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20th July 2017


Top 100 Intelligent Ideas: #1

In 1961, JFK had a great idea – by the end of the decade, the US of A would put a man on the moon.

Could there be a better demonstration of humanity’s natural inclination to explore and expand?  To boldly go (Nehrrr, Ner) – you know the rest.

It also, however, had a lot to do with showing up terrestrial enemies than exploring an extraterrestrial world. Americans felt like their communist adversaries had them on the ropes.  The Russians were the first to put a person in space, so our friends across the pond needed to top it.

And 48 years ago today, they did.

At 10:56 p.m. EDT, 20 July 1969, American astronaut Neil Armstrong, 240,000 miles from Earth, walked on the moon and delivered those awe-inspiring words that will live within the hearts and minds of every child of the 60s and 70s forever.

2 hours and 35 minutes later, Buzz was the first person to take a leak on the moon, but he never gets the recognition he deserves.

Another little-known fact is that Brandy Snyder from NASA’s Human Resources had an intelligent idea as soon as JFK finished his historic speech.  That’s when she realised they would have to bring the astronauts back to Earth safely, so Todd Kolinsky from Health and Safety didn’t shit a cold purple Twinkie.

In retrospect, it turned out to be a great opportunity for Neil, Buzz and Michael to show the people of earth some moon rock and speak about their experience and the things they’d seen.

Otherwise, who’d believe they’d ever been?

That’s the thing about intelligent ideas – they have the power to change people’s lives.


They crash through the here and now and challenge the expected and the ordinary.

They also create an opportunity for brands to grow exponentially and that’s why we put them at the heart of every creative and commercial evolution.

Nigel Hartley
Director SHA.

“Just to clarify, SHA. had nothing to do with the moon landing, or the return journey. Although we do have a ZX spectrum and a box full of USB sticks so we could probably give it a go.”


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