The Apprentice: Martha Stewart
Our Idea Is: We Have No Idea!
Episode 8 Commentary by Donna Emery
October 28, 2005
I've heard of "Fake It 'Til You Make It". But that only works if you make it. Primarius didn't.
I thought they had a good chance, in the beginning. Sarah and Carrie have been very serious, in their pursuit of this job. They have stayed professional, and have been the sober contrast to Jim's flamboyant style. Carrie may have been a bit too dedicated to those ledger books, and Sarah may have been a bit too anal about superfluous details, but they looked and acted like they had a clear shot of being in the running for the ultimate prize.
Matchstick's beginning was similarly promising. Project Manager Dawna was serious enough; yet she has a charming way of extracting her teams' best efforts. The task would be a closely contested one, since both groups would come up with equally skilled promotions. Right?
The episode began with Dawna and Amanda, discussing who might return from last week's final conference room. Their opinions were split, though they seemed to think David would be the more likely survivor. They were proved wrong, as Marcela returned, but it seemed they were ready to move forward. Marcela didn't hold a grudge against the ladies who had tried to sell her out, and they bonded as a team.
Carrie pledged her fealty to Sarah, as the team began to get ready for the week. Sarah spoke of her trust for Carrie, and experienced watchers began to realize that these two were going to be Toast. "The Blondes are Running the Show," chortled Carrie. Suuuurre they are, Carrie. Martha Stewart may be blonde, but that doesn't mean she left her brain cells back in her prison cell.
The teams met with Martha's "good friend" Peter Arnell, who gave them a speech about the importance of branding. Since no cattle were in evidence, it soon became clear that he meant they should emphasize the promoted products' brand name. The task this week would be for the teams to create a "live action billboard" to promote Tide- to-Go. They would have a flatbed truck, which would carry their billboard, and they would be responsible for putting on theatrical-type event. The team that created the most innovative promotion, and produced the most "buzz" would win the task.
Primarius' planning session began with promise, as Jim tried to get Sarah to focus on the product. But Sarah unwisely said, "I'm not so concerned with the product, right now," and suggested that the team engage in some "silent brainstorming". Now, that's an oxymoron which seems to have no place, whatsoever, in the corporate world. But, Carrie solemnly endorsed this ludicrous concept, saying "real genius comes with quiet." Oh….. so Harpo Marx IS a genius. Got it.
Dawna was Matchstick's Project Manager, and she immediately grasped the need for brand promotion. The team was offering some suggestions, including Ryan's less-than-acceptable idea about a blouse. But then, as most real brainstorming sessions do, his outlandish idea led to the one which was ultimately accepted: Tide Knocks Out Stains. They envisioned a boxing ring, with a Superhero Boxer, who is able to conquer the stains. This led to the creation of Tide-to-Go Joe, a character whose body was the Tide Stick, and who wore boxing gloves. Ryan immediately realized that having this character in a live show meant that he would be called on to put on a superhero costume.
Primarius' silent brainstorming session had yielded a total zero, and Sarah was grasping at straws for ideas. So, she asked Howie and Bethenny to go to the prop store, and look for ideas. They were understandably mystified, as if to say "what are we supposed to be looking for?" Without a direction, the Prop store mission was doomed to fail, though Howie almost gained inspiration, when he saw a set of boxing gloves. Sounding eerily like Ryan, from fifteen minutes ago, he said "Hey! How about Tide Knocks out Stains!?" but the Blondes did not approve. They shot him down… not that they had any other ideas to contribute. Howie admitted his frustration: "we're going with the idea of No Idea."
Matchstick collapsed in hilarity as Ryan dashed out in his orange superhero tights. He made a very amusing "Joe". In the presentation, Marcela - as a tutu-clad Ketchup Stain, was bent on ruining the clothes of unsuspecting people, but Tide to Go Joe knocked her out, and saved the day. Masterpiece Theater, it wasn't. But it was amusing, and fun and the group gave demonstrations of the stain-removing pen, as well as passing out many of them, as samples.
Primarius worked until 4:15 am.....
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