It's only an ad for sportswear, but it's also a story of Spain. The bearded basketball player Pau Gasol sits soliloquizing in what appears to be a bedroom, until finally the tagline appears: "Being Spanish isn't an excuse any more. It's a responsibility."

Those two banal sentences - spoken, crucially, by a Catalan - go to the heart of what sport is doing to Spain. The country's improbable run of sporting triumphs has revealed a new Spanish nationalism. And hubristic as this may sound, sport itself is changing Spain.