Nike couldn't have picked a worse time to release their latest Joe Hart advert.
Only one day removed from one of their most embarrassing defeats - a 2-1 loss to Iceland which saw them exit Euro 16 in the round of 16 - the England and Manchester City keeper appeared in a Nike commercial called "Pro Genius Self-Talk".
Given their horrendous performance in Monday's match, most of the England squad should probably be in hiding. Even more so Hart, whose showing throughout the tournament was under scrutiny.
The keeper made two defensive errors which led to goals; firstly with Gareth Bale's free kick in the group stage match against Wales, then withKolbeinn Sigthorsson's shot which won the match for Iceland.
It's quite laughable the way the advertisement brings Hart's mental strength to the fore with quotes such asI will dominate my area� and the only one who can beat me is me�.
The ad focuses on talking ones self into a good performance in the buildup to an important match. And Hart claims that herecalls hisgood Champions League performance against Barcelona during the season to put him in a positive mood.
Didn't work this time around, though.