But despite all the changes of the leading man and the shifts in audience expectations over the decades, one of the franchise’s tasks has remained constant: to exude this Bondian uncool cool, whose distinctive tone must be set with just the right theme song. Thanks to the long-running Bond film series’ efforts to gradually increase the character’s complexity, the Bond who first appears in Ian Fleming’s 1953 novel Casino Royale may at first look simple, even cartoonish to readers of the 21st century. Though hardly a setter of youthful trends, he has always embodied masculine competence and unflappability of a relatively timeless and quintessentially British kind. Commander James Bond, CMG, RNVR - code name 007 - is both cool and uncool.
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