Apollo 11 – the Moon landing’s legacy

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Hand’s up who remembers 21st July 1969? Did your parents wake you up, in what felt like the middle of the night, to watch on a small black and white TV screen the moment that Neil Armstrong, leader of the Apollo 11 mission, stepped out of the Lunar Module (‘Eagle’) to became the first person to walk onto the lunar surface? There are a handful of childhood events, including this momentous step, that this viewer, as an eleven year old, remembers with absolute awe and clarity.

The enormity of men being shot into space ahead a giant fuel canister to orbit the Earth and then be pointed in a different trajectory to the Moon’s orbit and surface, there to land safely, open the sealed hatch and climb out. Simply breathtaking both in its spirit and execution. The First Walk on the Moon was simply awe inspiring.

Armstrong was followed onto the Moon’s surface by his co-venturers, Buzz Aldrin. They spent a couple of hours making auspicious speeches and collecting rocks. After nearly a day in the Sea of Tranquility they blasted back to the command module (‘Columbia’) piloted by Michael Collins. They were returned to terra firma having safely splashed down in the Pacific on 24th July 1969.

I was certainly old enough to realize that the Mission to the Moon was the most magical blend of evolutionary technology of semi-conductors and computers, the guile of America’s military aviators, the obviously immense resources of the NASA Space Program. It was also the culmination of the dream of a brilliant and driven leader, the late President John F. Kennedy, who in 1961 launched his country’s aim to land a man safely on the Moon before the end of the decade.

Aside from the warm and fuzzy feeling of all things vintage and American, Coke fridges, leather sleeved varsity jackets, Levi’s and classic muscle cars what else can be seen as the legacy of man’s early musings with space travel?

The Apollo mission kick-started a series of major innovations the legacy of which continue to be seen, felt and enjoyed today. Some of the many spin-offs from the Space Race include the following:

The Computerized Axial Tomography (CAT) scanner now more regularly used to detect cancer and other abnormalities was used to identify any imperfections in space components that would only be magnified by the unique stresses and environmental issues associated with zero gravity and the g-force associated with space travel.

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The Computer Microchip, the integrated circuits and semi-conductors used in the Apollo mission’s guidance software spawned the modern microchip that appears in everything from you laptop, to you TV remote control and your oven’s regulatory systems.

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Cordless tools. Lacking the inability to plug in electrical tools on the Moon’s surface, power tools including cordless drills and vacuum cleaners were developed – initially by Black & Decker in 1961 – with integral battery packs enabling the collection of rock and dust samples.

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In-Ear Infrared thermometer. A detector of infrared energy that is felt as heat that was developed to monitor the birth of stars found an alternative use with In-Ear thermometers.

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Freeze-dried food. Since the Moon mission we have been fascinated by rehydrated food, Thai pot soups, noodle dishes and the like. Originally devised to minimize weight these packets of goodness fueled the men in space. This technology had first been developed in the Second World War for carrying blood long distances without refrigeration. Nasa was first to create freeze dried iced cream – but it doesn’t seem to have been that popular amongst the astronauts.

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Home Insulation materials. If you have ever unrolled in the your attic reflective insulated matting you may not know that the shiny material used was developed to deflect radiation away from spacecrafts.

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Invisible braces. Each of my three children has received the attention of the dentists and the application of braces that resulted in perfectly straight teeth. The process has been improved by the use of transparent ceramic brace brackets made from materials developed for spacecraft.

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Joysticks as used on computer gaming consoles were devised for Apollo Lunar Rover.

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Memory foam – for many, me excluded, they say that sleeping on a memory foam mattress or pillow results in a splendid night’s sleep. For me they are usually too firm but the underlying tech was created to improve the comfort of aircraft seats and helmets.

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You may not be surprised to hear that satellite television technology, primarily devised to repair relay signals from spacecrafts and to unscramble satellite sound and images sent from space now sits at the core of home satellite driven services.

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At the optician when ordering a new pair of glasses you will almost certainly have been asked if you would like a ‘scratch resistant coating’ to be added. Substantially improving the long term wear and tear on glasses these coatings were developed to make astronaut helmet visors scratch resistant.

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Whilst shoe insoles have been around for years, indeed the likes of trusty beach worn Birkenstocks are based on the eponymous insole a challenge for athletic shoe companies was to adapt an insole for the Space missions boot designs to maximize on ventilation and springy comfort.

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An absolute must around any home is a smoke detector with good batteries. It may surprise you to know that Nasa invented the first adjustable smoke detector that was programmed with a level of sensitivity that prevented false alarms. Just as essential in the small cabins on board spacecrafts.

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The design of a space rocket is perhaps a classic example of drag reduction. Interestingly Nasa deployed the same principles of drag reduction to help create for Speedo a world beating, but highly controversial, swimsuit the LZR Racer.

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Aside from bottled oxygen, filtered and clean water was one of vital elements needed in space. NASA developed a filtering technique that killed bacteria in water. This has subsequently been used to deliver filtered water in millions of homes.

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Velcro – whilst not strictly a product developed for the Space Race, the system of a hook-and-loop fastener was originally conceived in 1941 by a Swiss engineer George de Mestral. NASA made significant use of touch fasteners in myriad of ways including the closing of astronauts’ suits, anchoring equipment during maintained and for trays at mealtimes to avoid them floating away.

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Artificial limbs – Nasa is a world leader in the science of robotics devised primarily to remotely control space vehicles. The technology had been adopted to give artificial limbs greater functionality.

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If you have ever completed the London Marathon, for example, you may recall crossing the line to be shrouded in a silver foil blanket. These blankets were developed in 1964 they are excellent at  reflecting infrared radiation but they also enable the body to they retain heat and reduce the risks from hypothermia.

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The Bacon hydrogen-oxygen fuel cell celebrated British engineer, Tom Bacon, developed an existing and century old technology to create a patented fuel cell that provided electrical power for the Apollo mission. The science that combined hydrogen and oxygen to create a reaction that caused heat that could be converted to electricity also had a useful by-product, water: which the astronauts drank. Fuel cells have been used to create electric vehicles including the Toyota Mirai, Honda Clarity and Mercedes-Benz F-Cell, where the technology is seen as a having great green credentials.

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The Omega Speedmaster Moonwatch is part of a range of manually winded chronometers launched by the Swiss watch brand in 1957 and used as part of Omega’s role as the official timekeeper for the Olympic Games. The “Moonwatch”, a combination of both timepiece and stopwatch, was water-resistant, shock-proof, and could withstand 12Gs of acceleration endured by the astronauts during their mission. It was first worn during NASA’s Gemini missions that included the first space walk. The Moonwatch was on the wrists of Armstrong, Aldrin and Collins, when the former two took their first steps on the Moon. It remains a firm favourite with those who love this Swiss watch brand which has created a series of Special Editions to commemorate the 50th Anniversary of the first Moon landing.

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Jacques-Yves Cousteau

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If you ask anyone raised in Europe or the US between the 1960’s to 1980’s to name an iconic and impactful TV programme, I can assure you that for many the under water natural history films of Jacques Cousteau would rank very high on a not very long list.

From the curious French soundtrack of slightly strident strings, to the Gallic, faltering commentary – I can never hear the French pronouciation of the name “Philippe” (one of his four children) without thinking of Capt Cousteau – this was pioneering television at its best. It left such an impact on us, a Jacques-Yves Cousteau sized hole that I suspect David Attenborough fills, but who was Cousteau?

Born 11th June 1910, Cousteau, in 1930 studied at the École Navale in Brittany (West France) after graduation he joined the French Navy. His commission was brief curtailed by a car accident where he sustained breaks to both arms. In 1937 he married Simone, the mother of his first two sons, Jean-Michel and Phillipe, who both would accompany their father on subsequent adventures.

In the late 1930’s Jacques first used diving goggles and in 1943 he received an award for the first French underwater film, filmed on a pressurized camera, entitled “Par dix-huit mètres de fond“ (“18m Deep”). The same year Cousteau’s team made “Epaves” (“Shipwrecks”) – which resulted in his commission to establish the French Navy’s Underwater Research Group based in Toulon. During filming he using pro-type aqua-lungs incorporating the recently invented demand regulator.

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The resultant freedom of the Aqua-lung allowed his team to explore the depths of the oceans of the World and document them through a myriad of films. His first films from the late 1940’s were celebrated at the Cannes Film Festival in 1951 and his early adventures were captured in his book published in 1953 “The Silent World”.

In 1956, a film of entitled “The Silent World”, made with famed director Louis Malle won the Palm d’Or at Cannes and an Academy Award for the Best Documentary in 1957. The Rolex Submariner – Rolex – The Submariner – the first divers’ watch waterproof to a depth of 100 metres with a rotatable bezel showing the diver their immersion time, was featured prominently in his film which shows Cousteau wearing a pre-launch Submariner The Silent World – The Film

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Leaving the Navy in 1949 he founded in 1950 the French Oceanographic Campaign (FOC) and leased his trusty ship Calypso from its owner, for a symbolic one franc a year, and wealthy benefactor, Thomas Loel Guinness.

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The documentaries commissioned by US TV stations, “The Undersea World of Jacques Cousteau ran from 1966 to 1976 followed by a second series “The Cousteau Odyssey” from 1977 to 1982. Cousteau had spent time growing up living in the US so his English was excellent but he retained his Gallic accent that added much to the authenticity of his films.

In 1979, Phillipe – Cousteau’s favourite child – was sadly killed when a sea plane he was piloting crashed in Portugal.

Following Simone’s death in 1990, in 1991 Cousteau remarried, Francine, already the mother of his two other children. Cousteau died from a heart attack on 25th June 1997 and Francine continues her husband’s work as President of the Cousteau Foundation and Cousteau Society. The Museum in Monaco – where Cousteau was a Director from 1957 to 1988 – is well worth a visit.

In the early 1970’s, like many other teenagers I enjoyed snorkeling. The clear influence of Capt. Cousteau stimulated my interest to know more that resulted in my first steps to undertake the British Sub-Aqua Club’s training course that included pool and open water diving. For quite some time, prior to me realizing my future lay not in the sciences, in response to that irritating question from a friend of my parents, “What do you want to do?” my response was always “To be a Marime Biologist” – Merci Capt. Jacques!

A lasting tribute in Cousteau’s own words: “The sea, the great unifier, is man’s only hope. Now, as never before, the old phrase has a literal meaning: we are all in the same boat.”

Join Jacques Cousteau’s on his undersea adventures – by clicking the Amazon link below the image 

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Jacques Cousteau – The Ultimate Collection [DVD] [2007]

May be for those who are not yet ready for Capt. Cousteau’s Ultimate Collection and would – how do you say – like to put a toe in the water….the Undersea World of Jacque Cousteau must the finest starting point – click the Amazon link after the image 

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The Undersea World Of JACQUES COUSTEAU 6 DVD Box Set PAL

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Image credit – with grateful thanks – Globalfirstandfacts.com, The Cousteau Foundation, The Cousteau Society, ABC, NBC, Metromedia and Fred Muller II.

Iconic TV Advertisements

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As we emerge from the Christmas Season when parlour games and an over-dose of TV co-incide I wanted to pay homage to those moments of TV history that are either so creative, successful or engaging that they allow us to be described as iconic.

There can be little doubting the power of the well-timed TV advertisement to support the marketing efforts of a major brand in a critical buying season. However, there are some commercials that go beyond the marketing mix to become – almost National Treasures – being both iconic and loved by audiences.

Here are a few TV commercials that have an appeal all their own. I make no apology for the nostalgic nature of this collection as, to some extent, the core audience was then less sophisticated. The “short-hand” language of known music to accompany aspirational images is no coincidence.

The Seasonal Campaigns – when Fizzy Drinks Manufacturers and Department Stores corner the run up to Christmas.

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Coca Cola Christmas – “Holidays are Coming” Holidays Are Coming – Coca Cola

The first iteration of the Coca Cola Christmas commercial was aired in 1995 featuring the “Christmas Cravan” of illuminated trucks as devised by agency W. B. Doner and Santa Claus as depicted in 1930’s for Coca Cola by the artist Haddon Sundblom. The song “Wonderful Dream (Holidays are Coming)” was first used for the Coca Cola Christmas advert in 2001.

The Bear and The Hare

Christmas John Lewis – “The Bear and the Hare” The Bear and The Hare

UK Department Store, John Lewis, released their first Christmas advert in 2007 but the £7m campaign in 2013 entitled “The Bear and the Hare” is truly a masterpiece. With its superb Lily Allen soundtrack (her version of Keane’s 2004 single “Somewhere Only We Know”) and meticulous artwork from a team including Aaron Blaise – known for his work with Disney – we see our hero the Hare ensuring that his hibernating friend the Bear wakes up to enjoy Christmas.

Perhaps one of the most iconic seasonable adverts that courted as much controversy as plaudits was Sainbury’s 2104 offering. This was a wonderfully evocative advert that encapsulated not only a documented historical event but made contemporary and relevant.

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The AMV BBDO produced classic harnessed the World War One commenmoration that swept the UK in 2014. The director, Ringan Ledwidge, was keen to engage the support of the Royal British Legion for whom Sainbury’s donated a heathy chunk of the sales of a special chocolate bar that reproduced part of the Tommy Christmas trench rations.

Sainbury’s “Truce” Sainsbury’s “Truce”

The Iconic:

Even if I didn’t think that Levi’s 501s – see my earlier post here – Levi 501’s were the best jeans made I suspect this advert would have converted many to this iconic brand.

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Levis – Nick Kamen Levis 501 – Marvin Gaye

First shown on Boxing Day (26.12) in 1985, it was conceived by John Hegarty and Barabara Noakes of BBH and directored by Roger Lyons. It had the desired effect of making jeans sexy and revived Levis flagging fortunes – it also stimulated the sale of boxer shorts!

Even if Guinness isn’t your beer of choice – see my earlier post here – Aestheticons’ Guide to Iconic European Beers – Part 1 one of the UK’s most favourite commercials ever made was for the Black Stuff.

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Guinness Surfers and Horses

The campaign was devised in 1999 by Abbott Mead Vickers for the Guinness brand and was directed by Jonathan Glazer, who later directed the cult movie “Sexy Beast” starring Ray Winstone. It was shot in Hawaii with one surfer, known as Rusty K, finally conquering the wave. Leftfield’s track “Phat Planet” beats out the inspiration drawn from Herman Melville’s Moby Dick “Ahab says, ‘I don’t care who you are, here’s to your dream.'”

When you pursuade a major rock bands to allow you to use one of their songs in support of your first TV comercial, the launch of Windows 95, you have to expect to pay heavily for the priviledge. It is said that The Rolling Stones were paid $3m – for a six month license – but reports suggest that it was money well spent and made Microsoft a household name. Bill Gates apparently had the idea for the commercial from the “Start” button on his pc. The $200m launch was directed by Portland ad agency, Wieden & Kennedy

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Rolling Stones Microsoft – Microsoft – Rolling Stones

The Sexy, Cute and Clever:

Eating a crumbly chocolate bar in a hot bath sound perilous but Cadbury’s managed to turn jeopardy into sexy with a series of adverts in the 1980’s/90s – even if the 1991 version featured an overflowing bath that no doubt caused havoc with the downstairs neighbours…..

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Flake – Bathtime Flake

An altogether more breezy and cute image was created in 1991 by the French Publicis agency featuring a fictional father and daughter in a series of adverts for Renault’s Clio. So successful were the ads that in 1996 a survey suggested that the female lead “Nicole” – a none driver at the time of the first commercial – was more recogniseable than John Major, the then Prime Minister! The sound track to the version shown below – and there were eight ads in total – feature an acoustic recording of Robert Palmer’s “Johnny and Mary” played by an old friend, the guitar genius, Martin Taylor.

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Renault Clio – Nicole/Papa Papa & Nicole

Adverts featuring a large numbers of extras that through careful choreography create stunning images fall into a category we call “cleaver”. In 1989 a Saatchi & Saatchi campaign for British Airways saw the combination of very beautifully Hugh Hudson (Chariots of Fire) directed photography, filmed in Utah, with a stunning Malcolm McLaren and Yanni produced classical soundtrack (the Flower Duet from Léo Delibes’ opera “Lakmé”) and you have an iconic advert that’s instantly recognizable.

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British Airways BA Face Commercial

Given the proliferation of media and the understandable pressures on budgets for TV/on-screen adverts, todays advertising gurus need to be a smart as their predecessors to engage an audience quickly and convincingly.

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Image credits with thanks to Coca Cola, BBC, The John Lewis Partnership, Levi Strauss, Guinness, Leftfield, Microsoft, The Rolling Stones, Sainsbury’s, Cadburys/Mondelez and British Airways.

 

 

Levi‘s 501

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501’s were seen as work-wear for much of its first sixty years being rechristened ‘blue jeans’ in the 1950’s.

Jacob Davis, a tailor, was approached by a workman’s wife asking for a stronger pair of trousers. He sought a solution to pocket and fly tearing experienced by workers using his denim trousers by applying copper rivets to the stress points of the garment. He then went in search of a partner to help make these early examples.

Levi Strauss was a dry goods vender who had sold Jacob the denim he needed for his early samples. They joined forces and the production which following its the grant of Patent on 20th May 1873  for “waist overalls” heralded a massive success.

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In 1886 the Two Horse leather patch was first used and added to the overalls.  In 1890 the Patent passed into the Public Domian, meaning the company lost their exclusive over riveted denim. As a result the company introduced the “501” as the definitive version of their denim work “waist overalls”, with copper rivets and the Two Horse leather and later the “leather-like” patch.

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By 1936 the Red Tab appeared. These ingenious and other design elements have ensured that Levi Strauss have been able to seek protection for their design against cynical copying. The company spend million of dollars annually protecting their Intellectual Property Rights.

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Always at the heart of youth culture, the universal appeal stems from its integrity, a loyalty to the original design, the highest quality denim and sturdy manufacture.

I have loved Levi’s jeans since a teenager. Whilst the waist band may have expanded – and indeed contracted on various occasions due to mad cabbage soup diets etc – I have been through zip-fly, yellow label and 360 degrees back to red-label button-fly 501.

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They are simply my favourite jeans that have seen me through endless concerts and music festivals. Dylan at Blackbush in 1977 (that included sleeping on Waterloo Station concourse due to a missed last train), to Glastonbury mud-caked, U2 and the Rolling Stones at Wembley to Mumford and Sons at Benicassim they have simply been more than a wardrobe anchor.

Today they combine perfectly with classic shoes, an Argentinian woven belt and a great shirt and/or jacket – depending on the season – for London creative business meetings. Less Revolution and more Evolution my 501s – and I now have several favourite pairs – are still beautifully made, ooze classic iconic style and are, above all, hugely dependable.

Would you like a pair of Levis 501? Click this AMAZON link to buy your own iconic jeans click the Amazon link below the image: 

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Levi’s 501 Original Fit Men’s Jeans, Blue (Onewash), 34W x 30L

The essential Argentinian belt can also be added here by clicking the Amazon link below the image – make sure you get the right length!

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Carlos Diaz Mens Womens Unisex Argentinian Brown Leather Embroidered Polo Belt (85 cm/ 32-34 Inches)

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Photo by Levi Strauss