Mastercard
The same photograph is modified in the ads for the U.S. and French markets. It's so interesting to see the female in the U.S. ad transgendered into a male for the French ad. The note pads too are changed from yellow to white. Otherwise, the entire ad is the same, translated for each market's language. The same message works for both markets using ammended imagery that speaks to the individual culture. The German ad is consistent by using the same font, as the other ads along with photography that is generic enough for a variety of markets, albeit, ones with blond kids.
France
Le Figaro
January 2005
AD COPY:
Des idées, de l'acharnement et une bonne douzaine de blocs-notes : 12 €
(Avoir tout ce qui'il faut pour faire fonctionner votre entreprise : ça n'a pas de prix)
Translation:
stick-to-itiveness, and several dozen legal pads:
12 €
(having what it takes to run a business: priceless)
U.S.
Fast Company
February 2003
AD COPY:
stick-to-itiveness...and several dozen legal pads: $37
(having what it takes to run a business: priceless)
Germany
Der Spiegel
January 2003
AD COPY:
Es gibt Dinge, die gelten weltweit: 1x1=1
EUROCARD wird MasterCard.
Mit über 29 Millionen Akzeptanzstellen auf der ganzen Welt.
Translation:
There are things that translate worldwide: 1x1=1
EUROCARD becomes MasterCard.
With over 29 million places in the world accepting the card.