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Company: GetUp!
    View Company Scorecard / Contact Company
Brand: Gay issues awareness
Ad Title: It's Time
Business Category: Nonprofit/NGO (gay)
Media Outlets: Television
Country: Australia
Region: Australia/New Zealand
Agency: in-house
Year: 2011
Target: Gays & Mainstream
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Theme(s)

Consciousness Raising

Same-Sex Couples/Families

Theme Breakdown

AdRespect Score: 
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This campaign features a montage of moments shared between a cameraman and a male protagonist. Shot in the style of a home video, the short film follows the two initially on a ship, where they silently introduce themselves and exchange numbers. The rest of the montage shows clips of the male protagonist and the unseen cameraman in an amusement park, at the beach and in the car. While some clips are mundane, others depict the protagonist crying over his sick mother while the cameraman comforts him. The last scene is a sweet proposal done at what is presumably a family picnic. The last shot is of the couple hugging, revealing that the person behind the camera is actually a man.

This 2011 advertisement created by the Australian non-profit organization GetUp! went viral on Youtube, receiving over two million views in it’s first five days of being published. With the money raised by GetUp! the advertisement was aired on select Australian channels.

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