What is Spanish identity? What does being Spanish mean? If you follow the stereotype, one ready answer could be ‘being Spanish means being passionate’. And indeed, Spanish companies have used this idea of passion and excitement in life in order to promote their products. Take, for example, the car manufacturer SEAT, which, although now owned by the German Volkswagen, has retained its ‘Spanish identity’ in its marketing campaigns. At the end of the adverts for all its products under the SEAT logo you can read the words ‘Auto emoción’ (meaning ‘car emotion’ but also ‘self emotion’). A recent advert for the Spanish lager San Miguel being shown in British cinemas plays with the same idea – this time the reading is ‘Spanish Passion for Life’.