James Lawton: Rusedski only advertising his own lack of self-esteem

Greg Rusedski is being paid for a television ad which plays on the appalling explosion of emotion which cost him his chances at Wimbledon this summer.

This, I suspect, could only happen in a society which has totally lost touch with what it is which makes for world-class performance. It is the worst exploitation, and dismissal, of failure since Gareth Southgate plugged pizzas after the penalty-kick miss which cost England a place in the 1996 European Championship final.

Can you imagine Nick Faldo - or Geoff Boycott - lending themselves to such a dismal piece of schlock?