Cultural Capital 22 December 2014 "I’ve never bought tights in my life": The Apprentice blog series 10, episode 12 Lord Sugar’s rather laboured hunt for a new business partner finally finishes. Faceless businessmen. Photo: BBC/The Apprentice screengrab Sign UpGet the New Statesman's Morning Call email. Sign-up WARNING: This blog is for people watching The Apprentice. Contains spoilers! Read the episode 11 blog here. At last. Like birds released, we can spread our wings and fly jubilantly away from this cage of glass and steel that has imprisoned us for 12 weeks. Away from the fiercely ironed blouses and hostile pocket handkerchiefs that is the uniform of its inmates. Away from the cruel icy-eyebrowed gaze of its guards, Karren and Nick. Far, far away from the judge (and Supreme Court judge, of course), jury and executioner, Lord Sugar. For it is the final. To those reading who have stuck with the series throughout, congratulations, and thanks for giving it 110 per cent. To those who had long ago given up but deigned to watch the final, yer a bladdy disgrace. A bladdy disgrace. But probably have more friends than I do. In an emotional last ever early morning wake-up call, Mark in his serious boxers picks up the banana phone one final time to be told to travel to a random London location in 20 minutes. He and Bianca – who take separate taxis for some reason, so it may be worth scrutinising the green credentials of their respective businesses if they ever come to fruition – bomb down to the Bloomsbury Ballroom. This is because it has the supremely vague appeal of being a “leading venue for high-profile events”. “You’ll be pleased to know that I’ve arranged some help,” says Lord Sugar, with a look of a man jollily announcing someone’s death sentence, as a motley procession of some of the series’ past most irritating candidates file in. Felipe grins. Bianca and Mark look queasier than they did at six in the morning. They pick their teams, with Mark’s furiously clenching nemesis Daniel, pintsized brute James and petrifying lipstick enthusiast Sarah last to be chosen, and go off to launch their businesses. Sarah is last to be chosen. Photo: BBC/The Apprentice screengrab “Sarah, welcome aboard, we need some beauty,” says Mark, as the equality of the sexes becomes but a footnote in the history of a world dominated by faceless digital marketing men. Bianca briefs her team on the importance of selling hosiery in different skin tones for £35 each, while Daniel works very hard at setting his face in a confused scowl and making sure everyone knows he is a MAN and knows NOTHING about tights. “I’ve personally not worn tights,” he growls anxiously to camera, doing a good impression of someone who protests too much, “in fact, I’ve never bought tights in my life”. And it soon looks like women won’t be buying them either. Well, not Bianca’s ones anyway. Her market research – a room full of businesswomen with legs of all different hues – shows very strongly that her aim for the “luxury market” (ie. ripping people off) is misjudged. They wouldn’t buy such expensive tights. “It’s important that people know the truth about this,” cries Lauren, her concern about getting a ladder extending to the whole of humanity. Access deniered. Photo: BBC/The Apprentice screengrab Meanwhile, Mark is putting together his dull digital something-or-other plan to do the same thing as those marketing people who hassle companies about making their online presence more “impactful”, but even more intensely. Face-to-face hassling. It’s called “Climb Online”, and the promo video features builders and dentists scaling a climbing wall talking unconvincingly about how much they love people pitching to them about having their companies appear higher up in Google searches. Then it’s time for the pitches, in which “an audience of experts” fills a cavernous function room to look menacingly at the candidate in question, and act as Lord Sugar’s gaggle of sycophants at the after-party, when they gather around what looks like garden furniture, drinking warm wine and discussing things like how “lots of people would buy tights in different colours” and “lots of people are doing the internets these days”. Unsuitable entertainment. Photo: BBC/The Apprentice screengrab Bianca gives a slick, solid performance, and the audience of experts coo and purr. Mark, stricken with stage-fright, is rather hesitant at first, clearing his throat in what ominously sounds like it will be a repeat of the disastrous pitchto Tesco he croaked and choked through a couple of weeks ago. But he gets over it and delivers a passable, if staid, presentation. The only thing that jazzes it up is Solomon and James’ idea of having men in blue and orange lycra Morph suits climbing and falling in an interpretative dance to open the event. It’s everything that is wrong with the modern age: onesies and meaningless digital marketing strategies. But afterwards, the audience of “online giants”, who are disappointingly average height, sing Mark’s praises to Lord Sugar. We end, as we always do, in the boardroom. There’s time for one final unnecessary sexist comment (Nick on seeing a real-life woman wearing tights: “Mr Hewer had minor palpitations”), one final mangled metaphor (Sir Alan: “singing the song for high quality, you make a rod for your back”), and one final firing. Bianca goes, and Mark wins the investment, as Lord Sugar decides, “the devil in me says the service industry”. Ooh, you devil you. Putting the Mark in marketing. Photo: BBC/The Apprentice I've been blogging The Apprentice each week. This is the last instalment. Read my blog on the previous episode here. Click here to read the whole series. › Winter’s winged pilgrims: on the migration of swans Anoosh Chakelian is the New Statesman’s Britain editor. Subscribe For the latest TV, art, films and book reviews subscribe for just £1 per month!