An unsuspecting spectator was on the receiving end of one of Andy Murray's fierce first serves during the Erste Bank Open.
Murray, however, was quick to not only wave a hand of apology, but also pause the game and head towards the woman in apologetic and compassionate fashion.
The video, which was posted on Twitter, shows the incident as well as the surprise on the lady's face.
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Realising that it was just collateral damage, the viewer accepted the Wimbledon Champion's sportsmanlike gesture.
The actual game, on the other hand, was an intriguing one, with Murray beating Giles Simon in three sets after the Frenchman took the first.
After breaking Simon in the opening game, the 31-year-old veteran won four in a row to take a firm grip on the first set.
But, the world number two showed his class by clinching the next two sets winning the match 4-6 6-2 6-2.
Murray now faces American John Isner in the quarter-finals of the Erste Bank Open, and could make it three tournament wins in a row this month if he can safely navigate through the next three matches in Vienna.
You can watch the incident below.
With Novak Djokovic not being involved in any tournaments this week, the Scot has the opportunity to capitalise on the situation.
If Murray retains his current form, he could replace the Serbian as world number one before the end of the year, which would be the first time the Olympic Champion would have achieved this feat.
This has been a stellar season for the Scot and he has proved that he has the ability to finally break the sport's domination by Roger Federer, Rafael Nadal, and Djokovic.