{{Short description|Australian campaign}} {{Use dmy dates|date=April 2022}} '''''It's Time''''' is a 2011 Australian pro-[[same-sex marriage]] 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!]].

==Plot== The ad is lensed through the eyes of an unidentified person (Director of Photography Damian Smith) 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."<ref name=ibtimes>[http://www.ibtimes.com/getup-australian-gay-marriage-ad-its-time-goes-viral-video-376216 GetUp! Australian Gay Marriage Ad ‘It’s Time’ Goes Viral [VIDEO&#93;<!-- Bot generated title -->]</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]]''.<ref name=ibtimes/>

==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".<ref>{{cite web |url=http://news.advocate.com/post/13324191023/possibly-the-most-beautiful-ad-for-marriage-equality |title=Possibly the Most Beautiful Ad for Marriage Equality We've Seen |last1=Grindley |first1=Lucas |date=November 25, 2011 |work=[[The Advocate (LGBT magazine)|The Advocate]] |publisher= |access-date=March 21, 2014 |archive-date=21 March 2014 |archive-url=https://web.archive.org/web/20140321131258/http://news.advocate.com/post/13324191023/possibly-the-most-beautiful-ad-for-marriage-equality |url-status=dead }}</ref>

==References== {{reflist}}

[[Category:2011 in Australian television]] [[Category:2011 in LGBTQ history]] [[Category:2011 works]] [[Category:2010s television advertisements]] [[Category:Same-sex marriage in Australia]] [[Category:Same-sex marriage in popular culture]]