The candidates are tasked with creating an advertising campaign for jeans, finishing with a pitch to a panel of leading industry experts.

The candidates are summoned to the Istituto Marangoni, where Lord Sugar tells them that for their next task they must create an advertising campaign for jeans made from Japanese denim. Teams need to design packaging, film a TV advert and create an attention-grabbing bus shelter advert, all before pitching the whole campaign to a panel of leading industry experts.