The Apprentice Series 5 – Week Eight (BBC One)
The Teams Rebrand the Sea Side Town of Margate
May 13, 2009
It’s a branding task once again this week, and instead of creating adverts for cereal or credit cards the teams have to sell the "glamorous" sea side town of Margate in Kent. But before it gets going the early morning call to the penthouse advises the candidates to prepare an overnight bag and after the let down of the week before – where Ben packed flip-flops and sunglasses only to be shipped to Manchester – they realise the credit crunch brief meant no trips abroad.
Family Brand vs Gay Reinvention
The approach the teams took couldn’t be further apart. Yasmina’s Ignite played it save by targeting families while Empire, lead by ice queen Debra, decided to focus on the gay market. It was an interesting choice from the off showing that only one of the groups was on the right path to victory.
The Empire market research seemed to suggest the locals approve of their plan, although some of the comments by team members (“Those people seem to have a lot of money”) were uncomfortably and unintentionally funny, and Mona’s disastrous conversation with a transgender person was equally painful to watch. Ignite’s women – and a smiling Margaret – spent one of the days asking men to take their tops off. It’s all tough this Apprentice stuff.
Empire Play it Save and Ignite Fail Completely
Except for the debate between Debra and Howard over who should be Ignite project manager there was very little confrontation in the first 25 minutes. Has The Apprentice gone soft? No, never fear if there’s an argument to be had Lorraine rears her head to make sure that nobody gets along when she’s about. A fed up Yasmina comments in a side interview that she has trouble managing “crazy people”. Hmm.
Ignite was a bit too much of a luvvie fest in comparison but too much discussion and designing left them with very little time to create their all important leaflet. When it came to the pitch to marketing experts the thinly veiled attempt to disguise the white spaces on the leaflet by stating they are for advertising was fooling no-one. Regardless of their Obama-like use of the word “change” they came up short on this one, and rightly so as their text-filled posters were horrid.
Mona is Fired and James Survives Another Week
Alan Sugar was in full fury in the board room as the team fell apart due to poor time management and bad designs. Just when the audience was ready to celebrate the departure of Debra, Sir Alan pointed the dreaded firing finger at Mona instead. That was a bit disappointing but the good news is that the cringe worthy antics of James survive for another week. Fantastic.
Like the British weather it was a bit of a drab episode. Occasionally the back biting and ego charged rambles do detract from the job at hand however they are noticeable when absent. As it was a particularly relaxed task there was very little tension between team members and any disagreements appeared more artificial than usual.
On that point here’s a gripe with the fifth series in general, why is some of the stronger language bleeped? It’s a really annoying change that distracts from what is going on. This show is on after the watershed and is an adult reality show; it’s not like Gordon Ramsey’s forced expletives for the sake of controversy. Is the BBC trying to clean up their programming or is this a move to appease Daily Mail reading Middle Englanders? Either way can those of us who are mature enough to cope with a touch of effing and blinding not have our TV viewing spoilt.
The Apprentice is on BBC One every Wednesday at 9pm.
 |
