The Apprentice Episode 6 – Cereal Losers.

Although I was able to watch last week’s episode, time constraints meant that a blog update just wasn’t possible. And perhaps it was a good thing to give myself a rest from my own cynicism about this year’s candidates!

This week our merry bunch of halfwits find themselves without Onyeka, while probably all puzzling over the mystery of what Virdi is still doing there. And if no one is asking the question of what it is that Steve actually does, then it’s got to happen soon.

Tonight, the teams are at the Savoy to learn that their next challenge will be to design and market a new cereal aimed at kids. And for what feels like the umpteenth week in a row, Lord Sugar appears as some kind of cartoon.

Sam and Steve take on the project manager roles and before we know it, we’ve got our cereal ideas. Steve decides that their cereal will be based around superheroes – because if you ignore the million and one superheroes around at the moment, this one hasn’t been done before. Meanwhile, Sam’s team decide on the theme of the Arctic. And that’s not even an attempt at a joke. Their children’s cereal theme really will be based around the Arctic.

There follows a debate about whether or not Sam’s sub team should follow a STRONG RECOMMENMDATION about the fruit content in the recipe. They decide not to because they of course know best. But never mind, because I’m sure this won’t be a decision that will come back to haunt them.

There follows a strange moment where Virdi is caught on camera looking terrified by the mere image of a cartoon polar bear taking shape on the screen before him and for a while I wonder whether he’ll be able to have any effect on tonight’s result. And then I remember, it’s Virdi, so if there’s any dancing to be done he’ll find a way to get involved, but other than being scared of a drawing, that might be tonight’s high point.

Over on the other team, Tre and friends try to come to some important decisions about the character for their cereal by just saying ‘erm’ a lot, before in the end deciding that their superhero needs a cape. A superhero in a cape?Surely, that’ll never catch on.

Having watched both teams grapple with the demands of the target audience I’m left questioning why, year after year, no one on the show ever seems to understand what kids of a certain age might like. It’s up there with the Bermuda Triangle in terms of life’s great mysteries for me.

Later, I’m similarly confused when Maura announces to her team that their kid friendly character is just “an ordinary boy…who’s a polar bear”. Well, I suppose we all went to school with one of those.

The task continues with both teams trying to come up with an augmented reality game that will appeal to kids who have scanned the QR code on the cereal box. As someone who seems to be evermore unable to scan QR codes I’m in full on ‘Virdi meets cartoon polar bear mode’ and my wife has to slap me back to reality, pause the show and make me a hot chocolate in order for me to calm back down.

As expected, both tasks bring out the candidates not so inner idiots and it’s not long before we’re witnessing Noor failing to read words and move at the same time and Virdi deeming a cartoon polar bear as “absolutely amazing”. Well, he changed his tune!

At the taste test, no one seems to be able to taste the passion fruit in the Super Hoops. But is that just because no one’s ever been able to actually finish a passion fruit?

Before we know it, the teams are squaring up to face the industry experts and it’s time for more fun. From the facial expressions in the room it becomes clear that these cereals are not exactly taste sensations. Either that or several of the watching experts have walked through the same fart that Karen does every week. Dentist Paul starts his negotiation with frozen food giant Iceland by telling them that linking up with a cartoon polar bear would be a “match made in Heaven” and you think, he’s got a point…this might work. And then he follows this up by telling them that the cereal tastes bland – that’ll be what happens when you ignore a STRONG RECOMMENDATION – and as the air is sucked out of the room I’m left wondering why he even bothers asking if they’d like to buy some.

On the other side of the room meanwhile, while Phil pushes hard to get a deal out of a reluctant customer, Virdi’s contribution is to pull the kind of faces that suggest he’s mistakenly put on underwear that’s about four sizes too small. No wonder the client walks away.

And then I watch on, out of my business depth (which peaks at about 2mm, if you need to know), while Foluso secures an exclusivity deal with Iceland for 200,000 boxes of Super Hoops cereal. It means that they can’t sell to anyone else for 3 months, but is it a gamble worth taking? I haven’t a clue, but my smidgen of knowledge tells me that 200,000 is a shitload of cereal. And so, it’s over to Sam’s team to see if they can sell more.

It turns out that they can’t.

And so to the boardroom. where Lord Sugar, you’d expect, will have plenty of spontaneous cereal related gags lined up to test Karen and Tim’s acting ability. Instead though, he starts with another tried and tested favourite – making the candidates feel really uncomfortable. And even then, after some initial frost he thaws out quite quickly. A bit like Sam’s team’s Arctic cereal idea, really.

It feels like Sugar has lost heart this evening and there’s a feeling of just going through the motions, which when we hear the sales figures and get the result, you can kind of understand. While Steve’s lot sell the aforementioned 200,000 boxes of cereal, Sam’s team finish a distant second – and lose in a catastrophic manner – selling just over 7000.

It’s all too much for Lord Sugar, who almost explodes with cereal puns, calling Sam’s team ‘cereal losers’ and telling them that when they come back in to the boardroom some of them will be saying ‘Cheerios’. Later, he completes his hat-trick when he refers to the loser’s cereal as being more ‘All Bland’ than ‘All Bran’. It’s like he’s been willing himself not to go too early with the comedy until the point where he literally can’t wait any longer and simply has to blurt out some puns. Classic Sugar!

The candidates don’t laugh and instead just head to the cafe to bicker.

At this point in proceedings I’m beginning to feel sorry for Flo, who has pretty much been the only candidate I’ve had much time for so far in the series. She’s clearly capable and yet has found herself stuck on a team hampered by the incompetence of others. She must feel absolutely cursed.

In the end tonight, the only surprise is that Virdi and Phil are still here. Having lost on every task, their time must be almost up. Watching the episode tonight though, I can’t help feeling that there’d be no great loss in getting rid of most of them and just making up the shortfall with the polar bear and Mega Bella from tonight’s cereal boxes.

When we’re done tonight, Sam has been fired and leaves by telling Lord Sugar to remember to ‘pop round for a cuppa’. It’s a deserved firing, but that last bit puzzles me. I mean, imagine Sugar standing on your doorstep, inviting himself in and then make snide remarks about your biscuits and getting Karen to pull faces at your kids.

Back at the house with tonight’s ‘winners’, we end with the penny dropping for Phil. Apparently, ‘one slip up and we’re gone’. No shit, Sherlock.