Having invested £1.25 million in five successful start-up companies, Lord Sugar is on the hunt for his next investment. Punishing tasks and testing challenges, all under the watchful eyes of Baroness Brady and Claude Littner make this the toughest Apprentice yet.
The candidates are summoned to the Istituto Marangoni, where Lord Sugar tells them that for their next task they must create an advertising campaign for jeans made from Japanese denim. Teams need to design packaging, film a TV advert and create an attention-grabbing bus shelter advert, all before pitching the whole campaign to a panel of leading industry experts.
Lords Sugar sets the candidates a task in which they must design and manufacture their own brand of sweets, before heading to Brighton to sell them.
The candidates are summoned to Drapers' Hall, where they learn that for their next task they will be taking over part of the world-famous department store Liberty of London. The teams have to introduce a new product line to promote and sell in the store, and they must also run a personal-shopping service for some of London's most discerning shoppers. It is boom or bust as the teams have two days to fight it out and see who can turn premium stock into a pretty penny.
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