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  • 'It's an opportunity like no other.'

  • I don't like teacher's pets and I don't like bullies.

  • I like young people that have the potential to succeed in business.

  • 'From all over the country, Britain's youngest aspiring entrepreneurs have come to London.'

  • Ow! Hold the door!

  • - 'Aged 16 and 17...' - It was bad management.

  • '..all have a burning passion for business.'

  • - Next! - High knees!

  • 'They'll battle it out for a prize worth £25,000,

  • 'the ultimate kick-start to a career in business.'

  • Where was the business sense here? It's been done before.

  • 'But to succeed, they'll have to impress the boss.'

  • You've tried to be too clever and I'm afraid that it's backfired.

  • 'In charge of a vast business empire,

  • 'Lord Sugar started his career while still at school.

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

  • It's not a loss, is it? It's a complete annihilation.

  • It was my decision to make. I hope you enjoy when we lose.

  • 'To win, they have to work as a team...'

  • - We just had some ideas. - It's done now. We've finished it.

  • Well, that's annoying.

  • '..but shine as individuals.'

  • Oh, my God!

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

  • You're fired. You're fired.

  • With regret, you're fired.

  • All right, guys. Come down here.

  • 'Previously, on Young Apprentice...'

  • Your task is to create a new kids' club

  • that is going to capture the imagination of the youngsters.

  • 'Project manager Ashleigh stamped her authority.'

  • Me gut instinct is usually right. The recycling idea is better.

  • Our idea is much better.

  • Rockets.

  • 'Maria and Steven began with a bang.'

  • SCREAMS That is really good.

  • 'Kids' clubs took shape.'

  • Hello, kids!

  • That looks like so much fun!

  • 'Ashleigh's Active Art Class made its mark.'

  • Come on, guys! Faster!

  • 'Space was Odyssey's theme.'

  • Blast Off is a new and exciting kids' club...

  • 'Navdeep's jet-propelled pitch led to boardroom victory.'

  • - They really liked it. - Very well done.

  • - 'Ashleigh pointed the finger.' - He just switches off.

  • - How did I switch...? - Can you let me speak?

  • 'Andrew came under fire.'

  • Fourth time in the losing team. I don't know whether I've got your card marked.

  • 'But for David...'

  • Because Lord Sugar knows my abilities...

  • What I know are your deficiencies.

  • - '..it was game over.' - You're fired.

  • 'Now, seven remain in the battle to become

  • 'Lord Sugar's young apprentice.'

  • '7am.'

  • PHONE RINGING

  • - Hello? - 'This is Lord Sugar's office.

  • 'He would like you to meet him at a central London hair salon.

  • - 'Your car will leave in 30 minutes.' - Brilliant. Thank you.

  • Guys, cars will be here in 30 minutes!

  • - We're meeting Lord Sugar at a hair salon. - A hair salon?

  • I use shampoo and I wear hair gel.

  • - Do you use anything? - A little bit.

  • Maria's Hair & Beauty - I think it's got a nice ring to it.

  • It's very important to look good.

  • 'Central London.

  • 'An up-market hair salon,

  • 'but originally, one of the capital's oldest barber shops.'

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

  • We're here in one of London's most prestigious hair salons.

  • As a nation, we're spending over £200 million a year

  • on hairstyling products.

  • It's a huge market, and your task this week is very simple.

  • You have got to make a television advert for a hairstyling product.

  • And then, pitch your brand and advertising campaign

  • to advertising professionals, who are going to feed their thoughts back to me.

  • The team that comes up with the best campaign will win.

  • Unfortunately, in the losing team,

  • one of you will be fired.

  • I'm going to mix the teams up a little bit.

  • Andrew and Lucy, you go over to Odyssey.

  • Patrick and Maria, come and join Platinum.

  • Now, Maria, you haven't been a project manager before.

  • You are now. You're going to be the project manager of Platinum.

  • And Andrew, you're going to be the project manager of Odyssey.

  • So, good luck, and I'll see you back in the boardroom in a couple of days. Off you go.

  • 'Three days to create, brand and advertise a new product

  • 'for the multi-million-pound UK hairstyling market.

  • 'Then pitch it to top advertising executives.'

  • - This task sounds great. - I'm gutted. I wanted to be PM.

  • Andrew, project manager. Yeah. Interesting.

  • I'd prefer to work with them two than Maria. She irritates me.

  • I think it's better to work in a small team of creative people.

  • Sometimes, you get too many people's opinions and you don't need them.

  • 'First stop...

  • 'Havas, London.

  • 'A top agency, famous for its hair product advertising campaigns.

  • 'Critical to the launch of any hair care product -

  • 'a catchy name and a target market.'

  • - ANDREW: - Which one are we going for? - Women's is saturated.

  • There's lots out there. Men's definitely.

  • - Men's definitely? All happy? - Yeah.

  • I were gonna say definitely women.

  • Yeah, all three of us will be able to focus more towards woman.

  • We're all interested in that sort of thing. I know we have a boy, but you like fashion!

  • I were thinking, sex sells.

  • - And I'm thinking... - I agree. - ..use sex.

  • What's a good name that stands out? Something that's not just...

  • - See? I'm thinking... - Diva.

  • - Diva can't be done. - I'm thinking the word Strexy.

  • Strong-Sexy.

  • I love that!

  • Strong hair for the sexy woman.

  • Strexy. Strong, independent, classy woman.

  • Boom, there, in your face. Deal with it.

  • - What themes were you thinking? - I quite like the idea of indie.

  • - Festival-goers, that sort of thing. - So, the key feature...? - Different.

  • - You've got to be different. - Yeah.

  • We need to make something memorable and unique in the market.

  • That can go terribly wrong or terribly right.

  • Names and slogans, what do you think?

  • What's that saying about something that changes its spots?

  • - Leopard. - That's going against what we're trying to sell.

  • We're trying to say that you CAN change.

  • Or, "Leopard - change your spots!"

  • - "Be different." - How about "different" full stop?

  • - Or "diff" full stop? - STEVEN: Diff! Original(!)

  • I'm not feeling this!

  • What about, "This is gel"? Really simple.

  • - I like it. - Is there an animal that wants to be...?

  • - That keep changing their colours. - Chameleon.

  • - Chameleon. - I like it. Chameleon. I like it.

  • Right, nice one. Off you pop.

  • 'For Andrew's team, hair gel for men.'

  • See ya later. Be on the phone!

  • 'Already on the road...'

  • - What about the name Tease? - Cheese? - Tease.

  • '..it's a female hairspray for Maria's team.'

  • What I want to stress here is colour.

  • Colour is what attracts people.

  • Maria, colourful and girlie is already very out there.

  • Get those questions out of market research. I want to know what the target market want, not what we want.

  • That's that sorted.

  • Everything would be pink if she had her way.

  • The thing that stands out to me on that shelf is that.

  • Pink's a definite no-no.

  • Blue, pink.

  • - No, no. - And red.

  • - Green's pretty bare. - That's pretty cool.

  • Neon sort of colouring. It stands out, like a neon green.

  • I like the neon. That stands out.

  • Looking forward to meeting the indie boy band, Lucy?

  • I am strictly professional! NAVDEEP LAUGHS

  • 'Briefed to brush up on the alternative market,

  • 'Lucy and Navdeep drop in for an audience with their focus group -

  • 'a boy band.'

  • Hi, guys.

  • So, we're creating a new brand for hair gel.

  • We just want to throw a lot of ideas at you.

  • One that we're looking at is Break Free as the title.

  • I don't know how you can link that straight to hair.

  • Being free with hair suggests it's not styled.

  • Mr Alternative? Definitely not. No.

  • We weren't sure about that, either.

  • We had a few other names. Leopard. I think we had Chameleon as well.

  • - This idea of changing, adapting. - Ooh, Chameleon. That's really good.

  • - Really? - Chameleon's really good.

  • That could work quite nicely. The word "adapt" comes in.

  • I think Chameleon works.

  • Your reaction to it made me think that's a good name.

  • 'Combing for clues to the women's market with an all-girl roller derby team - Ashleigh.'

  • Hi.

  • What do you think to the name Strexy?

  • - What's it called again? - Strexy.

  • - Strexy? - Yeah. What if I said Strexy is "strong" and "sexy" together?

  • - Strong and sexy - Strexy. - What about Stroxy instead?

  • It's got "rock" in the middle and you can see the words it's come from easier.

  • PHONE RINGS Hiya.

  • - Hi. - Did you ask them about Strexy?

  • Yeah, and they said you could call it Stroxy and get "rocky", "sexy" and "strong" in there.

  • - But I still like Strexy. - I like Strexy, compared with that.

  • - We sort of came up with an idea for the ad. - Yes?

  • - You know the way you mentioned the boxing ring? - Yeah.

  • We were thinking one girl and she would be surrounded by guys.

  • They could say stereotypical lad lines like, "It's not me, it's you."

  • "Sorry, I forgot your number."

  • Then instead of punching them, she could whip them with her hair.

  • I think that's a brilliant idea.

  • 'Keen to lock down a brand name...'

  • - Hi. - Hi.

  • '..Andrew calls Navdeep and Lucy.'

  • We spoke to the focus group and they really liked Chameleon.

  • OK.

  • They loved the name Chameleon, being able to adapt and change. Versatile.

  • It would appeal to other people as well.

  • - OK, I do like the Chameleon. I do like how it changes. - Yeah.

  • How about, we've got lots of people,

  • they're talking about how different their hairstyles are,

  • then they whack out their gel and it's our gel.

  • They're all using the same one? That's a really good idea.

  • Nice one. We'll book the models. See ya later, guys.

  • Whoo! I'm much more happy now.

  • 'Preparing to give male models the once-over,

  • 'Andrew and Steven.'

  • So, we're gonna bring them in.

  • We're gonna ask them to do a 360, so we get a full look at their hair.

  • It's gonna be awful.

  • Chuck it in, mess your hair up, so we can see the length.

  • Looks good. For that hair, nine out of ten.

  • For the hair. It's long. He's got a good set of hair.

  • - You're in love, aren't you? - I'm not in love!

  • Next!

  • - Would you say you're quite indie? - I'm not really indie. - OK, cool.

  • He had a ring in his ear. He's alternative!

  • - FRENCH ACCENT: - I work as an extra in movies.

  • - Is that how you normally wear your hair? - It depends.

  • - On what? - My style.

  • - Was he French? - I think he's Italian.

  • He's very, er...arrogant.

  • - But that's good. We need a bit of strut. - A bit of strut.

  • Just so we can see how long your hair is.

  • Have you got any tattoos or scars on the top half of your body?

  • - I don't know. See. - OK, that's all right.

  • LAUGHING: Fair enough, mate!

  • Cheers, thank you.

  • - Very keen. - OK, I didn't ask him to do that, before you say anything.

  • - He didn't have any scars. - No. - That's good, then.

  • '5pm.'

  • That sounds right to me.

  • 'At the agency, both teams brand their bottles.'

  • Can we have the black bits in a really dark purple colour?

  • OK.

  • I think pink will stand out more.

  • - Can we try it pink and see what that looks like? - This pink? - Yeah.

  • I think that kinda looks cool.

  • Do you think that pink is too...?

  • - You see, the pink's what I like. - Hm.

  • It's tacky, but I think that's what we're going for.

  • Strexy, it's not the most classy word, is it?

  • Strexy is a tacky brand and that's what we're gonna do.

  • If we're gonna be tacky, we're gonna go all out.

  • There's nothing wrong with a bit of tacky. It's a good way to go.

  • 'Sketching the Strexy storyboard - Ashleigh.'

  • Hello.

  • I was thinking, our brand's sort of tacky anyway,

  • so if we're gonna go tacky, there's no point in half doing it.

  • It's difficult, cos we don't want it to look tacky.

  • Sometimes, you have to be discreet to be obvious.

  • I think we need something edgy and fun, so we should go out there.

  • I'm know I'm being really annoying, but if we're gonna go out there, you go all out there.

  • I want people to be like, "Whoa! What is that?"

  • To be honest, I'd rather stay away from pink.

  • We'll see what it looks like.

  • It's really bad form to describe your own product as tacky.

  • "The tackier the better." "We're gonna really go tacky!"

  • I don't think people appreciate tacky. It's not high on their agenda of things to buy.

  • So, the name is Chameleon...

  • 'Briefing their designer, Andrew and Steven.'

  • We've gone Chameleon cos it changes the colour of its body to whatever background.

  • It's just different.

  • Sorry, don't chameleons change its colour to match what it's in?

  • Yeah. If a chameleon was on this table, it'd turn white.

  • - Just blending in? - It's a good point. That's not what we want, is it?

  • Shall we ring the others?

  • PHONE RINGS Hi, guys.

  • Right, guys, quickly.

  • Chameleon adapts to the environment it's in,

  • so it doesn't stand out and it looks normal.

  • No, but... Oh, I see what you mean.

  • This is a horrible situation.

  • NAVDEEP: It adapts to its environment.

  • Alternative people stand out from their environment.

  • They contradict each other completely.

  • This is embarrassing. What other name did you guys like?

  • Hold Strong, we got from the focus group. Hold Strong.

  • I don't like Hold Strong.

  • Are there any animals that are bold and stand out?

  • - Bold and stand out? An elephant! - Lion.

  • - No! - Whale.

  • Whale? Oh, my God!

  • Guys, chuck some names out. Random ones.

  • - Can anyone think of anything? - STEVEN: What about Brian?

  • I don't like Brian.

  • - Brian? - The only friend you can count on.

  • I've just got to say that the focus group really liked Chameleon.

  • I don't like Chameleon. Do you?

  • I don't like it because of adapting to your background but if we can pitch it in a different way.

  • I think you can pitch it as in you're adapting it to your own style.

  • Nav, what are you thinking?

  • I don't like Chameleon. It doesn't make any sense.

  • When we're pitching it, it's going to be a major flaw.

  • You're just challenging every idea, but we're not getting anywhere.

  • Come on, guys. You've gone round in circles and it's getting late.

  • We'll go with Chameleon and we'll change the slogan so it works.

  • Oh, dear! >

  • '6pm.'

  • Can we get a chameleon, cut it out and make a silhouette?

  • - Yeah. - That looks kinda cool.

  • '30 minutes to the print deadline.'

  • Can we have the STR in strong and the EXY in curly letters?

  • - You won't be able to read that when it's tiny. - You will.

  • You will not be able to read it. I've told you that.

  • - I'm not gonna say it again. - I'm happy with that.

  • - That looks cool. What do you think? - Yup.

  • For men - REAL men!

  • "In a world that's constantly changing, you need to stand out"?

  • This is a male market. Do they care about that jibber-jabber?

  • - What else do you suggest? - Not having it. Basically.

  • - A new description on the back. You've got two minutes. - OK. Yeah.

  • '6.30pm.

  • 'Names branded, markets focused, colours fixed.'

  • - We just had some ideas. - We've just finished it.

  • - What does it look like? - Quite simple, a green background.

  • A bright green bottle? I am not sure how I feel about that.

  • I am super-disappointed. Really disappointed about that.

  • NAVDEEP: It's a bottle that will appeal to no-one.

  • - KNOCK ON DOOR - '8am'

  • Hello. Thank you very much.

  • 'On time, packaged and printed, the teams' hair products.'

  • I hope you guys like it.

  • Right, I really like this.

  • It's not as bad as I thought. Is that meant to be a quiff?

  • That's a chameleon!

  • There is no other bottle on the shelf that is green.

  • There might be a reason for that!

  • Please be nice.

  • 'For project manager Maria, a can of...

  • 'Strexy.'

  • I think it looks cool, but cos there's pink in it...

  • I'm happy with it.

  • If you saw that on a shelf, your eyes would be drawn to it.

  • That's what retailers want, not something that looks really pretty.

  • It just has to look "Bam!" on the shelf.

  • It's a lower brand product, not a big out-there brand.

  • It's not like the big gold cans with the glamorous hairstyles.

  • It's more slightly tacky "but we just kinda want to do it".

  • I don't think we aimed for tacky.

  • Well, no... I'm not using "tacky" in a bad way. I'm using "tacky" in a good way.

  • "Tacky" is never a good way. You can't use the word "tacky".

  • PATRICK: So...

  • I like it.

  • "In a world that is constantly changing, you need to stand out."

  • You're just focusing on that little line.

  • Do you understand how "you need to stand out" and then a chameleon,

  • which blends into its background, doesn't make sense.

  • Which is why we changed it to "gel that adapts to you".

  • But it does it in YOUR way. YOU stand out.

  • The gel adapts to you and YOU stand out.

  • I'm so confused!

  • How confusing is that concept? Three members of the team don't get it, how are we supposed to pitch it?

  • - But me and Steve get it. - Well, I don't think so.

  • - I did say I didn't want it there. - You didn't want the typing. - Yeah.

  • - But we had to come to a decision. - The gel needed a description on the back.

  • I'm not sure if they respect me as project manager.

  • The concept is slightly different,

  • but you can always change an advert and tweak a concept, and that's what they need to get their heads around.

  • It'll look as if they're looking down a mirror but they'll be looking down the lens...

  • 'Today, the teams must shoot their advert and record the soundtrack.'

  • Me and Lucy are going to do the advert cos I'd like to be there.

  • I want to go to the advert cos I worked with Lucy all day on that.

  • - I think we have the same vision. - Then surely one person can do the job.

  • - Yeah? - All right. It's your call. Fine.

  • It is.

  • 'London's East End.

  • 'A boxing club -

  • 'film set for Strexy.

  • 'And it's gloves off for Maria and Ashleigh.'

  • I'm thinking of having this in shot. I want to have this here so it shows she beats them.

  • - No. - Why? - I really don't like that.

  • As soon as I saw it, I were like, "I hope to God she don't put that up."

  • - That's fair enough, but why don't you like it? - I think it looks tacky.

  • It's meant to be quite tasteful and it's gonna make it look tacky.

  • 'It's going to be very difficult to work together.'

  • I'm not going to let her do what she did to the can.

  • I'm going to put my foot down and not stand for it.

  • - I'd rather use this and get our name on it. - I think that makes it...

  • - It's something a director would use. - We're selling a product.

  • - That sets the scene. - That's my suggestion. If you don't want to take it, that's fine.

  • It's not a bad suggestion. I just need to figure out how it's going to work.

  • So if you just explain to me calmly how it will work, we can use it.

  • Action.

  • 'The story behind our advert is a girl who comes into a boxing ring.

  • 'These guys are already fighting and they intimidate her.

  • 'She uses our hairspray. It makes her strong and she beats them.'

  • It just shows you that with Strexy, you can do anything.

  • Could we do it from the side so we've got the side of her hair?

  • No, but I... She's talking to the camera.

  • Well, she can turn and look. I like it when she's got her hair.

  • - MAN: - OK, camera's running.

  • - Action. - Action.

  • Hi, guys. Nice to meet you.

  • 'Chosen location for Andrew's team - a swimming pool.'

  • The concept at the moment is these three different guys

  • all dressed differently, all doing different things, then they use our gel.

  • - They titivate themselves? - They what? - Titivate themselves? - You... - With their hair?

  • I'm sorry, I don't... They do their hair.

  • 'Getting slick with a tube of Chameleon - Lucy.'

  • OK, that's enough gel, yeah?

  • I'm not quite finished.

  • - More gel. It looks really greasy, doesn't it? - But it is a gel advert.

  • - Yeah. - They're gonna have gel in their hair.

  • Wow! That looks daft!

  • That looks very daft! Lucy, how do you get that spike down on his head?

  • - This? - Yeah. - Let me grab some...thing to do that with.

  • I don't think he needs any more gel!

  • - That is the look we're going for, Andrew. - OK.

  • Stand up.

  • - LAUGHING: - No, no! It's stupid hair!

  • I'm going to do this. I'm very tempted to get Sellotape.

  • Quickly! Quickly!

  • Action.

  • Perfect.

  • 'At a Soho recording studio -

  • 'the Chameleon soundtrack, voiced by Steven.'

  • Whenever you're ready.

  • Chameleon gel - gel that adapts to you.

  • Three guys, three styles,

  • one gel.

  • - OK? - Yeah, that was quite good.

  • - Really? - Yeah. - Hm.

  • - You've got to criticise me. - I need to hear more of it.

  • "One gel" should be like, "one gel". Like, "Oh, wow!" Get what I mean?

  • Three guys, three styles, one gel.

  • No? I'll go again!

  • - I always wondered how to be strong and sexy... - Wait. - Then I got Strexy.

  • You've just punched them.

  • 'Still sparring - Maria and Ashleigh.'

  • - Back up over here. - No, no. Do it from there.

  • She can't have these two thinking, "What do we do?"

  • This is the connection shot. You're having her straight like this.

  • - She needs to go from somewhere, cos... - OK. You're project manager.

  • 'Ashleigh sketched the storyboard so would like to direct the advert, but Maria's not having any of it.'

  • The actors are being given two sets of directions cos there appears to me to be two directors.

  • 'It's confused. One of them should take the lead.'

  • Like two cats fighting over the milk.

  • - We just need to get it where it was. - You need to reposition the camera.

  • The way it was two minutes before we did that shot, you zoomed in.

  • - That's perfect. - To be honest, I'd rather have it as a top shot and try and get that roof out.

  • - Pardon? - It's meant to look like a professional advert.

  • I get what you're saying. It might be impossible to get the roof out.

  • 'With most of the Chameleon commercial in the can,

  • 'a last-minute idea from Andrew.'

  • You walk out looking cool, but then you've got some toilet paper stuck to your shoe so you don't look cool.

  • So I'm just being that.

  • Andrew's introduced a little comedy twist

  • at the end of our 30-second commercial.

  • As one of our swimmers leaves, fully gelled,

  • he's trailing, tucked into his shoe, a piece of lavatory paper.

  • Go on. Let's try that. If not, we'll just have to get some tape.

  • Do you want to gently walk around there so that doesn't come off?

  • - Nice one. - Can you look like you're walking with a swagger?

  • As if you think you're really cool, but you've got paper on your shoe, so the joke's really on you.

  • - Andrew, show him a swagger. - I think he does that anyway.

  • OK. Cool.

  • OK, action.

  • - Perfect, Ben. - Perfect. - Nice one, Ben. Really good.

  • Strexy - allowing women's hair to be strong AND sexy.

  • 'Finding a voice for Maria's team - Patrick.'

  • I think I'll probably try one that's a bit more enthusiastic.

  • PHONE RINGS Must be Patrick.

  • - Hiya. - Hi.

  • If I say it now, you can tell me what you think.

  • Yeah. Say it now.

  • Strexy - allowing women's hair to be strong and sexy.

  • Very good, but ask the man can you edit your voice and sort of make it sort of cool.

  • Make it sound more manly, cos my voice isn't?

  • Exactly.

  • DEEPER: 'Strexy - allowing women's hair to be strong AND sexy.'

  • - No! - Do you not think so?

  • < A little bit too much, right? Yeah.

  • '5.30pm.

  • 'Time to check the final cuts.'

  • The thing is, I'm quite worried how the advert is actually going to end up looking.

  • If it's just normal, there's no way that we're going to win.

  • We cut there. We don't need the bit of him squeezing the gel.

  • BOTH: That's better.

  • I like the repetitiveness of this.

  • - ALL: Hiya! - Your voiceover was amazing!

  • Brilliant! You toned down the accent!

  • We're very nervous. You look incredibly nervous.

  • - Give us your honest opinion. - MUSIC STARTS

  • 'Chameleon gel, let's YOU stand out through you being you.

  • 'Three guys, three styles, one gel.'

  • - # Express yourself # - 'Chameleon, gel that adapts to you.

  • 'But doesn't change who you are.' NAVDEEP LAUGHS

  • You think that's funny? That is so good!

  • - I really like it. - Oh, God! I'm so happy!

  • Oh, thank God!

  • - Yes! - Well done!

  • - That was the most intense... - I feel a group hug!

  • ..the most intense 30 seconds!

  • Now the sub-team love it, I'm very confident.

  • The video really solidifies the concept.

  • It really makes the product look good and it's funny.

  • Come on, Steve. It's important to use the product.

  • Eugh!

  • - 'The day of the pitch.' - This gel's adapting to me.

  • I'm going to stick out the crowd because I'm being me, being myself!

  • I'm not following no trends! That is one good product!

  • That is a good product! I recommend everyone to buy Chameleon.

  • Strexy! Making your hair strong...AND sexy.

  • - Ash, you're loving that Strexy. - Mm. Are you nervous? - Really nervous.

  • If they don't like it, Lord Sugar won't pick it.

  • 'Brands packaged. Commercials ready to roll.

  • 'Agency executives seated.

  • 'First up, Strexy,

  • 'pitched by project manager Maria.'

  • Today, I'm going to introduce you to the biggest craze in women's hairspray - Strexy.

  • Strong and sexy hairspray.

  • The design of our bottle is in keeping with the Strexy theme.

  • We feel it's strong because of the leopard print,

  • and sexy because of the fun concept of the brand.

  • We're not foolish. We know this is a really busy, cluttered market.

  • We really do think this is a good product. Cue the ad, please.

  • MUSIC: "Whip My Hair" by Willow Smith

  • I always wanted hair that was strong and sexy.

  • And then I found Strexy.

  • Does anybody have any questions?

  • Can you talk about the aggressive nature of your communication?

  • - Is that not girl power, 1980s, 1990s? - That's certainly not what we're trying to achieve.

  • We're not all women - scrap the men.

  • This product is more about the fact that we want women to feel confident and strong in themselves.

  • I think the way you're saying the 1980s... Girl power started in the 1980s, but it's flourishing now.

  • We've caught it at the peak and we're going to run with it.

  • Right, come on.

  • 'Next, Chameleon.'

  • Good afternoon. LAUGHS NERVOUSLY

  • My name's Navdeep.

  • We're here today to pitch you our brand new gel called Chameleon,

  • a gel that adapts to you.

  • The bottle is green and that colour alone stands out.

  • The logo also goes with many different colours.

  • The bottle could be red, yellow and it could be blue.

  • Um... So, yeah, I've explained about the colours and the logo.

  • We do think that that is a big strength in this product.

  • The name Chameleon, we chose it because it's about adaptation.

  • So our gel is the chameleon in this case.

  • It adapts to the person. We're going to cue the advert now.

  • MUSIC: "Express Yourself"

  • 'Chameleon gel, lets YOU stand out, through you being you.

  • 'Three guys, three styles, one gel.

  • - # Express yourself # - 'Chameleon, gel that adapts to you.

  • 'But doesn't change who you are.'

  • You've shown three guys all just doing their hair.

  • What was it about the commercial that you think would make it original and different?

  • The little joke at the end gives a bit of a ring to the advert.

  • We're being honest and that little joke really reflects that.

  • I really like that you've used Express Yourself, it's very inciteful to the target market.

  • What I'm concerned about is that you show expressing yourself doesn't pay off.

  • He's made himself look good, but he's got toilet paper on his foot.

  • I really think that the joke represents the product.

  • We're not saying that girls are going to run after you.

  • This gel is gonna let you be an individual,

  • but we can't do anything about having toilet paper on your foot.

  • Thank you for taking time to listen to our presentation. We are team Odyssey.

  • 'Time for the agency to split hairs with the boss.'

  • If you had to judge which was the best campaign, which one would you say?

  • - That's a really good question. - I know it's a good question!

  • The good answer is it's a good question.

  • MARIA: I hope that I proved to my teammates that I can be a good project manager.

  • Most importantly, I hope I've proved it to Lord Sugar. It's do or die.

  • I HAVE to win this task.

  • There's been friction from team members but I have got the job done.

  • Losing this task would be devastating.

  • I've lost four tasks and only won one. I desperately want to win.

  • You can go through to the boardroom now. >

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

  • Well, an interesting task, an advertising task all about hair products,

  • where I told you over £200 million a year is spent in the UK.

  • Half of that is spent by Jedwood!

  • I think I'll start with team Platinum.

  • Maria, I made you project manager because you haven't been one before.

  • - No, that's correct. - Was she a good team leader?

  • Maria were quite indecisive. We did clash, but we both handled it quite maturely.

  • I appreciated the clashes because I'm not one who thinks my opinion's right every time.

  • - Really? - Well, I'm learning.

  • - Tell me what you did. - Basically, we went for the female market.

  • We came up with the concept of Strexy. That was Ashleigh's idea.

  • - Strexy? - A mix of "strong" and "sexy".

  • That makes me Strumpy, does it? Strong and grumpy?

  • LAUGHING: But we just thought it would stand out.

  • Is this supposed to be some kind of leopard print? Can I make a point?

  • Is it deliberately tacky?

  • I'm not a fan of the pink. Originally, we said we were aiming for strong, sexy and classy.

  • But it's hairspray. It's not the most classy product!

  • The point is, I don't know.

  • Maybe that's the new trend amongst you youngsters that this is kind of pretty cool.

  • - What I want to establish is, did you deliberately make it...? - I did make it a bit tacky.

  • - Maria did, but I were really disappointed. - You've got the design.

  • - Who made the television advert? - That was myself and Ashleigh.

  • - What did you do? - I did the soundtrack.

  • Well, we'd better take a look at this thing.

  • MUSIC: "Whip My Hair" by Willow Smith

  • I always wanted hair that was strong AND sexy.

  • Then I found Strexy.

  • 'Strexy - allowing women's hair to be strong AND sexy.'

  • I love the voice!

  • That boxer on the right went down like Didier Drogba on ice!

  • Y-yeah. Interesting.

  • - All right, Odyssey. Andrew, I made you the PM. - Yes, Lord Sugar.

  • - And you went for the men's gel market. - That's right.

  • - How did your team gel, then? - Sorry?

  • - How did your team gel? - Er... Good, good.

  • - Good project manager? - There was a lot of confusion.

  • - Tell me what happened, then. - We started to get a concept together, a brand.

  • Lucy came up with the name Chameleon.

  • - Our concept was men to stand out by being who they are... - One minute.

  • - In that sentence alone, you've contradicted yourself. - Yeah.

  • You want to stand out but you chose an animal that spends its life

  • - hiding away and camouflaging himself. - Yeah. - I don't get it.

  • It was about standing out, then we found the problem...

  • - But a chameleon doesn't stand out. - We decided it would refer more to the gel than the person.

  • - So you flipped it halfway? - Yeah.

  • You thought, "Chameleon, that's good.

  • "People like the name." Then you realised, "No, that is no good.

  • "Because it means it hides itself away.

  • "What we'll do now is we'll say that the gel itself adapts,

  • - "in same way as a chameleon." - Yeah. It was a hard decision.

  • - We were running out of time... - You looked for a line that would fit.

  • - Yeah. - If you really rammed it in.

  • But it has got me asking, "What are they doing this for?"

  • - Like some of these other stupid adverts. - And the chameleon was great to brand.

  • I'm just coming round to thinking that it might not be a bad idea.

  • Shall we have a look at this advert?

  • MUSIC: "Express Yourself"

  • 'Chameleon gel, let's YOU stand out, through you being you.

  • 'Three guys, three styles, one gel.'

  • - # Express yourself # - 'Chameleon, gel that adapts to you.

  • 'But doesn't change who you are.'

  • Hm. I'm taking it that the last bit,

  • with the bit of toilet tissue attached to the bloke's foot,

  • was a bit of subtlety that I'm supposed to understand.

  • - It was a bit of a joke. - I'm getting good, ain't I, understanding these things?

  • It comes to making a decision, really,

  • on which of these adverts is the winner.

  • Of course, I consulted with the advertising agency.

  • Yeah? And I don't think we were far apart in our thinking.

  • Andrew, your advert was confusing.

  • You tried to be too clever and I'm afraid that we all concluded that it's backfired.

  • Maria, yours does what it says on the tin, really.

  • And you shoved that tin right in the face of the viewer.

  • And so, for that reason, you've won.

  • So, you've been thinking about style all week.

  • Now you're off to meet one of Britain's coolest men in music.

  • You're meeting with someone called Labrinth.

  • You're going to his studio and you three are going to record one of his tracks.

  • OK? So off you go. Have a good time.

  • - Start warming up. - Thank you, Lord Sugar.

  • MARIA LAUGHS

  • Chameleon, I looked at that advert and tried to put young eyes in me,

  • and I thought, "I don't want to buy that. That's not attracting me."

  • And that is the big error. So, look, go off. Have a chat.

  • Come back in and we'll have a further chat on this.

  • And I'll decide, regretfully, that one of you will have to be leaving the process. OK?

  • Thank you, Lord Sugar.

  • GUITAR RIFF

  • - Hello, guys. How you doing? - Hey!

  • - How are you? - Nice to meet you, darling.

  • I'm so happy that I won as my first time as PM.

  • It would have been my third time in the boardroom, so hallelujah that didn't happen.

  • THEY SING WITH LABRINTH # Let the sun shine

  • # Let the sun shine, baby

  • # Let it all go Let it all go, baby

  • # Let the sun shine Let the sun shine, baby

  • # Cos the sun shines once again. #

  • Well done, guys.

  • STEVEN: You wanted to go to the advert to put your take on it.

  • - I did put my take on it. - It was the wrong take. - I don't think it was.

  • You're not acknowledging that it wasn't good enough.

  • 'Andrew's responsible for the failure of this task.'

  • He doesn't know how to lead

  • and he's very, very bad at taking criticism.

  • Where did that advert concept come from? Your two storyboards.

  • - You did change our idea quite a lot. - Yeah, cos it was three men doing hair in the mirror.

  • 'I'm not sure who he'll bring back in the boardroom.'

  • I'm definitely going to fight for my position.

  • Apparently, our pitch didn't go well.

  • I don't think I knew enough about the concept.

  • 'Nav is a one-trick pony.'

  • I didn't see anything else which Nav did,

  • but she's great at finding what went wrong but not trying to solve it.

  • PHONE RINGS

  • - Can you send the candidates in, please? - Yes, Lord Sugar.

  • You can go through to the boardroom now.

  • Simple principle of advertising is to keep the story simple.

  • The chameleon don't make any sense to me.

  • The concept was for people who want to stand out, to be different.

  • Stand out by blending in?

  • I think that the name Chameleon and saying that it's going to stand out

  • IS a mistake, but that's what the girls brought back from market research.

  • - But you agreed with it, didn't you? - Yes, I did.

  • Lucy or Steven came up with it?

  • - He came up with the idea of an animal. - That animal stands out, it's changing colour, it's different.

  • If you wanted an animal that stands out you have a peacock.

  • - Exactly. - Chameleons famously blend into the background.

  • Like some candidates that have been in this boardroom.

  • Navdeep, you've been blending into the background?

  • When Andrew phoned back with Chameleon, I think I was the most adamant to say no.

  • Andrew thought I was being negative.

  • It did feel like Nav was playing out a strategy. She wasn't getting the team to win.

  • She thought it was clever by disagreeing, then in the boardroom she can say, "I disagreed."

  • You're thinking way too much into it. We were having a discussion.

  • Apart from the pitch, Nav, what do you think you're proud of?

  • I said again and again, "I want to do the advert."

  • You'd have done that storyboard which was simple, bland and boring, guys doing their hair in the mirror.

  • I took Lucy, who had the idea, and me so I could add my spin on it.

  • Navdeep, you've got a name in these last six weeks, "Navdeep's good for pitching."

  • - Is that all you're good for? - Just cos I'm good at pitching doesn't mean I'm a one-trick pony.

  • You weren't THAT good this time.

  • In the cafe, Nav said she didn't do a good enough pitch because she didn't understand the concept.

  • I was saying, when I finished the pitch, I didn't feel completely...

  • - When you finish a pitch, you know how it went... - You didn't say that. - How about you let me talk?

  • - You're going to talk yourself out of it and you did say that. - I admitted to saying that.

  • It wasn't the most amazing pitch and it might be because I wasn't completely confident in the idea.

  • In all my years in business... I'll give you one little tip.

  • You can come up with an idea that you think is the right way to go.

  • You can get two or three miles or ten miles down the road.

  • If it's no good, it doesn't matter if you've got ten minutes left, change the idea.

  • Doesn't matter how much time you've got left, change it.

  • I knew we had to come up with another name. I called the girls.

  • Lucy said, "We've got a good logo and a storyboard."

  • And didn't come up with much else.

  • - We didn't have anything else, that's the problem. - I understand. We ran out of time.

  • My call on this is, if that was too late, dead and buried and done,

  • you still could have salvaged it with the advert.

  • This advert, to me, looked like a government warning -

  • beware of thieves stealing hair gel in dressing rooms.

  • Plonk it down. Someone comes along, takes it.

  • Plonk it down. Someone comes along and takes it. Plonk it down. I don't get it.

  • What was all that about?

  • I actually stressed on the day that I didn't want that.

  • I put the idea of these guys noticing this hair gel and sneaking a bit of a blob because I...

  • - Pinching someone else's hair gel? - Yeah. Being a bit cheeky.

  • If it was that cheeky idea that you were thinking,

  • it didn't come across in the blokes' faces.

  • A fella pinching it would have a wary look.

  • "I've just found some gold. Now I'm going to use it."

  • It was just pick it up, plonk it on, that was the end of that.

  • Definitely, the first guy had a sneaky look on his face. I'm not sure about the rest.

  • Then you got the other fatal error. No girls in the advert.

  • You're selling blokes' hair gel, who are all having handsome attacks.

  • One of the men you make to look like a plonker.

  • That was my idea.

  • "Do you want to be an idiot also? Go and wear this!"

  • It's not the message you want to put out.

  • We all really liked the advert. It was the only time Nav said, "Well done."

  • Even Steven and Nav came up to me and said, "I'm glad you didn't put the girl in."

  • - Well, it was a mistake. - It was.

  • So, who do you think's responsible for the failure of this task, Lucy?

  • I think that the failure of this task lies with Andrew.

  • If we'd had a clearer image, even after Chameleon had been done and dusted,

  • the advert would have had more ring to it, it would have made it clear.

  • - Steven? - I think it was down to Andrew as well. Just because of the confusion of the concept.

  • - Navdeep? - I agree with the other two. The failure is down to Andrew.

  • I don't think he was clear enough in the concept.

  • - We were all very confused, I think. - Hm.

  • Andrew, who are you bringing back into this boardroom?

  • I'm going to bring back Navdeep and Steven.

  • Why are you bringing me back?

  • - We'll find out in a minute. - I thought it was the advert that was a bad point.

  • I could not put my finger on what you did well in this task.

  • - I'm sorry. - Shall we find out later? - No problem.

  • Lucy, I'll see you on the next task. Off you go.

  • You three step outside and we'll have a further discussion.

  • Thank you, Lord Sugar.

  • When Steven thought of Chameleon, I think he thought the opposite, that it stood out.

  • In a funny way, he does come up with some ideas. This is the point.

  • Navdeep sounds like she gave Andrew quite a hard time in this task.

  • Then again, Andrew has been blamed by everybody. Was he too autocratic?

  • - PHONE RINGS - Can you send them in, please?

  • - So, Steven. - Yes, Lord Sugar.

  • You were surprised when Andrew said he's bringing you back.

  • Everything Andrew told me to do I did.

  • - I did the soundtrack, which I surprised myself with. - I heard your voice.

  • - Thank you. Everyone said... - Ha! - ..it was pretty good.

  • - They said it fitted quite well. - Sounds like a geezer talking!

  • Which is not bad, if the advert is any good.

  • Everything we do, I'll always put an idea forward.

  • Andrew said he can't think of anything I did amazingly well. I can say the same for him.

  • - Andrew? - Looking at the bottle, I'm thinking, I championed that.

  • I practically put most of that together.

  • If anything, Steve moved the slogan to the top.

  • - Well... - Looking at the advert, I directed that. I edited that.

  • The advert was awful, and also, with the bottle...

  • Shall we work on this basis, Steven? Let him say what he's got to say.

  • - No problem. - You can address it afterwards.

  • In the making of the bottle, he was saying, "I don't like this. I don't like that."

  • But he wasn't giving any positive input.

  • He wasn't saying, "How about this?"

  • In that design studio, he was a bit of a yes-man, whispering from the background.

  • That's some sort of tactic you're playing. I totally disagree.

  • - As opposed to the tactic of blaming the PM? - The PM didn't do a good job.

  • Three members of a team say the PM didn't do a good job. Something's wrong.

  • Going back to your product design, if I don't like something, I'm not going to say, "That's good."

  • - I'm going to say, "I don't like it." - Me as PM, I didn't hear him challenging and speaking up.

  • - So, your assessment of Steven. - I didn't think he was anything special.

  • - He wasn't coming up with lots of ideas. - I don't know who you are to say I'm nothing special.

  • I'm not here to be YOUR special person.

  • I'm here to show Lord Sugar what I can do.

  • Nav, do you agree that I had no input?

  • No. I worked well with Steven. We bounced our ideas well.

  • I gave ideas to everything I found fault in.

  • It was more just nod along with Nav and Lucy. That's what I think.

  • - What's Navdeep doing here? - Navdeep claimed she didn't understand the concept.

  • She claimed she's an amazing pitcher.

  • She forgot the basic principle that if you're pitching, you need to be enthusiastic about the product.

  • When she got in there, it was dull. Now she's claiming...

  • - You said, "You did very well." - I said, "You did good."

  • No, you said, "You did very well."

  • I'm not going to say, "That was rubbish, Nav..."

  • You thought you'd wait till the boardroom then say it?

  • - I said that she did good. - You said she did very well.

  • - You said, "Congratulations. That was very good." - "Congratulations. You were good."

  • You were like, "You're being negative."

  • We were trying to criticise it. We know that's going to happen in the pitch.

  • So we were trying to make something completely waterproof.

  • Don't look at it as criticism. Look at it as something we can make something from.

  • - Thank you for the tip, Steven(!) - I'm not saying you didn't ask if we understood the concept.

  • We said, "Yes, Andrew. We get it."

  • Day two, I saw the bottle and the back contradicted our point.

  • I said, "Andrew, again, I'm confused about the design."

  • It says you're going to stand out for being who you are.

  • Andrew, you understood it. Your teammates didn't.

  • - But you didn't say that, did you? - Andrew, every single day!

  • - Navdeep. - Yeah. - The observation I've had over the weeks so far,

  • is that there's no question of a doubt that you, academically, seem to shine through in certain things,

  • but you're kind of lacking in ideas, lacking in business nous.

  • - How would you address that? - In every task, I've put myself forward and I've done stuff.

  • This is the second time I've lost. I don't think that's a coincidence.

  • I do think there is business in me.

  • I may not have shown it before I came here, but in every task, I have done stuff.

  • Hm. And Andrew, five-times loser. That's a fact.

  • - Tell me, why should I leave you in this process? - I have been...

  • You've got two people, I'm not going to ask who they think is responsible because they think it's you.

  • I have been in the losing team five times.

  • This is the second time in the bottom three, with Steven and Nav.

  • I think my teammates are noticing that I put myself out there, I work hard, I can handle the pressure.

  • I can create, I can sell. I've demonstrated all these skills to you.

  • Yeah. But then again, so has Navdeep.

  • And actually, Steven, I think you've done tremendously well in this process.

  • - You've got a bit of streetwise. - Yeah. I think so.

  • If you had to choose, Andrew, out of these two, which one do you think should be fired?

  • I think Navdeep should be fired. She claims she's this all-rounder and from what I've seen, she's not.

  • You two have already expressed your opinion about who should be fired.

  • - Yes. - You're the same opinion, yeah? - Yeah.

  • Well, look, this is very tough.

  • Very tough indeed.

  • Steven, I do like your spirit.

  • - Thank you. - I like your openness and honesty.

  • - Today, I'm going to let you go back to the house. - Thank you, Lord Sugar.

  • - You won't regret it. - Just keep your mouth shut now, OK?

  • Navdeep, my concern and my instinctive feeling is that yes, you are highly intelligent,

  • but I still have these feelings

  • about whether you have got this business nous about you.

  • But having said that, Andrew, you know, five-times loser.

  • Five-times loser. If I had to put this information into a computer

  • and it was done on statistics, not gut-feeling,

  • - you know what the answer would be. - Yes, Lord Sugar.

  • Although I'm not a computer, I have to say it's very difficult for me

  • not to actually act upon that.

  • And so, you know, it is...

  • it's regretful...

  • SIGHS

  • It is with sincere regret that I'm going to say that

  • Navdeep...

  • ..you're fired.

  • - I wish you the best of luck. - Thank you very much, Lord Sugar.

  • We've got two weeks to go now. We're into the running for this £25,000.

  • - Go back to the house, the pair of you. - BOTH: Thank you, Lord Sugar.

  • Three great kids, really.

  • Navdeep, I feel like I've released her.

  • I see her as a great advocate. I think she should pursue the law.

  • Reminds me of my old headmaster when I was in school.

  • I was telling him that I was going to be this scientist.

  • He kept nodding his head, saying, "Nah. Not you." He knew what he was talking about.

  • I'm feeling like him.

  • To get six weeks into it shows that I've done something amazing.

  • I'm really proud of myself. I thought I was an amateur.

  • I've managed to beat a lot of other people, so I do think the future's going to be incredibly good for me.

  • MARIA: I'm going to be gutted if Nav goes. I love Nav.

  • LUCY: I'm going to be gutted if any of them go.

  • There's not one of them I want to see go.

  • ALL GASP

  • Come here, Steven!

  • He said to me that I was going home, so it was Andrew and Nav.

  • Right before that, he said, "Andrew, regretfully...

  • - "you've lost five tasks." - LAUGHTER

  • - Have you lost five tasks? - Yeah. Fifth task now. - Oh, dear!

  • 'Now, six candidates remain

  • 'in the fight to become Lord Sugar's Young Apprentice.

  • 'Next time...'

  • Your task is all about selling at a festival.

  • I'm expecting loads of hippies.

  • 'But there's no peace...'

  • Why would you queue for a smelly Portaloo when you can have this?

  • - Anyone? - '..or love.'

  • She's being a bull in a china shop.

  • Ow!

  • 'Then, two face the music.'

  • So it is, with regret, you're fired.

  • You're fired.

  • Subtitles by Red Bee Media Ltd

  • E-mail subtitling@bbc.co.uk

'It's an opportunity like no other.'

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