Like many of you, I was fascinated by the recent Artemis 2 trip around the moon in anticipation of mankind, and now womankind, reestablishing our long delayed relationship with our 4 ½ billion year old celestial neighbor. It's been 53 years since the last astronauts, Eugene Cernan and Harrison Schmitt, left their last footprints on the lunar surface and apparently it will still be several years before another man or woman gets moondust once again on their pricey footwear.
I still have a couple of those 50+ year old Life magazines, including the three weeks leading up to and including the first manned landing on the moon. Up until the Artemis 2 mission I really hadn’t given them any thought but just for grins I pulled them out the other day for a look back at 1969 through a 2026 set of eyes.
In 1969 America was at war as we still are in 2026. Vietnam and Iran serve as bookends for all the conflicts that have occurred in between. While few servicemen and servicewomen have died in the latest Iranian conflict, back in 1969 the average monthly death toll was more than 900. It was within this context that State Farm Insurance ran this ad highlighting another challenge of the times - the nation’s deadly highways. Bear in mind that it was only one year before, in 1968, that seatbelts became mandatory in all new American cars (not that you had to use them; mandatory seat belt usage did not become widespread in the U.S. until the 1980's). Today’s Iran conflict has much to do with highways as well, though now we seem more concerned with the price of gas than the price in human lives.
As for the good looking young lad AI easily came up with a name, at least at first. You'll know him in today’s world, if he is who AI says he is, as he’s had a long and illustrious film career spanning hits like American Graffiti, Witness, and The Fugitive. Not to mention some minor blockbusters like Indiana Jones and Star Wars. Yup, AI identified the man in the ad as a young Harrison Ford. Trying to verify what AI was telling me proved far more problematic - asking AI “Has Harrison Ford ever appeared in a tobacco ad?” elicited the following response: ‘There is no record of Harrison Ford appearing in a tobacco advertisement. While he has starred in numerous international commercials, none have been for cigarettes or tobacco product.’ Hmmmm… ‘no record’ is not quite the same as ‘never did’ so I then turned my attention back to Twiggy and asked the same question about her. Once again, the answer was somewhat ambiguous: ‘Based on available records, there is no evidence that the British model and icon Twiggy (Lesley Lawson) appeared in tobacco advertisements, particularly during her rise to fame in the 1960s.’
No discussion of the sixties would be complete without a mention of race relations - specifically that between blacks and whites. This ad acknowledges the difficulty in teaching about what was phrased then as a ‘racial crisis’ and advertises educational materials to help teachers address the issue. How did that ‘racial crisis’ unfold in the years since? In 1969 Martin Luther King was barely gone having being assassinated the prior year. Reading these summer issues of Life as a boy I had yet to learn the names Eric Garner, Michael Brown, or George Floyd. This ad would never fly in today’s world of alleged wokeness and DEI exclusion. Bookends.
particularly “happy”, “dewy” (whatever that means), “smiley”, or for that matter “sure of everything”. Perhaps she was prescient of all the turmoil surrounding marriage that was about to unfold and that continues to this day. The tagline of “A diamond is forever” would go on to be named as the ‘Best Advertising Slogan of the 20th Century’ by Advertising Age in 1999. The divorce rate in 1969 was 3.2 per 1,000 Americans. 1980 would see it peak at 22.6. In 2023, the rate per 1,000 was 14.4.
Another ad hawked the advantages of computer dating, which admittedly was not quite the same as online dating today. But hey, it had to start somewhere. In 1965 two Harvard students had pioneered a computer-based dating service called 'Operation Match'. In 2004 another four Harvard students would roll out something called 'Facebook' which by the end of that year would boast more than a million users.Today Facebook has more than 3 billion monthly active users.
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