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The Apprentice, Week 12:
Pontiac Solstice Car
Original Air Date: 4/14/05
(PAGE 2 of 6)
“This is an emotional buy,” Kendra says. Now, since Kendra is clearly a top contender at this point, I’ll try work out how I feel about her. She seems wicked smart and has never really said or done anything to really get on my nerves. But there’s something about her mouth that is perpetually hanging open and her overly deliberate speech pattern that seems weird. Like she was one of those girls in high school who said, “What-EVER,” while making a W shape with her fingers. “On every page a different emotion will be evoked,” she says. Okay, a slight misuse of the word “evoked” is forgivable, but oughtn’t it be “elicited”? Or “it will evoke a different emotion”?
I’m so totally on Kendra’s side when Craig starts pulling his doodiehead attitude on her. He wants a “theme” to the brochure and thinks she’s just looking for pretty pictures and big words. “She just doesn’t get it,” he says, as if he has a better idea. This coming from the same guy who demanded respect over building a box.
Trump’s Lesson is “Pulling All-Nighters.” He manages to stay on topic for a split second, explaining to us, “I’ve seen people go 48 hours and even more, days and days without any sleep in order to get a deal done.” Days and days? Not without some substance abuse you haven’t, Mr. Trump. Sometimes I think he’s just doing these little moments off the cuff, with no help from the scriptwriters at all. Then it cuts to him at a podium spouting every cliché in the book, repeatedly. “You have to love what you do… you can never give up. You can never quit… You can never ever quit.” And the audience claps for this. Good lord.
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Kendra and Craig are still butting heads as she puts him in charge of the studio photo shoot, right before she explains to the photographer what her vision is. Heaven forbid the project manager leave a little instruction. Craig pouts, “Kendra began micromanaging.” I can’t totally let Kendra off the hook here though, because she then asks Craig, “Once we’ve gotten through the basic shots, would you give me a call and communicate what some of the ideas are?” Honestly, just say, “Call me when you’re done.”
Net Worth checks out the new car, which really is quite lovely. Bren salivates, “The moment I first laid eyes on that car, it was like a beautiful woman. You just couldn’t take your eyes off of it.” Sitting inside the car, he tells Chris and Alex to get photos of the nifty logo tag and lots of interior shots. Alex scribbles it down on his yellow legal pad, saying crisply, “Got it.” Since Bren is writing all the copy, Chris motivates his team with the rousing speech, “Do some research and make uh, let’s make a nice brochure.” Not exactly an “UnbeLIEvable!” but it’ll do.
Over at Magna, they’re asking random people on the street what emotions the Pontiac evokes from them. Perhaps “evokes” can be the new “out of the box.”
At Net Worth’s exterior photo session, Chris decides to shoot the gray car in front of, um, yeah, a gray building. “Let’s get a crazy tweaked shot!” he exclaims, which in real English translates to: “Hold the camera sideways!” “Yeah! Sick!” Chris cries.
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Let’s get a crazy tweaked shot!
