"Sir Alan Sugar: (to Renaissance) You made one, not one, The biggest error. The biggest error going: I don't know what your bloody advert's about! I do not know what it's about! It doesn't mention the word "tissues" once in the voice-over, you've got this little box of tissues down the bottom that... and a little strap-line down the bottom and it would not sell any tissues. It might make me or my grandmother or my auntie smile and look at the little kid crying and think "Ahhhh" like that but it ain't gonna make me look for those on the shelf! You lost! I'm sorry, you lost and it's not my opinion. This is the opinion of the three professionals I consulted today, and I am so frustrated because you did 90-5% of the work! A much better cinema-graphic, representation than these people. Much, much better but I'm sorry, you lost! (To Alpha) You won because your horrible advert, your horrible box threw it in the people's face, the actor there was talking about tissues three times, he brought out the anti-bacterial thing which is one of the points that I wanted to mention. You had the box in big shot, in the picture, on the mum's lap, you had it again somewhere else and at the end pack shot you had it there. (tapping Alpha's box) That's the thing I'm gonna remember. You won, so well done."