Original subtitles

The next 12 weeks will be the toughest of your life.

Lord Sugar is on the hunt for the next big thing.

This is an opportunity of a lifetime.

Battling for his backing, some have written righty prospects.

Come on, boys.

Get up. Your life depends on it.

And then hit him.

It's a deal worth fighting for.

I can sense a bit of friction. Absolutely.

Daniel, is that on you? No.

I'm talking about you.

20 candidates.

Never been kicked in the balls by a goat, to be honest with you. 12 tough

This is a complete and utter joke.

Just jump straight in. One life -changing opportunity.

You're fired. You're fired. You've completely messed it up. You're fired.

Previously on The Apprentice... I'm giving one team chicken and the other

Guys, I'm getting stressed, man.

Team Egg cracked under pressure.

If we don't make any money, this is a profit house, we will lose.

And on Team Chicken... Can I interest you in a chicken and mushroom pie?

Dan's approach ruffled feathers.

I think we're struggling to ship the pies.

Do you want to revise your tactic?

I think we just hold the price. In the boardroom... Your pies ended up making a

decent crust.

Vindication for Dan... Good job, buddy. Good on you.

..meant it was Tanmay... What the hell was you doing?

..who got plucked. You're fired.

8pm.

I don't feel like you got a chance to be a PM because people are continuously

talking for you. Yeah.

Do you know what? I think there were clearly some gaps in Dan's project

management and leadership.

I was just trying to highlight them and point them out.

I think Connor has been speaking for a lot of people in here. I think he

potentially could be going up for PM.

I'll get out.

Hello?

Hi, this is Big Z.

Your presence is required for your next task.

At the Crossnest Pumping Station, Lord Sugar will meet you there at 8am.

Oh my god.

It's Big Zoo.

What's going on?

Big Zoo just called to tell us to meet him at the Crossnest Pumping Station at

8am tomorrow.

Guys, Big Zoo!

He's a rapper and entertainer, he has a Big Zoo show.

Big Zoo's big, bruv! I think it's an advertising task for his new song or

something.

Big Zoo!

I mean, I haven't got a clue who he is.

In South East London, Crossnest Pumping Station.

A Victorian engineering marvel with a practical part.

Good morning. Good morning. This place was designed by Joseph

Bazalgette, a Victorian engineer that introduced the city's first sewerage

network, transforming the health of Londoners who had been drinking

water for decades.

So for your next task, I want you to create a campaign for a new bottled

You'll build a brand, shoot a TV ad, and showcase your product live on

social media.

Now, I need to even the teams up.

Harry, where are you? Please move over to Team Eclipse.

Now, you've had a few weeks to get to know each other, so I'd like you to

your project managers right now.

TV, social media, pitching, confident with them, but I need help with the

branding and design.

I don't have a water bottle idea, but I'm happy to bring it to life. You

put yourself forward, Connor.

Does anyone want to actually be a project manager?

I do.

Campaigns, full promotion.

I feel like I can help you, but I don't do the social media bit.

Have you decided?

Yes, we'll try that. OK.

Team Alpha, who's your project manager going to be?

I put myself forward, Lord Sugar.

Right. Given his experience in social media, it makes sense.

Team Eclipse, same question.

Karishma. Right. Why?

So I'm a social media consultant and I've been present on social media for

last seven years working as an influencer and content creator.

Okay. Now, this is all about creating a bold brand.

Somebody who has achieved that is this gentleman here.

Welcome, Big Zoo.

Well done.

How you guys doing? I'm Big Zoo.

You may know me as a rapper, TV chef.

But what some of you don't know is I started a canned water brand two years

called Drip. We changed the game. One thing we did is prove that water isn't

boring. Thank you very much for that. You'll be pitching your campaign to this

gentleman here.

and a panel of experts.

But ultimately, I will decide whose advertising campaign is the best.

Everything clear?

I'll see you in the ballroom in a couple of days' time. Off you go.

Today, to tap into the bottled water market by building new brand and

campaigns. I'm really grateful for the opportunity to be your PM today, guys.

Thursday for a win.

I would really like to create a drink for people who are passionate about

sports. Content creator, Karishma.

I'm someone who's newly into fitness. Looking after myself, going to the gym

keeping myself hydrated only recently became a priority for me. I think we can

motivate people to actually get into the gym through this campaign.

Which is a big one.

You're changing lives, but with water. You know, it is a very simple product,

but if we can actually put the metaphor of transforming one's lifestyle, it's

powerful.

This is what I do every single day.

Brands give me an idea, I turn it into real life and then I make the millions.

So that is exactly what I do day to day and that is exactly what I get to do

today.

Well everyone, thank you so much for selecting me as PM.

Setting out his strategy.

I'm definitely going to be listening to the team and ultimately collectively

making a decision together.

Absolutely.

First time project manager, Connor.

First things first is to choose our target market. Does anyone have any

ideas? I think the commuter area, I definitely don't drink enough water, so

could that be an area that we actually target?

So I was thinking sports, if I'm being completely honest. I think sports in

general has rapidly grown.

But it would be really easy to promote it to commuters. Yeah.

Everyone is getting into sports now, so it's probably good to maybe go down that

route. Yeah.

Roxy, what do you think? I feel like I'm drifting towards the commuting side.

OK. Does anyone feel extra strongly?

Do we want to take a vote? Is that the quickest way to solve it?

This is the first time Conor has been project manager, and in the past he has

controlled the team from the back seat. But now he actually has the opportunity

to control things. He's putting everything to the vote. I mean, that's

and good, but at some point as project manager, you've got to make a decision.

So for commuters?

Okay, so collectively I think we're going to go with commuters. All happy?

Brilliant. Perfect.

Next job for project manager Karishma.

So who here feels confident with social media marketing?

Decide who does what.

I do, that's what I do in my day to day.

Would you like to be my sub -team leader?

I would love to.

Just on that, just with me having a marketing agency as well, I do a lot of

adverts. I'd feel comfortable being able to lead the TV advert team.

I will be taking care of the TV advertisement and with me, Lauren,

Megan, branding team.

will be Kherington, our social media expert, Harry, Priyesh and Andrea.

I want it to be eye -catching, bold colours, nothing boring, nothing

As a team, we voted for Krishma to be the PM because of her social media

and I'm actually quite shocked that she didn't put herself on that side, so she

could have just brought her social media expertise through on that.

I've got every confidence.

Let's make something extraordinary, guys.

Roxanne, do you mind if I put you on the branding team with Levi, Rajan and Dan?

Yeah. Anyone on the branding team want to put themselves forward for sub -PM?

Has anyone had any experience in branding? Has anyone created like a

scratch? Both.

So I've got experience in both areas. Give Roxanne the reins? Give the boys in

check. Yeah.

Okay, perfect. I want it to be seen as the water bottle that you carry around

with you, almost like the replacements of your phone. I trust you with this

vision. I know it's a little bit loose, but I trust you.

10am.

The teams divide.

While half pour their efforts into ad campaigns.

The way I do ads is you're not selling a product, you're selling a feeling. And

people spend millions on a feeling.

The rest will build their brands.

Connor was a bit vague, I'm not going to lie.

He said something to replace the phone in your hand with.

ambiguous kind of like description from pm but i think you know we've got the

right person in the seat today will do fantastic southeast london based for

teams leading design agency 10 days hello get off the end top

of the to -do list i think the best one might be thrive nail down a name with

the word thrive i can imagine going to the gym it's bright brandon colorful

poppy

Also brainstorming brand names.

I thought maybe calling it North because people always say the water from the

North is better.

The other team.

Yeah, I like that idea.

What about like North H2O?

Yes. It tastes better from the North.

It's an okay name, but I'm just worried the people who don't get it, they're

going to be like, well, I don't get it.

I think we could definitely make it work. We can just make it fun and

Do you know what I think would be good?

North H2O supporting you to reach your peak.

Yeah, I love that.

But you're dividing demographics.

I'm just worried about the connotations of the north and south divide.

But then maybe in the logo we can do some mountains as well. You know, we are

supporting everybody to reach their peak.

I think it's tricky. I think it's a bit of a risk.

Dan came up with this idea of north water because water tastes better up

But actually they've shied away from the whole original concept and it's now

about mountains and peaks.

Well, if you only half go down that message, nobody will get it. You either

to fully embrace it or drop it completely.

I think it does look clean. I like the look of the peat.

Yeah.

Across town.

Everyone's on their phone. They're glued to it.

While Pasha pitches an advert aimed at parched commuters.

And there's almost like this angel that's got this bottle.

Everyone stops, everyone stares, and it's like a game.

Yeah. On Karishma's team... I think the TV advert would be like boxing rings.

Someone gets knocked down, they have a sip of the water and they come back up.

Estate agent Kieran plans a knockout campaign.

I love that so much because I want people to feel defeated and then we pick

up. So location -wise, I don't want to do gym. You don't want to do gym? No,

it's too obvious. I want to go to this, like, enchanted -looking place.

How do you want to do, like, the box and stuff?

We don't have to be that literal.

I'm thinking, like, he's getting knocked out. He's not getting knocked out by a

fist. He's getting knocked out by the camera. We see you hit the floor. Bam.

Yeah? I want somewhere with really exciting lighting.

He drinks this water, and we have, like, a close -up shot of his eyes just,

like, powering up.

Like, he is one up. Like that and go.

Yeah, literally, just like, we want it to be performance -enhancing water.

I promise you guys I'll bring it to life.

I can see it. I can just see what I want to do. So, like, other opinions, thank

you for sharing, but I know what I'm doing.

And if you want to save a prop, boxers don't normally wear T -shirts. I'm happy

not to wear a T -shirt. Yeah, I bet you're not.

Lunchtime.

For Connor's team... Hey, Roxanne.

..a chance to check in.

So the logo is North H2O.

Our tagline is supporting you to reach your peak.

We've got a few lines representing, like, mountain peak.

So the mountains are actually showing that they're going to be reaching the

peak, drinking this water. Levi, Levi, sorry for interrupting. It's just

mountains are extremely jarring to commuters.

Commuters, you're thinking public transport. You're thinking tubes, bikes.

I think it would make more sense once you see the logo, but also if you're

you're finding yourself.

The only problem with that is you're not going to be lost on your commute, and

if you're lost on your commute, you're probably unemployed.

We luckily have a very adaptable and agile team over here. So we'll make it

work, but I do think it is quite the challenge to make north and the

range kind of fit, especially when we're going on a commute.

Location for Karishma's boxing -themed ad.

Oh, my God.

An immersive cocktail bar.

Oh, my God, it is Avatar, literally, wow.

Aiming to take the lead.

We've got director, Megan.

Marketing expert, Megan.

Do you know when you can walk backwards, but you zoom in? I forgot what that's

called, I did it in media.

But can we try that? Yeah, yeah, yeah, we can, yeah. Three, two, one, go.

That's nice.

OK, here when I want some movement, look tough and rough.

You're not having a good time here. You're scared that you're about to get

up. Cool, and stop there. And then can we have a close -up shot?

Hang on, are we doing the punch with the camera? Not just yet, not just yet.

Right now we're just recording that he's scared.

I'm a bit confused why Krishna did appoint me to be the director of the ad

if she was just going to lead it herself.

I actually did media studies for A -levels, so I'm actually quite clued up

doing different camera positions.

She's just taking on the whole load by herself.

All right, three, two, one, action.

And then hit him.

Nice, nice, nice. It looks like you're dying.

All right, Lawrence, come in with the towel and the water.

Open your mouth, Kieran.

Nice, nice, nice, nice, nice. OK, I think he's drowning.

Across town, backdrop for North H2O.

It's about three commuters on their journey to work.

A boat on the River Thames.

The angelic Rathna comes in.

Drinking North H2O. At the helm. Pasha, you're going to help me with directing.

To captain.

And cue Rathna.

Which direction is this boat heading?

North. And cut.

Rathna, you're going to go up and... Sorry, can I just interject?

Do you not think it's better to do the other wrangle from the view of Vanessa?

So what I was going to do is... Oh, you're doing it twice. Just repeating

the same one we did.

I think you are just going straight onto the boat, because otherwise that's just

going to be too long.

Yeah, but that's where you chop the chains at the edit tomorrow.

Do you guys want to walk on? And I'll ask, if you don't mind, just recording

from this as they pop in over the boat.

Yeah, perfect. That can cut there.

Okay, and cut.

Brilliant.

I think it is great to have Pasha there. At some point we were being a little

bit pedantic. I do think you can go back and forth all day things. How is it

recorded like this? How is it recorded like that?

In a creative process like this.

You do have to make those decisions. So if you could maybe record from here.

What are you doing now?

Well, it's just Rafa drinking the water again.

But we've already got that.

On the other team.

I was thinking aluminium ball because it's recyclable. Yeah. It's got the cap.

Vessel in the can.

But are we all happy to go with that one? Yeah. Next, a bold brand for their

bottle. So the colour we need to decide is the main aluminium bottle now, I

think. I was thinking not primarily blue because it's boring.

What about more orangey?

I do like purple as well.

Don't love that one. I was thinking like yellow.

Yeah, a very light pastel yellow. I like that. I like that. I think it needs to

stand out.

I was thinking about incorporating just a really bold tap with the drip hanging

out. If I see a tap on a bottle of water, I think you'll give me tap water.

Why am I paying for this?

Well, no, it's not tap water because it's in a bottle.

The team are not listening to me. Sometimes I do have some great ideas and

done marketing on my business and it says what it does on the tin, thrive.

Yeah, it's a brilliant word, but unless we introduce something that says it's a

bottle of water, it's not a good branding.

I just hope it's good. I'm worried.

It's very out there, but Karishma wanted something bold and it's all matching

the colours.

Yeah.

7pm. Do we need a picture or something on the back page? Oh, hang on a minute.

think a compass.

Yeah, it's perfect.

For both teams... Apricot, bam!

Guy, time, really quick. One more time, just one more time.

Finishing touches.

North, H2O.

Bravo, Dad. Well done.

Tomorrow, pitch campaigns that make us flash.

7am.

How did everyone sleep?

Not enough, but tough as a calf.

For Karishma... Let's have a look.

Don't get a drumroll going.

The big reveal of her bottled water.

I'm not going to lie, it's giving milk.

It's giving milkshake a little bit.

You know when you see this colour, you think banana milkshake, you think a

little bit like a milky product.

It reminds me of... In primary school when you had to do IT and you did that

font with the gradient.

If I'm being completely honest.

I think it's a little bit basic.

That's not bold.

The sub team have missed the mark slightly and I think we're going to be

overcompensating when we're trying to pitch it as water because it doesn't

like water at the moment.

You just have to say that we are making a new innovative product. There's

nothing like this on the market at the moment.

Honestly, guys, it's going to come across as a dairy product.

Across the hall... I'm excited.

..on Team North... Love it!

..things go south.

I thought we had quite a clear vision of what we wanted, kind of like a mobile

phone replacement, that cool water vessel that you really want to have and

and hold.

My biggest concern is the compass.

The compass is extremely jarring for commuting. So one of the reasons why I

wanted to put the compass on is because it's almost like, you know, whilst

drinking this water, you're heading the right way, you're heading straight.

It gives adventure.

If we handed that to you and said, this is for your hiking... Yeah, that would

be really good branding for hiking.

Why do we have mountains? It doesn't actually look like mountains.

No. It looks like a chart of some sort. It can tie in with the commute.

The branding that we've seen this morning is absolutely diabolical, if I

so myself.

The logo doesn't make sense. I almost feel like they've tried to sabotage this

whole task for one reason or the other.

I think us as an advertising team did quite well to kind of adjust.

Can I just interject, sorry?

I think it does hit the brief, obviously, Connor.

You did say we have free reign on it. 100 % I did. I do think it's 100 %

salvageable.

We need to pitch today. There's a lot of pressure.

Ahead of presenting to industry experts... Everyone has different

this team, I know that.

..half of each team will promote their product live on social media.

Megan, I would love for you to go over to the TikTok live site today.

While the rest edit TV ads.

Can I just make one suggestion?

Obviously, it's up to you, whatever you want to do.

But when we voted for you to be PM, it was because of your social media

background. I actually did media at A -level and I did a lot of editing.

So do you think it might be better for you to go over to social media?

I completely get what you're saying, but I feel like I'm very needed in the

editing of this video.

There just cannot be two of me, and I trust Carrington with the taste of life.

She's done them before.

So go on there, just have a fun time.

The pressure on me as a sub -team leader at the moment feels like a ton of

bricks, to be frank. I need to do really, really well in the live, or I

well pack my bags from now.

I do think, as I have experience in live streaming specifically, it would be

advantageous for us, for me to swap over. From project manager Connor, a

reshuffle for Roxanne.

Roxanne, I'm going to take the reins from you. And for Pasha. I am going to

entrust Pasha as sub -team lead. A promotion.

Does anyone have any concerns or queries about that?

I don't have experience editing videos, so... Correct, I fully understand that.

However, I do think we all have the vision. I have full trust in you after

yesterday. One word's enough, let's go north.

Let's go.

10am.

Half of each team set off to conquer social media.

Listen, you can have a rubbish product and if your TikTok live is fantastic,

can sell anything.

While the rest will edit their adverts.

Very disappointed.

It looks like a milkshake.

I think we... Oh, sorry, Harry.

I forgot you were in this team.

Hello,

Rad. How are you doing?

Is this just all our shots? Yeah, so put everything into the timeline.

So this, I want to start with the motion immediately.

Should we get the scene sorted?

Do you know what that would be helpful?

Yeah, this is... This is what we're doing.

So stop there and start there.

So I just want this bit. Just want that bit.

We, not I, yeah?

We just want that bit.

Yeah, we just want that bit.

Yep, cut there.

Krishna. Just a bit worried that we spent quite a lot of time already with

clip. We just need to have something that's finished, even if it's not

absolutely perfect.

This will be done in the next two minutes.

So if you play from here.

I'm feeling a little bit stressed.

As is everyone else, me, Lawrence, Harry, all sat there like sore thumbs

Christmas takes over.

One thing, just with that writing, still water 500 millilitres. You don't need

to water 500 millilitres in the head.

OK, fine, whatever you say.

Downstairs.

There's a few things that we need to do to begin with.

Making her editing debut.

We need to get the voiceover done and I think we need to pick the music before

we get into the editing.

Can we play through all the music that we've got?

Sure.

Guys,

don't you think we should edit the video first?

We're going to edit it all in a minute. We just have to make sure we're happy

with the song so we can get that agreed.

Okay. Pasha's plan of action, basically, to just jump into the music, there's no

real structure to the actual story. That's the most important part of the

film.

This part's not nice, not where to start. Yeah, yeah, yeah.

Should we get that? Yeah, let's do that. Now we need to get the voiceover

sorted. I want to include something about hydrating.

While we think of this, why don't we start editing?

Personally, I think that the editing of the clips will be the quickest part.

Central London.

In one hour, teams will host live streams on global platform TikTok.

We lose them within three seconds if we don't have something fun and engaging.

To hook in an audience.

We want to make sure everyone understands the branding of Thrive. And

their brands.

I have some experience in live streaming. My idea is to open it as we

Are you team Levi or are you team Roxanne? By the end of the live stream,

these is going to get doused in water, right? You want to go the whole way to

the end of the live stream to figure out who loses and who almost gets dunked in

water. Dan, I do think you should be like fact finder Dan. So Dan literally

walks in and you give a really simple, or like water is transparent, and then

walks out of shot. And I say, thanks, Dan.

Let's go live stream. Yeah, let's do it. Go folks.

11am.

Tuning in to watch the live, drinks boss Big Lou, along with other experts

from the worlds of water, advertising and social media.

Stop scrolling and stop exactly where you are. In just under five minutes, you

will get to decide who is going to be doused and covered in water.

Is it going to be Roxanne?

Hello. Or... Is it going to be Team Levi?

How are we doing, everybody?

Are you all right? A nice flick start.

I think it was a good idea to, like, hook that audience.

I want to know who you want to see dumped in water.

Is it Levi or is it Roxanne? I like him. He's good on camera. He's good. He's

good. He's good, isn't he? He's like, I'm back.

Yeah. I'm going to show you how to drink it.

Woo! Oh, taste test?

Live taster. OK.

That is... Incredible, if I don't say so myself.

I'm here to introduce you the man with the plan, and he is called Dan.

Oh,

he rhymes.

He's got quite a lyrical there, lyrical miracle.

And he's got a fan.

Go, Dan.

They brought the chaos, which can work in a live stream.

Water is the most consumed beverage in the world.

Anything else?

Oh, that's it. Dan is done. Dan wins everything for me.

What a random dude.

Next up is Levi. Please introduce yourself.

How are you doing, everybody? I'm Levi. I am the active commuter.

Our audience might be thinking or looking forward to the dunking rather

finding out about the product itself.

Right, we're going to do one final countdown.

Three, two, one.

Levi.

He's a strong house. He's a strong house.

Thank you, everyone.

Please ensure your North H2O is supporting you to reach your peak. Thank

very much.

See you. I'm thirsty after that.

I feel like the North H2O lot had a very engaging hook in their live video. That

is such an important part of live streaming, and they definitely succeeded

there. I think the dunking will be the key takeaway from that live stream, and

maybe not the product, but still, a really great app.

NEC to launch their water to the world. Hello!

Drive. Hi guys, how are we all doing?

We have an exciting new product to show you today, which is called... FIVE!

Like bananary.

Yeah.

We are a fitness water brand.

Look at these bold colours. Imagine when you're going to the gym, taking a

selfie in your gym clothes and doing that.

Oh, with your six pack and all that.

Product's not shouting fitness, though.

Still water, 500ml, easy, not in your bag, small.

It's very selly. It's very selly. They ain't giving me much. Getting a little

bit repetitive.

Frive, Frive, Frive.

Sip to Frive and feel alive. I just had a sip and...

Starting to run out of gas, I think.

Yeah. You see it on the shelf, you think, wow, isn't this amazing?

They haven't given me a reason to stay engaged.

Hey, guys!

Oh, look at that!

Let's do it, too!

Controlled chaos is OK. This, to me, seems like uncontrolled chaos.

It's a new, innovative water bottle.

Trendy.

They just didn't give me a reason to stay on the line. Yeah, there was no

Perhaps if they'd maybe thought about the narrative better, maybe scripted

things, that would have helped them.

Back at the edit. This is the boxing ring.

Right,

let's do that again. Wait, wait, wait, wait, wait, wait, wait, wait. As the

add final bells and whistles.

Nice. That's great, well done. Still stuck at the starting line, Pasha.

I think we've got a good outline. It's just that little bit that we need to

of join us on a journey through the da -da -da -da -da. I need to tell you,

you've got half an hour.

OK. How long are we on the video at the moment, Raph?

We're on 48 seconds now.

I'll just play through you telling me where to cut, where she's walking, get

of the walking.

We don't need any of the... Take that cut there.

I think it's that short, so if you could just play that.

Crop that one.

Leave the reaction, we don't have time for that.

Yeah, from that bit.

Supporting you to reach your peak.

Done. That went so far.

2pm. Hi, guys!

Before pitches begin... I want it to be highly professional, very entertaining,

very personalised and human.

..for both teams... Hi, everyone!

..a chance to check in. I understand that I put a lot of pressure on you,

specifically Pasha. How did it go?

The only issue that we had is how many clips were filmed yesterday.

The amount of videos we had to go through was so many.

I think I want you to be aware that we didn't even have a chance to do a full

run -through.

We literally weren't to the last second.

What do you mean by a full run -through? So you're not seeing it from start to

finish? We haven't been able to see it from start to finish, but we did watch

bits and bobs as it was coming together.

Did the ad make sense?

There might be a few things that might be pointed out, not being 100 %

but we obviously really did try it.

Mid -afternoon.

Showtime.

Hello. How are you today?

Riding high from their TikTok triumph, North H2O.

I am delighted to introduce our new water brand.

North H2O is targeting commuters, be that the busy workaholic or the tired,

worn -down working professional.

Big Z looks a bit concerned.

What North H2O is... Sorry.

When you're in your journey, throughout the hustle and bustle...

You can, whenever you start to fatigue down in your journey, take a bit of

H2O and it will pick you up and elevate you back up to your peak levels.

He doesn't seem confident.

We kind of opted to go for a carton. We were also thinking of going towards down

the can route. But, you know, the cans, I feel like a lot of people are doing

them at the moment. And also, if you haven't opened a can, you're going to

to drink that in one sitting.

The carton, you know, you lot are dissing up the cans. I'm a can man.

So I'm going to take that to my heart now.

So.

So without further ado, let's watch the advert.

Which direction is this boat heading?

North.

This is your first time seeing it. Yeah, I've never seen it.

Excuse me, what drink is that?

North. H2O.

supporting you to reach your peak.

Welcome the floor for any questions.

I'm Julian White. I am the Chief Creative Officer and founder of the

agency 10 Days. I just think with the ads, I kind of feel like I saw something

quite dull.

Imagine you're scrolling.

Would you stop if you saw that opening frame?

Thank you for your question.

If I saw someone who looks like me on the way somewhere, really busy, I'd

probably be intrigued, like, what's going on here? I get tapped on my

and asking me where I'm going, and with that attitude, I've gone north. I want

to know what's going on right now, so I would stop.

Hi, I'm Joanna Moncrief, Head of Marketing at Canowater.

Given you've gone with commuters as your kind of target market, what made you

decide to have the Compass branding and the sort of slightly mountainous...

look yeah yeah absolutely so with the mountainous look i mean as though it

of might look like a mountain it's more representative of your journey going

down and then when you drink the water it goes back up to reach your peak thank

you thank you very much have a lovely evening

Wow. Wow. How did I feel it? That was really hard to watch.

Yeah, that was hard. Yeah, I think from my perspective, they did a really good

job at the live stream. And none of that came through on the ad.

No, definitely. It felt like someone in the branding had a very different idea.

Yeah.

Next, take the stage.

Good afternoon, everyone.

That's right.

Thank you so much for joining us.

for the launch of our brand new product, Thrive.

Thrive is about bottling that feeling of change, of self -improvement, of doing

something for yourself that changes the world so that you can thrive.

I would like to introduce you to a concept that I like to call the Thrive

Turning Point.

This is defined by that very second in your life where you decided to stop

ordinary and stop just merely existing.

We're not just selling water.

We're selling the feeling, the sensation of walking away from the cusp of

failure and challenging yourself every single day to create change.

So with no further ado, let's have this video play.

Oh, that was good.

I really like the ad. I feel the ad was electric.

I love when you punch the floor and you was getting up and then the water

splattered. The only reservation I have from it is that it almost looks like the

water gives you power, which I feel like sometimes can be misleading, especially

in the water game. Especially when you had that final sip and your eyes open

It's like, yo, I'm awake now.

What it comes down to is, and like we've all been saying, it's a feeling that

you get.

So you thrive, you're hungry to do better.

It doesn't give you powers, but it gives you almost a sense of security.

Yeah, right on.

Who directed the ad?

The ad was directed by myself, yeah.

It's pretty damn good.

Thank you, Sam. Yeah, it's pretty damn good.

Just want to come back to the bottle.

This is giving banana milkshake.

This does feel quite childish.

Like... It's giving CBD.

For such an adult ad to have almost a childish bottle feels like a bit of a

letdown. Thank you so much for the question and the feedback. That's really

helpful to hear and we'll take it on board and it's appreciated.

Our main goal was being different and the fact you've pointed that out shows

that we've sort of hit a mark to some extent.

Thanks so much.

Thank you. Thank you.

It was a very good ad. It captured you. It was interesting.

What we kind of agree is give him banana milkshake.

Oh, yeah. Without doubt.

7pm. Well done, Krishna.

Led the ship well.

Pitch is over.

We said about the milkshake thing, you knew it was going to come. Yeah, we knew

it was coming, yeah. We knew that there was going to be challenges and obstacles

that we had to overcome.

We took accountability and we tried to answer them with the best perspectives

that we could.

Tonight, back to the house.

Tomorrow, Finkle's win.

Morning, morning.

You all right? Good, you? Yeah, not bad.

Do you feel confident that your team have done enough to win?

The video was absolutely out of this world.

Because you were in it?

Yeah.

I'm sad you had to go up against me, to be fair.

Oh, she talks a big game.

She does. You seem to talk the talk. Hope you can walk the walk.

I don't walk, I strut, babe.

I'm not going home today and I will be fighting to my last breath because this

is what I do.

I'm feeling nervous about going into the boardroom. As PM, it's easy to be the

fall guy.

I will be holding my team accountable for their missteps. There are some

questions that I have.

My head's a bit scrambled right now. I just don't know what Lord Sugar is going

to think. I just know I've done my best and that's all I can do.

You can go through to the boardroom now.

Well, this is one of my favourite tasks.

I spent a lot of my business career creating adverts and marketing. Well,

forgotten about advertising. You haven't even learned yet.

So let's start off with the clips.

Karishma, you chose to be project manager. Is that right?

Yes, I create ads for other brands for a living.

Tell me about the ideas that you came up with.

So I really wanted to go down the fitness category just because it's such

vastly growing one.

For me, that was a clear vision in my head what I wanted to do with this.

Okay, and you came up with this name Thrive. Yeah. Now, when I see this,

of all, it came across to me as if this was like a milky type of product.

Yeah, the yellow looks like isotonic custard to me, quite frankly.

The reason for the yellow was for its positivity and sunshine.

Is this yellow supposed to be sunshine, is it? Well, it's like a subtle yellow.

It is very subtle, yeah. We thought the same thing that you thought, Lord Sugar.

We thought it looked a bit like a milkshake. We just had to do with what

Hmm. Well, let's take a look at your TV advert.

Thrive was appearing in the advert for Kieran, from what I can understand.

I'm trying to say the advert was all about Kieran, and yet Raging Bull, it's

not. De Niro or Stallone, you're not.

Anyway, I spoke to the panel.

Electric advert with loads of energy.

It does, however, make you think that water gives you actual power, which is

maybe a bit misleading.

So with the fitness side of things, you drink it as an encouragement drink, but

it gives you that motivation to go to the gym, to exercise.

Yeah, but it's only water. It's not like it's an energy drink.

Anyway, the social media, I saw that also.

Carrington, you were sub -team leader.

Yeah, I do live streams quite a lot in my personal life.

We had ample energy.

They seemed to really like the product.

Yeah, I've got some feedback.

A bit too much talking over one another. But it's not very engaging.

If I may, I think the reality is you were very hard on the cell.

And I suppose with your experience of life, you could have done slightly

no? I thought it went well, but... Did you? Well, let me tell you what my panel

had to say. They said that one was better.

Yeah.

So overall, good project manager?

Yeah. Yeah.

I'd actually say that Karishma knew what she was doing.

I mean, I was impressed with the quality of her work.

I do think Karishma did a really good job. The only thing for me is I did

that I would like to be sub -team leader. With having a marketing agency,

thought a lot of my skills were really valid for this project. You're saying

that your talent was not exploited in this task?

Carrington is simply just stronger when it comes to social media, whereas

Meghan's strengths lie in advertising.

And that was said by yourself.

That's your opinion, is it? That's your opinion. No, no, no. This was a

statement made by Meghan, and I'm pretty sure we can all agree that that's how

that went. It wasn't picking... Yeah. If Carrington was weaker in a certain

task, she wouldn't have been chosen. Anyway, let's move on to Team Alpha.

Connor, you said when you became project manager that you bring ideas to life.

Correct. So my history is in live streaming and I'm confident and

pitching. Okay. And you chose commuters. And then Dan came out with this North.

Is that right?

Yeah, that was my idea. I want to do a play on words that the water up North is

better. Is it?

Yeah, I think a lot of... Is that because it rains more up there?

No, it's like a joke that a lot of people say whenever they come down to

they say the water tastes better up north.

Don't you think it'd be alienating people in the south?

That was exactly my point, Lord Sugar. In the morning brief, I expressed that,

you know, we could be creating a bit of a divide here. Right. The reality is it

would have worked well, Lord Sugar, if my whole story concept had come to life,

but the fact there was a bit of divide... Anyway.

Anyway. Then you ended up with this, yeah?

Yeah. And then you've got the compass on there. That's correct, Lord Sugar. So I

propose the compass to the team. And then also with the line on top of the

north, it represents the progress chart.

I know some people had mentioned it does look a bit like mountains.

When you were designing it, you said you wanted it to look like mountains.

It's nothing to do with a progress chart.

And if I may, when we separated into our advertising and branding theme, we

never kind of spoke about it being the adventure themed. I thought collectively

we did kind of go against the story of the north. Connor, you did mention that

you said you'd give full reign to us, like free reign. No, I did. And in

fairness, you also said that you've experienced in creating brands. When you

that, was your reaction, what's this north and what's mountains all about? We

were quite shocked, yeah.

Yeah. All right.

Let's see this advert now, shall we?

Which direction is this boat heading?

North.

Excuse me, what drink is that? North.

H2O.

Supporting you to reach your peak.

Well, these are the experts.

They said the advert was a bit old -fashioned.

Yeah, I'm actually extremely proud of our team of how we pivoted to

the branding name of North and kind of almost saying that the boat is going

north. We had to make do with what we had.

just making it work. Sorry, I disagree. I feel like you could have used the name

North and done a bit more of a creative flair to it. But we didn't know the

name. I personally do think it lacked creativity.

And likewise with yourself, I think, you know, you put yourself forward as sub

-team leader and you have experience in logos and designing.

OK, so then you go and pitch and you haven't done your homework because a

of your pitch was, you know, Ken Walter is old passé.

Rubbish, you know. You've got two people on the panel, Big Zoo and Cano, whose

water is supplied in cans.

Not very clever.

They've actually brought up in our pitch by Rajan. It's not good to impress

them. You should do your research. No, 100%. OK, so look, good team leader?

Yeah.

What's that mean? Just fill up on the morning brief. We could have had a bit

more to go on. Right.

Well... Look, I've seen both adverts. I've listened to the experts. As you

I was always going to make the decision on which the best advert was because of

my experience.

I think that Eclipse Cinematography was much better than

Alpha's advert.

I think Alpha's advert, to me, with due respect, was boring.

Looks like a 10 -year -old done it on his iPhone.

And so on that basis, I'm going to award the win to Eclipse. Thank you. Thank

you so much.

Right, off you go. Back to the house.

Thank you. Well done, guys.

And I think there's a talent agent out there for the remake of Rocky V.

Oh, my God.

We're done.

Well done, guys.

Well, as ever, I'd like you to go away, talk amongst yourself, come back in here

and do a more deeper dive into what went wrong.

Off you go. Thank you.

So happy, guys, that we won that. Oh, my God, what a relief. We won on the video

in the end. That's what made the decision.

As a content creator, it was huge for me. You killed it. You know, both of you

should be very, very proud. Thanks, mate.

I'll be up for the Baptist this year, I reckon.

Do the branding team take accountability that they made a brand that

looked like an adventure water?

I just feel like for the branding side of things, you were quite vague with

that. Roxanne, you did say you had experience in branding, so I did leave a

vague and open brief.

There was absolutely no direction from Connor. I feel like it's unfair if I am

brought back into the boardroom today.

Lord Sugar said at the end it was a boring advert.

I do agree, it wasn't a most exciting video, but I told him in that meeting,

just to let you know, I have no experience editing a video.

Yes, the idea of the advert was mine, but the way that that was brought out,

Corner really should have made that come to life.

Rajan, I do think, unfortunately, the compounding of the compass onto the

vessel did leave us in an extremely difficult position.

Yes, okay, the branding wasn't fantastic that you were dealing with.

But, you know, one of the first things you said as PM was, you know, I bring

stories to life.

I'm disappointed with the branding. I'm extremely proud of the work that I did

in order to make that work and to make that brand story fit.

However, it's extremely different than the vision that we agreed on.

Would you send the candidates in, please?

Well, I believe you lost because of branding and the TV advert. Both very,

poor.

Now, Dan, you've got this name North, and you said, well, the thing was it

wasn't executed as to my total idea.

Right? Why didn't you pipe up then?

I didn't. I did say many times, but there was a lot of divide in the team

they wanted it to... Who was dividing in the team then?

The reason why we didn't apply his complete concept, Lord Sugar, was

it's a bit, you know, demographically prejudiced.

It's a running joke. People get it or they don't.

50 -50. So we decided to go away from Dan's water taste up north. But still

the name.

I mean, put simply, the name North is meaningless if you don't use the

Yeah.

Branding team, I would ask for some accountability here. In all fairness,

Connor, you were very vague with what you were actually wanting. You were just

like... You know, I trust you guys and also just kind of do what you want with

your free will. 100%. And when I took this role as PM, I said, I have no

branding experience.

I trust you. You did say you have branding experience and I trusted you as

Well, I've got a beauty business.

So you've created logos and designs before. Now, when you look at this

you would think that Christopher Columbus would buy this as an explorer.

Well, the logo looks like a road sign on the M6.

Quite clearly, it's all gone south, quite honestly.

Anyway, Connor and Pasha, I've heard that both of you were directing the

cameraman and saying, do this, and then the other one would overstep and say,

no, do that. So basically we had two directors, yeah? 100%. I feel like I did

take a step back and I was letting Connor predominantly lead.

I didn't witness you taking a step back.

OK.

Can I just add quickly, Lord Sugar? So when we met on day two, it was very out

of the blue. He sort of looked at me and said, Pasha, you're going to be doing

the edit. Now, I said to Connor, I've never edited a video, a branding advert.

So you're telling me he dropped you in it? Is that what you're saying? I'm not,

I'm not. He went off to do the social media thing. Because that's what he

That's what he does.

100%. It's the only good thing he did do, because your one...

was voted best by the social media experts. 100%. Anyway,

where do you think the fault with this project lays?

In my opinion, I think the fault on this project lays more with the video team.

One of the first things Connor said was, I create stories into reality.

There was no reality here.

Right. Well, Connor, as the project manager, can I ask which two people are

bringing back into this boardroom?

I am going to bring back Rajan and Raktan.

Right. I think it's very quick for you to throw me under the bus.

Okay, the rest of you leave and go back to the house and the three of you stay

here. Thank you.

Well,

look, you three are going to step outside.

I'm going to have a chat with Baroness Brady and Tim and then you'll come back

in here when at least... one of you is going to be going today, okay?

Off you go.

I think a couple

of them had a lucky escape.

Yeah.

So, Connor, good talker, isn't he?

Yeah, but actually no one in the team thought his instructions were very clear

at all.

And what about Raja?

The reality is that Rajan was responsible for some grave errors in the

particularly saying negative things that impacted some of the judges.

I think you're really going to have to narrow down on Roxanne. I mean, she was

in charge of the branding, and the branding is, I'm afraid, I think,

poor.

Yeah.

Yes, could you send the three candidates in, please?

Well, Conor, no clear concept from the brainstorm.

No synergy between the ad and the product.

Our initial concept, which I'm pretty sure you both knew and were aware of,

we were going for the mobile phone replacement, something kind of sleek,

was kind of the concept.

I trusted you with branding.

Unfortunately, North H2O, with the mountains and supporting you to reach

peak, does have a narrative, and that is much more linked to an adventure brand,

and Roxanne, more specifically, a sub -team lead.

I think you failed to take accountability for that, which I'm

disappointed by. I'm sorry, can you interject there? Because as a leader, I

wanted to hear everybody's opinions and voices.

Levi threw in the bit about the peak, which ultimately everyone agreed on it.

Connor, you've gone into why you brought Roxanne here as being the third team

leader. I'm loving to hear.

No problem.

So you doubled down on making an adventure brand. You compounded it by

the compass.

You dissed Big Zoo's brand itself.

No, no, no. I mentioned that we went for a carton as opposed to a can to stand

out. I think there's a way that you can elevate the use of the carton without

putting down a can.

So what you're trying to say is you brought me back because I put a compass

a bottle.

You think that we have failed this task because of compasses on there? I think

you made it extremely difficult in the pitch.

Not the mountains.

So you agree that there are branding issues here? What you've achieved is

you've made tap water look exciting, quite frankly.

Branding, Roxanne, you have to take responsibility for it. You're the sub

-team leader.

I do take, you know, accountability for it.

for some of the, you know, the branding. But ultimately, I don't believe I am

the failure of this task.

Where do you think the failure lays out the three of you then? I believe Connor.

Easy to point at a project manager, isn't it? Well, it's not just because

the leader. That's not it at all.

The directing and the filming of the actual advert.

When me, Pasha, and the editing team were going into the second day, there

nothing for us to go off. There was no notes. That's not true. That isn't true.

It was Pasha's vision, and Pasha was the assistant director for a reason. So

you're saying it's his responsibility?

Well, he directed it. Okay. Yes, this week I took the reins as PM, and I

when we got to North. I swapped sides over to the live stream. I think we

smashed that out of the park. Was the video a little bit boring? Yes. So I do

take accountability for that.

Right, okay.

I don't want to hear any more from anyone. So the way I see this, Connor,

that I'm impressed that you do take responsibility and you've taken

responsibility for certain parts of the failure of this task, right?

Roxanne, I think as sub -team leader on the branding side, you have a lot to

answer to.

Rajan. To be disrespectful of the canned water to the two experts was a major

boob. I can't get to the bottom of whether you're shrewd enough for me.

But, Connor, whether you allowed the social media to distract you from the

business that we were supposed to be doing could be one of the reasons why,

regretfully, this task failed.

I've just got to do this on a gut feeling at the moment.

My gut feeling is that

Roxanne,

you're fired.

Thanks for the opportunity.

Thanks Tim, thanks Vanessa, Brady. Good luck.

Connor,

I like your spirit.

and determination.

However, you need to focus in future.

You two, go back to the house.

Thank you.

I'm glad that Lord Trigger didn't believe in me, but I back myself 100%.

got a lucrative business and I can't wait to prove Lord Trigger wrong.

I mean, no one backed my vision, unfortunately.

I should have been p .m. really.

Guys, I really hope that Roxanne's coming back.

Yeah, I actually will cry if Roxanne doesn't make it home today. I think

might make it back.

Oh, boys, you've got to tell us what happened.

So, I mean, Lord Sugar felt that Roxanne was the person to blame.

The branding aspect wasn't fantastic, and, you know, she was the one who got

finger. Who do you think's on thin ice now, then? I think everybody's on thin

ice, but there's no room for hiding.

Now, 15 candidates remain.

Lord Sugar's search for his next business partner continues.

Next time.

I want you to make a bunch of money out of flowers.

Petals? We've got 60 bouquets to make. We're only four down. Don't cut them too

short. Don't cut them too short.

Pitfalls? Come over and treat yourself.

Top crowd.

And in the boardroom. You completely and utterly lost the plot.

A pruning.

You're fired.

If that merely wet your whistle, head over to BBC Two for unfinished business

after the figure skating.

Let's be honest, it's the Olympics of drag.

Battling for the crown, RuPaul's Drag Race UK vs.

The World is at the end of that red button.