''It's Time'' is a 2011 Australian pro-

same-sex marriage Same-sex marriage, also known as gay marriage, is the marriage of two people of the same legal Legal sex and gender, sex. marriage between same-sex couples is legally performed and recognized in 38 countries, with a total population of 1.5 ...

ad created and written by Australian Creative Director Simon Duncan-Watt and directed by Stephen McCallum that was produced by Peter Slee and the activist group

GetUp! GetUp! is an independent progressive Australian political activist group. It was launched in August 2005 to encourage Internet activism in Australia, though it has increasingly engaged in offline community organising. GetUp! is an independen ...

Plot

The ad is through the eyes of an unidentified person as they spend time with their new lover ( Julian Shaw) throughout courtship, and ups and downs of their relationship. At the end when the boyfriend proposes, the camera pans out and it is revealed we were looking through the eyes of a man. The ad ends with the words, "It's time. End marriage discrimination."

Development

The ad was accompanied by a petition which was to be delivered to Australian officials at the ALP National Conference. The aim of the campaign was to change the Marriage Act, which at the time defined marriage as between a man and a woman. ''IbiTimes'' noted that "results of the most recent poll about this contentious issue show that while a slim majority of Australians support the concept, nobody rates it very highly as an issue."GetUp! Australian Gay Marriage Ad ‘It’s Time’ Goes Viral [VIDEO]
/ref> The words at the end are the only text in the ad. The music is the Oliver Tank song, ''Last Night I Heard Everything in Slow Motion''.

Reception

The ad has received critical acclaim. ''The Advocate (LGBT magazine), The Advocate'' described the short film as "Possibly the Most Beautiful Ad for Marriage Equality We've Seen".

References

{{reflist 2011 in Australian television 2011 in LGBTQ history 2011 works 2010s television commercials Same-sex marriage in Australia Same-sex marriage in popular culture