Virgin Media is aiming to capitalise on Olympic fever by signing a sponsorship deal with the Men's 5,000m and 10,000m champion Mo Farah.
In a follow up to the pre-Olympic adverts featuring sprint legend Usain Bolt, the distance runner dons a Sir Richard Branson-esque blonde goatee beard.
The Somali-born Londoner will feature in a number of Virgin Media ads over the coming weeks, after making his debut in the national newspapers at the weekend.
He joins a growing list of Virgin Media ambassadors, including the likes of Stephen Fry, David Tennant, Samuel L Jackson, Uma Thurman and Usain Bolt.
Jeff Dodds, Executive Director of Brand and Marketing Communications at the firm, said that after delivering a "stellar performance" this summer, Mo has found a special place in all of our hearts.
He described the double Olympic champion as "a fully-fledged national hero".
"We're absolutely delighted to be working with him," Mr Dodds stated.
"Virgin Media is all about delivering brilliant entertainment, and nobody has got the nation cheering at their TVs more than Mo over the last couple of weeks."
He said that like Mo, Virgin Media is "obsessed with speed" - particularly broadband speed.
"Mo will join our other sponsored athlete Usain Bolt in ensuring that we inspire the nation to 'Keep Up'," Mr Dodds added.
Earlier this year, Virgin Media announced plans to double the download speeds available to customers on its 10Mb, 20Mb, 30Mb and 50Mb broadband deals.
Subscribers on the ultra-fast 100Mb tariff are to gain access to speeds of up to the current maximum 120Mb, at no additional cost.