Check it out: PFLAG shows the lost years

The organization's new video is all about the memories same-sex couples have been deprived of.

Same-sex marriage has been legal in Canada for the last decade, but that also means it has been missing from the majority of the country’s history. This spot for PFLAG, produced by FCB Toronto with assistance from the Chicago office’s production arm Lord + Thomas, aims to show what some of the grainy, 16mm home movies from years past might have looked like if gay and lesbian couples had been allowed to smile as they left churches, danced at receptions and climbed into cars that took them into the next stages of their lives together.

But, as a solemn voiceover reminds us, they weren’t, and the tribute to those couples ends by encouraging viewers to sign a petition to show countries that still haven’t legalized same sex marriage – including the U.S., which begins a new debate on the topic in its Supreme Court this week – that they shouldn’t let any more time go by where those happy memories are left un-made.

Jon Flannery, CCO at FCB Toronto, says the initial idea was to celebrate the 10th anniversary of marriage equality in Canada by offering a tribute to those that came before and fought for that right, while reminding the rest of the country to not take our freedoms lightly. As work continued, an opportunity arose to look outside our own borders and encourage those around the world to not let any more moments slip away.

“We can’t change the past, but we can help change what will be – not just in Canada, but around the world,” Flannery said in an email.  “This is fundamentally a human issue – not one bound by borders or laws. As Canadians, we’re proud of the last 10 years – and we’re even more proud to help drive change in the future for everyone, everywhere.”