OCCUPATION: Mayor of London
PREVIOUS APPEARANCES ON THE TIME 100: 0
PRO: By campaigning on basic issues like crime and transportation, the floppy-haired Tory pulled off a surprise upset in last year's elections. Now he has to ready the city for the 2012 Olympics and lead it through a sinking British economy.
CON: His ribald, oft-disheveled demeanor is a turnoff for more delicately constituted Brits.