This article aims to examine the cultural identity positioning of advertising in times of economic crisis in Catalonia, coinciding with the nationalist shift towards the independence from Spain in the year 2014. After analysing a sample of 441 spots from a major Catalan public broadcasting channel (TV3) in Catalonia, we can see that the characters portrayed fall almost entirely in the white-Caucasian phenotype. Therefore, the advertising discourse is not representative of the diversity of Catalan society today, as it excludes "others" from Latin America, Africa, or Asia, and positions itself on the side of the white-Caucausian "us" and "ours". It does not promote the inclusive language recommended by media regulatory bodies, such as the Bureau for Diversity in Audiovisual Of the Catalan Audiovisual Council (2013), to promote intercultural dynamization and avoid xenophobia.