This week saw the teams tasked with the creation of a new pet food brand â sadly Don Draper was nowhere in sight. The would-be ad men and women were given three days to come up with a polished product and TV commercial. As is usually the case on the Apprentice, neither teamâs effort was anywhere approaching professional.
Acting team-leader Vincentâs ingenious idea was to name their brand âpalâ, until it was pointed out to him that not only does this brand already exist, but it is also one of the largest in the industry. Luckily for Vincent, his hero Jim swooped to the rescue and came up with a new idea, âEvery Dogâ. And even though a vet told the team that using one recipe to feed every dog âwent against everything vets believe in,â? Vincent insisted it was a fantastic idea, mainly due to his unwavering confidence in everything Jim does.
Glenn was the other teamâs (Venture) leader, and lead he did. Half his team were charged with conducting market research with a focus-group of cat owners, but instead of taking their suggestions on-board he decided to go with a name he envisioned while staring out the window of his chauffeur driven car â catâs eyes, which soon became cat-size, given the added slant on pet nutrition.
The show progressed expectedly, with comic moments coming from the cats and dogs and a complete lack of knowledge being exhibited by team members: âI donât know what dog food is supposed to look like, but it looks colourful. Thatâs good.â?
Nick was on form as usual, this week focussing on Vincentâs apparent infatuation with Jim: âAlthough, Vincent is project manager, he seems to be leaning on Jim quite a lot; itâs almost a sort of Batman and Robin thing â okay with you Batman?â? Guess who Batman is.
In the boardroom everyone laughed uneasily at Lord Sugarâs un-funny jokes and waited nervously for his decision, which, to be fair, wasnât too difficult â cat-size won comfortably, despite a woeful TV commercial.
After the usual juxtaposition between the winnersâ treat and the losersâ cafÃ©, Vincentâs team (Logic) were brought back into the boardroom. âNever mind âLogicâ, you ought to be called âtragicâ,â? said Lord Sugar, before pointing out that Vincent and Tom have failed everything theyâve been tasked with this series.
Lord Sugar laid into Jim in the boardroom: âIn the old days there was always rumours about what went in to make dog food, and I dunno what youâre made of mate; is it brains or is it bollocks?â? But as usual Jim was unphased. Predictably, Vincent feared to bring back Jim and instead chose Natasha and Ellie, despite their heavy involvement in the TV commercial â the only good thing in Logicâs campaign.
The ending was somewhat of a surprise â a double firing. First Ellie, then later, a shocked Vincent. âIâm very surprised that Lord Sugar fired me. If Iâd brought Jim in there, I wouldnât be in this position now,â? he said. Doubtful Vincent. Doubtful.