The Apprentice, episode 3 - review: Lord Sugar hacks away at the deadwood with double elimination

One candidate was on the verge of tears as they were ejected from the boardroom

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Marketing manager Nurin Ahmed and swimming instructor Lindsay Booth are sent packing this week in a second double elimination, leaving 15 self-aggrandising, aspiring reality TV stars to face the furious judgement of Lord Sugar and his index finger.

Watching poor old Lindsay attempt to hold back tears as she repeatedly declares her incompetence is as painful as pulling teeth. Cue a stringed version of The Apprentice theme tune mournfully playing in the background. Everyone knows that the first rule of The Apprentice is to always blame someone else. Whatever you do, never admit it was your fault.

Ritual boardroom humiliation aside, it appears that the producers of The Apprentice have had a re-think after last week’s disastrous instalment.

Things are noticeably less shouty and the focus is firmly back on business with a luxury scent task and an eye on the profit margins.


Chartered accountant Roisin Hogan is unfortunate enough to fail on the numbers front and takes team Summit down the swanny with her.

In a task that involves selling high end products yappy Katie Bulmer-Cooke proves adept. The fitness expert, who doesn’t seem to know the meaning of “tenacity” despite being this week's project manager, is infuriatingly smug. You can almost see the other contestants sharpening their knives for her back.

Meanwhile Daniel Lassman blesses his team (and us) with another pearl of wisdom. After last week’s “I wouldn’t wear it in public” remark during a pitch, this time he says of his team's perfume: “[Why not call it] British Breeze? We're proud of being British".

Team Tenacity make their scented candles

But, as Lord Sugar’s right hand-man and eyebrow scrunching expert Nick Hewer points out, there’s nothing remotely British about the scent's ingredients of green tea, aloe vera and lemongrass. What will Daniel say next?

Thus far the contestants remain a mass of vaguely irritating entertainment with the frontrunners yet to emerge. Let’s face it, the only show reality show that is actually about business is Dragons’ Den, and it doesn’t involve 14 weeks of public humiliation – 14 minutes is enough for Deborah Meaden et al. Will we have the stamina to watch another 14 apprentices get the chop?