When the great Sean Connery stepped away from the James Bond series after You Only Live Twice, the studio's decision to replace him with an Australian model who was best known for advertising Fry's chocolate was met with widespread derision.
So it came as little surprise that George Lazenby's sole 007 outing, On Her Majesty's Secret Service, was savaged by fans and critics upon release.
Although nobody realised it at the time, Lazenby's Bond was a breath of fresh air for the series and it's only crime was being two decades ahead of its time.
On Her Majesty's Secret Service introduced us to a more vulnerable 007, with human fears and emotions, who becomes disillusioned with his secret agent career after the woman he loves is gunned down by his enemies.
Does this remind you of a certain casino frequented by Daniel Craig?
When the concept of a more human Bond was tabled years later, the world was ready for it, but On Her Majesty's Secret Service was simply too bold for 1969.
Sure, Lazenby is no Connery (who is?) but his sole 007 mission has a flavour all of its own and should be celebrated for daring to deviate.