The Apprentice episode
Week Five
Version: UK Series
Series: Series 2
Task: Advertise a private jet booking card
Project Managers: Ruth (Velocity)
Paul (Invicta)
Team Changes: Michelle and Sharon move to Invicta; Ansell, and Samuel move to Velocity.
Fired: Mani
Airdate: March 21st 2006
Series Two Tasks:
  1. Selling fruit and veg
  2. Create and sell charity calenders
  3. Buy a list of ten items
  4. Set up a restaurant by the River Thames
  5. Advertise a private jet booking card
  6. Sell used cars
  7. Display and sell fashion items
  8. Selling to the trade
  9. Rent out properties
  10. Running entertainment on a cruise ship
  11. Interviews
  12. Stage an event at Tower Bridge

Week Five saw the first full re-shuffle of the teams in series two, and the task was to advertise the Amsair Card, a hypothetical booking card for private jets, which would allow a jet to be easily booked without any hassle or background checks. The teams would have to create TV and print adverts, then present to a board of advertising executives.

The TaskEdit


Ruth volunteered to lead Velocity, and sent Ansell and Mani to a fact-finding session with Sir Alan's son, Daniel Sugar. Unfortunately, the two completely misinterpreted Daniel's presentation and went away with the impression that it was designed mainly as a concierge service, with the booking feature being secondary. As a result, Ruth decided to create an advert that centred around the idea of the concierge service making the journey pleasant for people who were booking the jets.

The next day, some confusion came up as to who would get to film on Sir Alan's private jet first; Velocity eventually managed to persuade Invicta to let them have the first turn on the jet. The initial version of their advert heavily emphasised the concierge aspect, and featured a businesswoman being picked up from a hotel by a personal concierge, then escorted to her jet, where she was served champagne by a flight attendant. Just as Ruth was preparing to re-edit the advert to remove a suggestive look that the personal concierge gave the businesswoman, Ansell and Mani returned from overseeing the print advert, and Mani told Ruth - with more than a hint of mockery in his voice - that he hadn't meant that the Amsair Card was only meant to be a concierge service, just that it was an important element of it. This led to a late rush to re-edit the advert, with the personal concierge being entirely removed and caption cards briefly describing the card's function being inserted.

At their pitch - which was lead by Samuel, despite Mani wanting to do it - they found that instead of just the advertising executives, a massive audience of advertising professionals awaited them. Nonetheless, their pitch was well received.


Invicta were led by Paul, and lacked many clear ideas at the start. Paul asked Sharon if she had any ideas, but she said she wasn't qualified as she only knew advertising theory and had no practical experience of it. However, they got the right message across from the session with Daniel Sugar, and decided to focus on the ease of booking that the card offered, linking the campaign together with a theme of magic and card tricks.

Michelle directed the advert the following day, but wasted a lot of time trying to get a good opening shot for the advert, which saw a businessman walking into shot as a plane flew past in the background. Their shot of the man relaxing in the plane also gave the unintentional impression that the man was masturbating as he laid down in his chair, requiring them to edit around it. Syed contributed a brief voiceover, which also emphasised the convenience of booking that the card offered. At a late stage, Paul decided that their slogan would be "Let us show you a card trick."

Paul made the presentation himself, along with Syed. Their presentation got a relatively muted reception, and one of the advertising executives branded "magic" a weak and clichéd theme.

The BoardroomEdit

Sir Alan commented that the team's television adverts looked almost identical, and felt that they both could have used a bit more imagination. In particular, he felt that Invicta had played it safe and produced a somewhat predictable campaign, and told them that their presentation was poor, and were they being assessed on the quality of their adverts and presentations alone, Invicta would have lost heavily.

As it turned out however, Invicta had actually won. Sir Alan repeated that he felt their campaign was somewhat poor overall, but they had at least advertised what they had been told to. Velocity's campaign he felt was better, but completely misdirected and would not have served to advertise the card. Invicta were given front-row seats and free drinks at a fashion show in London as their reward.

Velocity returned to the boardroom, and Sir Alan asked them why they had misinterpreted their brief so badly. Ansell admitted that he and Mani had gotten the wrong impression from Daniel Sugar; Mani on the other hand denied that they'd done anything wrong, and that it was Ruth's fault for misinterpreting what they had told her. There were also questions about how much Jo and Samuel had contributed to the task. Eventually, Ruth decided to bring Mani and Jo back, which surprised Sir Alan as he had expected her to bring back Mani and Ansell.

When the three returned to the boardroom, Sir Alan asked Ruth why Ansell hadn't been bought back. She answered that Ansell had contributed in other areas of the task, which Mani hadn't done, and that Mani had also been disruptive. Jo, she said had been bought back for not doing enough in the task, and wasting time with poor ideas. Most of the attention was focused on Mani, who branded Ruth an autocratic leader - Ruth asked to know what he meant by that, but Mani told her to go and read a dictionary, apparently misinterpreting her question as her not knowing what "autocratic" means, rather than a request to elaborate on his statement - and continued to deny that he had played any role in misleading the team. He also accused Ruth of making a mistake by getting Samuel to present instead of him, but this backfired when Ruth said that she felt him to be a poor presenter, and Margaret agreed, citing the poor job he had done in the calendar task. Finally, Sir Alan decided that there was no real reason for Ruth or Jo to leave (though he still had doubts about Jo, who had been in the boardroom every time her team lost until now), and told Mani that there was no room in his company for people who were arrogant and tried to evade blame for their mistakes, and that he was fired.

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