The premise of Alex and Lee's advert was that it was safe for the child to go to school with a virus because the other children wouldn't be able to catch it because she was using anti-bacterial tissues

You cannot kill virus with antibacterials so therefore this tissue would be useless for stopping the spread of a virus

This would be considered false advertising and so the advert would never have been allowed on air

I'm glad someone else thought of this as I mentioned it to my hubby when we were watching the episode last night and he looked at me as if I was nuts!

Good point - something I and clearly the advertisers had never thought of. Renaissance should have won and Alex should have been given the boot.

With a bit of luck if they has lost then Lucinda would have gone .....

bliss no more whinging, moaning and squeeking, lol

Alex was project manager, he and Lee were responsible for the advert and design would almost certainly have been one of those two and Lucinda's criticisms would be well and truely vindicated.

It's awful when people do that, isn't it?

I noticed it straight away but knew that if I posted about it the error would just be brushed aside.

This despite the fact that Alex's ad was out and out misleading (apart from being amateurish and tacky) and would have had to be scrapped in its entirety and yet Raef's could fairly easily have been salvaged on a second itteration.

Absolutely.

She played no part in the abysmal design of the box or the advert.

Though looking at some of Sugar's weird decisions I'm not sure that would have saved her!

While agree it would not have been broadcast without some major changes. In fairness this is a one off task and I doubt very much they know a lot about the advertising side (unlike Claire). They aren't advertising moguls, to know the whole ins and outs of advertising. However they won the task, because they actually listened to the instructions given to them.

The task was to create an new brand and then sell that brand to the advertising agency. They did that, while not the best effort; they included the brand, the product and the lure to make people buy it - Antibacterial.

I think it was that key word that won them the task, where as Raef & Co missed the whole plot. They didn't have the brand clear, they didn't have the product featured in the ad and they certainly didn't mention antibacterial.

Guess she was on her own team then, lol ... mind you it looked like that throughout the proigramme, she is definately not a team player unless she is in control and cannot take direction or listen to others,

Come on but a picture of a person in an armchair drinking a cuppa!!! that is certainly no better than the guys did. Then to speak to others in that demeaning Naughty naughty voice, she is interviewing for a job not a place at play school

You're doing exactly the same thing as Alex. She didn't say she wanted pictures of cups of tea in armchairs, she suggested the concept of cosiness such as cups of tea and armchairs. You along with Alex have completely misinterpreted it and it was that that triggered the "Stop it! Not on! Naughty naughty naughty!" response.

Yes, it was a clear "straw man" tactic from Alex. Lucinda said she would have preffered images which conveyed cosiness and she used a cup of tea and an armchair, an example of objects who's image does just that. Alex then constructed his straw man by attacking the image of an empty armchair with a cup of tea on it as if Lucinda had been working all day on the task that is the idea she would have had.

Yeah, coz kids never go to school with colds *rolleyes*

By the OPs reasoning no cold and flu remedy ad would make it to TV.

I've never heard a cold remedy claim to be antibacterial and imply as a result of such a property also kill viruses. It is very misleading advertising.

Bluff and mystification seem to be Alex's only "real" talent - he is a complete tube and I'm glad Lucinda pulled him up on that willful misunderstanding.

Can't believe he's lasted this long...and if anyone is a whinger it's Alex ..... although he does tend to slope off and whinge & smirk in the corner...snide ******...another one I'd hate to work with.

There's a simpler reason why it wouldn't be allowed on air.
It was crap.

SAS agreed with the antibacterial stuff - shows how much he has lost the plot....

I keep telling you, he wanted to boot the posh bloke out and get the teams to three each.

The Alex/Lucinda/Lee team didn't come up with the antibacterial angle - that was the brief both teams were given. The voiceover says the task is to sell antibacterial tissues. I can't stand Alex and I take no pleasure in defending him, but they have the advert task every year and every year the team that wins is the one that puts the product front and centre. If Raef and co haven't watched previous series that's nobody else's fault. You might admire someone who thinks putting the product in the advert is 'vulgar' but no way are they right for working with Sugar.

Why he saved Raef over Michael I have no idea, but the fact that Atisho would win was pretty predictable (and I think right).

Of course Alexes ad was amateurish, he's a flippin salesman not a director! It was crap but was far more effective than Raefs. Tjhey would have tewaked it given more time, usually you need more than 2 days to conceive and produce an ad!

Anyone seen that Cillit Bang ad? That's even more tacky! Yes, that is possible.

The advert was hideous. Even more inept than last year's concierge/airline horror.

1) The horrible 1970s 'educational' vibe, complete with the woman's Joy of Sex hairdo and a naff close up of the child getting her nose tweaked.

2) The staging. What family have you ever seen sitting awkwardly on the sofa like that?

3) The retro-ness/sexism of the roles: the drippy mum didn't have a clue what to do about her child. She relied totally on the husband to give her advice. Again, this isn't what happens in most families I know. And I can't see how any sensible woman given input into the script or direction would have let that happen.

4) The sledge-hammer-subtle repetition of the anti-bacterial message. Who talks like that?! I mean come on, you don't need to understand advertising to know that this was a very very very shitty and unrealistic script.

5) Atishu was a great fun name (the project's only saving grace) so to communicate a coherent brand identity the advert and the box itself needed to be bright, fun and cheery. They were neither. The box looked garish and sickly. And I couldn't actually spot the theme in the advert. It certainly didn't match the brand's identity. I mean, the final shot with the flowers was aesthetically horrid AND totally meaningless.

This was the worst creative effort I've seen in any episode of The Apprentice bar none. Other teams have had limited time with no experience on similarly challenging tasks and have managed to rustle up far better.

I thought Raef's team had it in the bag what do I know? lol! The ad was much much better and Claire's pitch was confident and forthright.

Alex's ad was crap and Lee's pitch was crapper! Forgive me for being thick but I was well shocked that Raef's team lost!