Ageing is an extremely personal process everybody cares about. In our contemporary world, it can also become a truly enriching adventure. Prime Time is a comedy that invites us to think of age identity, and especially of how we really wish to live our later years. Written by the ageing-studies scholar Núria Casado-Gual, this play premiered in October 2016 in Barcelona (Catalonia) at the closing conference of the European project “SIforAge”. Its original production, by the company Nurosfera, received very successful performances at several Catalan theatres for more than one year.