The liquid crystal drive apparatus controls application of a first or second voltage to each pixel of a liquid crystal element in respective multiple sub-frame periods included in one frame period to cause that pixel to form a tone. The sub-frame period where the first voltage is applied to the pixel is referred to as an ON period, and the sub-frame period where the second voltage is applied to the pixel is referred to as an OFF period. The apparatus provide, when causing the pixel to form the tone using the ON period, multiple ON period sets separately from each other in the one frame period. Each ON period set includes one or more ON periods. The apparatus sets a temporal interval between temporal centers of the respective ON period sets to 60% or less of the one frame period or to 5.0 ms or less.