The "It's" man opened the comedy television series Monty Python's Flying Circus by approaching the camera from a great distance, collapsing, and gasping "It's—" which is immediately followed by the announcer crisply stating, "Monty Python's Flying Circus." This was a running gag on the show; the joke was that the "It's man" never got to say anything other than that single word. The "It's man" seemed to be aware of his predicament, and was usually raggedly-dressed, rather morose, and put-upon.

Portrayed by Michael Palin, the "It's" man appeared on the first episode by staggering onto a beach. According to Palin, while rehearsing the gag, he nearly drowned when the tide came in. In one episode, the "It's" man was given his own chat show. However, it was cut short by his saying the single word "It's", immediately after which the theme music began to play and the end credits shown.