Aaron Naughton produced one of the worst shots on goal this season so far, and it couldn't have come at a more inopportune time for the Western Bulldogs.
Fans recoiled after Naughton, who had booted three goals already, lined up with the Bulldogs down 16 points mid-way through the final quarter against reigning premiers Richmond.
'LIKE DEALING WITH TRUMP': David Koch's fresh shot at Eddie McGuire
'HORRIFIC': Footy icon forced to have leg amputated
It was a crucial shot on goal after the Dogs had given up a 12 majors in a row after the first quarter, squandering a 25-point lead.
Unfortunately for the 2016 premiers, Naughton didn't rise to the occasion, kicking a brutal shank that flew off to the right and barely travelled 25 metres before going into dispute.
The incredibly bad shank left Channel 7 commentator Brian Taylor, himself a former goalkicking forward, lost for words.
“Goodness gracious me, did you see that? Gee whiz. Shocking," he said on the broadcast.
Co-commentator James Brayshaw was equally perplexed by the usually accurate Naughton's devastating miss.
“Oh no. Could not hit it any worse. He almost hit it with his shin,” Brayshaw said.
“What is this? That’s unbelievable. A player as good as Aaron Naughton. He nearly missed the ball.”
Former Hawthorn champion Luke Hodge suggested Naughton may have had his focus interrupted by the shot clock, pointing out that the Dogs star had glanced at the countdown several times as he line up his shot.
With just under five minutes left to play, time was clearly a factor for the 21-year-old.
“He looked up at the shot clock three times. I haven’t seen him do that,” Hodge said.
“He was more worried about the shot clock than kicking the goal and going through his routine. No wonder he’s nearly missed his foot.”
Richmond end Bulldogs winning AFL reign
Instead of dropping to 3-4 ahead of next week's grand final rematch with Geelong, Dustin Martin-less Richmond earned their fourth win of the season the hard way, winning 11.11 (77) to 7.13 (55) in front of 52,402 fans.
Tigers spearhead Tom Lynch, who this week came under fire for his output this season, starred up forward by responding from an inaccurate first-half to finish with 3.5 and 12 marks.
The Tigers hit top-gear during a third-quarter blitz, booting five straight goals and dominating the inside-50 count 18-5 for the term.
Richmond's Liam Baker kicked the opening goal of the last quarter, but recalled Bulldogs forward Josh Schache cut the margin back to five points.
Veteran defender Bachar Houli stepped up when the Tigers needed him, with his set-shot from 50 metres bouncing over the line untouched.
Electric speedster Shai Bolton put the final nail in the Bulldogs' coffin by kicking the next two goals.
"What I really enjoyed is we had players that are capable of stepping up and fulfilling roles and they did that really, really well," Tigers coach Damien Hardwick said.
"Don't get me wrong, we've got some good players out of the side, but we've also got some great players in the side, too.
"Tommy Lynch responded really well and looked a dominant big man inside-50."
Marcus Bontempelli's missed set-shot on the halftime siren proved costly, with the Bulldogs captain blowing a golden opportunity to put the Bulldogs 24 points up at the main break.
If the Bulldogs had continued their winning ways, it would have been the first time since 1987 they had won seven straight games.
Watch 'Mind Games', the new series from Yahoo Sport Australia exploring the often brutal mental toil elite athletes go through in pursuit of greatness:
Click here to sign up to our newsletter for all the latest and breaking stories from Australia and around the world.