Global brands often struggle with how to roll out a global campaign. I was reminded of this on a recent trip to Budapest, Hungary when I came across this ad for BlackBerry in Business Hungary, the magazine from the American Chamber of Commerce in Hungary. Surely no native English-speaking creative team would hyphenate "al-ready" and "busi-nessmen".
Although they use a photo of a business woman and the somewhat cumbersome "he/she" pronoun, they state that "the device appeals mostly to businessmen".
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It looks to me like BlackBerry probably decentralized their advertising and let the regions do their own things, for their own markets. This isn't a bad strategy, but usually that means the markets are doing the creative in their own language in a way that appeals to local audiences. In this case, they've gotten it all wrong by (I'm guessing) writing copy for an American brand in Hungarian, then translating it into English. Surely they could have just adapted a U.S. or UK ad?
Rolling out a global campaign