Nike and British tennis player Emma Raducanu have launched an "edgy -- and somewhat cryptic" -- major new ad ahead of her first grand slam appearance since winning U.S. Open last fall, according to Jeremy Wilson of the London TELEGRAPH. The striking 21-second clip, which has appeared overnight across all of Raducanu's social media platforms, "shows her trading a series of shots with large white words looming across an all-black background." The chosen words, all in capitals, are "DISTRACTED. PERFECT. FLUKE. FLAWLESS. ONE-HIT WONDER." They clearly "represent the extremes of opinion that have followed her." For all the contrasting words in the background, the advert still emphasizes the "power, grace, timing and athleticism of Raducanu's tennis." The twist is that, following a series of beautifully executed stokes, Raducanu "loses the point after lunging for a meek and mistimed forehand." The spot then switches to the next point and, with Raducanu "looking supremely focused as she waits to again receive serve, closes with the words 'World Off. Game On'" (London TELEGRAPH, 1/14).