Ya es primevera (1995)

When I first got to Spain I was a touch confused by the Corte Inglés's current advertising campaign: Ya es primavera (more or less "Spring is here"). Little did I know they repeat it every year.

Now this is confusing for a couple of reasons, perhaps the main one being that it is patently NOT spring when they start the dang thing.

The second thing is the word "ya", which means lots and lots of stuff in Spanish. They use it all the time for such meanings as: yeah, already, now, right away, right now, at that time, sometime in the future, any longer, any more, no longer, enough already. For the life of me, I couldn't get happy with one meaning. At some point I stopped thinking about it, relaxed into just understanding it as a Spanish person might, and there you have it.