Deodorant Young Apprentice


Deodorant

Lord Sugar turns up the heat on the remaining candidates, tasking them with developing a new brand of deodorant, which they must launch with an eye-catching TV advert.


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Transcript


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It's an education like no other.

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I don't care whether you're upper-class or middle-class.

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The only class I'm interested in is finding someone who's first-class

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From all over the country,

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12 of Britain's youngest and brightest business brains have come to London.

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I love to encourage young people like you to see whether you've got that spark of genius.

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-Come on, James.

-Aged 16 and 17...

-Closed!

-..all have a passion for business.

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I'll pay you 65 for both of them.

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They'll compete for a life-changing prize worth £25,000...

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Park this aside. Focus on the task.

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..to kick-start a business career.

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Don't try and pretend that you know it all because it will be embarrassing.

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To succeed, they'll have to impress the boss.

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This is not a talent show.

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In charge of a vast business empire, Lord Sugar started his career while still at school.

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Now he's on the hunt for his next Young Apprentice.

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-Can I speak, please?

-To win, they must work as teams.

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Yes!

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-But shine as individuals.

-God, this is difficult!

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It wasn't me.

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Because in the end, there can only be one Young Apprentice.

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You're fired. You're fired. With regret, you're fired.

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Previously on Young Apprentice...

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Your job is to choose two products that you think will appeal to the over-50s market

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and sell them at The 50+ Show tomorrow.

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James led with a warning.

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The most important thing is to get the cheapest price from them.

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But no-one listened.

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Now, our vac retails for 39.99.

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-It's a good product.

-You didn't get a minimum price, no?

-Harry M went soft on a pillow.

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I feel very confident. I think we could do a very good job.

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But hard Haya said no.

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I'm going with the pie-maker. That's my final decision.

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At the show, James's team pushed and pushed.

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Just buy one, come on. I'll do it for £100.

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-Lewis saw the future.

-I never, ever want to be old.

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In the boardroom, James lived on...

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I like the sound of some of your tactics, James. It sounded very well organised.

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-..leaving project manager Haya vulnerable.

-I feel that the decision that you made was a bad error.

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-I'm sorry.

-Lewis pleaded guilty.

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I should have kept my mouth shut and I hold my hands up to that.

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-And became the fourth casualty of the boardroom.

-Lewis, you're fired.

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Now only eight remain in the fight for the chance to become the next Young Apprentice.

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PHONE RINGING

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7am.

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-Hello?

-'Good morning. This is Lord Sugar's office.

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'Lord Sugar would like to meet you at Wembley Stadium.

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-'The cars will pick you up in 45 minutes.'

-Thanks.

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Guys, Wembley Stadium in 45 minutes!

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Guys, Wembley Stadium in 45 minutes!

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Are you any good at football, Harry?

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-Do you reckon they'll be trying out new managers?

-Maybe.

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North London,

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home to Britain's biggest sporting arena,

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Wembley Stadium.

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Wow!

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I really hope we're standing in the middle of the pitch. You'll never get the chance to do that again.

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This is so cool!

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Oh, my gosh, this is really cool!

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-It's really big.

-It's so cool.

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'Good morning and welcome to Wembley Stadium.

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'Some of the greatest performers appear here with crowds of up to 90,000 people

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'and with all that energy, some of that results in a rather unpleasant side-product - sweat.

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'Your task this week goes towards solving this problem

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'because I want you to come up with a new anti-perspirant deodorant

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'You're going to have to design the packaging, come up with a brand

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'and also produce a television advertisement to promote your product.

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'In case this has you breaking out in a sweat, here's the good news.

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'I'm giving you the target market. It's a market you're very familiar with - your age group.

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'In a few days' time, you will be pitching to a bunch of industry experts.

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'But ultimately, it will be me who makes the final decision.

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'The team that puts forward the best proposition will win

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'and in the losing team, regretfully, one of you will be fired.

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'Nick and Karren will tell you what teams you're in.

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'Off you go and good luck. I'll see you back in the boardroom in a few days' time.'

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Well, good morning. I'm following today Team Atomic and on that team

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will be Zara, Hayley, Haya and Harry H.

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Zara, you're going to be the PM.

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And Kinetic, that's Gbemi, Lizzie, Harry M and James.

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And Harry M, you're project manager today.

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Three days to show Lord Sugar they know their own market

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by creating, branding and pitching a new teenage deodorant.

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I knew I was going to be PM.

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I love film. I'm not going to pretend I'm a specialist,

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but it's something I naturally have an interest in.

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-I am pumped to be project manager.

-Are you?

-I'm really excited.

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I just want there to be focus and for everyone to know the whole time exactly what I want them to do.

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Base for both teams of budding Mad Men - JWT,

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one of the world's top ad agencies.

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I want to go with the female market.

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I want to go with the male market myself. There's less competition in the male market.

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The first job - decide who to target.

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-I'm very keen to go with the female market.

-You may be, but as a group, we don't agree.

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I'm really, really keen to go for the female market,

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so, Nick, we'd like to go with the female market.

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-Wait. We haven't discussed it.

-As project manager, you're taking that decision?

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I would like to go with the female market and that decision has been made.

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Just this idea that it can be an all-in-one product.

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You can use after-shave as well if you like that routine.

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Having picked the male market, Zara's team needs a concept.

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-You can say, "On the field, at work, through the night."

-That sounds quite good.

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You've got something for sports fans, through the school day, you've got clubbing, you've got going out.

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For the advert, we can have, "On the field, at work, through the night."

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That's really cool. That encompasses all of it.

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I want something that's big, dynamic, really sort of a fun brand.

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If you think of the brand name, something like I Love My Deodorant.

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In my opinion, there's no point in coming up with a name before we've decided what this stands for.

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-What brand names do you have?

-I can't give you names until I know what the concept is.

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I'm project manager. I know you disagree, but I want us to come up with names, then we devise concepts.

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-No, because...

-It's not so much we disagree...

-The product has to solve a problem.

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The product has to be unique and it has to stand for something.

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-You want us to come up with names and not concepts?

-This is what I want to do.

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'As project manager, being decisive is essential.'

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You need to make decisions and make sure people respect those decisions.

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What about Sweat Doctor?

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I'm just going to say now I absolutely hate it. I'm not going to like it.

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-What about Vanity?

-Oh, Vanity, I like that.

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-Vanity?

-I quite like that.

-Yeah, Vanity.

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Vanity should definitely be the brand name.

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Mid-day.

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We would like to get as much information as possible from you.

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Just be honest. If you think an idea is rubbish, just say it's rubbish.

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Testing their 24-hour deodorant idea on a teenage focus group, Haya and Harry H.

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-The concept we had was "on the field, at work and through the night".

-Do you like that idea?

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-No.

-You don't?

-No, no, no.

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Do you like the idea of having the function of a deodorant, but the smell of an after-shave?

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No, because you've got one after-shave you'll put on when you come to work,

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then you've got that little special something that you'll pull out for the special occasion.

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It may not be something you can wear day to night, but it gives you that special something during the day.

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-Do we all agree on that?

-Yeah.

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The focus group was useful because it kind of told us that we were wrong, didn't it?

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I know Zara will challenge some of the ideas, but it's not as if we made them up.

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If she doesn't listen, then we'll all be in trouble.

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We've got a good skeleton of what the advert will be and what we'll need.

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At the agency, Zara's storyboard takes shape.

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-Beginning with the guy talking in the locker room...

-Yeah.

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Then he'll do the "on the field, on the pitch, on the court" bit.

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-Then he leaves with all his friends and that's going to be the "through the night" bit.

-That's good.

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-Hi, guys.

-Hello.

-Look at this, someone's drawing.

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-We have a change in direction.

-A huge change in direction.

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Basically, they don't want a deodorant that can be used throughout the whole day and night,

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because some of them said you don't just spray deodorant once in a day, so they don't like that concept.

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They want the function of a deodoran with a hint of after-shave.

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They hated having the same deodorant for the field and night-time

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because they thought night-time is more special. We have to listen to our market research.

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Just thinking about how this will incorporate into what we've done.

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I have an idea. Maybe it's a group of friends sort of standing, all talking or something.

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-And this geeky girl walking past in slow motion and flicking her hair

-Like waving her arms?

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Trading ideas for their female fragrance, James and Harry M.

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We could have this geeky girl and maybe she comes in,

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then another girl just quickly spins round on a chair. She suddenly emerges.

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I don't get it. Why would she spin around on a chair

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I don't think anyone was happy to see Harry M be the project manager.

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'He's been extremely difficult to work with. His ideas are crazy. He's not a very creative person.'

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The other girl sprays it, chucks it aside, looking quite feisty, quite funny, almost like a catfight.

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-And then the guys kind of look up like puppy dogs, like...

-HE SNIFFS

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-Then we can end on the product shot. I like it.

-I don't like that.

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-I like mine better.

-Hmm.

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To be perfectly honest, with the advert... I don't want to ruin the whole concept.

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If you cast this model, he's a street dancer.

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The male deodorant idea gets a rethink on Zara's team.

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We should have him putting the deodorant on,

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showing his wonderful moves, so keeping it very simple.

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So it's going to be 30 seconds of him just dancing?

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Teenagers these days are very influenced by hip-hop and street dancing.

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You look at him and it'll be like, "Yeah, he's cool."

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I'm not feeling fully on board with this idea.

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I can't help seeing it other than him just putting deodorant on at the beginning, doing a dance routine...

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-This is my idea.

-You can narrate. You can do a voiceover as well.

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This is my idea. I quite like it. If you're not convinced with it,

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don't go with it because you are going to be making the advert.

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I'll go to the casting session and see what the guy's like.

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If I do not feel confident that he can do a great dance routine, we're not going to go there.

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It's just too much of a risk.

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3pm.

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Harry, everything's about him, him, him. He might as well be in a team by himself.

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Heading for their product designers, Gbemi and Lizzie.

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He thinks his contribution when we're looking for something

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is he goes, "I want it to be big and colourful..." Ohh!

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PHONE RINGS

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-Hello?

-'Hi, Lizzie, it's Harry.'

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-Hello.

-'I just had a quick brain wave.'

-Did you now?

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Say, if you think of the bottle landscape-wise,

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if we had Vanity in big letters, and that could all be the mirrored sort of things...

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-Do you like that idea?

-No.

-Gbemi doesn't like that idea.

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If they could make a mirror on the bottle, so it's something different.

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-'Definitely big colours.

-Bright pinks or reds.'

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-Big, bold colours. We want it to stand out on the shelf.

-You're telling us how to do this thing now?

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-No, I'm just making a suggestion.

-'OK, bye.'

-Bye.

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I don't like the bright pink concept. It looks like a child's...

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-We don't have to go with it. That was an idea.

-They liked it.

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5pm.

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-Can we have "Raw" in capitals?

-Designing a can for their male deodorant, now called Raw...

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-Let's try that.

-..Harry H and Haya.

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Can we have it all the way down to about here?

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-Can we put the silver gradient in behind it? We're definitely having that?

-Yeah. How about orange?

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That looks good. I'd buy that.

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We want pink for the background.

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No, we don't have to have pink. We should have black as the background.

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Branding their pack, Lizzie and Gbemi.

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Can we have it as if someone's got a big pot of pink paint and just went "splash" on it?

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-Are we going for elegant or rough?

-Elegant.

-Paint, it's like graffiti.

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-It's a nice background instead of having a block colour that looks stupid.

-It does not look stupid.

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-I think that looks really nice.

-I just don't like it.

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Lizzie designs guitar straps and I design clothes.

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We both have very strong ideas

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and think our ideas are best.

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One person's going to have to give in.

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You know those fancy mirrors? You know "mirror, mirror on the wall"?

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-Yeah.

-So that on the front of it and Vanity written down the side?

-I like that in black and white.

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I think it looks much better in gold. Can it go downwards?

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I definitely like that.

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They've come up with a design that I personally think looks ancient.

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As ancient as me. But they know what they're doing.

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They're young and they know what's on trend. I don't. Let's see whether I'm right or they're right.

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7pm.

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Still with two ideas for their TV advert...

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-Hi, Jack.

-Hi.

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..Zara and Hayley start casting.

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Just when you're ready...

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Thanks.

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That's definitely a no-no.

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HAYLEY LAUGHS

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Hayley!

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-Very nice.

-Oh, wow! That was brilliant.

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-What do you think?

-Quite good.

-I thought it was good.

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I just want to make sure that the advert won't be too simple.

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Maybe... Let's call up the sub-team.

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RINGING TONE

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-Oh. Hello?

-'Oh, hi, Harry.'

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We've decided it's just going to be him dancing. We'll do lots of different versions of it.

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-Is that what you've decided?

-'Yeah.'

-OK, cool.

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What we're going for is very simple. Even if we do fancy camera stuff...

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Yeah, cos you know how to make films

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You know how to make films. You'll know all of this. I have no clue about how to use a camera.

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-Basically...

-We need to make a decision.

-We have. I'm checking they know what the advert will be like.

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Listen, Zara, if you think that the dancing advert is better, go for it, OK?

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-I'll leave you guys.

-'Bye.'

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'It takes quite a bit of bravery on my part to completely ditch an idea and go with something new.'

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But I'm confident that when we shoot the advert tomorrow,

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I'll get lots of great shots

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and make this simple idea into something eye-catching.

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Ads cast, day done.

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9am.

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The day of the shoot.

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Location for Zara and Hayley, a leisure centre.

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It's quite nice here. Good and bright.

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And first sight of Raw.

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-It's orange.

-Oh, that's quite good.

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It's not quite what I'd hoped.

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-"48-hour protection guaranteed.

-The function of a deodorant with a hint of after-shave."

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-The checklist is good.

-Yeah.

-It's not what I had imagined, but it is nice.

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I think that's good.

0:18:550:18:57

I think that you've taken kind of a back seat as project manager.

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Still at the house, Harry M and his team.

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You've lumped an awful lot on Lizzie and Gbemi.

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You made them do the market research without you there.

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They then created the packaging without you there. Now they'll write the pitch without you?

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I'm more than confident in what I've produced as project manager.

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You're being tactical. Park that aside now, get behind the task.

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Leave your criticisms to the boardroom, James.

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Lizzie, Gbemi, do you think I've overworked you?

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-I can handle what we've done.

-They can handle it, but Lizzie might as well be the project manager

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Park it up and focus on the task, please.

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As long as you feel comfortable with probably losing control over this whole task.

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James, park this aside. Please focus on the task. Thank you. Let's go.

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Sorry, girls.

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Obviously, James and Harry are doing the advert. Do you think it'll come out OK?

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I don't have a lot of confidence, but let's hope they can shock us.

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They will fight to each other's death to get their point across and that might waste a lot of time.

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So if it comes out shoddy, I'll be very, very disappointed.

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-OK, do you want to go from there, Ryan?

-Yeah.

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OK, action!

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Directing Raw, project manager Zara.

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Great. Thanks, Ryan. That was perfect.

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-You're going suddenly in, then literally going out so fast.

-Yeah, I'd like it to be quick.

-OK.

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Action!

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I just think for this particular shot, it's got all of the bags in.

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-We need to make sure the product is the focus of the advert.

-Yeah, we've taken both shots.

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-You're happy that we've taken both shots?

-Yes, but I hope you listen...

-We'll make that decision in editing.

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When me and Hayley have different opinions on composing a shot,

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I'll always have good reasoning for what I believe it should be

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and I hope she appreciates I have a bit more knowledge in this area.

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OK, one more time for us, Ryan.

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So just a little bit of a smile... Action!

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That's great.

0:21:160:21:18

I think that was really cheesy.

0:21:180:21:21

10am.

0:21:220:21:24

The set for Vanity -

0:21:240:21:27

a basement club.

0:21:270:21:29

-Good morning.

-Good morning.

-Hi.

-Are you our cameraman for today?

-That is I, yes.

0:21:290:21:34

Late on location,

0:21:340:21:36

James and Harry M.

0:21:360:21:39

-Is there a storyboard that's got frames drawn out?

-No.

-Nothing like that?

0:21:390:21:44

What we've got... We can talk you through each scene.

0:21:440:21:47

The first scene will be the two girls coming down the very last step

0:21:470:21:52

No, they're going to be coming round that corner.

0:21:520:21:55

-Why would she come round that corner

-I don't know. Or come through there.

0:21:550:22:00

We're here on the set and Harry M and James haven't actually got a perfectly clear

0:22:000:22:06

and agreed view in mind.

0:22:060:22:08

That's what a storyboard is for and here we have their storyboard.

0:22:080:22:12

It hasn't been planned out at all.

0:22:120:22:15

-Which way? We could have it this way, then we could just... Do you want to come outside?

-No.

0:22:150:22:21

Oh!

0:22:220:22:24

It wasn't me.

0:22:260:22:28

Ryan, don't worry. I'll give the cue for the zoom out. That's right. One more time.

0:22:280:22:33

-At the gym...

-We're just going to go once more, Ryan.

0:22:330:22:37

-..racking up the shots...

-Action!

-..Zara.

0:22:370:22:41

Action!

0:22:420:22:44

No. Lots of energy and...action!

0:22:440:22:47

Ryan, can we get one of just the kicks, please?

0:22:490:22:52

-How many times do I have to do this bit?

-Just once more.

0:22:520:22:56

They've chosen one lead actor.

0:22:560:22:58

They've really put him through his paces.

0:22:580:23:01

As a result, he's getting rather sweaty

0:23:010:23:04

which defeats the object of the commercial which is an anti-perspirant deodorant.

0:23:040:23:09

Just do the slide in to the first move again.

0:23:090:23:12

-Great. That was nice.

-That was quite good.

0:23:130:23:16

Great. Thank you very much.

0:23:160:23:19

In the basement club...

0:23:210:23:24

-When you hold it out to spray toward us, make sure that the Vanity part is at the front.

-Spray it towards us

0:23:240:23:30

-With your best geek face.

-..and making it up on the spot...

-Action!

0:23:300:23:35

-Cut!

-..a double act.

0:23:360:23:38

Stay in position. Can we get another shot of it zoomed out?

0:23:380:23:42

Three, two, one, action!

0:23:420:23:45

And cut!

0:23:460:23:48

We've got two directors. Sometimes it's possible for two directors jointly to create a masterpiece.

0:23:480:23:54

You have Gilbert and George, the Coen Brothers.

0:23:540:23:57

Who knows what little gem will emerge from this particularly dark and smelly place?

0:23:570:24:02

Action and cue music!

0:24:020:24:04

# ..getting sick on the floor

0:24:040:24:07

# We never quit, we never rest on the floor... #

0:24:070:24:10

I think we really want to play on the humour of the advert,

0:24:100:24:14

so we want to have this geek who uses our product,

0:24:140:24:17

then she seems cooler and possibly more attractive to the opposite sex, if you like.

0:24:170:24:23

Action!

0:24:230:24:25

# London to Ibiza Straight to LA, New York

0:24:280:24:31

# Vegas to Africa... #

0:24:310:24:33

-And cut!

-Perfect.

-Perfect.

-Yeah.

-It's a wrap.

0:24:330:24:37

7pm.

0:24:380:24:40

If we could go to the footage of the can being picked up, please...

0:24:410:24:46

-There's two shots being picked up - one without a bag, then one has a bag behind it as well?

-Yeah.

0:24:460:24:52

-Back at the agency, Zara and Hayley...

-There's also some close-ups and widers.

0:24:520:24:57

-..choose the shots.

-Now it's just deciding to go with the bag or without the bag.

0:24:570:25:02

Without the bag looks far cleaner an this is where we show our product.

0:25:020:25:07

That's what it looks like with the bag. It doesn't take attention away from the product.

0:25:070:25:12

I completely disagree, Zara. They could appear sort of...not tramp-like, but you know what I mean

0:25:120:25:18

-It's far more clean-cut.

-I hear what you're saying.

0:25:180:25:21

But it's your opinion against mine and I'm making the decision...

0:25:210:25:25

That doesn't mean you're higher than me or your opinions are more valid.

0:25:250:25:29

No, but I'm making a judgment call here and for the moment, I would like to keep it this way.

0:25:290:25:35

I think that Zara thinks that because I don't produce my own film,

0:25:350:25:39

she then thinks my opinion is not valid

0:25:390:25:42

and I have to fight for everything.

0:25:420:25:44

-I'd just like to keep it this way for now.

-No...

-Once we have the whole thing, we can change it.

0:25:440:25:50

-I would like to try it this way for now.

-No...

-I'm making a decision.

0:25:500:25:54

-Guys!

-Hi.

0:25:540:25:57

-We've come to inspect your advert.

-Honest opinions.

0:25:570:26:00

Next door, team preview time for Vanity.

0:26:000:26:03

# Tonight, we're gonna be it on the floor

0:26:030:26:06

# I know you got it, clap your hands on the floor

0:26:060:26:10

# And keep on rockin', rock it up on the floor... #

0:26:100:26:14

'Vanity - your scent can change, but you don't have to.'

0:26:140:26:18

-I really like that.

-I like that. I think it's quite funny.

-I like that.

-Well done, James. It worked well.

0:26:180:26:24

Both commercials are in the can.

0:26:250:26:28

Today...

0:26:360:26:39

..the pitch.

0:26:400:26:43

Brands packaged and TV commercials ready, both teams must sell their campaigns

0:26:430:26:49

to JWT's top account executives.

0:26:490:26:52

We have to nail this pitch. I've got confidence in you.

0:26:520:26:56

Oh, God!

0:26:570:26:59

First up for Zara's team, Harry H.

0:27:070:27:10

Good morning. Team Atomic are proud to introduce a brand-new, effective and powerful anti-perspirant.

0:27:100:27:18

Raw as a name represents the basic, untarnished, untampered strength of a young person.

0:27:180:27:24

Guys my age aspire to be stronger, harder, attractive to whoever they're interested in.

0:27:240:27:30

We asked young people what motivates them to buy a deodorant and they said BO, cool packaging,

0:27:300:27:36

and cheap price. We said, "No sweat.

0:27:360:27:39

"That's what Raw can deliver."

0:27:390:27:42

So let me introduce a commercial to advertise this product.

0:27:420:27:46

'For the relentless power of a 48-hour deodorant with a hint of after-shave,

0:28:030:28:08

'to enhance your day, it's Force,

0:28:080:28:11

'the anti-perspirant for men by Raw. Live it Raw.'

0:28:110:28:16

What does the line mean, "Live it Raw"? Tell me what it means.

0:28:160:28:21

It's sort of limitless, the freedom,

0:28:210:28:23

free of the chains that you can be bound by by having to keep your arms clasped to your side.

0:28:230:28:29

Basically, to make guys feel like they have the confidence to go out there and do whatever they want.

0:28:290:28:35

-Yes?

-This category, a lot of it is to do with image.

0:28:350:28:39

I just wondered what you thought this deodorant would say about the kind of man who would use it.

0:28:390:28:45

I think the type of man who would use this deodorant would probably be reasonably sporty,

0:28:450:28:50

perhaps the image of "I want to smel nice", just generally maintaining their health, etcetera.

0:28:500:28:57

-Thank you.

-Thank you very much for your time.

0:28:570:29:00

- It went really well. - That was really good.

0:29:000:29:03

-Zara, well done.

-Thank you. All of you - dead proud.

0:29:030:29:07

With the female deodorant, Lizzie.

0:29:090:29:11

Good afternoon, ladies and gentlemen. My name is Lizzie and I represent Team Kinetic

0:29:110:29:17

as we bring to you today our brand called Vanity. Before I begin,

0:29:170:29:21

I'll give you a bit of background on the teenage life as it's changed a lot since you guys were!

0:29:210:29:27

We're very, very image-obsessed. I'm ashamed to say it, but we are.

0:29:270:29:31

We're always checking what we look like. Furthermore, we're teenagers and we sweat.

0:29:310:29:37

A lot. That's why deodorant is such a huge, huge necessity in our lives. Can we just cue the advert?

0:29:370:29:44

'Something Selfish by Vanity.

0:29:440:29:47

MUSIC: "On The Floor" BY JENNIFER LOPEZ

0:29:530:29:57

'Vanity - your scent can change, but you don't have to.'

0:30:110:30:15

Finally, I'd just like to leave you on a short note before we open up to questions.

0:30:150:30:21

Everybody has a form of vanity and this is ours. Thank you.

0:30:210:30:26

I like the confidence it gives you, the ability to be who you are.

0:30:260:30:31

Do you think that the character in your advert is aspirational enough?

0:30:310:30:36

I wouldn't quite deem it as an aspirational advert.

0:30:360:30:40

The main purpose is the humour.

0:30:400:30:43

Even for me watching that, I couldn't stop laughing the whole way through creating it.

0:30:430:30:49

Even in the editing suite, I was still laughing.

0:30:490:30:52

The advert is simply for humour and to get people talking.

0:30:520:30:57

I just want to ask you about the mirror on the can and it linking with vanity.

0:30:570:31:04

-Is that the most appropriate thing for an anti-perspirant?

-Most people carry a mirror or check themselves.

0:31:040:31:11

You can say, "This is who I am and that's who I'm going to stay."

0:31:110:31:16

Thank you for the time and I really hope you enjoyed our pitch.

0:31:160:31:20

Well done! You were really good.

0:31:200:31:23

- They laughed at the advert. - I think you were really good.

0:31:230:31:28

Let's go.

0:31:280:31:30

Time for Lord Sugar to get a whiff of what happened at the pitch.

0:31:380:31:43

We've finished the presentations. They had lots of really good ideas.

0:31:430:31:48

-They were very enthusiastic about it with some good thinking.

-What about the brand identities?

0:31:480:31:55

I think that the can had great stand out. It would stand out versus its competitors and be really clear.

0:31:550:32:01

-The brand name was a big, bold idea and could be compelling.

-OK.

0:32:010:32:06

The TV ad was a bit confusing.

0:32:060:32:08

It wasn't very obvious what the story was in the TV ad.

0:32:080:32:13

That's a shame. That's a shame.

0:32:130:32:16

You can go through to the boardroom now.

0:32:390:32:42

- Good morning. - ALL: Good morning, Lord Sugar.

0:33:080:33:14

Some people like to say that marketing is a very complicated and mystical thing. It's not.

0:33:150:33:22

It's very simple. You're going to spend a lot of money on television advertising.

0:33:220:33:28

You've got to produce an advert that attracts your target market

0:33:280:33:33

and drives them in the shops to buy this product. Then they've got to recognise the product.

0:33:330:33:39

I want to know if you all signed on to that. So let's start off with Kinetic. Who was the team leader?

0:33:390:33:47

-That was myself, Lord Sugar.

-- Good team leader? I don't think so.

-No.

0:33:470:33:52

As a project manager, I think Harry was actually OK. The first meeting wasn't great.

0:33:520:33:59

But after that we grouped well as a team and I actually think that we worked quite well.

0:33:590:34:06

So you're saying he wasn't bad. Gbemi, why do you think he was a bad team leader?

0:34:060:34:12

Because he sort of had his idea and, no matter what anybody said, he just wanted to go with that.

0:34:120:34:18

-What WAS the concept for your brand?

-We wanted a product that was fun.

0:34:180:34:23

-We thought for this target market image is everything.

-Look good, feel good, confidence.

-Along those lines.

0:34:230:34:30

-Who was responsible for the packaging?

-Lizzie and Gbemi were responsible for the packaging.

0:34:300:34:36

We wanted something bright, bold and colourful and we mentioned the colours red and pink.

0:34:360:34:43

-I was disappointed with the packaging.

-When we said how we'd design it, you were fine with it.

0:34:430:34:50

We said we ought to do a dark background, our writing was pink and we'd do a mirror on the packaging.

0:34:500:34:57

-You didn't say a dark background.

-We did, about four times.

-We said it so many times, Harry.

0:34:570:35:03

There are a few things about it that I don't like, but you did quite a good job on the packaging.

0:35:030:35:09

- The mirror idea that I wanted... - You wanted the mirror on it?

0:35:090:35:14

- Yeah. I wanted... - Can you explain why? You expect them to look under their armpits?

0:35:140:35:20

No, I wanted Vanity written in the mirror, which would give us more brand identity.

0:35:200:35:26

- Not just a mirror. - No, with Vanity written in it. - Who directed the advert?

0:35:260:35:31

James and myself.

0:35:310:35:34

Let's run it. Let me have a look.

0:35:340:35:36

'Something Selfish by Vanity.

0:35:360:35:38

MUSIC: "On The Floor" BY JENNIFER LOPEZ

0:35:400:35:44

'Vanity - your scent can change, but you don't have to.'

0:36:020:36:05

OK, I think I get it. Initially, the onlookers thought she was a bit stupid.

0:36:060:36:13

Then as soon as she used your product, she became cool.

0:36:130:36:17

So the two chaps went and joined her and the other young lady got the hump, so to speak.

0:36:170:36:24

I think it's quite a clever conceptual idea because the remit was to target that age group.

0:36:240:36:32

And the remit was to make someone feel when they buy this product

0:36:340:36:38

that it is going to make them cool and people will look up to them, so to speak.

0:36:380:36:45

That's what you tried to achieve.

0:36:450:36:47

Right, let's move over to Atomic. Now, Zara,

0:36:470:36:51

-I've noted in your resume that you actually make films and videos and things like that.

-That's right.

0:36:510:36:59

- Good team leader? - Not really. During the task, I worked with Zara the most.

0:36:590:37:04

I found she didn't listen to me at all. With every point I said, Zara would...

0:37:040:37:10

She would basically disregard it.

0:37:100:37:13

What did you do? Because I mentioned to you last week that one reason you were remaining in the process

0:37:130:37:20

- was to see you assert some authority yourself. - And I think I did do that.

0:37:200:37:27

- Take me on, then, to how you got into your brand name. - I came up with the name of Raw.

0:37:270:37:34

I mean, just from my point of view, one consideration people make when buying an anti-perspirant

0:37:340:37:40

is they don't want skin irritation and things like that. And it flies in the face, does it not,

0:37:400:37:46

to have a product called Raw when what you really want to sell is something that is non-irritant.

0:37:460:37:53

The way we were going with the name was relating to the raw strength of a young person,

0:37:530:37:59

the raw energy of a young person.

0:37:590:38:01

And on the back, for clarity,

0:38:010:38:04

we've got a checklist displaying moisturising and that kind of ability.

0:38:040:38:10

Well, moisturising, you know, flies straight in the face of Raw, doesn't it, really?

0:38:100:38:17

Before I watch the TV advert, just give me the heads up of what it's supposed to do.

0:38:170:38:23

Initially, we had an idea of working on a slogan, "On the field. At work. Through the night."

0:38:230:38:29

-We developed an advert for that...

-On paper, you mean?

0:38:290:38:33

Yes, on storyboards. But in hindsight with feedback from focus groups, we changed it

0:38:330:38:39

and Harry and Haya both came back with an idea that maybe they'd just have a really awesome breakdance.

0:38:390:38:46

-That was Haya's idea.

-Sorry, that's Haya's idea.

0:38:460:38:50

We asked the focus group about the slogan and they didn't like it.

0:38:500:38:54

I looked at the people we were casting. Three of them were professional hip hop dancers.

0:38:540:39:00

I thought, "How about we do a simple dancing advert?"

0:39:000:39:04

Zara was supportive of it, a bit, but said she had to see the dancers

0:39:040:39:08

to see if they could actually dance before saying yes to the idea.

0:39:080:39:13

-So you flipped your idea.

-Completely.

0:39:130:39:16

Let me have a look at this advert.

0:39:160:39:20

DANCE BEAT

0:39:240:39:26

'For the relentless power of a 48-hour deodorant

0:39:350:39:39

'with a hint of aftershave to enhance your day, it's Force,

0:39:390:39:44

-'the anti-perspirant for men by Raw.

-Live it raw!'

0:39:440:39:49

So the voiceover there, who directed and wrote all that?

0:39:500:39:54

I wrote what the guy was going to say.

0:39:540:39:58

-And the product showed quite a lot in the advert.

-Basically, I don't think anyone particularly said,

0:39:580:40:04

we just knew we wanted to get the image across clearly to stick in people's minds.

0:40:040:40:09

All right, well, let me say this - both adverts were very good. Considering your age,

0:40:090:40:15

considering you've not done it before, they were very good. Some of the best I've seen here.

0:40:150:40:22

I have to take advice from the experts. I don't know it all.

0:40:220:40:27

I had a long chat with the people you spoke to.

0:40:270:40:30

Regretfully, what they say

0:40:300:40:34

about the Kinetic advert is that whilst the concept is there

0:40:340:40:41

of the young girl suddenly becoming cool, it was OK,

0:40:410:40:46

the execution of it didn't come across that well.

0:40:460:40:51

And I would add that the product itself had no association with the advert,

0:40:510:40:58

as theirs did. I saw their advert, I got it,

0:40:580:41:02

saw the product all the time coming up in the shot, the guy's cool.

0:41:020:41:07

I see that on the shelf.

0:41:070:41:10

I didn't see that follow through on your campaign, I'm afraid to say.

0:41:100:41:15

I have to tell you, Kinetic, that your campaign was not the best one.

0:41:150:41:21

I'm pleased to tell you, Atomic, that yours was the best one, so very well done.

0:41:210:41:27

-Well done, guys.

-And, as a treat,

0:41:270:41:31

I'm going to send you down to my local airfield and you'll do some stunt flying.

0:41:310:41:36

May I suggest that you have lunch afterwards, and you might need to take your deodorant also.

0:41:360:41:44

But I think you'll enjoy yourself. Have a good time and I'll see you on the next task.

0:41:440:41:50

Thank you, Lord Sugar.

0:41:500:41:52

Oh, my God! I'm scared!

0:41:550:41:57

Well done, guys. Fantastic.

0:41:590:42:02

Let's go hop in the plane.

0:42:020:42:05

You've all been to theme parks? Alton Towers? You like that?

0:42:080:42:12

This is ten times more exhilarating, more exciting than theme parks.

0:42:120:42:17

I work as hard as I do so that one day I might be like Lord Sugar and have a plane of my own.

0:42:170:42:24

I'd love to be able to take it out for a spin. This would definitely be an incentive to work hard.

0:42:240:42:30

It was nice knowing her!

0:42:300:42:32

Guys! Have some respect.

0:42:320:42:35

Let's have a moment's silence for Zara.

0:42:350:42:38

-Oh, loop the loop! Oh, my God!

-Oh, God!

0:42:390:42:44

-Are you more excited now?

-I'm more worried now!

0:42:440:42:48

-Oh!

-Wow.

0:42:500:42:52

It was so, so awesome! It was incredible.

0:42:520:42:56

Bye!

0:42:560:42:58

Hi!

0:43:050:43:07

Harry! How was it?

0:43:080:43:11

It's the best thing I've ever done in my life.

0:43:110:43:14

SAD MUSIC

0:43:240:43:26

OK, guys, very disappointing. We just have to all accept responsibility for the things we did

0:43:300:43:36

-and then...

-No, I think that you are to blame for the failure.

0:43:360:43:42

If we came up with a concept from the beginning, it could have worked.

0:43:420:43:47

Lord Sugar asked what was our concept. I thought it was confidence. You thought fun.

0:43:470:43:52

We made a product on confidence.

0:43:520:43:55

'Harry M should be fired.'

0:43:550:43:58

If he communicated better with us, we'd have done much better.

0:43:580:44:02

If he was open to opinions, we'd have done much better.

0:44:020:44:06

The concept was wrong because we didn't have a concept from the beginning. If you'd listened to me,

0:44:060:44:13

then we'd be fine, the elements would fit together. They didn't. That's your fault.

0:44:130:44:19

-This is very unprofessional, what you're doing, shouting...

-I'm not shouting.

-You are.

0:44:190:44:25

-If we had a concept, we wouldn't be sitting here.

-Let's save it. This is a bit pathetic.

0:44:250:44:31

I'm not going to sink to that level. I'm going to keep my integrity intact and not sink to bitching.

0:44:310:44:39

"Oh, I think it's you!" Just save it.

0:44:390:44:43

- 'Could you send them in, please?' - Yes, Lord Sugar.

0:45:030:45:07

You can go through to the boardroom now.

0:45:070:45:11

Harry, first-time PM.

0:45:270:45:31

HE SIGHS Fifth time on the losing team.

0:45:310:45:35

What was the concept of this advertising campaign?

0:45:360:45:40

When it came to the initial concept, I was quite clear that I wanted a brand that was fun.

0:45:400:45:46

Lord Sugar, can I just say that in the initial meeting, what I made clear was

0:45:460:45:51

that we needed to come up with a concept. We ended up coming up with a brand name

0:45:510:45:57

-then trying for a concept after, which is the wrong way.

-James...

-That was the Project Manager.

0:45:570:46:03

I tried to make it the other way, but he had none of it.

0:46:030:46:06

Let me tell you what the advertising agency said. It was disjointed

0:46:060:46:12

in the sense that there was a concept there and the concept was this confidence thing,

0:46:120:46:19

but it didn't play out properly. Now, starting with the advert,

0:46:190:46:24

who was responsible for the actual direction in it?

0:46:240:46:28

It was myself and James. Initially, we had two concepts on the table.

0:46:280:46:33

James's concept of a geek versus a glamorous girl - I thought that could have negative connotations

0:46:330:46:40

and suggested two glamorous girls and play something comical off that.

0:46:400:46:45

No, the initial idea that I had was a girl, whether that be a geek...

0:46:450:46:50

Non-cool.

0:46:500:46:52

-Both ideas were very similar.

-Everyone had the same vision - a geek chic sort of look.

0:46:520:46:59

The others did a storyboard. Did you?

0:46:590:47:02

No, cos we had the idea in our notebook almost like a storyboard.

0:47:020:47:06

That was a complete mistake by both myself and Harry.

0:47:060:47:11

Which is surprising because James loves structure. This is the vehicle for structure.

0:47:110:47:16

What was the spraying? It looked like fly killer or air freshener.

0:47:160:47:21

- It was to play on the humour. We tried to make it... - It wasn't funny.

0:47:210:47:27

The other problem with the advert is it didn't get enough full-frontal shots of the product itself

0:47:270:47:34

to get on to my next point - the recognition of the product on the shelves in the shops.

0:47:340:47:41

This is terrible. The branding doesn't stand out.

0:47:410:47:47

The logo is insipid. What you want a mirror on there for, I have no idea whatsoever.

0:47:470:47:53

I think I definitely applied my sense of creativity in making this packaging with Liz.

0:47:530:48:00

I do think it was quite good.

0:48:000:48:03

I thought when you put it on the shelf it would stand out and people would look twice and...

0:48:030:48:09

But it doesn't, does it? It's a bad design. It's a bad design.

0:48:090:48:14

Lizzie, I want to hear from you today because silence is not going to help you.

0:48:140:48:20

Where do you think your input was in this particular task?

0:48:200:48:24

I did a lot more than a lot of people. I delivered the pitch, I came up with the name, the slogan.

0:48:240:48:31

-How was the pitch, Nick?

-I thought the pitch was far better than I thought it would be.

0:48:310:48:38

-Thank you.

-I was very pleasantly surprised.

-Thank you.

-It was good.

0:48:380:48:43

Harry, why do you think you're not responsible for the failure when you were team leader?

0:48:430:48:49

This team, quite a hard team to manage, gelled very well together under my leadership.

0:48:490:48:55

-I think that we all worked well together.

-James, there were times when you were very disruptive.

0:48:550:49:01

-I think we pulled together well as a team.

-But the whole team dynamic is down to the leader.

0:49:010:49:08

- No! - No, I disagree.

0:49:080:49:11

You were trying to cause trouble every step of the way for me. Day 2, we had a meeting.

0:49:110:49:18

Everybody was enthusiastic. You said, "I'll say this now. I think you've been terrible.

0:49:180:49:24

"You're shirking everything." That is very disruptive for the team dynamic.

0:49:240:49:30

Harry, I think you know the form now.

0:49:300:49:34

Who are you bringing back in to this boardroom?

0:49:340:49:38

I'm going to bring back Gbemi and...

0:49:390:49:44

-James.

-Hang on. Can I just ask...

-James, I've made my decision.

0:49:450:49:51

- There's plenty of time for this. - What more could I have done on this task?

0:49:510:49:56

- I followed every instruction you gave me. - Good, good. Listen.

0:49:560:50:01

Lizzie, try not to be on the losing team the next time.

0:50:010:50:05

-Go back to the house and I'll see you on the next task.

-Thank you, Lord Sugar.

0:50:050:50:12

Em, James, I'll give you ample opportunity to ask for his rationale.

0:50:130:50:19

OK. Would you all three step outside

0:50:190:50:22

and I'll call you back in shortly?

0:50:220:50:25

There's an argument that they're all culpable. There's the storyboard, which was James and Harry.

0:50:320:50:39

They just didn't do one. And then there's the packaging, which was Lizzie and Gbemi.

0:50:390:50:46

So they've all got something to answer to.

0:50:460:50:50

TELEPHONE RINGS

0:50:510:50:54

- Could you send them in, please? - Yes, Lord Sugar.

0:50:540:50:58

Lord Sugar will see you now.

0:50:580:51:00

James, you wanted to ask Harry?

0:51:180:51:21

Yeah, I want to know. I followed every instruction I was given.

0:51:210:51:26

What could I have done more so I wouldn't be brought back?

0:51:260:51:30

The reason I brought you back is that you were a hive of negativity, very difficult to manage...

0:51:300:51:36

Earlier, Lord Sugar, did I not say that I thought Harry was an OK project manager?

0:51:360:51:42

- Yes, you did. - So when did I criticise you saying you were terrible?

0:51:420:51:47

-The start of Day 2. Gbemi can justify this.

-Don't ask me. I said you were a bad manager.

0:51:470:51:53

I'm going to stick to that. I won't say now you were good because James thinks you were OK.

0:51:530:52:00

Can you verify James's outburst to me?

0:52:000:52:04

-Can you verify that?

-Yes, he did.

-And I'll tell you why.

0:52:040:52:08

Do you not see how that could be demoralising to the team and my role as Project Manager?

0:52:080:52:15

-But, Harry...

-Can I please respond to that?

0:52:150:52:19

You can't say I was negative. I worked with everything. Even when you said we had no concept,

0:52:190:52:27

I pushed for concept. You wanted brand names, I suggested some.

0:52:270:52:32

-What are your reasons for bringing Gbemi back?

-Poor product packaging and design and she didn't listen.

0:52:320:52:38

-Didn't listen to what?

-I gave you a clear outline of what I wanted.

0:52:380:52:44

You were a very negative person, too. Not as negative as James.

0:52:440:52:48

-Harry...

-Can I please speak here? Let's be real.

0:52:480:52:52

You don't want to listen to anyone. You're Project Manager, so it is wise that you make final decisions.

0:52:520:52:59

And if we were to fail, it's in your hands partly. But there's more than one person in the team

0:52:590:53:06

-and you don't listen.

-What didn't I listen to?

0:53:060:53:10

The concept. The fact that we needed a vision, a strategy.

0:53:100:53:14

-It's not all about you, Harry M. There are other people in the team.

-Gbemi, you're a designer.

0:53:140:53:20

Yeah? And he told you to get on, together with Lizzie, to design the can.

0:53:200:53:26

We did what we could to make this product stand out on the shelf.

0:53:270:53:32

-I still do think this will stand out on the shelf.

-You...

0:53:320:53:37

Gbemi, you simply don't get it, do you? That is a bad design.

0:53:370:53:42

Fair enough. It's a bad design.

0:53:420:53:45

But I think given the little guideline you gave us, what we came up with was quite OK.

0:53:450:53:52

-Can I say that, Gbemi, you do have to accept responsibility for the packaging?

-I do.

0:53:520:53:59

Harry, who is responsible for the failure of this task?

0:53:590:54:03

Gbemi, for the packaging.

0:54:030:54:06

James?

0:54:060:54:08

Obviously, I think had we had more structure and we were more clear on what this was about,

0:54:080:54:15

we wouldn't have been in a position where it was all disjointed. So Harry's responsible for that.

0:54:150:54:21

Equally, Gbemi for the packaging. Both are responsible.

0:54:210:54:24

-Gbemi, who do you think is responsible for the failure?

-I think definitely Harry M.

0:54:240:54:30

With more structure, we would have done better.

0:54:300:54:34

Harry, this is the fifth time you've been in the losing team.

0:54:350:54:39

It is quite clear from Gbemi and James that they kind of consider you responsible for the failure here.

0:54:390:54:47

There's got to be a reason that... you're always in the losing team.

0:54:470:54:52

And I wonder whether it's... Are you just an unlucky person?

0:54:520:54:57

Or is there some underlying reason as to why you're always losing?

0:54:570:55:02

James, you came into this process like a bull in a china shop,

0:55:020:55:07

but, you know, you have improved over the five weeks, although...

0:55:080:55:12

on this particular task here I'm still not liking the way that you're swinging the blame

0:55:120:55:19

when you can actually see that it's not going your direction.

0:55:190:55:23

Gbemi, you're a designer. OK, it may be unfair to place the total blame on that can on you

0:55:250:55:33

because Lizzie was with you. Yeah? But I do say

0:55:330:55:38

that it is, in my opinion,

0:55:380:55:41

the main culprit of the failure of this task.

0:55:410:55:47

It's a difficult one. One of you is going today.

0:55:470:55:51

Because of the serious design error...

0:55:530:55:58

Gbemi, you're fired.

0:55:590:56:02

Thank you, Lord Sugar.

0:56:020:56:04

OK.

0:56:040:56:06

Harry, you do have some good qualities, particularly on salesmanship and presentation.

0:56:160:56:23

- Go back to the house and I'll see you on the next task. - Thanks, Lord Sugar, Nick, Karren.

0:56:230:56:30

-Are you OK?

-Yeah.

-Want to hug?

-No, it's OK. It's cool.

0:56:330:56:37

I'll hug you, Gbemi.

0:56:370:56:40

Good luck.

0:56:400:56:42

It won't put me off any designing that I do.

0:56:580:57:02

There's always a design that you do and you think, "It could be better,"

0:57:020:57:06

so every mistake I do, I know I can improve and next time I'll make it 100 times better.

0:57:060:57:12

-I'd be really disappointed if Gbemi went.

-I think Harry M will go.

0:57:180:57:22

I think James will come back. He doesn't deserve to go.

0:57:220:57:26

Being in that boardroom, I have no idea. It was that bad.

0:57:310:57:36

James! And Harry!

0:57:370:57:40

-You sound surprised.

-Oh, my gosh.

0:57:400:57:43

-How are you? Was it difficult?

-Are you OK?

0:57:430:57:46

-What happened?

-He came out and said, "I'll base this on the task."

0:57:460:57:51

No, he nearly fired you. Don't lie.

0:57:510:57:54

It's getting to the point now where we're so far in, if you make a mistake, that's it.

0:57:540:58:00

In the fight for Lord Sugar's £25,000 investment,

0:58:030:58:08

seven candidates remain.

0:58:080:58:10

-Next time:

-Your task is to find and buy 10 items. You need to negotiate the best possible price.

0:58:150:58:23

-As the waxworks wait...

-Do you sell suits?

0:58:230:58:27

-..the teams catch fire.

-Sale! Come on!

0:58:270:58:32

-Is there any way we'd come down?

-No.

0:58:320:58:35

-You look for them.

-So what are you looking for?!

0:58:350:58:39

On this particular task, there's been terrible mistakes. You're fired.

0:58:390:58:46

Subtitles by Subtext for Red Bee Media Ltd - 2011

0:58:580:59:02

Email [email protected]

0:59:030:59:05

Lord Sugar turns up the heat on the remaining candidates, tasking them with developing a new brand of deodorant aimed at the youth market, which they must launch with an eye-catching TV advert.

Artistic differences and creative tensions quickly ensue, and it is not long before the candidates are hot under the collar and in need of a cooling deodorant themselves. As one project manager becomes dictatorial and ideas for a spray can get re-designed, the other team is forced to rethink its whole approach when a focus group is left unimpressed.

As Nick and Karren look on, and advertising and branding industry experts give their feedback, Lord Sugar is left in no doubt about which team's campaign had the sweet smell of success and which left a bad smell. As always, one candidate finds themselves in a sticky situation as Lord Sugar raises his finger to deliver his final words: 'You're fired'.


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