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This week's task is a creative one: each team has to come up with an advertising campaign for a new hi-fi product, but there's an added burden of responsibility. The product is one of Sugar's own, a prototype that he wants to launch in America. Sugar has a particularly strong view on advertising: he likes it kept simple and straight to the point, not arty adverts that are remembered more for their creative content than for the product itself.The teams have the help of a top ad agency, but they only have 36 hours to make a TV commercial and come up with a press campaign. Only one thing is certain - someone's going to get fired.