Adorable Australian Marriage-Equality Ad “It’s Time” May Come To American TV

We loooved “It’s Time” the memorable marriage equality video from Australia (above) so much that we made it one of our ten favorite ads on the subject.

Now the too-cute clip—which has received more than six million views on YouTube—has a chance to reach a wider audience: television audiences here in America. The progressive marketing company Social Teeth has started an online fundraiser to get the funds together.

“Our intention with the ad is to powerfully convey how gay and lesbian relationships are normal relationships,” reads a statement on the group’s website. “‘It’s Time’ represents two people who, despite their gender, are able to spend their lives together without social or political barriers.”

Social Teeth is aiming to raise $50,000 by October 10, but they’re less than $1,000 toward their goal. In addition to buying airtime, a portion of the money raised will go directly to Get Up!, the Down Under group that first released “It’s Time” in October 2011.

We know money’s tight, but if you have a wedding to go to consider a contribution to this cause in lieu of a present. Trust us, the happy couple will never use that punch bowl.

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  • John Doe

    With all of the money raised in Washington State ($7 million I think) and in a few other States to advertise about marriage equality before the election, I’m surprised this video just can’t be acquired (at no cost) and then shown here on US TV. We’d use a quality video that is already produced and it could just add to the advertising already occurring.

    Some of the current advertising for equality is almost solely 30 second clips of parents talking about their gay child and hor discrimination impacts them. That’s great. But the “It’s time” video is unique and very tasteful for the masses (which includes those who fear gay people). I say have advertising that comes at the topic from different angles.

  • Allen D.

    Truly a powerful ad. Since the money has already been spent… it already exists… in a utopian world — they would just let it be used for the greater good.

    But profits, blah blah blah.

  • danielwein

    @John Doe: John, as one of the co-founders of this campaign to bring “It’s Time” to the U.S. airwaves, I can tell you that we are taking no profit off of the money raised. That is absolutely not the goal. We have acquired the rights to the ad from GetUp, and they had insisted on a small royalty fee to help them recoup the costs that went into making the ad. Additionally, the small fee going to Social Teeth is to account for the extraordinary amount of time they’ve put into building their site. The overwhelming majority of funds raised will be put into ad buys.

    That being said, we think that “It’s Time” is indeed an ad that appeals to the masses, but our future plans include promoting and creating original content that comes from different angles. I hope you’ll help us meet our fundraising goal!

    I encourage you to read more about our campaign ( and donate whatever you can ( I can also be reached on Twitter at @danielwein if you have further questions.

  • danielwein

    @Allen D.: Allen, as I said to John, our goal is absolutely not to take any money away from this. Our overwhelming goal is to assist in whatever way we can towards the fight for full equality. Hope you’ll help us and contribute to our campaign!

  • NateOcean

    This is well done. No fashion models posing as actors. Just typical people going about their daily lives.

    It’s a refreshing antidote to those saccharine “I’m a Mormon” ads.

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