Business-based reality show. Lord Sugar sets the candidates their next task: to create, brand and pitch a new pet food. One team chooses dogs, the other cats. Both teams split - one half to to create the food, the other half naming and branding the product. Supported by Britain's biggest pet food manufacturer it looks like a breeze, but soon the teams are making some fateful decisions, sweeping aside advice from focus groups and inventing leftfield product names. Professional packaging for their products restores confidence, but the next job - to make commercials - plunges the teams into more confusion as they try to get creative. Animal auditions prove tricky and casting a male voice for a sexy female cat puts an actor on the spot. As the results are pitched to experts and ad-men, optimism turns to cold reality. Analysis is fed back to Lord Sugar and the boardroom battle begins. No amount of barking or begging can save the doomed when it comes to the master's command - 'You're fired'.
