If nothing else, one has to admit that Sir Richard Branson is an interesting guy. He is accomplished, adventurous and seemingly blessed with the proverbial Midas touch, all while managing to be nowhere near as annoying as the Donald J. Trump we know and loath. Branson showcases a kind of whimsy that just draws people to him. If I was a billionaire, I think I’d want to be like him.

Please know though that I say this not knowing anything about the man’s true self. For all I know good Sir Richard could be either a hyper-obsessed super capitalist who simply turns it on for the cameras or a full on space cadet with the attention span of a two year old sugar fiend, ominously propped up by smarter deviants behind the scenes.

Like I said, interesting.

Anyway, fruit bat or not, Branson knows how to get attention. He is more or less unafraid to “take one for his team.” Whether it’s his stunt filled store openings, extreme sport inspired events or even donning the odd elaborate wedding dress to get free media he imbues any Virgin event with his own unique, slightly irreverent nature, sharp humor and get-it-done attitude. He has managed to infuse every product he sells with his personal sense of self whether it’s cola, music, airplanes or, now in Canada, cell phones.

Currently, Virgin is running a pretty cool print campaign that is edgy enough to be interesting while still managing to avoid falling backwards into tastelessness.

One of the ads features the now ex-New York Governor Eliot Spitzer. It has a shot of the horndog luv-guv (ex luv-guv?) with a thought balloon just over his head declaring “I’m tired of being treated like a number.” We bet you are Eliot.

The text goes on to explain "At Virgin Mobile you're more than just a number. When you call us we'll treat you like a person, not a client. Whether you're #9 or #900, you'll get hooked up with somebody who'll finally treat you just how you want to be treated."

Nice. No mistaking the double entendre here but the thing is - it’s funny, and witty too. Virgin is using the star power of a public figure, the infamy of their self-made situation and then creative humor to tie the whole mess to their brand. And it’s all wrapped up in Branson’s “share a pint with ya” kind of casualness. It’s such a sharp bit of copy that you have to appreciate it.

They have another one where Hilary Clinton stars, shining bright as she gazes upwards lovingly, appraising what could only be her “Bill” as a well-placed thought balloon declares “I wish my bill wasn’t so out of control…” before more text claims that by switching to Virgin Mobile's no-con contracts you can “put your bill back in its place” and “get your bill to behave.” Yet another pitch perfect take on her, her randy hubby and their infamously controlling ways. Brilliant pitches, all around.

So while the ads are great, I do wonder why they stopped with famous US figures. Sure we all know who they are but why not smack around some uniquely Canadian frustrations? Couldn’t they show our own Stephen “The Stiff” Harper grimacing while his thought balloon asks “Can changing cell phones really make me more fun and interesting?” Or how about “Never back down” Dion wistfully wondering if “dey have plans for da folks who can’t make up dere minds?”

In the interests of full disclosure I admit I recently signed on with Virgin. I had gotten more than a little choked at the lemonheads over at Telus and the bloated bill I would get from them each and every month. I was on a $25 per month plan that somehow billed out at $45 plus at best. Between system access fees, service charges, extra charges and various other slimy tricks I just felt used. Well no more. Sir Richard the generous rode to my rescue and now I pay $20 bucks a month and have a cooler-looking phone to boot.

Is it perfect? No, few things are but the party promised by Sir Richard is so exciting that even if he only delivers on half of what he claims it’s still way better than the other guys. And I must say that Branson et al seem very appreciative of my business and gentlemanly in their conduct thus far. Will it continue? Who knows, you’re only a virgin once but these guys do seem determined to make you feel like one each and every time you spend a buck with them. Who can ask for more than that?