Apprentice star Kimberly Davis is sacked
Sir Alan Sugar said Ignite's campaign would have been: "Funny if it was in the middle of a Harry Enfield show but to actually use it to sell products is not funny.
"It's stupid."
As Sir Alan deliberated, Nick Hewer commented: "They took logic and tortured it until it screamed."
Sir Alan told Davis: "Kimberly you have a marketing background, you should have really walked this thing - you're the most qualified.
"The rotten idea was the rotten core in the beginning.
"People that bulldoze ideas through is not what I'm looking for.
"Lorraine because you haven't been a team leader before I'm going to let you stay. Kimberly - You're fired!"
Looking back, Davis said of being given the push: "I'm gutted of course...
"I wasn't expecting to go. I knew that I had a tough challenge ahead of me as Philip and Lorraine had never been in the boardroom before but I really believed that I could convince Sir Alan and show their lack of professionalism and their flaws to him and I thought that he would be able to see through their faults.
"But unfortunately it didn't work out that way."
She said of the pair: "I felt like when you've got a mother who walks into a shop and she's got her kids screaming bloody murder.
"All she can do is walk out of the shop because there's absolutely no controlling them and she can't focus on what she came to do.
"Unfortunately because I spent all of my time baby-sitting and managing most of the personalities on my team and they absolutely refused to work towards the better good of the team, unfortunately it made things very difficult for me and I wasn't able to focus on just doing the work...
"I had trouble dealing with them on the first day but on the second day I adapted to it and kicked them all out of the room.
"That's what I probably should have done from the very first day.
"Unfortunately it was too late by day two."
Davis said she would love James McQuillan to win and added: "I'm a big fan of James... he is one of the smartest people I have ever met... He doesn't have a manipulative, horrible bone in him."
