The new Virgin Trains ad is great because it knows exactly how much Branson to use. Whereas the Virgin Media ads have him revealed from a freaky doctor woman, and credit card ads have him revealed from a surgeon; this ad just slips him into the characters without a fanfare, and is all the better for it.
That tale of working on a train (impossible on Virgin Pendolino's in standard I might add, I've sat in bigger shoeboxes) to get something done before you arrive; mixed with some silly but humourous encouragement.
The soundtrack is just about spot on and the appearance of the keyboardist is a great twist.
I also think the line 'Where Do You Want to Be?' is simple but gives the feel of a big brand looking for the customer against random mixing of places (London Midland anyone?). It looks and feels like a Virgin brand, and for an industry like train travel there are few better things.