourself. - And I think I did do that.
0:37:27 > 0:37:34- Take me on, then, to how you got into your brand name. - I came up with the name of Raw.
0:37:34 > 0:37:40I mean, just from my point of view, one consideration people make when buying an anti-perspirant
0:37:40 > 0:37:46is they don't want skin irritation and things like that. And it flies in the face, does it not,
0:37:46 > 0:37:53to have a product called Raw when what you really want to sell is something that is non-irritant.
0:37:53 > 0:37:59The way we were going with the name was relating to the raw strength of a young person,
0:37:59 > 0:38:01the raw energy of a young person.
0:38:01 > 0:38:04And on the back, for clarity,
0:38:04 > 0:38:10we've got a checklist displaying moisturising and that kind of ability.
0:38:10 > 0:38:17Well, moisturising, you know, flies straight in the face of Raw, doesn't it, really?
0:38:17 > 0:38:23Before I watch the TV advert, just give me the heads up of what it's supposed to do.
0:38:23 > 0:38:29Initially, we had an idea of working on a slogan, "On the field. At work. Through the night."
0:38:29 > 0:38:33- We developed an advert for that... - On paper, you mean?
0:38:33 > 0:38:39Yes, on storyboards. But in hindsight with feedback from focus groups, we changed it
0:38:39 > 0:38:46and Harry and Haya both came back with an idea that maybe they'd just have a really awesome breakdance.
0:38:46 > 0:38:50- That was Haya's idea. - Sorry, that's Haya's idea.
0:38:50 > 0:38:54We asked the focus group about the slogan and they didn't like it.
0:38:54 > 0:39:00I looked at the people we were casting. Three of them were professional hip hop dancers.
0:39:00 > 0:39:04I thought, "How about we do a simple dancing advert?"
0:39:04 > 0:39:08Zara was supportive of it, a bit, but said she had to see the dancers
0:39:08 > 0:39:13to see if they could actually dance before saying yes to the idea.
0:39:13 > 0:39:16- So you flipped your idea. - Completely.
0:39:16 > 0:39:20Let me have a look at this advert.
0:39:24 > 0:39:26DANCE BEAT
0:39:35 > 0:39:39'For the relentless power of a 48-hour deodorant
0:39:39 > 0:39:44'with a hint of aftershave to enhance your day, it's Force,
0:39:44 > 0:39:49- 'the anti-perspirant for men by Raw.- Live it raw!'
0:39:50 > 0:39:54So the voiceover there, who directed and wrote all that?
0:39:54 > 0:39:58I wrote what the guy was going to say.
0:39:58 > 0:40:04- And the product showed quite a lot in the advert.- Basically, I don't think anyone particularly said,
0:40:04 > 0:40:09we just knew we wanted to get the image across clearly to stick in people's minds.
0:40:09 > 0:40:15All right, well, let me say this - both adverts were very good. Considering your age,
0:40:15 > 0:40:22considering you've not done it before, they were very good. Some of the best I've seen here.
0:40:22 > 0:40:27I have to take advice from the experts. I don't know it all.
0:40:27 > 0:40:30I had a long chat with the people you spoke to.
0:40:30 > 0:40:34Regretfully, what they say
0:40:34 > 0:40:41about the Kinetic advert is that whilst the concept is there
0:40:41 > 0:40:46of the young girl suddenly becoming cool, it was OK,
0:40:46 > 0:40:51the execution of it didn't come across that well.
0:40:51 > 0:40:58And I would add that the product itself had no association with the advert,
0:40:58 > 0:41:02as theirs did. I saw their advert, I got it,
0:41:02 > 0:41:07saw the product all the time coming up in the shot, the guy's cool.
0:41:07 > 0:41:10I see that on the shelf.
0:41:10 > 0:41:15I didn't see that follow through on your campaign, I'm afraid to say.
0:41:15 > 0:41:21I have to tell you, Kinetic, that your campaign was not the best one.
0:41:21 > 0:41:27I'm pleased to tell you, Atomic, that yours was the best one, so very well done.
0:41:27 > 0:41:31- Well done, guys. - And, as a treat,
0:41:31 > 0:41:36I'm going to send you down to my local airfield and you'll do some stunt flying.
0:41:36 > 0:41:44May I suggest that you have lunch afterwards, and you might need to take your deodorant also.
0:41:44 > 0:41:50But I think you'll enjoy yourself. Have a good time and I'll see you on the next task.
0:41:50 > 0:41:52Thank you, Lord Sugar.
0:41:55 > 0:41:57Oh, my God! I'm scared!
0:41:59 > 0:42:02Well done, guys. Fantastic.
0:42:02 > 0:42:05Let's go hop in the plane.
0:42:08 > 0:42:12You've all been to theme parks? Alton Towers? You like that?
0:42:12 > 0:42:17This is ten times more exhilarating, more exciting than theme parks.
0:42:17 > 0:42:24I work as hard as I do so that one day I might be like Lord Sugar and have a plane of my own.
0:42:24 > 0:42:30I'd love to be able to take it out for a spin. This would definitely be an incentive to work hard.
0:42:30 > 0:42:32It was nice knowing her!
0:42:32 > 0:42:35Guys! Have some respect.
0:42:35 > 0:42:38Let's have a moment's silence for Zara.
0:42:39 > 0:42:44- Oh, loop the loop! Oh, my God!- Oh, God!
0:42:44 > 0:42:48- Are you more excited now? - I'm more worried now!
0:42:50 > 0:42:52- Oh!- Wow.
0:42:52 > 0:42:56It was so, so awesome! It was incredible.
0:42:56 > 0:42:58Bye!
0:43:05 > 0:43:07Hi!
0:43:08 > 0:43:11Harry! How was it?
0:43:11 > 0:43:14It's the best thing I've ever done in my life.
0:43:24 > 0:43:26SAD MUSIC
0:43:30 > 0:43:36OK, guys, very disappointing. We just have to all accept responsibility for the things we did
0:43:36 > 0:43:42- and then...- No, I think that you are to blame for the failure.
0:43:42 > 0:43:47If we came up with a concept from the beginning, it could have worked.
0:43:47 > 0:43:52Lord Sugar asked what was our concept. I thought it was confidence. You thought fun.
0:43:52 > 0:43:55We made a product on confidence.
0:43:55 > 0:43:58'Harry M should be fired.'
0:43:58 > 0:44:02If he communicated better with us, we'd have done much better.
0:44:02 > 0:44:06If he was open to opinions, we'd have done much better.
0:44:06 > 0:44:13The concept was wrong because we didn't have a concept from the beginning. If you'd listened to me,
0:44:13 > 0:44:19then we'd be fine, the elements would fit together. They didn't. That's your fault.
0:44:19 > 0:44:25- This is very unprofessional, what you're doing, shouting... - I'm not shouting.- You are.
0:44:25 > 0:44:31- If we had a concept, we wouldn't be sitting here.- Let's save it. This is a bit pathetic.
0:44:31 > 0:44:39I'm not going to sink to that level. I'm going to keep my integrity intact and not sink to bitching.
0:44:39 > 0:44:43"Oh, I think it's you!" Just save it.
0:45:03 > 0:45:07- 'Could you send them in, please?' - Yes, Lord Sugar.
0:45:07 > 0:45:11You can go through to the boardroom now.
0:45:27 > 0:45:31Harry, first-time PM.
0:45:31 > 0:45:35HE SIGHS Fifth time on the losing team.
0:45:36 > 0:45:40What was the concept of this advertising campaign?
0:45:40 > 0:45:46When it came to the initial concept, I was quite clear that I wanted a brand that was fun.
0:45:46 > 0:45:51Lord Sugar, can I just say that in the initial meeting, what I made clear was
0:45:51 > 0:45:57that we needed to come up with a concept. We ended up coming up with a brand name
0:45:57 > 0:46:03- then trying for a concept after, which is the wrong way.- James... - That was the Project Manager.
0:46:03 > 0:46:06I tried to make it the other way, but he had none of it.
0:46:06 > 0:46:12Let me tell you what the advertising agency said. It was disjointed
0:46:12 > 0:46:19in the sense that there was a concept there and the concept was this confidence thing,
0:46:19 > 0:46:24but it didn't play out properly. Now, starting with the advert,
0:46:24 > 0:46:28who was responsible for the actual direction in it?
0:46:28 > 0:46:33It was myself and James. Initially, we had two concepts on the table.
0:46:33 > 0:46:40James's concept of a geek versus a glamorous girl - I thought that could have negative connotations
0:46:40 > 0:46:45and suggested two glamorous girls and play something comical off that.
0:46:45 > 0:46:50No, the initial idea that I had was a girl, whether that be a geek...
0:46:50 > 0:46:52Non-cool.
0:46:52 > 0:46:59- Both ideas were very similar. - Everyone had the same vision - a geek chic sort of look.
0:46:59 > 0:47:02The others did a storyboard. Did you?
0:47:02 > 0:47:06No, cos we had the idea in our notebook almost like a storyboard.
0:47:06 > 0:47:11That was a complete mistake by both myself and Harry.
0:47:11 > 0:47:16Which is surprising because James loves structure. This is the vehicle for structure.
0:47:16 > 0:47:21What was the spraying? It looked like fly killer or air freshener.
0:47:21 > 0:47:27- It was to play on the humour. We tried to make it... - It wasn't funny.
0:47:27 > 0:47:34The other problem with the advert is it didn't get enough full-frontal shots of the product itself
0:47:34 > 0:47:41to get on to my next point - the recognition of the product on the shelves in the shops.
0:47:41 > 0:47:47This is terrible. The branding doesn't stand out.
0:47:47 > 0:47:53The logo is insipid. What you want a mirror on there for, I have no idea whatsoever.
0:47:53 > 0:48:00I think I definitely applied my sense of creativity in making this packaging with Liz.
0:48:00 > 0:48:03I do think it was quite good.
0:48:03 > 0:48:09I thought when you put it on the shelf it would stand out and people would look twice and...
0:48:09 > 0:48:14But it doesn't, does it? It's a bad design. It's a bad design.
0:48:14 > 0:48:20Lizzie, I want to hear from you today because silence is not going to help you.
0:48:20 > 0:48:24Where do you think your input was in this particular task?
0:48:24 > 0:48:31I did a lot more than a lot of people. I delivered the pitch, I came up with the name, the slogan.
0:48:31 > 0:48:38- How was the pitch, Nick? - I thought the pitch was far better than I thought it would be.
0:48:38 > 0:48:43- Thank you.- I was very pleasantly surprised.- Thank you.- It was good.
0:48:43 > 0:48:49Harry, why do you think you're not responsible for the failure when you were team leader?
0:48:49 > 0:48:55This team, quite a hard team to manage, gelled very well together under my leadership.
0:48:55 > 0:49:01- I think that we all worked well together.- James, there were times when you were very disruptive.
0:49:01 > 0:49:08- I think we pulled together well as a team.- But the whole team dynamic is down to the leader.
0:49:08 > 0:49:11- No! - No, I disagree.
0:49:11 > 0:49:18You were trying to cause trouble every step of the way for me. Day 2, we had a meeting.
0:49:18 > 0:49:24Everybody was enthusiastic. You said, "I'll say this now. I think you've been terrible.
0:49:24 > 0:49:30"You're shirking everything." That is very disruptive for the team dynamic.
0:49:30 > 0:49:34Harry, I think you know the form now.
0:49:34 > 0:49:38Who are you bringing back in to this boardroom?
0:49:39 > 0:49:44I'm going to bring back Gbemi and...
0:49:45 > 0:49:51- James.- Hang on. Can I just ask... - James, I've made my decision.
0:49:51 > 0:49:56- There's plenty of time for this. - What more could I have done on this task?
0:49:56 > 0:50:01- I followed every instruction you gave me. - Good, good. Listen.
0:50:01 > 0:50:05Lizzie, try not to be on the losing team the next time.
0:50:05 > 0:50:12- Go back to the house and I'll see you on the next task. - Thank you, Lord Sugar.
0:50:13 > 0:50:19Em, James, I'll give you ample opportunity to ask for his rationale.
0:50:19 > 0:50:22OK. Would you all three step outside
0:50:22 > 0:50:25and I'll call you back in shortly?
0:50:32 > 0:50:39There's an argument that they're all culpable. There's the storyboard, which was James and Harry.
0:50:39 > 0:50:46They just didn't do one. And then there's the packaging, which was Lizzie and Gbemi.
0:50:46 > 0:50:50So they've all got something to answer to.
0:50:51 > 0:50:54TELEPHONE RINGS
0:50:54 > 0:50:58- Could you send them in, please? - Yes, Lord Sugar.
0:50:58 > 0:51:00Lord Sugar will see you now.
0:51:18 > 0:51:21James, you wanted to ask Harry?
0:51:21 > 0:51:26Yeah, I want to know. I followed every instruction I was given.
0:51:26 > 0:51:30What could I have done more so I wouldn't be brought back?
0:51:30 > 0:51:36The reason I brought you back is that you were a hive of negativity, very difficult to manage...
0:51:36 > 0:51:42Earlier, Lord Sugar, did I not say that I thought Harry was an OK project manager?
0:51:42 > 0:51:47- Yes, you did. - So when did I criticise you saying you were terrible?
0:51:47 > 0:51:53- The start of Day 2. Gbemi can justify this.- Don't ask me. I said you were a bad manager.
0:51:53 > 0:52:00I'm going to stick to that. I won't say now you were good because James thinks you were OK.
0:52:00 > 0:52:04Can you verify James's outburst to me?
0:52:04 > 0:52:08- Can you verify that?- Yes, he did. - And I'll tell you why.
0:52:08 > 0:52:15Do you not see how that could be demoralising to the team and my role as Project Manager?
0:52:15 > 0:52:19- But, Harry... - Can I please respond to that?
0:52:19 > 0:52:27You can't say I was negative. I worked with everything. Even when you said we had no concept,
0:52:27 > 0:52:32I pushed for concept. You wanted brand names, I suggested some.
0:52:32 > 0:52:38- What are your reasons for bringing Gbemi back?- Poor product packaging and design and she didn't listen.
0:52:38 > 0:52:44- Didn't listen to what? - I gave you a clear outline of what I wanted.
0:52:44 > 0:52:48You were a very negative person, too. Not as negative as James.
0:52:48 > 0:52:52- Harry...- Can I please speak here? Let's be real.
0:52:52 > 0:52:59You don't want to listen to anyone. You're Project Manager, so it is wise that you make final decisions.
0:52:59 > 0:53:06And if we were to fail, it's in your hands partly. But there's more than one person in the team
0:53:06 > 0:53:10- and you don't listen. - What didn't I listen to?
0:53:10 > 0:53:14The concept. The fact that we needed a vision, a strategy.
0:53:14 > 0:53:20- It's not all about you, Harry M. There are other people in the team. - Gbemi, you're a designer.
0:53:20 > 0:53:26Yeah? And he told you to get on, together with Lizzie, to design the can.
0:53:27 > 0:53:32We did what we could to make this product stand out on the shelf.
0:53:32 > 0:53:37- I still do think this will stand out on the shelf.- You...
0:53:37 > 0:53:42Gbemi, you simply don't get it, do you? That is a bad design.
0:53:42 > 0:53:45Fair enough. It's a bad design.
0:53:45 > 0:53:52But I think given the little guideline you gave us, what we came up with was quite OK.
0:53:52 > 0:53:59- Can I say that, Gbemi, you do have to accept responsibility for the packaging?- I do.
0:53:59 > 0:54:03Harry, who is responsible for the failure of this task?
0:54:03 > 0:54:06Gbemi, for the packaging.
0:54:06 > 0:54:08James?
0:54:08 > 0:54:15Obviously, I think had we had more structure and we were more clear on what this was about,
0:54:15 > 0:54:21we wouldn't have been in a position where it was all disjointed. So Harry's responsible for that.
0:54:21 > 0:54:24Equally, Gbemi for the packaging. Both are responsible.
0:54:24 > 0:54:30- Gbemi, who do you think is responsible for the failure? - I think definitely Harry M.
0:54:30 > 0:54:34With more structure, we would have done better.
0:54:35 > 0:54:39Harry, this is the fifth time you've been in the losing team.
0:54:39 > 0:54:47It is quite clear from Gbemi and James that they kind of consider you responsible for the failure here.
0:54:47 > 0:54:52There's got to be a reason that... you're always in the losing team.
0:54:52 > 0:54:57And I wonder whether it's... Are you just an unlucky person?
0:54:57 > 0:55:02Or is there some underlying reason as to why you're always losing?
0:55:02 > 0:55:07James, you came into this process like a bull in a china shop,
0:55:08 > 0:55:12but, you know, you have improved over the five weeks, although...
0:55:12 > 0:55:19on this particular task here I'm still not liking the way that you're swinging the blame
0:55:19 > 0:55:23when you can actually see that it's not going your direction.
0:55:25 > 0:55:33Gbemi, you're a designer. OK, it may be unfair to place the total blame on that can on you
0:55:33 > 0:55:38because Lizzie was with you. Yeah? But I do say
0:55:38 > 0:55:41that it is, in my opinion,
0:55:41 > 0:55:47the main culprit of the failure of this task.
0:55:47 > 0:55:51It's a difficult one. One of you is going today.
0:55:53 > 0:55:58Because of the serious design error...
0:55:59 > 0:56:02Gbemi, you're fired.
0:56:02 > 0:56:04Thank you, Lord Sugar.
0:56:04 > 0:56:06OK.
0:56:16 > 0:56:23Harry, you do have some good qualities, particularly on salesmanship and presentation.
0:56:23 > 0:56:30- Go back to the house and I'll see you on the next task. - Thanks, Lord Sugar, Nick, Karren.
0:56:33 > 0:56:37- Are you OK?- Yeah. - Want to hug?- No, it's OK. It's cool.
0:56:37 > 0:56:40I'll hug you, Gbemi.
0:56:40 > 0:56:42Good luck.
0:56:58 > 0:57:02It won't put me off any designing that I do.
0:57:02 > 0:57:06There's always a design that you do and you think, "It could be better,"
0:57:06 > 0:57:12so every mistake I do, I know I can improve and next time I'll make it 100 times better.
0:57:18 > 0:57:22- I'd be really disappointed if Gbemi went.- I think Harry M will go.
0:57:22 > 0:57:26I think James will come back. He doesn't deserve to go.
0:57:31 > 0:57:36Being in that boardroom, I have no idea. It was that bad.
0:57:37 > 0:57:40James! And Harry!
0:57:40 > 0:57:43- You sound surprised.- Oh, my gosh.
0:57:43 > 0:57:46- How are you? Was it difficult? - Are you OK?
0:57:46 > 0:57:51- What happened?- He came out and said, "I'll base this on the task."
0:57:51 > 0:57:54No, he nearly fired you. Don't lie.
0:57:54 > 0:58:00It's getting to the point now where we're so far in, if you make a mistake, that's it.
0:58:03 > 0:58:08In the fight for Lord Sugar's £25,000 investment,
0:58:08 > 0:58:10seven candidates remain.
0:58:15 > 0:58:23- Next time:- Your task is to find and buy 10 items. You need to negotiate the best possible price.
0:58:23 > 0:58:27- As the waxworks wait... - Do you sell suits?
0:58:27 > 0:58:32- ..the teams catch fire. - Sale! Come on!
0:58:32 > 0:58:35- Is there any way we'd come down? - No.
0:58:35 > 0:58:39- You look for them. - So what are you looking for?!
0:58:39 > 0:58:46On this particular task, there's been terrible mistakes. You're fired.
0:58:58 > 0:59:02Subtitles by Subtext for Red Bee Media Ltd - 2011
0:59:03 > 0:59:05Email subtitling@bbc.co.uk