Viewers of The Apprentice were left wincing as they watched the latest episode.
The start of Thursday night's show saw Lord Alan Sugar summon the remaining candidates to the entertainment complex Samsung KX in London.
The successful businessman, who gave his orders via his own gaming alter-ego, talked his potential business partners with creating a game demo along with a character for their game.
They were then required to pitch their concept to a panel of established games investors who would decide whether the put money into the new game.
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The team with the most money invested won the week five challenge.
Diverse opted for a global warming-themed game while Infinity went for a prison break theme.
But moments into mocking up their games, Diverse's sub-team made a mortifying error.
The candidates - Akshay, Francesca and Sophie managed to name their product, which saw 'Sam the Scientist' trying to rescue penguins, polar bears, and seals, 'Artic Saviour', misspelling 'Arctic'.
Baroness Karen Brady, who was keeping a close on the team, noticed the error but wasn't allowed to let the candidates know and it wasn't until they met up with the other half of their team that they realised their mistake.
The spelling error soon became their downfall when it came to the team’s pitch to investors.
But that wasn't all as one of the experts also pointed out that there aren’t even any penguins in the Arctic - after candidate Akshay confidently told them there were plenty.
And The Apprentice viewers just couldn't cope with it all.
@MattCPFC tweeted: "One of these weeks I’m going to actually die of cringe #TheApprentice."
"Didn’t think it was possible to cringe this much #theapprentice," @deanwp93 said.
@darrenbizzle2 echoed: "My toes are curling up....cringe!!! #theapprentice."
"The second hand embarrassment from this episode is unbearable #theapprentice," @LuxEnchantress commented.
@PopCulturePride added: "This episode is absolutely unbearable. I’ve been cringing the whole way. “Artic Saviour”, “Sam The Scientist” what the hell?! #TheApprentice."
While they initially tried to style the mistake out, the errors ultimalye cost the team the task.
The investors put no money into their concept while Infinity bagged £60,000.
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