This article analyzes three commercials, part of the ‘Heroes in Colombia really do exist’ media campaign commissioned in 2004 as the country’s armed forces pursued the military option against leftist guerrillas. The author uses qualitative media content analysis, grounding his reading and interpretation of the commercials in a representation of their symbolic and historical environment, and he argues specifically that the commercials were/are spectacular vehicles of what he calls ‘nationism’ (not nationalism). The article thus contributes to our understanding of how meaning was mediated in the attempt to produce commitment to the military option in Colombia during the first decade of the 21st century.