For most, a wedding day is among the happiest moments in a person’s life, a milestone to look back on for years to come, which makes it all the more strange that people are still denied the right just because they love someone of the same sex.

Same-sex marriage is currently legal in Canada, as well as 36 states in the U.S., Washington, D.C., and some 15 other countries around the world. But with the U.S. Supreme Court currently hearing arguments on the constitutionality of other states’ bans on the right, the spot certainly makes for a timely reminder of what’s at stake.

Nobody’s Memories is a new ad from FCB for LGBT advocacy group PFLAG Canada, which imagines the joys missed by couples unable to legally marry in years past.

This is our tribute to all those in the past who were never allowed to marry by law – and to everyone who is still denied the right today. Share your love stories, wedding photos and videos on Instagram and Twitter with #lovemadelegal and let’s make gay marriage legal everywhere.”

They’re seen walking down the church steps to applause, piling into the wedding car, sharing a bite of cake at the reception, and the myriad other little images and traditions associated with the big day.

It’s a simple, powerful illustration of why the right to same-sex matters in societies that purport to pride themselves on ideals like freedom, equality and the pursuit of happiness.