The empirical mean of n independent and identically distributed (i.i.d.) random variables (X 1 , . . . , X n ) can be viewed as a suitably normalized scalar projection of the n-dimensional random vector X (n) .= (X 1 , . . . , X n ) in the direction of the unit vector n −1/2 (1, 1, . . . , 1) ∈ S n−1 . The large deviation principle (LDP) for such projections as n → ∞ is given by the classical Cramér's theorem. We prove an LDP for the sequence of normalized scalar projections of X (n) in the direction of a generic unit vector θ (n) ∈ S n−1 , as n → ∞. This LDP holds under fairly general conditions on the distribution of X 1 , and for "almost every" sequence of directions (θ (n) ) n∈N . The associated rate function is "universal" in the sense that it does not depend on the particular sequence of directions. Moreover, under mild additional conditions on the law of X 1 , we show that the universal rate function differs from the Cramér rate function, thus showing that the sequence of directions n