In a pre-recorded briefing via a giant screen flanked by Karren and Nick, Lord Sugar has called the candidates to an advertising agency at an ungodly hour. Their task will be to create, brand and pitch a new pet food. But before they start, Nick has a message from the boss - once again he picks the team leaders. One team chooses dogs, the other cats. Both teams split - one half to Lincolnshire to create the food, the other half staying at the agency to name and brand the product (packet of crisps, anyone?). Supported by Britain's biggest pet food manufacturer, it looks like a breeze, but soon they are ignoring the advice of focus groups, inventing product names so strange not even their team-mates can understand them, and creating chaos when they try to cast a male actor to play a sexy female cat. Journalist Kelvin MacKenzie, entrepreneur Debbie Wosskow and comedienne Sarah Millican will be unpicking the fired soul's failures, on You're Fired at 10.00pm (BBC2).