El Corte Inglés is the largest and most successful department store in Spain. There are hundreds of them around the country and all Spaniards know what it is and generally shop there. Yet ECI is not only known for its quality brands and products, but for its Spring advertising campaign. Every year, ECI comes out with a campaign called "Ya es Primavera" which means it's already spring. This campaign has been running for years and Spaniards have grown up around it. The advertisements are similar every year, they center on models wearing ECI clothes around a city and the final clip says "Ya es primavera... en El Corte Inglés." Everyone knows that when ECI comes out with this commercial, it means it is officially Spring and it is OK to wear Spring clothes. This ad has become so popular that now anytime someone says "ya es primavera," Spaniards automatically respond with "en El Corte Inglés." This is true to the point that when I wrote in Google "ya es primavera," Google suggested to finish it with "en El Corte Inglés," as did YouTube. When I was searching for these commercials something caught my attention. This year's campaign did not say "ya es primavera en El Corte Inglés" at the end. Instead, it had written in the beginning of the commercial "Ya es Primavera" and at the end only said "El Corte Inglés." This was the first time ECI did not say the entire phrase at the end. Maybe it's because people already know what the phrase is and therefore there is no need to say it? Or maybe it was on purpose to create buzz around the campaign and therefore bring more attention to ECI. Who knows... Here are some examples of ECI's past spring campaigns from 2010, 2011, and finally the 2012 commercial without the "ya es primavera."
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