As we enter the post-war era isn't it refreshing to have a prime-minister-in-waiting who's eschewed all things celebrity?
Gordon Brown even suggested recently that Britain has fallen out of love with celebrity.
And he told us at his leadership "election" campaign launch: "As a politician I have never sought the public eye for its own sake. I have never believed presentation should be a substitute for policy. I do not believe politics is about celebrity."
It must have been another Gordon Brown I spotted on ITV last night, presenting an award at a ceremony to celebrate "great Britons". Mr Serious was on first name terms with presenter Kate Thornton and managed to crack a joke about changing jobs.
Viewers were invited to choose the greatest living Briton from a shortlist that included Julie Andrews, the Queen and Robbie Williams.
The Queen, despite never filling Knebworth or appearing in The Sound of Music, won the live vote.
She wasn't there in person but one of her offspring had helpfully pre-recorded a message of thanks just in case the "live vote" went her way.
Perhaps Gordon could drop off the award when he goes to the palace to kiss hands and become PM next month.
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