Smile! You Are in Spain is the slogan of a well-known, five year-long advertising campaign launched in 2004 to promote tourism in Spain. It captioned photographs of young people enjoying Spain, surrounded by sunny landscapes, at unspoiled beaches or in front of iconic monuments, immersed in an inviting atmosphere suitable for culture, leisure and sports. The purpose was to convey an image of Spain as the ultimate tourist destination, an earthly paradise and the land of sun and fiesta. Such conservative campaigning, which put an emphasis on a slow-paced and pleasant lifestyle, succeeded in capturing the stereotypes and clichés traditionally associated with the country, nurturing this appealing, peculiar image of Spanish vitality and cheerfulness in the minds of potential tourists. Throughout the years of the campaign and following more than a decade of sustained economic growth, Spain was badly affected by the global financial crisis of 2008; while promoting such an ideally positive take of Spain under Juan Miró’s sunny emblem, the country was inwardly succumbing to a profound and severe economic downturn.