Sugar - not so sweet

‘With regret, you’re fired!’ Lord Sugar is back with yet another series of The Apprentice. But this time we are faced by a team of arrogant, passionate, bratty, know-it-all’s, all competing to be the next winner, and above all – the next Junior Apprentice.

What suprises me most is Lord Sugar’s attitude towards the young bunch. Harsh, firm and authoritative, Sugar does not baby the young teens yet instead the series sees the teens feeling even more challenged than the contestant from previous ones, realising they must work hard to impress Sugar who first entered the business world at a similar age.  Whilst it is inspiring for a younger audience and impressive and respectable to those who are mature entrepreneurs, the contestants appear rather ‘too big for their boots’. The contestants illustrate personalities which sadly seem to lack in childhood experience. Rather their entire lives are focused upon business, business, business. Or so it seems. ‘Where’s the West End?’ harps one, who five minutes later is rambling on about his capability at being a strong candidate for the competition and task at hand. Ironically, it seems these youths are not as intelligent and mature as they may think. Their double personalities are exposed when they enter the boardroom, which contrast with their attitudes during the task. Episode 3 sees young Rhys fail at being a stable project manager, with no strength, motivation or power – his complete performance is poor. Yet when entering the board room, he becomes a completely new person; shouting the odds and pretending that really, he ‘did his best’. Unfortunately, this just isn’t enough to save him, and he is soon fired, with Adam also being asked to leave with little explanation, and confusion amongst viewers.

The show is entertaining and the contestants are definitely great role models, don’t get me wrong. But the lack of communication skills between the contestants and their customers, Tim’s excuses for never stepping up to be project manager and the obvious tension between Emma and Zoe proves to be awkward viewing at times.  On top of this, the contestants all appear over-ambitious, over-arrogant and immodest. Yet, it is just one of those shows you really can’t stop watching, and I am definitely curious to find out who will get booted off in the boardroom next week.