When creating an ad copy for the international market, attention to detail is an absolute must. Localization comes into play and will help you tailor your content for individual markets. Localization takes up many facets under its umbrella to fine-tune things for different places. The use of language and semantics are vastly different between different regions of the world.
Catering the verbiage and adhering to local customs and diction can make the viewer of the content identified with the product. Knowing that the company is taking great pains to get things right in sending the message out to their individual country can have a lasting effect upon the customer. Localization and customization towards your International customers will reap great rewards down the road.