Australia Gets Up for Touching Marriage Equality Spot | Adweek Australia Gets Up for Touching Marriage Equality Spot | Adweek
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Australia Gets Up for Touching Marriage Equality Spot First-person narrative has slow reveal

Get Up!, an advocacy group in Australia, has just released this touching commercial by the Motion Picture Company lobbying for marriage equality. Research by The Third Way, a think tank in Washington D.C., suggested that a message of equality isn't as effective for those opposed to gay marriage as a message of commitment. If so, then this ad—called "It's Time"—should work well in convincing Aussies that commitment is the point of it all. It's been viewed more than 1.6 million times since last Thursday. As you follow one-half of a couple through the important moments of their life—from fighting over directions to being there after the death of a parent—there's nothing that would lead you to believe their relationship is different from any other, until the reveal at the end. It's a lovely relationship story told in short, tear-jerking form.

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